Exploring Dutch E-commerce, Part 1: Top 10 Essential Facts About the Netherlands as Destination (2025 Edition)

Key points:

• The Dutch e-commerce market is highly mature, with a value of €36.5 billion and 17.5 million online shoppers, representing nearly the entire population.
• Cross-border shopping is extremely prevalent, as 68% of Dutch consumers purchase from international retailers, with clothing and footwear being the most popular category at 40%.
• Dutch consumers have high expectations for the delivery process, demanding transparency on shipping costs (a priority for 59%), reliable returns (51%), and end-to-end parcel tracking (used by 84%).
• Smartphones have become the dominant device for online shopping, and while home delivery is preferred (78%), flexible options like pickup points are rapidly gaining popularity.

The Netherlands is a thriving hub for e-commerce, driven by a digitally savvy population, robust infrastructure, and a growing appetite for online shopping. As of 2025, the Dutch e-commerce landscape offers immense opportunities for retailers willing to adapt to its unique consumer preferences and market trends.

If you are a retailer looking to enter the market and start sending parcels to the Netherlands, understanding these key insights is crucial to navigating the Dutch online retail environment effectively.

E-Commerce in the Netherlands - 10 Key Facts

1. A Massive Online Shopping Population

With 17.5 million online shoppers, nearly the entire Dutch population (approximately 18 million in 2025, per Statista projections) engages in e-commerce. This penetration reflects a mature digital economy where internet access is near-universal (over 98%, according to Eurostat), making the Netherlands one of Europe’s most connected markets.

2. E-Commerce Drives Retail Spending

The Dutch e-commerce market is valued at €36.5 billion, accounting for 31% of total retail spending. This share has steadily risen, fueled by convenience and variety. A 2024 report from the Netherlands’ Central Bureau of Statistics (CBS) notes that online retail growth outpaces physical stores, a trend expected to continue into 2025 as inflation pushes consumers toward competitive online pricing.

3. Cross-Border Shopping Dominates

A striking 68% of Dutch shoppers buy from international retailers, with Germany leading European markets at 30%, followed by China globally. The U.S. and U.K. remain relevant, though less dominant. This openness to cross-border purchases stems from a desire for variety and better pricing, a behaviour reinforced by the EU’s single market facilitating seamless trade.

4. Clothing Leads Purchase Categories

Clothing and footwear top cross-border purchases at 40%, followed by home and garden (22%) and personal care products (15%). This aligns with global trends—Statista’s 2025 Consumer Insights report highlights apparel as a universal e-commerce driver—but the Dutch also show rising interest in sustainable and niche brands, boosting these categories further.

5. Mid-Range Purchases Are on the Rise 
 

Dutch consumers are shifting toward higher-value orders, with 38% spending €50+ and 30% between €25-€49, while low-cost orders under €10 have dropped to 7%. This reflects a preference for quality over quantity, a trend echoed in a 2025 thuiswinkel.org study showing increased demand for mid-tier fashion and tech products.

6. Smartphone Shopping Takes Over

Smartphones are now the dominant device for online shopping, surpassing declining laptop and desktop usage. This mobile-first shift mirrors broader European patterns (eMarketer predicts 70% of EU e-commerce via mobile by 2025 - that's this year!). Retailers must prioritize responsive design and fast-loading apps to capture this audience.

7. Transparency Is Non-Negotiable

Pre-purchase clarity on delivery charges is critical, with 59% of Dutch consumers prioritizing it. Trust in couriers (50%) and reliable returns (51%) are also to take into consideration. A 2024 IPC survey reinforces this: 85% of Dutch shoppers abandon carts over hidden fees, making transparency a competitive edge for retailers.

8. Flexible Delivery Options Gain Traction

Home delivery remains king (78% prefer doorstep drops), but pickup points (32%) and neighbor drop-offs (29%) are growing. This shift, supported by Landmark Global’s logistics insights, reflects a demand for convenience amid busy lifestyles. There is a 20% uptick in service point usage in 2025, signaling a lasting trend.

9. Tracking Is a Must-Have

An impressive 84% of Dutch consumers track their parcels. This reliance on real-time updates underscores the importance of end-to-end visibility. A 2025 Deloitte study on European e-commerce notes that tracking boosts customer satisfaction by 30%, making it a critical investment for retailers targeting the Netherlands.

10. Sustainability Matters, But Convenience Wins

Sustainability resonates—64% dislike overpackaging, and 60% recycle materials—but only 24% opt for slower, eco-friendly delivery. This tension, highlighted by Landmark Global, aligns with a 2025 PwC report: Dutch shoppers value green practices but prioritize speed and ease, pushing retailers to balance both without compromising service.

Dutch e-commerce market - The Takeaway

The Netherlands’ e-commerce boom offers retailers a goldmine, but success hinges on adaptation. Transparent pricing and reliable logistics are table stakes, while sustainable packaging and flexible delivery can differentiate brands. Mid-range shoppers present a sweet spot, particularly in clothing and home goods, where variety and quality drive purchases.

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Interested in further reading on similar topics? Check out: The Latest Trends in E-commerce 2025. What's Worth Knowing?