Ranking of online retailers based on revenue in the Netherlands 2015-2019

Amazon’s revenue in the Netherlands was 400 million euros in 2019, making the e-commerce giant only the sixth-biggest online retailer in the country. Amazon is used relatively little in the Netherlands and, for example, does not feature in a ranking of most-used e-commerce apps on the Apple Store.

The Netherlands and its domestic e-commerce retailers

Most of the biggest online retailers in the Netherlands are established players which do not operate outside the domestic market (except, in some cases, for the Dutch-speaking parts of Belgium). Albert Heijn in third place, for example, is the country’s biggest supermarket chain. Bol.com (an online marketplace, like Amazon) and Coolblue (an electronics web shop) are also familiar names in Dutch e-commerce. This makes the Netherlands a relatively closed market, with a high tendency to do online shopping domestically. In 20198, nearly 71 percent of Dutch individuals purchased their online goods from the Netherlands.

What is the market size of e-commerce in the Netherlands?

Dutch online shopping expenses reached nearly 26.6 billion euros in 2020, the highest-ever recorded value. When it comes to the overall use of e-commerce, the Netherlands ranks third within the EU-28. 60 percent of all EU consumers purchased goods or services online in 2019, whereas the e-commerce penetration in the Netherlands reached 81 percent.