The best e-commerce platforms in the Netherlands

The best e-commerce platforms in the Netherlands

As seasoned online shoppers, the Dutch spend big on e-commerce marketplaces. In this article, we round up some of the top e-commerce sites in the Netherlands.


The Netherlands has a population of 17 million, and they are believed to be amongst the happiest people in the world. Many cultural commentators note that most Dutch people aren’t workaholics and maintain an outstanding work/life balance despite their highly developed economy.

And just like the phrase 'going Dutch,' Dutch people also like to use apps like Tikkie and iDeal to split the bill and send payment requests between friends on messaging apps. 

Yes, online banking culture and e-commerce in the Netherlands are ubiquitous.

97% of people have access to the internet, and as of 2020, the Dutch e-commerce market is worth a whopping 26.6 billion Euros.

So, if you're looking for the best e-commerce platform for small business owners breaking into the online-savvy Dutch market, you've made a great choice. This article will outline some of the top e-commerce sites in the Netherlands you need to check out.

From its humble beginnings in 1999 as an online bookshop, has grown to become the top e-commerce site in the Netherlands and Belgium. It stocks over 15 million products, including clothing, books, homewares, games, cosmetics, and pet supplies. It draws in around two million site visitors a day. In 2020, generated over €4.3 billion in online sales. The company aims to beat that record and make €5 billion by the end of this year.

If you're looking to join the 19,000 sellers on the platform, it’s free to set up product listings. You just pay a commission on the products you sell. For non-Dutch sellers, you will first need to apply for a Dutch VAT number, and commission structures are based on the types of products you sell. In some cases, for non-Dutch sellers, commission fees are minus VAT.

To help with online marketing, also offers advertising packages for sellers looking to appear on their online magazine sites. This scheme could make Bol the best e-commerce platform for small business owners looking to introduce their product to a new audience – as the extra brand exposure can help jump-start your sales.

Another advantage of is that you can integrate your existing WooCommerce or Shopify store onto the platform with just a few clicks. Plus, English-speaking support teams are on hand to help merchants make the most of their e-commerce experience.

Over 30% of Dutch families buy products from Wehkamp. It attracts more than 600,000 daily site visits and hosts more than 2,500 brands. Wehkamp started in 1952 as a mail-order company. Despite not having brick-and-mortar stores, it sells everything from clothing to electronics, furniture, and other homewares.

Wehkamp's mission statement is to make people's lives easier and more beautiful, and they achieve this through personalised product recommendations. In an interview with the company's Marketing Director, Alexander van Slooten, he revealed that since they introduced smart recommendations in 2013, they have boosted sales revenue by 271%.

Wehkamp intends to grow its private-label division and build partnerships with international brands in the coming years. The company also prides itself on its bright and fun aesthetic. 

So, if you are interested in selling your goods on their marketplace, it is advised that you partner with a marketing agency that is experienced in working with independent Wehkamp sellers.

Blokker is a prominent Dutch e-commerce brand that attracts over 4 million site visits a month. The marketplace sells a wide range of homewares, electronics, personal care products, and more.

As one of the top e-commerce sites in the Netherlands, Blokker places a strong emphasis on selling high-quality goods. Therefore, if you are looking to become an e-commerce seller on the platform, you need to apply through their third-party marketplace service, Blokker Connect!

Once accepted as a marketplace seller, you can add the Blokker Connect! API to your existing e-commerce management system. Blokker charges around €49 a month for a merchant subscription and around 13% commission, plus an additional €0.99 per sold item based on price (including shipping fee and VAT). It's also important to note that revenue generated within the marketplace is released to sellers around twice a month. So, make sure you plan your accounts accordingly.

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As a 100% Dutch language site, if you're an international seller, you may need to enlist the help of a translator if you are looking to sell on However, with its 4 million monthly site visitors, it is definitely worth pursuing. carries a wide range of products, including books, automotive accessories, toys, games, personal care products, and home appliances. It was founded as a price comparison site in 2005 and now sells over 25 million products in over 970 categories.

To join Bestlist as an e-commerce seller, you have to register via phone or email. Once signed up, sellers can access marketplace sales via a secure payment gateway like WorldFirst. The commission structure varies from 3 -15%, depending on the item sold. There are no monthly merchant fees for hosting your products on Bestlist, so you won't pay anything if you don't make any sales. Another advantage of hosting on the marketplace is that Bestlist will send you customer data, which you can then analyse for marketing purposes.

Founded in 1999, specialises in consumer electronics, everything from lawnmowers to beard trimmers. Last year, the online department store generated over two billion Euros in profits. To become a seller on Coolblue, you can register your interest online.

Once accepted, you can connect the marketplace’s API to your existing e-commerce storefront and manage inventory and payments from there. Commission structure starts from 2%, but this can change depending on product type. Commission charges are also minus VAT.


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