2022: 74% Dutch consumers buy online

During the first quarter of this year, 74 percent of Dutch consumers bought services or goods online. This is a decrease of 3 percent when compared to the same period a year earlier. Consumers also bought less physical than digital products online.

Last year, 77 percent of Dutch consumers ordered something online. This is related to the lockdowns during the COVID-19 pandemic, which resulted in more people ordering online. These findings are from the newest research on IT-use by Dutch households by Statistics Netherlands on Q1 2022. Over 6.000 people aged 12 years and older participated in the research.

88% of consumers aged 25-45 bought goods online in Q1 2022.

Just like last year, mostly consumers in the ages of 25 up to 45 bought online. At least 88 percent of them ordered goods or services online. While last year 68 percent of consumers in the ages of 65 to 75 shopped online, this year only 61 percent of them did.

Growth in online sales tickets

The online sales of tickets for cultural events has grown strongly, from 8 percent in 2021 to 34 percent in 2022. The difference is related to the restrictions that were still in place last year due to the corona crisis. Additionally, 9 percent of Dutch consumers bought tickets for sport events. Last year, that share was only 2 percent.

53% bought shoes and clothing online

Strikingly, the research shows a decline in online sales of physical goods. A majority of Dutch consumers (53 percent) purchased clothing and shoes online. Last year, 59 percent bought these products.

Dutch consumers ordered less phyiscal goods online.

There’s also a noticeable decline in other product categories. A quarter of Dutch consumers bought furniture and home decorations online, while last year that share was 30 percent.

Most purchases are from Dutch online stores

Most consumers bought goods or products at Dutch online stores (70 percent). A smaller percentage (22 percent) ordered products from other EU-countries and 12 percent placed cross-border orders at stores from the rest of the world. Additionally, 22 percent of consumers bought from a private seller, like on local marketplace Marktplaats.