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Ecommerce in The Netherlands

Information about ecommerce in the NetherlandsThe Netherlands is a small country, but it always tries to play a significant role, whether it be economically, political or in sports. The Netherlands participated in the introduction of the euro and was also a founding member of NATO and what’s now called the European Union. It’s also famous for its highly open economy which is leaning strongly towards international trade.

Population 17 million people
– % internet users 96%
Online sales €25.8 billion (2019)
Online stores worth mentioning:, Wehkamp, Coolblue


Ecommerce events in the Netherlands

Every year there are several ecommerce events being organized in the Netherlands. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe. But you can also check out only the ecommerce events in the Netherlands.

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Ecommerce customers in the Netherlands

Based on data from 2018, The Netherlands has 16.4 million internet users, which represents 97% of the total population. Data from the Thuiswinkel Markt Monitor 2018 shows there are 13.5 million online shoppers in the Netherlands. The Dutch like to pay with iDeal, an online payment method developed by the Dutch banking community. Among the other popular online payment methods in the Netherlands are PayPal, MasterCard and VISA. Popular post-payment methods are AfterPay, acceptgiro (giro transfer) and Klarna.

Online payment methods in the Netherlands (2017)

The most popular product categories in Dutch ecommerce are travel & tickets (38.96%), followed by telecommunication (12.82%), consumer electronica (7.84%), computer hardware and software (7.57%), clothing and shoes (7.48%) and media (6.36%).

In 2018, about 35 percent of online shoppers in the Netherlands used their smartphones to purchase something over the internet.

The ecommerce market in the Netherlands

The Dutch ecommerce industry was worth 25.8 billion euros in 2019. That’s an estimated growth of 7 percent compared to the situation in 2018. Online sales in the Netherlands currently account for 10.3 percent of the country’s total retail industry.

Big online stores in the Netherlands

The biggest online stores in the Netherlands are, (the biggest in 2018), Zalando, Coolblue, H&M, Hema and If you look at this list, it’s directly noticeable that almost all of these are local players, with exceptions for Zalando (Germany) and H&M. Amazon and eBay for example aren’t that big in the Netherlands, mostly because consumers are very hooked on and, two players that are online for over 15 years. But also because the Dutch really like to pay online with iDeal, and that’s something those international players didn’t or still don’t offer.

Latest news about The Netherlands

DHL Parcel lets Dutch consumer pick delivery spot around the house

DHL Parcel has introduced a service in the Netherlands which lets consumers choose a delivery spot around the house. This way, the courier can still drop off the parcel when the consumer isn’t at home.

The Future Mobility Network tests delivery robot

The Future Mobility Network, a Dutch network organization aimed at innovative mobility, has started a pilot project with an electric and autonomous driving delivery robot. The robot will drive around at the Breda University of Applied Sciences and deliver various (non-food) goods between the three buildings on campus.

Sendcloud expands to UK

Dutch shipping software provider Sendcloud will be available in the United Kingdom starting today. The British expansion is a logical next step in the company’s mission to offer its service across Europe. Previously, Sendcloud also expanded to Germany and France as well as other markets.

Trouw Nutrition digitizes its B2B offering

Trouw Nutrition, a major player in animal nutrition, has decided to digitize its offering on a large scale. It turned its outdated ordering tool into a modern online sales solution, thereby putting more effort into its B2B ecommerce business.

Picnic wants to expand to UK and France

Online-only supermarket Picnic is planning to expand to the United Kingdom and France. As a result of the upcoming expansion, Picnic has exchanged its collaboration with purchasing organization Superunie for a deal with German supermarket chain Edeka.

Read all our articles about ecommerce in The Netherlands.

Last update: March 2020