The Nordic operator-investor steps in as embedded commercial execution partner to scale the Amsterdam scale-up’s recipe-commerce platform across Northern Europe.
Stockholm & Amsterdam, November 5, 2026
Most shoppers find dinner inspiration on an Instagram reel or TikTok. They spend the next ten frustrating minutes searching for fifteen individual ingredients across clunky digital aisles, run into out-of-stock items, and give up. CartConnect fixes that: it turns recipe inspiration into a shoppable basket, with one tap.
Built by Amsterdam-based founders Jibbe and Victor, CartConnect turns unstructured content—from food creators to external social links—into shoppable baskets inside a grocer’s existing mobile app in seconds. Instead of crude keyword matching or broken links, the platform maps recipe ingredients directly against live local store inventory, unit pricing, and retailer-controlled substitutions in real time. The shopper gets a complete basket in one click; the grocer keeps full margin control.
The commercial impact is immediate:
+4% lift in Average Order Value (AOV) on recipe orders
Over 85% of suggested items retained through checkout
For Norloy, teaming up with CartConnect is all about commercial speed where it counts. Grocers know their digital apps are losing the battle for inspiration, but rolling out new software across major regional retail groups takes local market access and real commercial muscle. Norloy joins not as a passive advisor, but as an embedded commercial execution partner. Norloy steps in directly alongside the founders to drive market expansion and lead the roll-out across Northern Europe.
“CartConnect has already proven the model in their home market, and there is massive demand from grocers across Northern Europe right now,” says Olof Henriksson, CEO and Co-Founding Partner at Norloy. “People decide what to cook on social media and expect their grocery app to make it happen instantly. We believe completely in the team and what they’ve built, so we are here to help them scale fast, open the right retail doors, and build the commercial engine to back it up.”
“We’ve proven the software and the commercial lift at home, but expanding into Northern Europe requires deep retail networks and people who know how to build local partnerships,” says Jibbe, Co-Founder of CartConnect. “Norloy brings that exact operating power. They aren't advising from the sidelines, they're right here with us executing the roll-out.”
About Norloy
Norloy is an operational software investor and growth partner based in Stockholm. Rather than investing from the sidelines, Norloy combines flexible minority capital with seasoned C-level operators embedded directly inside the business, helping ambitious B2B and retail-tech scale-ups transition from momentum to predictable, institutional scale.
About CartConnect
CartConnect is an Amsterdam-based software company building digital infrastructure for recipe commerce. The platform enables grocery retailers to transform unstructured recipes and social media content into complete, shoppable carts mapped directly to local store shelves and real-time inventory.