In that climate, iBOOD introduced a concept that seemed even more exciting: daily deals. Every day, only one sharp offer, while supplies lasted. For many consumers, that felt extra thrilling; you not only had to trust online ordering but also decide quickly before the deal was gone.
'In the early years, we were mainly focused on convincing an audience that still found online shopping exciting', says co-founder Jöran Prinssen. For iBOOD, this meant pioneering, as the company simultaneously managed to add excitement and urgency to online shopping.
A glimpse into the early years of iBOOD, when online shopping was anything but a given and the company built trust, urgency, and growth from a pioneering workspace.
The rise of scale and convenience
The fundamental principles of today: fast delivery, transparent service, clear return options, were not self-evident twenty years ago. As the years went by, e-commerce grew rapidly. Consumers discovered that convenience, price, and freedom of choice formed an unprecedented combination. 'We saw how expectations changed', Jöran explains. 'Where customers in 2005 were happy if their package arrived within seven to ten working days, they now often want their order delivered the same day.
For iBOOD, this meant continuously investing in logistics, technology, and scale. The platform grew into a brand that attracted thousands of visitors daily, with promotions that often sold out within hours. The game changed: speed, reliability, and smart inventory management became the keys to success.
One of the most memorable moments Jöran recalls well: 'We had a deal on a flat-screen television, which was still quite exclusive at that time.' Within fifteen minutes, the television was completely sold out. 'Our servers were beeping and cracking, customers were in virtual queues, and social media exploded. It showed us how powerful urgency and scarcity work in e-commerce, but also how important it is to be prepared for unexpected peaks.'
The changing consumer
According to Jöran, the biggest shift lies not only in technology but precisely in consumer behavior. 'Customers have become more critical. They compare, read reviews, and expect a personal experience. Where price used to be the most important argument, you now see that reliability, sustainability, and brand experience weigh just as heavily.'
To respond to this, iBOOD has had to reinvent itself repeatedly. From a focus purely on sharp deals, the brand has evolved into a full-fledged e-commerce platform that responds to the needs of a mature market. 'It’s now much more about relevance. How do you ensure you bring the right offer, at the right time, to the right customer?'
Data and personalization
One of the biggest breakthroughs in e-commerce is, according to Jöran, the role of data. Where previously only general campaigns were run, today every customer can have a unique shopping experience. 'Data allows us to better understand what customers want, but also how their behavior changes. It goes beyond just making recommendations. It’s about timing, context, and trust', according to Prinssen.
At iBOOD, this translates into smart campaigns, personalization, and a closer connection between technology and marketing. 'We don’t just want to offer deals, but deals that are relevant to you. That’s the difference between creating noise and truly providing value.'
Technology as the engine
In addition to data and personalization, Jöran sees technology as the engine behind all changes. From mobile apps to fast payment systems, and from social commerce to AI-driven recommendations; the sector is innovating at a rapid pace. "Twenty years ago, we primarily talked about the desktop experience. Now mobile is dominant, and the next wave comes from artificial intelligence and automation.'
For iBOOD, this means that innovation never stands still. New ways to reach, inspire, and serve customers form the common thread in the strategy. "We have learned that standing still is not an option. The market moves, and you have to keep up. Ideally, you even want to stay a step ahead."
The future of e-commerce
What does the future of e-commerce hold? According to Jöran, there are three major challenges and opportunities:
1. Sustainability: 'Consumers increasingly expect brands to take responsibility. It’s not just about sharp prices, but also about origin, impact, and circular models. Those who can combine this well will gain trust.'
2. Hyper-personalization: "We are only at the beginning of truly personalized experiences. Think of platforms that show you exactly what is relevant, tailored to your preferences, your environment, and even your mood. That will become the standard."
3. Blurring boundaries: 'Online and offline are increasingly blending together. Physical stores become showrooms, online channels become experience platforms. The consumer does not think in channels, but in convenience. Companies that can make this boundary disappear have the future.'
iBOOD as a mirror of the sector
iBOOD itself reflects the journey that e-commerce has taken over the past two decades. From a pioneer focused on daily deals to a mature player that places data, technology, and customer experience at its core.
Jöran knows where the success comes from: 'In the world of e-commerce, you can choose: watch things happen, be surprised afterward by what happened, or drive the change yourself. At iBOOD, we resolutely choose the latter.' He tells us that the company is far from done innovating: 'We want to be a company that sets the tone, that sees and seizes opportunities even before they become obvious. Twenty years of e-commerce has taught us that the future does not wait, and that’s exactly why we want to be the ones making things happen.'
About iBOOD
iBOOD was founded in 2005 as an online seller of one product per day. With this daily deal, the company, led by Jöran Prinssen and Dennis Sanders, started a quiet revolution. Now, twenty years later, iBOOD is one of the largest e-commerce companies in Europe. Millions of customers search daily for the best deals on the website.
