What started as an air conditioning installation company grew into a wholesaler for professionals and eventually into a specialized webshop for both professionals and consumers. Ventilatieshop skillfully combined a traditional field of work with digital entrepreneurship. This combination proved to be a bullseye. Instead of resting on their laurels, Ventilatieshop saw new opportunities. The digital step was not an endpoint, but the beginning of a much bigger adventure.
Around 2019, there was a need for a solid foundation for the next phase. The webshop was still running on Magento 1 and needed a redesign. This is where Ventilatieshop crossed paths with Yellowgrape. What started as a technical migration quickly grew into an intensive collaboration focused on strategy, data, and international growth. No vague promises, but concrete improvements based on smart choices and tangible results.
When Jeroen Hendriksen and commercial director Christiaan Jansen approached Yellowgrape in 2019, Ventilatieshop was at an important crossroads. The webshop was still on Magento 1 and urgently needed renewal. But the upgrade to Magento 2 was not just a technical exercise. This moment was deliberately used as the starting signal for a much broader recalibration: a redesign that respected the brand identity but also allowed for more conversion, usability, and scalability towards international ambitions.
The biggest challenge lay in balancing preservation and progress. The iconic blue sky and high service level had to remain, but the platform also had to be ready for growth. Everything was examined: from navigation structure and content layout to positioning towards the Belgian market. By digging deeper than just technical specs, we jointly laid the foundation for a strategic e-commerce course where conversion, scalability, and identity went hand in hand.
The collaboration started with the redesign and migration from Magento 1 to Magento 2. The design was approached with a sharp focus on conversion: clean visuals without frills, supported by behavioral data and proven influence principles. The entire structure of the menu, navigation, and content was revised and complemented with a responsive layout. In parallel, we conducted server-side CRO tests. This not only optimized loading speed but also improved the reliability of our measurements. The result was impressive: upon launch of the renewed webshop, conversion increased by a remarkable 15 percent. This immediate impact laid the groundwork for something bigger.
Because the collaboration took off. The foundation was set, trust grew, and ambitions broadened. We switched to a total approach: performance marketing, CRM, SEO, dashboarding, and a complete automation architecture. Every link was sharpened. Not as isolated islands, but as parts of a larger ecosystem where data and creativity continuously reinforce each other.
Ventilatieshop already had a foothold in Belgium, but the original webshop was too Dutch. Therefore, we launched a separate Belgian shop fully tailored to the local market. Think of SEO technical optimizations, customized content, and conversion-focused personalization. This local approach quickly paid off. Within four months, Ventilatieshop reached the top of the most important search terms in Belgium, a major achievement.
This Belgian acceleration marked the starting shot for European expansion. Together we mapped promising markets, built business cases, and calculated strategies down to the last detail. The first new market went live in 2022. Other countries will follow soon because the blueprint is ready. What started as an upgrade grew into an international growth plan, solidly grounded and built for the long term.
The results speak for themselves. Conversion increased immediately after the redesign by 15 percent. The Belgian market was conquered at record speed and the international growth plan exceeds expectations. The business case is broad: from automation flows to data-driven customer profiles and in-depth dashboarding. One highlight was experimenting with server-side CRO tests. This not only optimized loading speed but also increased the accuracy and reliability of measurements. Everything works smartly together like a well-oiled e-commerce machine in which all disciplines reinforce each other.
A digital transformation only works if it is supported by trust. The collaboration between Ventilatieshop and Yellowgrape is proof of that. By jointly investing in strategy, technology, and optimization, an ecosystem emerged where growth is no longer coincidence but the logical result of smart choices. Internationalization requires more than translation. It demands local adaptation, robust technology, and a clear plan. Ventilatieshop’s journey shows how an existing success story can be the starting point for an international growth spurt. And perhaps most beautifully: this case proves that good ventilation contributes not only to health but also to exponential digital growth.
