Navigating the Dutch Gateway

Venturing into the European market opens the door to an array of countries within the European Union (EU). This not only broadens your customer outreach but also enables you to present your products in markets that are comparatively less saturated. Below, we present the latest insights into the European ecommerce market to aid your strategic decision-making.

When you bring your business to one European country, you unlock the potential to cater to all 27 other EU member states, providing access to a vast pool of 448.4 million prospective customers. The European ecommerce market grossed US$634bn in 2022 and boasted roughly 523 million active online customers. This market is expected to grow to US$880.7bn by 2028.

Understanding the sheer size and dynamic growth of the EU market is fundamental to crafting a successful ecommerce strategy.

Understanding the preferences and motivations that drive Dutch consumers to make online purchases will allow you to align your products and marketing strategies accordingly.

Thriving E-commerce Market

The Netherlands benefits from a thriving EUR 26.6 billion (US $30.4 billion) business-to-consumer e-commerce market.

This sector commands 10.3% of total retail in the country.

80% of the nation now prefers the convenience of online shopping.

Source: 2021 E-commerce Payments Trends Report

English Proficiency Advantage

The people of the Netherlands have the best English language proficiency in the world.

This proficiency simplifies interactions for international merchants with English-language sites and staff.

Source: English Proficiency Index

International Shopping Insights

56% of Dutch consumers have ventured into cross-border shopping.

Top three international shopping destinations: China (49%), Germany (19%), and the U.S. (7%).

With 77% of Dutch consumers buying fashion items online, the Netherlands tops the ranking for online shopping in Europe, where the average is 59%.

Source: Supply Chain Movement

Black Friday Frenzy

Approximately a third of Dutch consumers take part in Black Friday sales, a figure that has doubled since 2017.

Black Friday precedes the Dutch celebration of Sinterklaas on December 5, contributing to higher e-commerce revenues during this traditional Dutch gifting event.

Source: Statista

Digital Literacy

The Dutch population ranks in the top of European countries when it comes to digital performance. This can be seen by the Digital Economy and Society Index chart shown below.

Source: Digital Economy and Society Index

Payment Preferences: Bank Transfers Rule

Bank transfers reign supreme in the Netherlands, claiming a 67% market share.

iDEAL, the domestic bank transfer system, is a key player, accepted by major Dutch banks and offering flexible payment options.

Source: 2021 E-commerce Payments Trends Report

Delivery Expectations

Maximum acceptable standard delivery time: three to five days, with most shoppers expecting delivery within two to three days.

Almost a quarter (23%) of Dutch online shoppers returned their last purchase, compared to 14% at the European level.

Source: Supply Chain Movement

Source: DESI 2022, European Commission

The Netherlands is a global player in logistics, having the highest concentration of logistics service providers in Europe. According to Dimerco, the nation imports 4x more in value per capita than the other 2 top Western Europe countries, Germany and the UK. Furthermore, the Netherlands is the leading European location for distribution centers, including the 2nd-largest cooling and freezing storage capacity in the EU.

The Netherlands is served by a comprehensive network of sea and airports, meaning increased traffic and choice when it comes to cross border logistics. This reduces possible delays or bottlenecks when it comes to moving goods from A to B. The port network plays a key role in connecting 170 million consumers within a 500 kilometers reach. From the Port of Rotterdam, all major industrial and economic centers in Western Europe can be reached within 24 hours. 

With multiple links between big manufacturing hubs like China and short delivery times to other European countries, the Netherlands is well positioned for ecommerce retailers wishing to grow in the region. 

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