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WHITE developed a brand-new auction platform for true car enthusiasts
“Cars you don’t need, but desperately want.” That’s the motto of The Collectables, an online auction platform where passionate car enthusiasts come to bid on rare automotive gems, from a 1990s rally car with just thirty kilometers on the clock to a pristine Porsche 911 fresh from the showroom.
“Because the cars are so special, bids on The Collectables often involve serious money,” explains Hans Winter, owner of The Collectables. “That’s why it’s crucial that our brand and platform reflect trust and quality. Our old website no longer performed reliably, and that’s a problem when trust is everything. So we decided to rebuild the platform from the ground up. WHITE redesigned and developed our brand-new website.”
Real-Time Updates
Always up-to-date content and functionality, powered by a CMS that dynamically adapts in real time.
Development and CMS Implementation
A robust technical foundation using Craft CMS for maximum flexibility and scalability.
Performance Optimization
Faster load times and a more stable user experience — even during high-traffic moments.
Data Migration
Seamless transfer of content and data, fully integrated into the new environment.
The Platform Was Falling Behind
The old website wasn’t scalable, and its performance often lagged, a serious issue in the auction world, where trust is everything. “The site simply wasn’t built for the volumes we had reached,” explains Hans. “At peak moments, especially when auctions were closing, the platform could crash. Imagine someone placing a €150,000 bid on a car, and the site goes down in the final seconds. That’s just not acceptable. That’s not how we want to do business with our customers.
A Chance Encounter
Hans met Mattijs from WHITE by coincidence. “He bought a car from us,” Hans recalls. “We got talking and quickly discovered we had a lot in common. That’s when I learned what WHITE does, and we just so happened to need a new website.” A few days later, Hans gave Mattijs a call. WHITE carried out a full digital audit of the portfolio of Porsche Gelderland, the company behind The Collectables. The result? A clear recommendation to completely rebuild the platform from the ground up.
Complex Customization
This project involved significant technical complexity — particularly in the auction logic.
“You’re working with seconds, competitive bidding, and high stakes,” Hans explains. That meant the platform required several advanced, custom-built features, including:
- A dynamic bidding system with real-time updates
- Auto-bidding ("bid bots") with adjustable maximum limits
- Bid confirmation flows and instant outbid notifications
- Verified user registration via Stripe Identity (replacing iDIN, which only works in the Netherlands)
- A multilingual infrastructure to support international expansion
Migrating to a new platform also meant transferring years’ worth of historical data, including vehicles, users, bids, photos, and more. “We had 500 to 600 listings, each with over 150 photos, customer data, and complete bidding histories. We needed all of that to come with us into the new system. That was a real challenge,” says Hans, with a touch of understatement.
“WHITE handled the data migration exceptionally well. Even the photo libraries, with all their metadata and custom formats, were transferred cleanly. I’ve worked with many IT teams before, but this was by far the smoothest migration I’ve ever experienced.”
The Importance of Trust
The Collectables is built on trust. Buyers often never see the cars in person — instead, they rely on detailed photo reports, comprehensive descriptions, and full transparency. “We photograph everything, every scratch, every seam,” says Hans. “It can add up to 200 photos per car. We give people two weeks to inspect the vehicles online before the auction begins, and we clearly describe every imperfection. That transparency builds confidence to place a bid.”
“That’s why it’s absolutely essential that the systems behind the platform work flawlessly, down to the millisecond.”
Tangible Results
Site Stability
Zero crashes since launch — even during high-traffic auctions.
International Growth
Verified international bidders can now participate with ease.
Trust Metrics
80–85% sell-through rate — more than double the industry average.
SEO Optimization
Increased visibility through improved metadata and content structure.
Auctioning Rare, Brand-New Audis
The Collectables has big plans for the coming years. Hans is looking to add a direct sales module for unsold vehicles or listings that don’t quite fit the auction model. “Not every seller is looking to auction,” he explains. “Some want to offer a car at a fixed price. That’s our next step: a dedicated sales section for collector cars. WHITE has already helped us map out the possibilities.”
The roadmap also includes:
- More advanced SEO tools
- Expanded support for export sales, including multilingual content tailored to international buyers
- Deeper integration with AutoScout to boost organic reach
And then there’s the highlight: a prestigious auction of rare, factory-new classic Audis — all discovered in an abandoned warehouse in Brussels.
“We auctioned over 20 cars in a single evening, one every 10 minutes,” Hans recalls. “It was an intense stress test for the platform — but it performed beautifully. This was every car enthusiast’s dream,” he says with a smile.
Successful Collaboration
While The Collectables heavily relies on technology, the human touch remains a vital part of the process. “I personally speak with every seller and every buyer,” Hans explains. “We take care of everything — the contracts, the logistics, the reassurance. Sure, a lot of that can be handled by AI these days. But I’m proud that we stick to a personal approach. That’s what makes The Collectables strong.”
“Technology powers the process, but human interaction builds trust. WHITE understands that. They built a platform that aligns perfectly with the way we do business.”
Want to see more?
Go to thecollectables.com
Coffee?
Would you like to brainstorm about a (future) project?
Mattijs de Nooijer
Founder & Business analyst