DirectLink, again the biggest online store in the Netherlands, again the biggest online store in the Netherlands is, again, the biggest online store in the Netherlands. Just like in 2016 and 2017, there is no online retailer with a bigger revenue to be found in the Western European country. Last year, the Ahold subsidiary generated 1.22 billion euros in online revenue. was the absolute number one retailer in 2016 and again in 2017. Nothing has changed since then, expect for the fact that the company’s revenue increased from 950 million to 1.22 billion euros. The top three is completed by omnichannel retailer Coolblue and German fashion retailer Zalando. The latter has changed places (again) with Dutch former post order company Wehkamp.

The 250 biggest e-retailers account for €10.37 billion

Every year, Dutch retail magazine Twinkle publishes the Twinkle100, a list of the country’s biggest ecommerce websites. It calculated that the 250 biggest online retailers in the Netherlands generated a total revenue of 10.37 billion euros. Almost half of this revenue (47.6 percent) was generated by only the ten biggest online retailers.

The biggest online stores in the Netherlands especially sell fashion and sports goods online, followed by home and living items and fast moving consumer goods.

15% of top 250 doesn’t allow picking up order

One in four major ecommerce companies only offer picking up an order at their own physical location, while 38 percent offers one or multiple pick up points both at their place and at third-party pick-up points. One in five retailers do allow pick up, but only at these third-party spots. And the remaining 15 percent of the top 250 don’t offer any pick up method at all.

In the Netherlands, there are several trustmarks online stores can comply for. Among the top, the most popular one is Thuiswinkel Waarborg. Their logo can be found on 57 of 250 homepages. Other popular ecommerce trustmarks are Trusted Shops, Qshops Keurmerk, Webshop Keurmerk and ICTWaarborg.

The study also shows that 44 percent of the country’s biggest online stores don’t have an iOS or Android app they can offer to their customers. Among the 56 retailers that do have an app, all of these players have an iOS app, while 53 of them also offer a mobile shopping app for Android. And ten ecommerce companies have even built an app for Windows Phone users.

The 10 biggest online retailers in the Netherlands (2017)

1 €1,220,000,000
2 Coolblue €884,000,000
3 Zalando €670,000,000
4 wehkamp €570,000,000
5 Albert Heijn Online €480,000,000
6 The Learning Network €288,000,000
7 Amazon €230,000,000
8 H&M €220,000,000
9 MediaMarkt €210,000,000
10 De Bijenkorf €180,000,000

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