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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. Here’s everything you need to know about ecommerce in the Netherlands:

Population 17 million people
– % internet users 96%
Online sales €26.6 billion (2020)
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.

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Ecommerce customers in the Netherlands

Based on data from 2019, an impressive share of 97 percent of the Dutch population has access to the internet. Data from the Thuiswinkel Markt Monitor 2020 shows there are 13.8 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%).

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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

According to the Thuiswinkel Market Monitor, the Dutch ecommerce industry was estimated to be worth 26.6 billion euros in 2020. That was an estimated growth of 7 percent compared to the situation in 2019. Online sales in the Netherlands currently account for 10.3 percent of the country’s total retail industry.

Research by Statistics Netherlands shows that Dutch companies generated almost 32 billion euros in turnover by selling goods online. A year earlier, that turnover reached 27 billion euros. During 2020, pure online stores generated almost 60 percent of all online turnover in Dutch retail.

Big online stores in the Netherlands

The biggest online stores in the Netherlands are (the biggest for quite some years now), Wehkamp, 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 (Sweden). Amazon and eBay, for example, aren’t that big in the Netherlands. This is mostly because consumers are very hooked on and, two players that are online for over 20 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. But that might change, as Amazon launched in the Netherlands in 2020.

Read all our articles about ecommerce in The Netherlands.

Want to read more about Dutch ecommerce?

If you are interested in more news about ecommerce in the Netherlands, and if you don’t mind that it’s in Dutch, please visit Ecommerce News Nederland (Google Translate-version here). And if you’re interested in Dutch ecommerce and entrepreneurship, you can visit Ondernemen & Internet (Google Translate-version here).

Last update: March 2021