Netherlands: most sold products online 2024

In 2024, 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 49 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.

Share of individuals shopping online in the Netherlands from 2020 to 2024, by type of product or service

Characteristic	2020	2021	2022	2023	2024
Clothing, shoes and accessories	48.4%	59.3%	53.5%	57%	58.7%
Movies and series via streaming service	41.7%	45.8%	46.3%	47.9%	49%
Internet or telephone subscriptions	30.4%	35.4%	38.7%	44.4%	48.9%
Meal delivery	35.4%	46.9%	42.8%	41.5%	40.4%
Music via streaming service or downloads	32.2%	35.1%	37%	39.9%	40.1%
Cosmetics, perfume and beauty products	21.4%	29%	26.6%	29%	30.7%
Sporting goods	22.9%	27.8%	26.1%	27.5%	28.4%
Furniture, home accessories and garden items	23%	30.1%	24.7%	24.2%	24.4%
Cleaning products and care items	14.5%	21.2%	26.6%	21%	23.5%
Other goods	26.8%	31%	25.8%	30.3%	23.2%
Food and beverages	17.7%	25%	24%	22.6%	21.8%
Printed books, magazines and newspapers	21.2%	25.7%	21.4%	21.4%	21.3%
Computers, tablets and mobile phones	21.7%	24.3%	22.1%	21.1%	21.1%
Medicine and vitamins	14%	18.4%	18.5%	19.2%	20.9%
Electronics and home appliances	17.2%	21.7%	18.4%	17.7%	17.7%
Computer software or software upgrades	14.9%	15.1%	14.6%	15.1%	16.9%
Online games, games or downloads	16.7%	16.6%	16.6%	16.5%	15.8%
Toys and baby equipment	12.9%	16%	14.4%	14.5%	15.2%
Other paid apps	8.8%	8.9%	9.9%	11.7%	14%
Vehicles or vehicle parts	8.7%	10.9%	9.9%	10%	10.2%
Paid health or sports apps	4%	5.5%	5.2%	5.8%	6.5%