HOFER Scales Its Non-Food E-Commerce Business

Successful e-commerce requires more than the right technology. It demands an operating model that supports strategic business goals, reduces operational complexity, and enables sustainable growth.

To achieve this, HOFER and IBM iX established an integrated platform and operating model. While HOFER remains responsible for the brand, product assortment, and commercial strategy, IBM iX manages the operational execution and day-to-day running of the digital business.

This includes shop management, performance marketing, data-driven reporting, and first-level customer support. Existing systems and processes were seamlessly integrated, and the established dropshipping model was fully incorporated.

The result is a holistic digital business model that combines operational excellence with strategic focus.

HOFER’s objective is clear: deliver maximum customer value through a carefully curated assortment, attractive prices, and reliable quality. At the same time, the company wanted to further expand its digital business without adding unnecessary technological or organizational complexity.

The key challenge was to integrate e-commerce into HOFER’s overall business strategy while strengthening its core business. Priorities included:

• Maintaining a strong focus on assortment, private labels, and price leadership
• Strengthening the non-food business as a key differentiator
• Further developing the brand and increasing customer loyalty
• Reducing operational complexity in e-commerce
• Expanding the existing dropshipping model

To achieve these goals, HOFER and IBM iX designed an operating model with clearly defined roles and responsibilities.

HOFER is responsible for:

IBM iX is responsible for:

The result is a scalable operating model that increases operational efficiency while creating room for strategic business development.