Increase in revenue by 245% through expansion from B2B to B2C

About the Client

HEJDUK SPORT is a recognized retailer of hockey equipment in both B2B and B2C sectors. They exclusively import brands such as CCM, Bauer, Winnwell, Sher-Wood, and Brian’s, and manufacture top-notch hockey visors that dominate the European and global market.

The client had years of experience as a B2B distributor of hockey gear for sports clubs and retail stores. The company had strong supplier relationships and market knowledge, but reached the limits of their original e-commerce solution. Growing competition and changing customer purchasing behavior prompted the need to expand into the B2C segment, along with the need for a high-quality mobile display for both B2B and B2C clients.

Initial Situation: B2B Distributor Seeking New Opportunities

Key challenges before the project started:

• reliable and scalable integration with the ERP system
• need for a scalable e-commerce solution for both B2B and B2C segments
• need for a broader marketing strategy to support expansion
• entry into foreign markets

Step 1: Building a Scalable E-Shop on the dmpshop Platform

We proposed a comprehensive transformation of the existing e-shop to the dmpshop platform, allowing HEJDUK SPORT to operate B2B and B2C sales on a single platform with advanced functionalities:

• 2 mobile-friendly e-shops on one administration for summer and winter product segments
• Custom tailored graphics
• B2B and B2C e-shop on one platform with a specially optimized sales process for B2B customers
• hybrid pricing – wholesale prices for registered dealers, retail prices for end customers
• integration with ERP Pohoda, ensuring real-time synchronization of stock between B2B and B2C channels for tens of thousands of items
• marketing support in the form of cross-selling, product configurator, and loyalty program

Step 2: Supporting the Expansion from B2B to B2C with a Comprehensive Marketing Strategy

We took over the original basic Google Ads campaigns and built a complete multichannel marketing strategy:

• Google Ads optimization – restructuring campaigns and focusing on B2C targeting and seasonal trends
• Seznam.cz campaigns – utilizing the Czech search engine for strong local reach
• Affiliate marketing – strategic partnerships with hockey blogs, communities, and influencers
• Heureka.cz – optimization for the largest Czech comparison shopping site
• SEO optimization for organic reach and reduction of costs on performance advertising
• analysis of user behavior with optimization of cart conversion
• preparing a strategy for future entry into foreign markets

Step 3: Expanding into Foreign Markets

After stabilizing the Czech multichannel marketing strategy, we gradually expanded our presence into foreign markets:

Slovakia: Full Language Mutation

The first step was the expansion to Slovakia via complete language mutation and sales in euros. The Slovak market served as a testbed for international expansion.

Poland: Success on Allegro Marketplace

Next came the expansion into Poland through the Allegro marketplace. Thanks to experience with Polish sales from other projects and AI support for automatic translations, we were able to connect and launch sales on Allegro within 4 weeks, achieving great results right from the start.

• launched within 4 weeks
• 150+ orders per month – stable sales volume since the 3rd month
• return on investment within 4 months
• 10% share of total revenue within 3 months – the Polish market became a significant channel

A detailed analysis of the Polish expansion can be found in the dedicated case study on Allegro marketplace.

Future Expansion – New Opportunities

Based on the success in the Polish market, we are preparing additional expansion steps:

• Sports marketplaces – entry into purely sports platforms such as Decathlon, Sportisimo, and Stadium
• German market – planned expansion into the largest European e-commerce market