Ecommerce, Report • 6 min read

The Netherlands 2019: Ecommerce Report

Victor Terpstra | 26-11-2019

The Ecommerce Report: The Netherlands 2019 provides a brief overview of the state of e-commerce in The Netherlands. This report has been published by the Ecommerce Foundation with hand-selected data that will help both domestic and international retailers evaluate their potential for success in the Dutch e-commerce market. Moreover, The Netherlands is a small country with a strong logistical infrastructure, and its economy is healthy and growing. E-commerce, both nationally and cross-border, is on the rise.​

Read the full report here


  • Dutch GDP is expected to increase in 2019
  • The Netherlands ranks 6th in Logistics Performance
  • B2C e-commerce turnover to reach almost 25 billion euros
  • Over 84% of the online population is forecasted to shop online in 2019
  • Most Dutch consumers shop online for the ease of ordering at home (49%)
  • iDEAL is still the most popular payment method by far
  • continues to dominate the Dutch e-commerce market
  • Dutch consumers are making more cross-border online purchases every year
  • Most consumers abandon a shopping cart due to too high delivery costs
  • Internet users (2018): 95%

The Dutch Ecommerce report delves into the details of the B2C e-commerce 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).

For an analysis of the Ecommerce Report: The Netherlands 2019, you can always watch the webinar that our Business Development Manager Menno Pijpers did with Sara Lone and Rein Suijker:



The report is split into 5 main chapters:

  • Introduction: The Netherlands
  • Infrastructure and Logistics
  • E-commerce Landscape
  • Dutch Consumers
  • About the Report


Shockingly, the Netherlands has dropped in every index considered important and/or necessary for e-commerce 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 e-commerce business, both domestic as well as cross-border.


As per usual for most developed e-commerce 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, 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 e-commerce 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,

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Victor Terpstra

CCO and Darwin initiative co-founder.

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