Aeternus facilitated the sale of Mijninkoper's shares to Optimerce, enhancing Optimerce's stance in the Dutch senior market by expanding their service offerings.

Target Information

Mijninkoper is an independent purchasing organization dedicated to facilitating collective purchasing and online selling of products and services for its clients. It operates a tailor-made online sales platform that streamlines the purchasing experience. The organization serves various sectors, including member or employee benefits and collective purchasing initiatives, while also providing complete management of webshops and customer service.

Industry Overview in the Netherlands

The e-commerce sector in the Netherlands has experienced substantial growth, driven by an increasing preference for online shopping among consumers. The shift toward digital platforms has created opportunities for businesses to leverage technology in reaching their customer bases more effectively, particularly within niches such as senior citizens.

Within this context, the demand for tailored services like those offered by Mijninkoper becomes evident, as more seniors seek value and ease in their