78% Dutch consumers shop online in 2023

In the first quarter of this year, almost eight out of ten Dutch consumers bought something online. This is a small increase compared to the same period in 2022 (74 percent). The current rate of online shoppers is close to the rate in 2021, when it was 77 percent.

These data come from new research by Statistics Netherlands. When the share of online shoppers was measured for the first time, in 2012, 46 percent of Dutch consumers shopped online. Since then, the number of online shoppers has increased sharply. The only decline was measured last year, when the share dropped 3 percentage points from 2021.

As many as 12.1 million of Dutch consumers aged 12 years or older said they bought something online in January through March this year. When comparing age groups, consumers aged 25 to 35-years-old particularly buy online often (93 percent). By comparison, 36 percent of those over 75 bought something online.

Increase in sales of online services

According to the survey, consumers in the Netherlands were more likely to buy services online this year. For example, online purchases for cinema, concerts and cultural events increased from 38 percent in 2022 to 42 percent. Consumers also bought internet subscriptions more often this year.

Clothing, shoes and accessories were bought online most often.

Online sales of goods have changed little since 2022. Consumers, like last year, most often bought clothing, sportswear, shoes or accessories online (57 percent). Many consumers also bought meals online (40 percent).

Fewer complaints than two years ago

This year, 43 percent of online shoppers had complaints about making online purchases. In 2021, 56 percent reported experiencing problems while shopping online. Last year, this was not surveyed.

A late delivery of ordered products was the most frequent complaint.

Consumers complained about late delivery of ordered products (33 percent) most frequently. In 2021, 40 percent reported this. Additionally, 20 percent complained about technical problems during ordering or completing a payment. Two years ago, 19 percent reported this.