Most frequently sold products online by supermarkets Netherlands 2017, by category

In 2017, just under four percent of all the personal care products sold by supermarkets in the Netherlands were sold via their online stores – making this the product segment with the highest online share that year. By comparison, of the total fresh vegetables and fruit sales, approximately 2.5 percent was sold online. Of the total supermarket revenue in November 2018, nearly three percent was generated online.

 Online supermarket revenue 

  In absolute numbers, the most important categories in terms of turnover were beverages and groceries (excluding fresh foods). In 2016, these categories were valued at nearly 96 and 84 million euros respectively. The online supermarket revenue of toilet and kitchen paper was roughly 20 million euros that year.  

Albert Heijn market leader in online food retail

  Albert Heijn, the country’s leading supermarket both in terms of turnover and the number of stores, was also the leading supermarket in online grocery retail. In 2019, Albert Heijn held an online market share of over 40 percent in the Netherlands. Its most important competitors, Jumbo and Picnic, have however succeeded in rapidly expanding their market shares in the last five years, at Albert Heijn’s expense.