Press Release - Ecommerce Report: The Netherlands 2019

2019 Ecommerce Report: The Netherlands 

Executive Summary 

The Dutch Ecommerce report delves into the details of the B2C ecommerce market in the Netherlands, including consumer behaviors and trends. The report also includes expert interviews with leading logistics providers and retailers (SAP, Osudio and Hostnet), as well as the Dutch Ecommerce association (Thuiswinkel). The following summary provides an overview of the most critical and interesting observations found in the report. 

Infrastructure & Logistics 

Shockingly, the Netherlands has dropped in every index considered important and/or necessary for ecommerce market success. From 2018 to 2019, the Logistical Performance Index dropped from 5th place to 6th; The Ease of Doing Business Index dropped from 32nd place to 36th place; and the E-Government Development Index dropped from 8th to 13th place. Additionally, it appears Internet Inclusivity is also a struggling point for the Netherlands, as they dropped from rank 14 to rank 29. These figures aside, the Netherlands is still doing fairly well with internet penetration of the general population, as 96% is expected to be online in 2019. Additionally, the GDP continues to increase with a steady growth rate just above 3%, so the economy is certainly ripe for burgeoning ecommerce business, both domestic as well as cross-border. 

 

Ecommerce Landscape 

As per usual for most developed ecommerce markets, the main advantage to shopping online that consumers see in the Netherlands is the ‘ease of ordering at home’ (49%). Following that, the #2 reason is actually a tie, with 35% saying the advantage is ‘bigger selection’ and ’24-hour ordering’. Possibly the more unique aspect to the Netherlands is the widely accepted and preferred use of payment options, iDEAL (88% used, Q4, 2018). The Netherlands is a small country, which means that most consumers (84%) feel the maximum delivery time for something they ordered online should be between 1-5 days, no more. Many of the delivery services actually offer delivery via bike, particularly in the larger cities, as that is typically much faster in the Netherlands. Among these marketplaces offering services such as delivery-via-bike, Bol.com indeed continues to be the most popular online retailer/marketplace for Dutch consumers. Regarding cross-border online shopping, China boasts the highest share of the cross-border ecommerce turnover (45%), while Germany comes in second (26%) and the UK in third (21%). The share of the population shopping cross-border has increased from 2016 to 2018, to 49% shopping either both domestically and cross-border or solely cross-border (up from 39% in 2016). If you want to learn more about how often consumers are shopping cross-border, as well as which devices they’re more likely to shop cross-border with, you should check out the Netherlands Ecommerce report. You’ll find additional tidbits, including why consumers may not shop at certain webshops, what makes the payment method iDEAL different from others, as well as learn more about the Dutch marketplace, Bol.com.