Amazon outpaces Zalando and Wehkamp in top Dutch ecommerce

Amazon outpaces Zalando and Wehkamp in top Dutch ecommerce

Amazon is gaining footing in the top of Dutch ecommerce. It outpaces Zalando and Wehkamp in 4th place. remains number 1. For the first time in years, electronics store Coolblue is not the second largest online seller in the Netherlands. Albert Heijn passes the store by just 30 million euros.

Today, Dutch magazine Twinkle releases its 14th annual ranking of the largest players in Dutch ecommerce. Online marketplace remains the leader. Last year, Albert Heijn closed in on the number 2. Now, for the first time in years, the supermarket has beaten electronics retailer Coolblue. Amazon is quickly climbing up and approaching the top 3.

Albert Heijn wins by 30 million euros

The biggest Dutch retailers saw their revenue grow by 27,5 percent in 2021. Therefore the top of Dutch ecommerce continues to grow, though at a slower pace than in record year 2020. In the year of the pandemic, their revenue grew a whopping 45 percent. and Albert Heijn are the largest online sellers.

Coolblue barely outpaced Albert Heijn last year, but now the grocery store leads by ‘just’ 30 million euros of revenue. This means for the first time in five years, Coolblue is not the second largest online retailer in the Netherlands.

Amazon approaches top 3

Amazon climbs two positions to 4th place. The revenue of the ecommerce giant has doubled this year, from 500 million euros to 1 billion euros. This means a revenue difference of 500 million euros with the top 3. Thereby, Amazon has outpaced Zalando and Wehkamp.

Amazon passes Zalando and Wehkamp.

Other well-known names at the top of the list are food delivery services Jumbo and Picnic. Newcomer of last year HelloFresh and department store Bijenkorf fall outside of the top 10. Instead, Apple and Ikea take 9th and 10th place.

Notably, flash delivery services Gorillas, Flink, Getir and Zapp make their debut in the ranking. Only Gorillas (67th place) and Flink (85th place) manage to enter the top 100.

Marketplaces are included

For the first time this year, the ranking includes marketplaces, which extends the list from 250 to 300 players. Previously, platforms were only part of the list if their revenue was mainly generated by their own sales.

This year, third party sales are counted for platforms too.

This means third party sales on and Amazon are counted for the partner seller as well as the platform. A part of the revenues therefore counted double. Twinkle magazine says they are aware, but want to report where transactions are taking place. By doing so, eBay, AliExpress and Wish enter the top 100 for the first time.

Top 10 online stores in the Netherlands

1 €4,1 billion
2 Albert Heijn €1,6 billion
3 Coolblue €1,5 billion
4 Amazon €1 billion
5 Zalando €915 million
6 wehkamp €782 million
7 Jumbo €650 million
8 Picnic €550 million
9 Apple €490 million
10 Ikea €470 million


Jasmijn writes all types of news and background articles with a focus on sustainability in ecommerce.

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