Raise Your Sales
Get a free consultation

Case study Morele

Bol

How did we bring a Polish consumer electronics and home appliances leader to Bol.com? Case Study Morele

Black wireless headphones — electronics from the Morele range
  • €611,397in inline skate, trampoline and
    cool box sales, Mar–Jun 2026
  • +222%in inline skate sales YoY
    (Mar–Jun 2026)
  • 8.1%seasonal campaign ACOS
    (Mar–Jun 2026)

About the client

Morele is a fast-growing Polish company, best known as an electronics retailer – its range includes laptops, smartphones and computer components, as well as consumer electronics and home appliances. As a consumer electronics distributor, the company has been handling thousands of orders a month for years. Alongside this, it runs its own marketplace, where third-party sellers can list their products, broadening the choice available to end customers.

In addition to its distribution business, Morele is building a portfolio of its own brands: ZIPRO, SENSE7 and Blackwheels. The table below shows the client’s portfolio.

We began our partnership by promoting these brands on the Kaufland.de platform. The results convinced Morele to expand our work together to another foreign sales channel – the Dutch marketplace Bol.com.

Gaming desk with a chair and a monitor showing the Morele logo

What Morele sells

BrandProduct categoryExample products
Sense7Gaming and office furnituregaming chairs, office chairs, desks, gaming desks
BlackwheelsRecreational gear on wheelsinline skates, scooters, helmets and protective pads
ZIPROFitness equipmenttreadmills, exercise bikes, cross trainers, weight benches, trampolines
PemeCamping equipmenttents, cool boxes

Sport and gaming in e-commerce

Today, the same gaming chair or exercise bike is available from dozens of sellers, often with near-identical specifications and differing only in price. When selling sports and gaming equipment, what decides the outcome is therefore not the product itself, but how it is presented, where it is visible and when it reaches the customer. Both sectors are highly seasonal: sport peaks in spring and winter, gaming around Black Friday and Christmas. Bulky items complicate logistics and returns, and buying decisions rest on comparing specifications and reviews. In this environment, own brands need a strategy that brings together polished listings, advertising and sales across several channels at once.

The client’s challenges

While discussing our work together to date, Morele’s Marketplace Manager outlined the challenges the electronics leader faced as it planned its entry into a new market:

  • Choosing the right market for expansion: As a Polish manufacturer of sports and office equipment, Morele had to assess which foreign marketplace would give its own brands the greatest visibility – the decision to enter Bol required an analysis of the market’s characteristics, the competition and local consumer expectations.

  • Lack of in-house resources and experience: A further challenge was a lack of experience in managing sales on the Bol platform. The company had seasoned specialists who handled Amazon and other marketplaces very well, but no one on the team knew the ins and outs of selling on Bol.

  • Integration with a new platform: Another challenge was adapting the existing sales system for fitness equipment and gaming furniture to Bol: integrating the software with the Dutch platform’s system required synchronising processes and managing listings and stock levels.

  • Local regulations: Entering Bol meant getting to grips with local e-commerce regulations: the client had to understand the tax rules, complaints procedures and delivery requirements in force in the Netherlands.

  • Logistics and shipping: Shipping to the Netherlands was a logistical challenge: the client had to develop efficient warehouse processes and work with courier companies to ensure fast, cost-effective delivery.

Phase 1 (2024–2025) – sales launch

What we did

Analysis and objective

As we started work on the platform, we faced several challenges that we had to tackle together:

  • Adding products to the range – before we started, only some of the products were available in the catalogue.
  • Creating multi-variant listings to make it easier for customers to choose the product type/colour.
  • Building a series of advertising campaigns to help us reach more potential customers.
  • Handling orders and customer enquiries properly – the account underwent several verification checks by Bol. Maintaining high shipping and customer service metrics was essential.

Expanding the product portfolio

Our first priority was improving existing listings and adding new ones to the catalogue, working against the clock as the peak shopping season approached. We knew that to optimise product listings on a marketplace effectively, we had to combine precise descriptions with complete technical specifications – this matters for two reasons: customers get full information about the product they’re interested in, and detailed listings are ranked higher by the platform’s algorithm, which in the long run means the advertising budget is used more efficiently.

As a result, the Morele catalogue gained much broader coverage of categories such as sports equipment and office furnishings – previously, only part of the range had been available.

ZIPRO Jump Pro 252 cm trampoline listing on Bol.com, sold by Morele.net
ZIPRO JumpPro IN trampoline product description on Bol.com in Dutch

Creating variants

The next step was to combine the newly added products into multi-variant listings. Thanks to the materials supplied by the client and the platform’s intuitive tools, we completed this task quickly. It’s worth stressing how much detailed, multi-variant product pages matter for sales results – showing customers a wider choice keeps their attention on the listing for longer and makes it easier to persuade them to buy.

SENSE7 NOJO desk multi-variant listing on Bol.com: five colours and two widths
ZIPRO Jump Pro trampoline listing on Bol.com with a choice of diameters from 127 to 496 cm

Advertising

Strategy

Together with the client, we decided to focus our marketing efforts on its own brands. Historical data from other platforms told us we had to start before the fourth quarter, promoting fitness and home workout equipment above all. Our analysis showed that a strong advertising campaign ahead of the Christmas period would help sustain good results into the start of the new year – a time traditionally boosted by the wave of New Year’s resolutions to get more active. Growing demand for home workout products, typical of fitness e-commerce, only confirmed that this was the right direction.

Implementation

We began building the campaigns by creating separate structures for individual product groups. To start with, we launched automatic campaigns, optimising the target ACOS and daily budget. Next, we set up manual campaigns based on the best-performing keywords for each product group – an analysis made possible by data gathered from the automatic campaigns and statistics provided by the platform.

Advertising campaigns on Bol.com – Oct 2024 – Mar 2025
Advertising campaigns on Bol.com – Oct 2024 – Mar 2025
October 20241,69635.3 %
November 20243,05712.5 %
December 20248,29715.8 %
January 202522,79616.9 %
February 202514,39612.7 %
March 202530,96012.5 %

Phase 1 results

Once our solutions were in place, the account saw an immediate rise in sales as early as 2024. Each month brought improvements in both units sold and sales value. From October to December, we recorded sales growth of +300%.

Next, we had to face the challenges of the new year. After strong sales in the first half of January, things slowed down as demand for fitness products steadily declined.

In February, we started introducing new seasonal products, such as garden trampolines and inline skates. Together with an effective marketing campaign, this brought further growth in March.

Weekly sales – Oct 2024 – Mar 2025
Weekly sales – Oct 2024 – Mar 2025
1 – 6 October 20241,542
7 – 13 October 20243,475
14 – 20 October 20244,772
21 – 27 October 20246,508
28 October – 3 November 20242,426
4 – 10 November 20244,623
11 – 17 November 202415,552
18 – 24 November 20240
25 November – 1 December 20247,458
2 – 8 December 202414,715
9 – 15 December 202416,797
16 – 22 December 202415,707
23 – 29 December 202418,887
30 December 2024 – 5 January 202524,954
6 – 12 January 202529,521
13 – 19 January 202521,519
20 – 26 January 202518,434
27 January – 2 February 202513,864
3 – 9 February 202514,717
10 – 16 February 202510,735
17 – 23 February 202512,477
24 February – 2 March 202514,610
3 – 9 March 202516,852
10 – 16 March 202521,322
17 – 23 March 202524,104
24 – 30 March 202522,568
31 March 20252,878

Phase 2 (2026) – scaling

Objective

Our first year on bol.com laid the foundations: a complete catalogue, variants and a working campaign structure. Later on, we also brought PEME – Morele’s camping equipment brand – onto the platform. For the next phase, we set ourselves a new goal: to make the most of the peak in searches for seasonal products from the PEME, ZIPRO and Blackwheels brands between March and the end of June.

Implementation

We began our preparations in early March with a fresh audit of the listings that had been live since the previous season. We wanted to go into the peak with listings refined down to the last detail:

  • title optimisation for mobile devices – new keywords and title lengths tailored to the bol.com mobile app,
  • content refresh – new visuals and lifestyle photos in the galleries, plus a review of descriptions and technical specifications,
  • switching to Logistiek via bol (LVB) – the client’s decision to use the platform’s fulfilment service. Next-day delivery is a big advantage for leisure products, which are often bought on impulse or just before the weekend,
  • a new campaign architecture – combining automatic campaigns (broad reach) with manual ones (precise bidding on key phrases) for each seasonal category.

Phase 2 results

March–June: 2026 vs 2025

The results of our joint work and optimised advertising exceeded our initial expectations. Comparing the key seasonal months (March–June) of 2026 with the same period in 2025, we focused on a detailed analysis of the promoted range.

Cumulative growth in seasonal categories:

Total sales value for the three key categories (inline skates, trampolines, cool boxes) in the period under review reached EUR 611,396.90.

The total number of orders came to 8,054, and the volume of units sold reached 8,247.

A breakdown by category shows spectacular growth compared with the previous year:

  • Inline skates: A massive 222% increase in sales value (to over EUR 226,000) and a 263% jump in units sold.
  • Trampolines: A 56% increase in sales value (reaching nearly EUR 235,000), with volume up 83%.
  • Cool boxes: A 94% jump in turnover (to almost EUR 150,000) and a 63% rise in sales volume.
Cool boxes

1,389 orders (+61%), EUR 149,896.45 in sales (+94%), 1,412 units sold (+63%) – March–June 2026 compared with 2025.

Cool boxes
1 March 20260
2 – 8 March 2026481
9 – 15 March 2026651
16 – 22 March 20261,849
23 – 29 March 20261,112
30 March – 5 April 2026992
6 – 12 April 20262,082
13 – 19 April 20262,136
20 – 26 April 20263,904
27 April – 3 May 20265,667
4 – 10 May 20264,532
11 – 17 May 20265,843
18 – 24 May 202610,173
25 – 31 May 202617,303
1 – 7 June 20268,347
8 – 14 June 202610,230
15 – 21 June 202628,418
22 – 28 June 202639,650
29 – 30 June 20266,527
Trampolines

1,879 orders (+83%), EUR 234,935.29 in sales (+56%), 1,880 units sold (+83%) – March–June 2026 compared with 2025.

Trampolines
1 March 20261,437
2 – 8 March 202617,862
9 – 15 March 202614,309
16 – 22 March 202619,709
23 – 29 March 202620,636
30 March – 5 April 202614,837
6 – 12 April 202615,476
13 – 19 April 20268,051
20 – 26 April 202610,464
27 April – 3 May 202622,129
4 – 10 May 202620,065
11 – 17 May 202614,125
18 – 24 May 202618,815
25 – 31 May 202612,242
1 – 7 June 20267,801
8 – 14 June 20267,443
15 – 21 June 20265,738
22 – 28 June 20262,752
29 – 30 June 20261,044
Inline skates

4,786 orders (+263%), EUR 226,565.15 in sales (+222%), 4,955 units sold (+263%) – March–June 2026 compared with 2025.

Inline skates
1 March 20262,504
2 – 8 March 202619,952
9 – 15 March 202613,910
16 – 22 March 202614,869
23 – 29 March 202611,070
30 March – 5 April 202610,821
6 – 12 April 202616,929
13 – 19 April 202619,629
20 – 26 April 202621,510
27 April – 3 May 202614,306
4 – 10 May 202613,270
11 – 17 May 202611,887
18 – 24 May 202615,472
25 – 31 May 202611,034
1 – 7 June 20268,580
8 – 14 June 20267,161
15 – 21 June 20266,092
22 – 28 June 20265,454
29 – 30 June 20262,115

Advertising campaigns

For the seasonal range, we designed a campaign architecture built on the synergy of automatic campaigns (broad reach) and manual ones (precise bidding on key phrases). The ads generated a total of 734,856 impressions, which translated into 30,354 clicks and EUR 179,456.09 in sales from ads. The average ACOS across the entire budget (EUR 14,558.46) was an excellent 8.11%. It’s worth noting that sales from advertising campaigns accounted for over 29.3% of the total turnover of the seasonal range analysed.

Advertising campaigns

CategorySales from adsACOS
TrampolinesEUR 61,4997,73 %
Inline skatesEUR 77,2268,38 %
Cool boxesEUR 40,7298,18 %
TotalEUR 179,4568,11 %

Inline skates were the most-clicked category – their two campaigns generated almost 18,000 clicks between them. The manual campaign for cool boxes, with a spend of EUR 511, achieved the lowest ACOS on the account.

Bestsellers

  • Blackwheels Flex PRO – nearly 1,100 units sold, up 319% YoY, and almost EUR 53,000 in revenue.
  • Blackwheels Playful 32-35 – units sold up 747% YoY.
  • ZIPRO Jump Pro IN 183cm – sales value up 447% YoY, almost EUR 30,000 from a single SKU.
  • PEME Quest 14 – over EUR 31,000 in revenue in its first season on Bol.com.

Summary

The results achieved in spring 2026 clearly show that continuous work on the account and a long-term partnership are the key to sustained growth on bol.com. We’ve drawn several important business lessons from this campaign:

1. Long-term optimisation pays off: The 2026 results would not have been possible without the solid foundations laid in the first phase. The spring SEO audit, combined with aggressive yet precisely targeted advertising (ACOS of around 4–12%), allowed us to beat the competition.

2. Fulfilment is a lever for scaling: Switching to bol.com logistics (Lvb) made a fundamental difference. The ‘next-day’ delivery guarantee lent the brand credibility and significantly boosted the conversion rate from ads.

3. Precision in ad structure: Splitting campaigns into automatic and manual ones reduced costs. The low ACOS of the manual campaigns (e.g. for cool boxes – under 5%) shows that cutting poorly performing keywords and investing in those that convert best delivers a very high return on investment (ROI).

4. Scaling through partnership: Our work with Morele shows that the Dutch market rewards continuous optimisation. What began as a successful expansion has become a stable revenue engine that breaks its own records with every new season.

…and there’s plenty more to come!

Our partnership with Morele is ongoing, which means we continually adapt and optimise every element of sales as marketplace conditions change. We believe in our clients’ products, which is why we successfully grow their sales. Thank you for your trust!

Google review of Raise Your Sales by Kamil Zemła (Morele.net): five stars
Kamil ZemłaHead of Marketplace at Morele.net

Selling sports or gaming equipment and want to achieve similar results?

We specialise in supporting manufacturers and distributors selling on Bol.com and other marketplaces. For many years, we’ve been helping companies in the sports and gaming sectors increase the visibility of their listings, improve conversion and scale their online sales.

If you’re wondering whether your business has the potential to grow on marketplaces, let’s talk. We’ll analyse your situation and tell you honestly whether – and how – we can increase your profits.

  • €361,018in sales in the first six months
    on Bol.com (Oct 2024 – Mar 2025)
  • €179,456in sales from ads
    in the Mar–Jun 2026 season

Let's talk about growing your sales across marketplaces!

Contact Raise Your Sales
Phone number+44 (0) 7520 603 898E-mail addresshello@rysagency.comFree Consultation