e-Commerce Market Analytics

The eCommerce market in the Netherlands

The Netherlands is the 17th largest market for eCommerce with a revenue of US$21.7 billion in 2021, placing it ahead of Turkey and behind Mexico.

With an increase of 14%, the Dutch eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in the Netherlands, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 4% between 2021 and 2025, the Netherlands is expected to grow at a slower rate than the global average of 6%.

The eCommerce market in the Netherlands

Top online stores

The biggest player in the Dutch eCommerce market is bol.com. The store had a revenue of US$1.9 billion in 2021. bol.com is followed by ah.nl and coolblue.nl as the second- and third largest stores with US$1.8 billion and US$1.7 billion, respectively. Altogether, the top three stores account for 25% of online revenue in the Netherlands.

Store rankings include every store that generates revenue in the Netherlands. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in the Netherlands was considered.

One of the fastest-growing stores in the Dutch market is party.nl. The store achieved online net sales of about US$0.7 million in 2021. Its revenue growth amounted to 195% in the previous year.

More information on the top 250 online stores in the Netherlands can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in the Netherlands by eCommerce net sales 2021 in million US$

# Store
1. bol.com
2. coolblue.nl
3. ah.nl
4. wehkamp.nl
5. zalando.nl

The eCommerce market in the Netherlands

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in the Netherlands is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 4%. Compared to the year-over-year growth of 14% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. An other indicator of market saturation is the online penetration of 73% in the Netherlands; in other words, 73% of the Dutch population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in the Netherlands and accounts for 31% of the eCommerce revenue in the Netherlands. It is followed by Electronics & Media with 23%, Toys, Hobby & DIY with 19%, Furniture & Appliances with 15%, and Food & Personal Care with the remaining 12%.

The eCommerce market in the Netherlands

Top shipping service providers

In the Netherlands, PostNL is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 70% cited PostNL as one of their providers. Moreover, DHL and UPS are among the top three shipping service companies offered by online retailers in the Netherlands, at rates of 30% and 11%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in the Netherlands than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in the Netherlands

# Shipping service provider
1. PostNL
2. DHL
3. UPS