Case Study
Jan 8, 2024

Caseys General Stores eCommerce case study and how to start a look-alike marketplace

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Casey's General Stores is a convenience store chain known for its selection of freshly prepared foods, beverages, gas, and an assortment of grocery items. If you're looking to kick off a similar eCommerce business using a marketplace model, Vendo makes it easy to start offering a wide array of premium products from a multitude of exceptional brands. 

The Vendo platform lets you quickly set up a look-alike marketplace that's up and running in just a few days. Vendo takes the hassle out of inventory and shipping logistics, allowing you to focus on what's most important - your customers.


Vendo is also a one-stop-shop for all your marketplace needs, providing you with a marketplace platform automating day-to-day operation, a catalog of brands to pick from or an ability to invite your own brands, merchandising and promotional tools, ability to sell through multiple channels (your existing website, emails & SMS, mobile app, social media), and ongoing daily support scaling your marketplace business.   

Casey's General Stores eCommerce success story

Back in 1959, Don Lamberti took over a store from his dad at East 14th and Broadway in Des Moines, Iowa. For nine years, he ran this quaint country store, turning it into a nifty convenience store. Then, in a game-changing move, his buddy and gas supplier, Kurvin C. Fish nudged him to purchase the Square Deal Oil Company.

Best Selling Product Categories at Casey's General Stores:

Freshly Prepared Foods:

  1. Pizza: Known for its made-from-scratch pizzas, a fan favorite across the Midwest.
  2. Subs and Sandwiches: Deli-style offerings that are quick, tasty, and convenient.


  1. Coffee: A variety of flavors and blends that cater to the morning crowd.
  2. Fountain Drinks: Customizable and refreshing options for on-the-go customers.


  1. Donuts and Pastries: Baked daily for that fresh out of the oven taste.
  2. Chips and Candy: Popular brands and flavors that are perfect for a quick treat.

Grocery Items:

  1. Dairy and Bread: Essential staples for the local community.
  2. Canned Goods: A variety of options for those last-minute meal plans.

Gas and Fuel:

  1. Offering competitive prices on gasoline, a necessity for the commuting crowd.

Success Factors for Replicating Casey's Success:

Community Focus:

  1. Local Charm: Maintaining a friendly, neighborhood vibe that makes customers feel at home.
  2. Convenience: Strategically located stores that serve as a quick stop for locals.

Quality Offerings:

  1. Freshness: Ensuring food items, especially their famous pizzas, are always fresh and tasty.
  2. Variety: A broad range of products to cater to different customer needs.

Brand Recognition:

  1. Signature Products: Their pizza, for instance, isn't just a product; it's a community favorite that people associate with Casey's.
  2. Consistent Quality: Maintaining high standards across all stores to ensure customer trust.

Customer Service:

  1. Friendly Staff: Employees who know locals by name and make shopping a pleasant experience.
  2. Cleanliness and Safety: Well-maintained stores that people trust and feel comfortable in.


  1. Evolving Inventory: Keeping up with customer preferences and food trends to stay relevant.
  2. Technology Integration: Utilizing online ordering and mobile apps for customer convenience.

Community Engagement:

  1. Local Support: Participating in and sponsoring community events, building a loyal customer base.

By focusing on these key areas - from offering a range of quality products to maintaining a strong community presence - any aspiring eCommerce business can aim to replicate the success of Casey's General Stores.

Get started with a look-alike marketplace like Casey's General Stores on Vendo!


  • Book a demo call: We’ll set you up with a demo marketplace 
  • Customize your Storefront: We’ll help you craft an on-brand shopping UX 
  • Onboard Brands: Pick from the Vendo brand catalog. Or invite your own.
  • Select Products: Curate product collections manually or automate it.
  • Embed products: Make your editorial content and newsletters shoppable 
  • Get Paid: Get paid as soon as products are shipped by the brands. 
  • Get Repeat Sales: Keep your customer relationship, emails, order history


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