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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

Cross-border trustmark Shopping Secure launched

Dutch ecommerce association has launched Shopping Secure, a trustmark for cross-border ecommerce companies. The international trustmark can be used by both B2C and B2B companies.

Dutch ecommerce top remains unchanged

The six biggest online stores in the Netherlands in 2019 are still the same six as in the year before. remains the biggest ecommerce player, with a revenue of 2.17 billion euros. It’s followed by fellow Dutch companies Coolblue and Albert Heijn.

Smartmile expands in Finland and the Netherlands

Smartmile is expanding its network of open and shared parcel automates. The company will install a total of 40 new lockers in Finland and the Netherlands.

Adyen alums launch card payments platform Silverflow

Silverflow, a new platform that connects to card networks, has announced a 2.6 million euros seed funding round. With this, the Amsterdam-based company that is founded by Adyen alums has now raised 3 million euros in total funding.

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.

Read all our articles about ecommerce in The Netherlands.

Last update: March 2020