The project overview
Route planning is one of the biggest challenges in e-commerce—and one of the most valuable. The Polish online supermarket Frisco.pl offers customers a delivery window of just one hour. “That’s exactly what online shoppers want, and it’s what sets Frisco.pl apart,” says Witold Ferenc, founder of Frisco. To achieve this, he partnered with We Are North to develop Open Routing, a SaaS platform designed to optimize delivery routes for online supermarkets.
Witold’s journey began in the early 2000s, on a warm summer day in Warsaw. He needed groceries but didn’t want to leave the house. Searching online, he realized that no online grocery delivery service existed in Poland. Despite having no experience in e-commerce, he decided to build one from scratch: “Looking back, I’m not sure I would do it again knowing what I know now. Sometimes you just have to take the leap without dwelling too much on the downsides.”
Improving the delivery process
After years of refining the concept and securing funding, Witold launched Frisco.pl in 2006 as Poland’s first online supermarket. It quickly grew into the largest and fastest-growing player in the market, comparable to Picnic in the Netherlands. In 2018, Witold sold the startup to Eurocash SA, Poland’s largest FMCG distribution and retail group.
Though ready for a new challenge, Witold remained captivated by the online grocery market. His experience at Frisco taught him how critical last-mile delivery costs are—not only the most expensive part of the process but also the area with the most room for improvement. Through his French IT partner Webellian, Witold found the ideal collaborator in We Are North to take the next step: developing an innovative approach to faster grocery delivery and optimized route planning.
Scaling route calculations
Software architect Jochem van Dieten led the project, working closely with a team of programmers in Warsaw. Together, they developed a software platform designed to make grocery deliveries easier, faster, and more efficient—for both customers and platform users. “Route optimization is complex, but the results are worth it,” says Jochem.
“Route planning is one of the biggest challenges in e-commerce. We Are North provided exactly the expertise and vision needed to make this project a success. They are fully committed to delivering solutions that truly work.” Witold Ferenc, founder of Frisco.pl
“A one-hour time slot is unique and convenient for customers, but it requires a high degree of optimization and flexibility,” explains Jochem. “Customers place an order, select a delivery slot, and we handle route planning within capacity limits. This is a dynamic process that leverages the scalability of the Amazon Web Services (AWS) cloud platform. 10, 20, or even 50 optimizations run simultaneously, competing with each other. We temporarily utilize a significant amount of AWS resources, such as CPU and RAM, for this. After selecting the best route, we scale down again to conserve resources.”
A solution that works for everyone
Distribution center managers can oversee the availability of vehicles and employees daily and adjust the delivery time slots accordingly. Drivers are equipped with handheld devices that guide them through every step of the process—from navigating traffic and identifying best places to stop to addressing unexpected issues like broken eggs. Managers can monitor the routes in real-time, making adjustments when necessary. Open Routing also optimizes the use of drivers on zero-hour contracts, ensuring resources are allocated effectively. Additionally, customers have the option to choose a larger time slot to support sustainability.
“Open Routing has increased Frisco.pl’s delivery capacity by 20%, offering greater reliability, punctuality, and a more transparent process.” Witold Ferenc, founder of Frisco.pl
Open Routing is now also being used by other companies, as Witold explains: “The newest client is one of the largest transport companies in Poland. Open Routing is a highly adaptable solution that can be applied in many different ways. The only thing that changes are the parameters.”
Customers choose Frisco thanks to Open Routing
Open Routing delivers an elegant solution to the complex challenge of optimizing the delivery process for both the supermarket and the customer. For example, on a busy December day, Frisco.pl seamlessly handles 7,500 deliveries. This efficiency contributes to a quarter of Polish households choosing Frisco.pl for their grocery needs. For Witold, clear communication is the cornerstone of successful collaboration. “Jochem is clear and to the point. That’s very important to me. When you work on challenging projects like Open Routing, difficulties will inevitably arise, and direct communication is the key.”
Complications are resolved as quickly and efficiently as possible by We Are North. “With some business partners, the relationship is purely professional, but with We Are North, I know they are truly invested. That’s what makes partnerships successful and ultimately benefits the quality. That’s why I’m also working with them on another crucial part of online shopping: the payment process, with Open Pay. It can always be better.”