At Fenego, we take pride in being the trusted technology partner behind Daily Fresh Food’s (DFF) e-commerce platform, powered by Intershop technology. As a leading food supplier to the healthcare sector, DFF’s success story showcases how strategic choices and technological innovation go hand in hand. Recently, Roel van Alebeek, the driving force behind DFF’s digital landscape, shared his insights in an exclusive interview with Emerce TV. This conversation offers a compelling glimpse into their digital transformation journey—from a traditional monolithic platform to a future-ready composable architecture.
Een noodzakelijke evolutie
Composable Commerce
Since 2015, DFF has trusted the Intershop platform—and for good reason. With robust B2B functionalities and proven stability, the platform has been the perfect foundation for an organization processing over one million orders annually. However, standing still is not an option in a rapidly evolving technological landscape. That’s why DFF is embracing composable commerce —a logical next step that aligns perfectly with Intershop’s forward-looking vision.
What is composable commerce? As Roel explains in the interview, “It’s a modular approach where you choose the best solution for each function. This provides flexibility but also demands a solid foundation and well-structured data flows.”
Roel emphasizes that the shift to composable commerce isn’t just a choice—it’s a necessity:
Future-proofing
Intershop will discontinue its current platform version in 2026, transitioning itself to a composable architecture.
Flexibility and customization
Composable commerce allows seamless integration of best-in-class tools for specific needs, such as an advanced CMS or enhanced synchronization through microservices.
Innovation
A modern, headless, and cloud-native platform drives growth while enabling improvements in customer experience and internal processes.
From 30% to 98% online revenue
Fenego’s pivotal role
DFF’s digital transformation is nothing short of remarkable. In 2015, only 30% of their revenue came from the online platform—today, that figure has skyrocketed to 98%. Fenego has been instrumental in this journey, from leading the migration to a new Intershop version in 2019 to ongoing performance optimizations. The result? A lightning-fast platform with load times of under one second.
“Our focus on performance has truly paid off,” Roel shares in his Emerce interview. “With Fenego’s expertise, we’ve perfected our technical foundation, achieving 15% annual revenue growth without major changes to the platform.”
Partnering with Jungle Minds
Design and user experience as the foundation
A major transformation presents the perfect opportunity to revamp design and user experience. Collaborating with the strategic agency Jungle Minds, DFF introduced a refreshed branding and an updated UX design. This new look debuted at a prominent healthcare trade fair, allowing both new and existing customers to experience the progress firsthand.
The enhanced user experience aligns seamlessly with the shift to a headless front-end. “Our goal wasn’t just to improve the technology but to optimize the customer journey as well. A better front-end makes it easier for healthcare customers to place orders quickly,” Roel explained.
Maximizing flexibility, minimizing complexity
Opportunities and challenges of composable commerce
Composable commerce offers numerous advantages, including flexibility and scalability. However, it also demands a shift in mindset. Managing multiple systems requires expertise and seamless integrations. That’s why DFF has chosen a “composable-light” approach: rather than overwhelming the system with excess, they focus on a thoughtful selection of tools that precisely meet the organization’s needs.
An important insight from Roel: “The success of composable depends on your data quality. If you have bad data, you can’t create optimal processes.” As a result, greater attention is being given to data management and employee involvement within the organization.
Agile and phased approach
The future
With a clear roadmap in place, DFF expects to complete its transition to Intershop 12, a fully SaaS-based solution, by the end of 2025. Through an agile approach, featuring phased implementations and extensive testing, DFF minimizes risks while ensuring the continuity of online revenue.
Moreover, this transition presents opportunities to further streamline processes. For example, decoupling complaints management from the ERP system and integrating it into a CRM solution like Zendesk.
Strategic choices for sustainable growth
Building success together
The partnership between Fenego and Daily Fresh Food exemplifies how strategic choices, innovation, and collaboration drive growth and success. With the transition to composable commerce, DFF is future-ready—a future where flexibility and customer-centricity take center stage.
Want to learn more about how Fenego can help your organization with composable commerce and e-commerce solutions? Feel free to get in touch!
➡️ Watch the full interview here on Emerce TV
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