Keeler launches new e-Commerce platform to support Spanish market and broader EU expansion​

Opening new channels, whilst maintaining strong ties with local distributors

Keeler is proud to announce the launch of its brand-new e-commerce platform, designed to support direct sales in the European Union, beginning with Spain. This strategic initiative marks a significant step forward in Keeler’s ongoing digital evolution, offering a streamlined, customer-centric experience for end-users seeking access to specialised products.

The platform has been developed to complement Keeler’s existing distribution partner network in the EU. By focusing on under-represented product categories and customer segments—such as veterinary professionals or students—the site opens new channels while maintaining strong ties with local distributors. Each product page prominently features the option to locate a nearby distributor, reinforcing Keeler’s commitment to its partners.

“Our goal is to meet customers where they are and how they want to shop,” says Eddy Ayoub, Head of Sales, Europe & UK/Ireland, at Keeler. “We’ve looked at customer behaviours on our existing eCommerce platforms in the UK and USA and believe this platform will not only allow us to support those who prefer to order directly, but open their eyes to the other ophthalmic products within our equipment range. It’s about supporting the customer’s chosen journey, not changing it.”

The Spanish site serves as the pilot for a broader European rollout, laying the foundation with an e-commerce infrastructure that can scale with future business needs. Benefits to optometrists and ophthalmologists include 24-hour shopping convenience, whilst the fulfilment of orders within the EU ensures faster delivery and reduced administrative burden—particularly for items that might have long lead times or complex customs procedures.

By carefully curating the product range to fill gaps in the current distribution landscape, Keeler is ensuring that the platform serves as a valuable extension of its existing sales ecosystem. And by partnering with sister company Volk, market-leading lens specialists for the medical sector, cross-pollination of sales between the two businesses can be achieved whilst giving customers access to a wider range of complementary diagnostic tools.

This initiative is a testament to Keeler’s ongoing commitment to innovation, accessibility, and customer satisfaction across Europe.

For more information, visit shop.keelerglobal.com

About Keeler
Founded in 1917, Keeler has built a legacy of innovation and quality in ophthalmic instruments. With a global presence and a commitment to transforming eye care, Keeler sets the standard for precision and reliability in clinical practice.
Learn more at: www.keelerglobal.com