DIY market in the Netherlands

The Dutch DIY eCommerce market is predicted to reach US$2,515.1 million by 2023 and accounts for 10.5% of the total eCommerce market in the Netherlands. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -0.4%, resulting in a projected market volume of US$2,472.4 million by 2027. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

Market development

eCommerce revenue development in the DIY market in the Netherlands

The Dutch DIY eCommerce market is predicted to reach US$2,515.1 million by 2023 and accounts for 10.5% of the total eCommerce market in the Netherlands. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be -0.4%, resulting in a projected market volume of US$2,472.4 million by 2027. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

eCommerce revenue development in the DIY market in the Netherlands

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the DIY market in the Netherlands

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 18.8 52.9 55.0 9.0 71.3 79.2 59.6 85.7
AOV (in US$) 78.4 41.5 62.2 6.7 50.1 93.7 79.1 14.0
CVR (in %) 18.8 52.9 55.0 9.0 71.3 79.2 59.6 85.7
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total DIY market in the Netherlands

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Dutch DIY retail market, the online share is 11.9% and will increase by an average of 5.2% to 14.6% by 2027.

eCommerce online share of the total DIY market in the Netherlands

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 23.4% 44.7% 41.9% 0.1% 82.1% 19.7% 97.3% 16.6%

Top stores

Top five DIY online stores in the Netherlands by net sales 2022

With sales in the Dutch DIY market, bol.com generated a revenue of US$268.3 million in 2022, which means it is the leading online store in this market. The DIY ranking of the Netherlands is based on all online stores that generated sales in this market in 2022. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the DIY market in the Netherlands in 2022

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Dutch DIY market

The Dutch DIY eCommerce market in 2022 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 94.0% of all online stores checked. Other offered payment methods in the Dutch DIY eCommerce market in 2022 are Mastercard (Cards) with 92.5%, iDEAL (Bank transfer) with 92.5%, and PayPal (E-wallets) with 83.6%. With 61.2% Bank transfer/cash in advance (Bank transfer) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Dutch DIY market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 67 stores in the Dutch DIY market

Source: ECDB analysis

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Dutch DIY market

Despite PostNL's dominant position with 60.8% of online stores opting for its services, the Dutch DIY eCommerce market in 2022 remains diverse and competitive. Several other shipping service providers, including DHL, DPD, GLS, and TransMission, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Dutch DIY market

in %

Note: A store can offer more than one shipping provider (Multi-pick), based on 51 stores in the Dutch DIY market

Source: ECDB analysis


Market definition

Definition of the DIY market

Market definition: DIY In the category DIY there is an extensive selection of products for the garden (e.g. plants, fertilizers, shovels, lawn mowers), vehicle parts (e.g. car tires, car parts, motorcycle parts), tools and construction supplies (e.g. hammers, screwdrivers, nails, faucets, lumber, paints, laminate). Online stores dedicated to stationery, crafts & art supplies, gardening services or vehicle repair services are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Garden (e.g. plants, fertilizers, shovels, lawn mowers)
  • Vehicle parts (e.g. car tires, car parts, motorcycle parts)
  • Tools and construction supplies (e.g. hammers, screwdrivers, nails, faucets, lumber, paints, laminate)

Out-of-scope

  • Stationery, crafts & art supplies
  • Gardening services
  • Vehicle repair services
  • Construction services