Ghent-based OrderBilly, a market leader in digital ordering solutions for the hospitality sector, has acquired Smartendr in its largest deal to date. The transaction marks a strategic step in OrderBilly’s European expansion.
Together, the two companies processed over 175 million euros in transactions in 2024. Smartendr, which doubled revenue last year with 30 percent already coming from the Dutch market, strengthens OrderBilly’s international reach and adds expertise in customer engagement and marketing automation.
CEO David Maertens described the deal as a “fusion of talent and technology,” while co-founders Louis Pannier and Robin Praet see the combination as a springboard for scaling across Europe.
Beyond scale, OrderBilly will integrate Smartendr’s technology into its Superhost platform, translating order data into insights on staffing, purchasing, and guest experience. The merged entity will roll out innovations under a joint product roadmap, while maintaining continuity for existing clients.
With this move, OrderBilly positions itself as a European leader in self-ordering solutions—QR, apps, and kiosks—supported by a partner-driven ecosystem rather than a single all-in-one platform.
