Hamburg, December 2nd, 2025 – After more than 13 years of leading Visable, Peter F. Schmid will pass on the reins of the Visable Group to Patrick Sostmann, who has served as Chief Commercial Officer at Visable since June 2025. The transition of leadership will take place on January 1, 2026. Visable, the parent company of B2B marketplaces wer liefert was (wlw) and europages, has announced this change as a testament to its continuous growth and strong partnership with Alibaba.com. As the new CEO, Sostmann will drive the company’s strategy focused on AI investments and user-centric approach, further establishing the B2B marketplaces as leading players in the European digital B2B sector.
Under the leadership of Peter F. Schmid, Visable has evolved from a traditional German business directory, wer liefert was (wlw), to a globally operating digital company, now operating two leading B2B marketplaces – europages and wer liefert was (wlw). The most recent milestone was the majority ownership of Alibaba.com in 2023. With these strategic moves, Schmid has paved the way for a successful future for Visable.
Kuo Zhang, President of Alibaba.com, has expressed his appreciation for Schmid’s contribution in establishing Visable as a thriving digital B2B brand in Europe. “Peter F. Schmid’s vision and dedication have been instrumental in the successful integration of Visable into the international Alibaba.com network. We sincerely thank him for his achievements and wish him all the best for the future.” Schmid has expressed gratitude in his departure from Visable, stating, “The past 13 years have been an extraordinary entrepreneurial journey – from transforming a directory into an international enterprise with a digital portfolio. I would like to thank Kuo Zhang and Alibaba.com for their trust in me and my team. Together, we have positioned Visable for a strong future.”
The new CEO, Patrick Sostmann, will take on a dual role as CEO of Visable Group and General Manager Western Europe at Alibaba.com. This will enable him to effectively coordinate the strategic direction of all Visable and Alibaba.com platforms. Sostmann has previously served as Chief Sales Officer at Visable from 2017 to 2021, playing a crucial role in the company’s success. After successful tenures as CEO at Kaffee Partner and LR Health & Beauty Systems, Sostmann returned to Visable in the summer of 2025 with expanded responsibilities as Chief Commercial Officer.
In his new role, Sostmann is committed to establishing wer liefert was (wlw) and europages as leading, intelligently connected platforms in the European B2B landscape and elevating the digitalization of small and medium-sized businesses. “Visable is ideally positioned to increase the digital commerce visibility of European companies. Together with Alibaba.com, we will transform our traditional product marketplaces into data and AI-driven procurement agents, offering new opportunities for both buyers and suppliers.” In close collaboration with Alibaba.com, CEO Patrick Sostmann and his team at the headquarters in Hamburg, as well as the Visable locations in Paris, Berlin, Münster, Milan, Madrid, and Hangzhou, will initially prioritize the technical and commercial development of the platform offerings.
Kuo Zhang has also expressed his confidence in the leadership under the new CEO, stating, “Patrick Sostmann is the perfect person to lead Visable into the next phase of AI-driven B2B marketplaces. With his experience, vision, and leadership skills, he will further strengthen the successful partnership between Visable and Alibaba.com.”
Media Contact:
Theresa Frey
press@visable.com
About Visable:
Visable assists small and medium-sized businesses in expanding their international reach. The company offers a range of customized services to increase online visibility for business customers, including proprietary B2B marketplaces and online marketing services such as Google Ads. Visable GmbH operates wer liefert was (wlw), the leading B2B marketplace in the D-A-CH region, and the European B2B marketplace europages. Since 2023, Alibaba.com has been the majority shareholder of Visable.
With leading B2B marketplaces and online marketing services, companies have powerful tools at their disposal to expand their network of professional buyers and improve their digital visibility. Since 1995, Visable has been helping small and medium-sized businesses increase their online reach and optimize digital sales with smart online marketing solutions.
In response to the challenges of internationalization and digitalization in the B2B market, Visable was founded and currently employs over 400 people at its locations in Hamburg, Berlin, Münster, Paris, Madrid, Milan, and Hangzhou. The umbrella brand for wer liefert was (wlw) and europages, Visable continues to expand its B2B market
