Dutch consumers expect to shop online more often

Consumers in the Netherlands expect to spend 37 percent of their total expenditures online by 2028. This is five percentage points higher than the actual percentage in 2022. Still, the expectation has declined: last year, consumers expected to spend 41 percent of their expenditures online in five years.

These data come from the new ShoppingTomorrow survey by Thuiswinkel.org, an association that is engaged with ecommerce in the Netherlands. At least 1,000 Dutch consumers were surveyed. According to the report, the closure of brick-and-mortar stores in previous years positively influenced the expectation to shop online. The fact that these stores are now open could explain the drop in that expectation.

Expectation varies by category

Consumers expect to buy products from some categories online more often than other categories. For example, consumers expect to shop online more often for Electronics, Food/Nearfood and Health & Beauty. But Shoes & Personal Lifestyle, Clothing and Toys are expected to be purchased online less frequently.

Sustainability important to many consumers

Nearly nine in ten consumers often bring their own bag while shopping. In addition, a quarter of the consumers surveyed check whether a product has been produced sustainable. Another quarter said they would like to do this more often in the future.

“Half of consumers feel responsible for making fewer purchases to reduce the environmental impact”, says Marlene ten Ham, director at Thuiswinkel.org, “but 35 percent think it is a joint responsibility of companies and themselves. Many companies are already taking good steps, but we can do more.”

‘Companies need to work on making their business more sustainable.’

“That means companies need to continue working on making their business more sustainable, provide better products, packaging, product information and clear implementation of the circular economy to help consumers make better choices. Thuiswinkel.org helps online stores do just that, and this year is firmly committed to making the sector more sustainable.”

Second-hand shopping popular

Nearly four in ten consumers regularly buy second-hand. And one in three often sell second-hand on online platforms, such as popular Dutch platform Marktplaats or Vinted. And 30 percent also buy on those platforms. In addition, 30 percent of consumers also buy used items in physical stores. By 2028, 19 percent expect to buy and sell more often through online platforms, while 16 percent expect to buy used items physically more often.

Most second-hand purchases are in the categories of Clothing, Home and Living and Toys.

Many consumers buy used goods because of the lower cost (32 percent). And 14 percent do so because of environmental considerations. For as many as 54 percent of consumers, a combination of these factors is important. Most second-hand purchases are in the categories of Clothing, Home & Living and Toys. In the future, consumers expect to buy second-hand more often in Media & Entertainment, DIY/Garden and Clothing.

Shopping in a metaverse

Only eight percent of consumers expect to make future purchases in a metaverse. Dutch consumers seem skeptical of new technological developments. Only four percent have experience with Web3. Metaverse (five percent) and collaborative AI (seven percent) are also not very familiar. Virtual reality (69 percent) and digital wallets (53 percent) are more familiar.