The digital revolution in the tree nursery sector is in full swing. An increasing number of growers are showcasing their assortments online, aiming to conduct direct business with landscapers, green service providers, wholesalers, and international buyers. Platforms like Floriday and Varb, along with proprietary B2B webshops from growers such as Plantmarket, Directplant Pro, Olaf Nijenkamp, and Bomenbezorgd to Business, are reshaping the landscape. What does this mean for traditional trade channels? And to what extent should growers embrace digitalization?

From Phone Calls to Clicks

Until recently, most orders in the tree nursery sector were placed through familiar channels: by phone, at trade fairs, or via exporters. However, even professional clients now expect greater convenience—up-to-date online assortments, immediate availability, quick quotes or orders, and preferably delivery information as well.

Emanuel Hommes, owner of Directplant, emphasizes that the future of online plant sales revolves around smart logistics and technology. He states: "Efficiency is becoming increasingly important. That's where our strength lies." Directplant consolidates orders and delivers as efficiently as possible, aiming to keep plants at their facility for the shortest time and with the grower for the longest. The company has also advanced in automation; orders are processed almost entirely automatically and linked to the appropriate supplier. Hommes notes that the site is optimized for search engines, but they are also considering a future where people might search more frequently via AI tools.

Transparency and User-Friendliness in the Ordering Process

A key aspect of Olaf Nijenkamp Tuinplanten's digital strategy is simplifying the quotation and ordering process. According to Irma Nijenkamp, responsible for marketing within the company, the online ordering process is designed so that quotes and orders exactly match the actual delivery. This prevents surprises afterward and ensures transparency. The new digital solutions make the entire process, from quote to delivery, even more transparent. Michel Stuivenberg of Bomenbezorgd to Business notes that the growing demand from landscapers prompted the creation of a dedicated platform for professionals. He also emphasizes the importance of transparency and ease of use: "We want landscapers, who are busy during the day with installation and maintenance, to be able to easily view prices and products in the evening from their couch. No quote requests, no hassle. Just direct insight into supply and price."

Platforms like Floriday and Varb

Platforms are playing an increasingly significant role. Floriday, Royal FloraHolland's digital trading platform, is evolving into a central hub for tree nurseries aiming to broaden their reach, especially towards exporters and wholesalers. The integration of inventory management, ordering convenience, logistics, and financial settlement makes it attractive, particularly for growers already supplying through Royal FloraHolland. Pieter Bootsma, the current CEO of Royal FloraHolland, has spoken about the digitalization of the floriculture sector and Floriday's role in it. In his New Year's message of January 2025, he emphasized the importance of a customer-oriented approach and the further development of digital services: "Starting in 2025, we are organizing the development of our services, our platform, and the contact with growers and buyers from two new pillars in our organizational structure. One pillar focuses entirely on value creation for growers (Grower Value Management), and the other specifically on buyers (Buyer Partnership Development). This more customer-oriented organizational structure is one of the outcomes of our 'Fit For Future' trajectory, aimed at making Royal FloraHolland more efficient and goal-oriented."

VARB is a digital platform specifically targeting the professional green sector, including tree nurseries, landscapers, and wholesalers. The platform offers an online marketplace where growers can present their trees and plants clearly to a broad network of business buyers. VARB facilitates the entire ordering process, from viewing current inventories to placing orders and arranging logistics. It also supports international trade through multilingual functionalities and connections with various logistics partners. This allows tree nurseries to expand their reach without completely abandoning their traditional channels. Linda Hoogendoorn, director of VARB, has spoken about the future of digital business in the sector: "With the corona restrictions still fresh in our minds, we've seen that digital business has become more commonplace. In the future, it will continue to play an important role. I believe in building a personal relationship, from which digital business can then proceed."

Large-Scale Webshops

For international and large-scale business clients, proprietary webshops have become an important sales channel. Pannebakker & Co is heavily investing in their webshop for their extensive international customer base, focusing on reliable delivery and a comprehensive assortment. Plantmarket is a direct competitor in this market and is also investing significantly in digital channels. "We actually want to become the Amazon or Bol.com of the tree and perennial plant business," says Bianca Raats of Plantmarket. "We expect that other traders will eventually use the platform as well, because we can also handle the logistics process for them. Ultimately, we want to be transparent in the market, so that buyers know what they're purchasing, suppliers tell us what they're offering, and other trading parties don't see us as competitors, but as a complement to their own sales opportunities."

The Role of Traditional Trade

The rise of e-commerce is putting pressure on classic exporters and trading nurseries. "We need to position ourselves more as advisors and service partners, not just as intermediaries," says an experienced exporter. Digitalization demands added value: customization, product combinations, and optimal logistics. Van der Salm made the switch from FloraXchange to the digital platform Floriday for their order processing in 2021. Wietse Bakhuijzen, responsible for sales, emphasizes: "A clear choice has been made regarding digitalization. We stick to it and fully commit, even in the heat of the moment. We are certainly grateful to the customers who join us and invest time in this." The transition has led to a more efficient order process, fewer errors, and a better overview of incoming orders.

Investing in Digital Knowledge and Processes

E-commerce isn't just about having an attractive webshop. For successful B2B sales, a seamlessly integrated system is crucial. Think of real-time inventory management directly linked to the ERP system, so customers always see current availability. Multilingual platforms and international payment options are also essential for growers serving foreign markets. Additionally, online sales require advanced logistical planning, where delivery dates and transport are optimally coordinated. "The shift to digital sales also means we need to build new knowledge internally," says a tree grower. "From IT specialists to customer service that can quickly respond to questions or complaints. It's an investment in both people and technology." Many growers see the costs and complexity as a barrier but also miss opportunities if they let the digital train pass by.

The Importance of Personal Contact Remains

While e-commerce makes ordering easier and faster, no one underestimates the importance of personal contact. Many landscapers and green service providers still want to physically assess their trees and plants before placing large orders. Trust in the supplier and knowledge exchange are important factors that can't be easily replaced online. Therefore, successful growers choose a hybrid approach: they offer a digital ordering platform but also remain visible at trade fairs, customer days, and through account managers. "Our customers appreciate the convenience of online ordering but often call for advice or to communicate special requests," explains a representative of Directplant. This human contact strengthens the customer relationship and prevents misunderstandings, especially with custom orders or special deliveries.

The Digital Future is B2B, with a Human Touch

The shift to e-commerce in the tree nursery sector is irreversible. Online platforms and webshops offer growers new opportunities to expand their reach, work more efficiently, and respond to changing market demands. However, digitalization doesn't mean the end of traditional trade relationships. It's precisely through smart combinations of digital tools and personal contact that growers can differentiate themselves. Those who want to succeed invest in a solid digital foundation, build internal expertise, and simultaneously maintain trust with customers. This way, the sector remains innovative and future-proof, without losing the warm human aspect that characterizes the green industry.

GrootGroenPlus Exhibitors Present Their Assortment via VARB 

Thanks to an exclusive partnership, all green exhibitors can showcase their complete and up-to-date assortment in their GrootGroenPlus exhibitor profile. This is done through an integrated display (i-frame) that is visible both on the trade fair website and in the free event app. Additionally, there is a central database compiling the full assortment of all exhibitors, which is also accessible via the homepage and the app. Exhibitors can enter their assortment into Varb up to two weeks before the trade fair, ensuring it is available online right from the start. Those who are not yet VARB members will receive a temporary free demo account.