Steven Van den Ouweland

The through-line

Across two years of posts, Steven Van den Ouweland keeps returning to one problem: brands scaling across marketplaces end up with fragmented, siloed data and no single view of their business. He describes this from multiple angles: sellers stuck with "de back-end van elke marketplace afzonderlijk" , brand partners working with separate agencies for "fulfillment, advertising en marketplace-beheer — allemaal met hun eigen stukje van de data" , and an industry-wide reluctance to share data because "iedereen is bang dat gedeelde informatie tegen hen gebruikt wordt" . Over time this preoccupation sharpens into a broader claim about the market itself: marketplaces are no longer a channel but "gewoon de markt" , and AI agents are now the ones doing the shopping, which raises the stakes on having complete, consistent data everywhere . The recurring move in his writing is to take a regulatory shift, a market statistic, or a platform announcement and trace it back to the same conclusion: brands need one integrated, real-time view of stock, pricing, content and delivery instead of ten half-baked dashboards.

On één volledig plaatje

Van den Ouweland is explicit that better tools from a single platform are not enough. Reacting to bol.com's transparency improvements for sellers, he calls it "goed nieuws" but immediately flags "de beperking van dit soort verbeteringen: je krijgt een beter dashboard, van dat ene platform" . The real problem starts when a brand wants to scale across marketplaces and countries and cannot avoid ending up "met tien halfbakken inzichten die je aan elkaar kan gaan plakken... In plaats van één volledig plaatje" . He generalizes this into an industry diagnosis: "het probleem is niet dat er te weinig data is. Het probleem is eigenlijk vertrouwen" , because as long as partners hold onto their own slice, the brand is left to "reactief werken: pas bijsturen als de voorraad al krap is, of als een advertentiebudget al verspild is" .

On levering als kern van de klantervaring

Delivery performance is treated not as a logistics detail but as the decisive trust moment between brand and customer. He writes that "levering is namelijk het enige fysieke contactmoment tussen een merk en zijn klant. Eén gemiste deadline, en het vertrouwen staat meteen onder druk" . This is why he reads marketplace enforcement moves, like Amazon's new 90% On-Time Delivery Rate requirement for FBM sellers on Amazon.de, as evidence that "marketplaces tolereren steeds minder haperingen in de laatste stap van het proces — de levering" , because the marketplace's own brand equity is at stake in that moment . He positions Distrilink's own view accordingly: "we zien levering daarom niet als een operationele bijkomstigheid, maar als de kern eigenlijk van de klantervaring" .

On AI die de spelregels verandert

He frames AI-driven shopping as a shift that punishes incomplete data rather than rewarding persuasive marketing. "Een AI-agent geeft niet om sfeervolle productfoto's of overtuigende titels. Hij vergelijkt de harde data: is het product op voorraad, wanneer wordt het geleverd, hoe consistent is een merk daarin geweest" , and crucially, "ontbrekende of onvolledige data betekent vaak dat een AI-agent je product gewoon niet meeneemt in de vergelijking, nog voor een mens de kans krijgt om te twijfelen" . He tracks this as an accelerating trend across marketplaces, noting Amazon Rufus, Allegro's tie-up with OpenAI, and signals that bol is building something similar, concluding "we evolueren razendsnel naar een wereld waarin AI de nieuwe zoekmachine wordt binnen marketplaces" . Reading Andy Jassy's shareholder letter, he draws the harder implication for brands: "AI is namelijk niet langer 'de kers op de taart'... Vroeger volstond een goed product en wat ads. Nu moet je alles op elkaar afstemmen: content, pricing, voorraad, fulfillment… en dat allemaal in realtime" .

On marketplaces als de markt

He argues repeatedly that marketplaces have stopped being optional infrastructure and have become the market itself. Citing the rise from "~56%" of European e-commerce in 2023 to "boven de 60%" today, with global share "al boven de 80%", he concludes that "de zogenaaamde platformisering van e-commerce is dus geen toevalligheid meer, het is de standaard aan het worden" and that "marktplaatsen geen kanaal meer zijn maar eigenlijk gewoon de markt" . He extends this beyond the Chinese platforms getting the most attention: "iedereen heeft het over Temu en Shein. Maar dat is slechts een klein deel van het verhaal," pointing instead to Bol, Amazon, Zalando and ManoMano as the platforms that "bepalen vandaag waar consumenten zoeken, vergelijken en kopen" . His framing of the strategic question for brands is blunt: "de vraag daarom niet langer of marketplaces belangrijk zijn maar of je aanwezig wilt zijn waar de consumenten zitten" .

From the stage

In interviews, Van den Ouweland gives the origin story behind his written posts' preoccupations. He describes Distrilink emerging directly from his own experience as a sales director at Ecover, where he saw that a traditional B2B company was unprepared for the infrastructure and operational demands of selling direct-to-consumer on marketplaces like Bol.com and Amazon ¹⁶. He explains the concrete operational shock of that transition: moving from B2B business selling to Albert Heijn to marketplace sales at Bol.com required entirely different capabilities, such as picking individual packages instead of shipping full pallets, and setting consumer-facing pricing rather than negotiated trade pricing ¹⁷. That gap, encountered firsthand, is what led him to meet co-founder Jelle and build the Distrilink platform to help brands manage marketplace operations ¹⁶.

Takeaways

• Don't settle for a single marketplace's improved dashboard; brands scaling across platforms and countries need one unified view instead of "tien halfbakken inzichten" stitched together .
• Treat data-sharing reluctance among fulfillment, advertising and marketplace partners as a trust problem, not a data-availability problem, or you'll be stuck reacting after stock or ad budget is already wasted .
• Prioritize on-time delivery performance as the make-or-break trust moment with customers, especially as marketplaces like Amazon enforce stricter delivery KPIs (e.g. 90% On-Time Delivery Rate on Amazon.de) with real listing consequences .
• Make product data complete and consistent across channels now, because AI shopping agents will simply exclude products with missing or incomplete attributes before a human ever sees them .
• Recognize that marketplaces already represent 61% of European e-commerce and over 80% globally, which means treating them as "the market" rather than just another sales channel .
• Expect e-commerce to keep getting more complex, not simpler: content, pricing, stock and fulfillment now need to be coordinated in real time as AI embeds itself across search, ads and logistics .