Top 10 online stores in the Netherlands

The ecommerce market in the Netherlands is dominated by local online sellers. This is also evident in the list of the top 10 online stores. Local sellers Bol, Albert Heijn and Coolblue have been in the top 3 of this country since 2018.

List of top 10 online stores in the Netherlands

The top 10 online stores is a mix of international and local sellers. However, local sellers still dominate the top 3. In 2023, this was the top 10 online stores in the Netherlands, based on data from the annual Twinkle100:

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Information about the main online sellers

The fact that the top 3 is made up of local online sellers is quite unique in Europe. In most other countries, Amazon is the number one online store in terms of revenue. In the Netherlands, the online marketplace has not accomplished a market share that big (yet).

Below, we have highlighted some of the local online sellers that are listed in the top 10:

Bol

Bol is the biggest Dutch online marketplace in terms of product range and revenue. Bol started out as an online store selling books and DVDs, but has grown into a large online platform selling furniture and electronic devices. The company wants to focus on its partner seller program, but in 2023 it was still the dominant seller on the platform.

Albert Heijn

One of the first supermarkets in the Netherlands that allowed customers to order products from home is Albert Heijn. Customers could order products by phone or fax by 1987. In 2001, it launched an online store, which entered the top 10 by 2014. The company delivers groceries at home, which explains its popularity.

Coolblue

Coolblue is an omnichannel seller. It started as an online store, but launched its first brick-and-mortar store in 2005. It also has stores in Germany and Belgium The company sells consumer electronics, hardware, toys, fitness equipment and more. It has been in the top 3 of Dutch online stores since 2016.

Wehkamp

Mail-order company Wehkamp launched its own website in 1995. Even before 2000, it was already selling tens of thousands on its ecommerce platform. The online department store sells fashion, furniture, and more. It used to be in the top 3, but has been ranking lower in the top 10 since 2017.

The rest of the top 10

Other well-known ecommerce stores in the top 10 are Zalando and Amazon. Zalando is often included in top 10 list in European countries, and up until 2018 it was also included in the top 3 of the Netherlands. Amazon launched a dedicated Dutch store in 2020 and since then, it has increased its market share. In 2021, it achieved the 4^th place. However, a year later it was ranked in 5^th place.

The top 10 also includes Picnic, a Dutch online supermarket. Customers can order their groceries on the pure online platform and have them delivered at home. Jumbo is a local supermarket chain, with physical stores and an online store. And the list also includes international players Apple and Ikea.

Dutch companies keep foreign competitors out

As the Netherlands is a small country and because consumers prefer shopping in their local language, many international online sellers avoided the country in early ecommerce years. That is why young online stores such as Coolblue and Bol were able to grow their online presence significantly, without having to deal with competitors like Amazon. Now that Amazon has entered this market, it still has a hard time conquering the top 10 list.

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