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Three things that make ecommerce in the Netherlands unique


The Netherlands has a very mature ecommerce market. 93% of the Dutch population shops online, and in 2017 they spent over €24 billion online.

Dutch shoppers are very comfortable buying from foreign websites, making the Netherlands an attractive market to businesses wanting to sell internationally.

However, the Dutch ecommerce market is very different from anywhere else in the world.

Here are three things you need to be aware of if you want to succeed at ecommerce in the Netherlands.

1. The most popular Dutch ecommerce sites

The top ecommerce sites in the Netherlands are very different from what we are used to seeing in other European countries. Bol.com is the most popular, followed by Wehkamp, Zalando and Coolblue. Amazon, which is the dominant ecommerce site in many other countries, only comes in at fifth place in the Netherlands.

2. The Thuiswinkel Waarborg trust mark

If you want to enter the Dutch ecommerce market, you are advised to apply for the Thuiswinkel Waarborg trust mark. If you are successful, then you will be allowed to have the trust mark on your website. This is recognised by 90% of Dutch consumers as a sign that your website is trustworthy. It is provided by the Dutch ecommerce association Thuiswinkel.org.

3. The most popular online payment methods

If you want to sell online in the Netherlands, then you should offer iDeal. iDeal is an extremely popular online payment method developed by the Dutch banking community. It is the preferred payment method of 56% of Dutch shoppers and is offered by 95% of Dutch online retailers. MasterCard, Visa and PayPal are also popular payment methods, as are the post-payment methods AfterPay, acceptgiro and Klarna.

I hope this has given you a useful introduction to ecommerce in the Netherlands. For more in-depth information, read our free guide below.


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Dirk van de Wouw

SEO Digital Marketing Trainee at Webcertain
Originally from the Netherlands, Dirk graduated in Business Science at the University of NHA, specialising in management and problem analysis. He also holds a degree in Business & Management from the University of ROC. He joined Webcertain almost a year ago, and he is responsible for online research, SEO, content marketing, PPC and PR tasks, as well as for helping to train the linguistic team and ensuring the timely delivery of all work undertaken. Additionally, Dirk works to identify further opportunities to expand Webcertain’s current service offering. Dirk currently lives in the UK.

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