Leading online supermarkets in the Netherlands 2015-2023, by market share

Albert Heijn, Jumbo and Picnic were the three biggest online supermarkets of the Netherlands in 2023. The web shops of the country’s two largest supermarket chains reached market shares of 37 percent and 22 percent respectively. Picnic (a Dutch online supermarket that allows customers to order groceries via an app, which will then be delivered for free) increased from a market share of 18 percent in 2019 to a market share of 39 percent in 2023, thereby surpassing Albert Heijn as the leading online grocery company in the Netherlands.

The Netherlands is increasingly into online grocery shopping…

There were no exact numbers on how many consumers in the Netherlands bought their food or groceries online. In 2019, 36 percent of Dutch households said they ordered groceries online at least once. This is the highest percentage within the European Union. The share of total supermarket revenue that is generated online also increased in recent years.

… but there are also reservations

Not all Dutch food shoppers buy their groceries online - the brick-and-mortar supermarket still reigns supreme. The most cited argument not to buy food online was that there is a supermarket already close to home. Another reason was that consumers preferred to check the product’s quality before purchasing.