Most sold online products or services in the Netherlands 2020-2023

In 2023, fashion was the most purchased category online in the Netherlands. That year, over half of Dutch consumers bought clothing, shoes, and accessories online. With roughly 48 percent of shoppers purchasing movies and series online, streaming services ranked second.

E-commerce is booming in the Netherlands

The Netherlands is a country full of online shoppers. Boasting a high internet penetration and a digitally savvy population, it is no wonder that the e-commerce revenue in the country has been growing annually. In 2023, the market size for e-commerce was 34.7 billion euros - that is double the value recorded in 2015. Of course the pandemic played a large role in the expanding e-commerce sector, but the 2023 growth shows that market growth persist in more normal circumstances as well.

Where do Dutch shoppers buy online?

Perhaps surprisingly, not on Amazon. Whereas other European countries, Germany being a notable example, feature Amazon as the dominant e-commerce force, the American company only ranks fourth on the Dutch online retail market. Domestic player Bol.com is the most successful online retailer in the Netherlands, with sales of over two billion U.S. dollars. The runner-up on the list is also home-grown: Coolblue is an electronics retailer that it is currently expanding to other European countries as well.