How 2dekansje scaled to more than €1 million in monthly revenue with a performance-driven e-commerce ecosystem.
Brand
Design
Marketing
Strategy
Short intro
2dekansje is a fast-moving e-commerce brand that gives returned and second-chance products a new life at strongly reduced prices.
Sandstone helped 2dekansje build a scalable growth system across performance marketing, feed management, CRM and international expansion. The challenge was not only to sell more products. It was to build a marketing machine for an assortment that could be completely different tomorrow.
Key results
€1.2M+ monthly revenue
700% to 900% blended ROAS
600 to 1,200 orders per day
Active in 4 European markets
Building growth around constant change
2dekansje has a unique position in the Dutch e-commerce market. The company sells returned and second-chance products from major suppliers at strongly reduced prices. This gives products a second life while helping consumers buy quality products for less.
The concept is commercially strong, but operationally complex. Products change every day. Stock levels move by the hour. Winning products can sell out within days. Product data is constantly rebuilt, refreshed and replaced.
Most e-commerce strategies are built around stable product feeds and long-term product data. For 2dekansje, Sandstone had to build a growth system that could perform in constant change. We developed a scalable e-commerce ecosystem across Google, Meta & TikTok Ads, feed management, Shopify Plus, Klaviyo and international expansion.
The challenge
The main challenge was not generating traffic. The real challenge was training advertising algorithms in an environment where the product assortment changed constantly.
Most Google Ads strategies depend on stable product feeds. At 2dekansje, that model did not work. Products changed daily, stock could disappear within hours and best-selling products were often gone before the algorithm had enough time to learn from them.
At the same time, the commercial goals were clear: maximum revenue growth, high order volumes, higher average order value and international scalability. Growth had to stay profitable, with a minimum ROAS target of +500%. The system had to scale without losing control.
What we built
We started with Google Ads as the primary growth engine. The account began with a few hundred euros in daily ad spend. Through continuous testing and optimisation, it scaled to more than €10,000 per day in ad spend.
The key was not simply increasing budgets. The key was finding a campaign structure that could handle constant product movement.
We tested multiple models: supplier campaigns, category campaigns and margin-based campaigns. Each structure gave useful insight, but none solved the core issue. Strong and weak products were still mixed together, which limited budget control and algorithm learning.
The breakthrough came with a Best Sellers versus All Products structure.
All products started in All Products campaigns. Products that generated multiple sales with a minimum ROAS of 4 were manually moved into Best Seller campaigns. We first tried to automate this through Channable, but the assortment changed too fast. Full automation performed worse.
The winning setup combined daily human analysis with performance data.
The impact
The success of 2dekansje did not come from one campaign, one channel or one platform migration. It came from building a connected e-commerce ecosystem where advertising, data, feed management, Shopify Plus, CRM and international growth worked together.
At its peak, 2dekansje managed more than 20,000 products at the same time. Product data came from Shopify, Akeneo, stock sheets and dynamic pricing feeds. Channable was used to enrich and optimise feeds, while Klaviyo helped reduce dependency on paid media through automated CRM flows across the Netherlands, Belgium, Germany and France.
After success in the Netherlands, 2dekansje expanded into Belgium, Germany and France. The migration from Lightspeed to Shopify Plus created a stronger foundation for speed, marketing, conversion and international scale.
Most e-commerce companies build around stable products. For 2dekansje, we built a system that performed because it could deal with constant change.
Yassine | Sandstone UAE
“The biggest challenge was not selling more products. The challenge was building a marketing machine for an assortment that could be completely different tomorrow, while keeping ROAS under control.”
€1.2M+
Monthly revenue
700% to 900%
Blended ROAS
600 to 1,200
Orders per day
Next step
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