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Ecommerce in the Netherlands: everything you need to know

Everything you need to know about ecommerce in the Netherlands: trends, insights, data, and tips from industry experts.

Everything you need to know about ecommerce in the Netherlands: trends, insights, data, and tips from industry experts.

19. stu 2024.

How does the average Dutch consumer view their country's economic outlook? What causes them to abandon their shopping carts? What do they want retailers to offer when they're shopping online? And what's the best way to earn their loyalty?

So many questions. Fortunately, we have answers.

As part of the European Ecommerce Report 2025, we surveyed 10,000 online consumers from the Netherlands, Belgium, France, Germany, and the United Kingdom. With an even distribution of men and women, socio-economic backgrounds, and age groups, the research offers a crystal clear picture of current consumer trends and expectations.

In this article, we dive into the results from 2,000 Dutch consumers to show how they shop online and what they expect retailers to offer. This can help you optimise conversion, drive revenue, and build loyalty.

How Dutch consumers feel about the economy

Compared to last year, sentiment about the current economic situation in the Netherlands has improved slightly, although opinions remain sharply divided. 

A third of consumers (34%) are positive about the Dutch economy, the same percentage have a neutral view of it, and 31% have a negative view of the economic situation. Last year, consumer sentiment was primarily negative (40%).

We also asked consumers about their buying behaviour. 37% of Dutch consumers always look for the lowest price while shopping online, 31% now do more research before buying something, and 29% buy discounted items more often. Just over a quarter of Dutch consumers (28%) are more likely to wait for a sale to buy something. 

These trends suggest consumers are more careful with their budgets and more selective with their purchases. 

The buying behaviour results also suggest that consumers now favour peace of mind in other ways: 23% prefer to buy products from well-known, trusted brands, and 24% are now more loyal to brands that offer good service and customer experience.

Interestingly, last year, 39% of consumers said they were using buy now, pay later (BNPL) or other forms of financing when buying online, while now only 21% of consumers do.

Examining shopping behaviour by sales channel, online shopping is still on the rise: half of respondents shop online more than in a physical shop (or only online), compared to 41% last year. 

However, this does not mean that the physical shop is doomed: 28% shop more at physical stores, and 19% of Dutch consumers shop offline as often as online. So, brick-and-mortar stores are still an integral part of shopping for many consumers.

Emile Boelens, Mollie Sales Lead Nederland: "The fact that Dutch consumers are more careful with their budgets and are becoming more price-conscious does not have to be a breaking point for ecommerce companies. You can employ various strategies to attract price-conscious consumers and boost your sales: discounts or attractive deals, loyalty programmes to reward loyal customers, and free shipping to reduce the overall cost price. You can also add value with excellent customer service or by offering the best value for money to differentiate." 

The future economic outlook in the Netherlands

Like opinions on the current economic situation in the Netherlands, the outlook for the next 6 to 12 months is also rather mixed. 49% of consumers expect the economy to improve, 31% think it will stay the same and 21% think it will get worse.

Interestingly, although opinions on the future of the Dutch economy are divided, spending habits should remain relatively stable. Half of consumers (48%) say they will spend more online in the next 12 months, while 30% do not see their online spending patterns changing in the coming year. More than one in five respondents (22%) say they will spend less online.

Emile: "Although expectations about the Dutch economy are mixed, consumers remain willing to shop online. Some half of consumers even plan to spend more online, which shows that there is still potential for e-commerce companies to grow. Although a proactive approach is likely to gain importance in this context."

The Netherlands’ most popular online payment methods

Not surprisingly, iDEAL remains - by a wide margin - the most popular payment method in the Netherlands. For two-thirds of consumers (66%), it’s a favourite option to pay online, while 47% rank PayPal as a preferred option. Credit and debit cards (39%) complete the top three favourite payment options. 

Interestingly, the popularity of direct debits is declining sharply: last year, SEPA Direct Debit was ranked as a favourite payment method by 20% of Dutch consumers, while it is now 10%. This could indicate that consumers want to regain control of their budgets and stop recurring subscription payments.

The popularity of digital wallets such as Apple Pay (16%) and Google Pay (12%) remained stable when compared to the data from last year. Klarna (21%) is the most popular BNPL payment method, but Riverty (6%) and in3 (3%) also make the list.

Our survey also explored BNPL usage. Half of Dutch consumers (49%) indicated that their BNPL use has increased over the past 12 months, while for 40% it remained stable. 

However, frequency is important: 20% say they use BNPL 'regularly' and 16% only occasionally. 27% of respondents have never used BNPL options. 

For more, read our BNPL usage and trends guide.

Our survey once again shows that offering the right payment mix is essential to convert Dutch shoppers, with 91% of consumers saying it’s important that retailers offer their preferred payment method when they’re shopping online. 

Emile: "For webshops in the Netherlands, it's crucial to continue offering popular payment methods such as iDEAL, PayPal, and cards. BNPL options – with Klarna in the lead – and digital wallets are winning over more shoppers. Also, you need to reduce friction in the checkout process and make buying as personalised and intuitive as possible. Combining different options and a smooth payment experience is a guaranteed recipe for success."

What Dutch consumers expect from web shops

Whether it is the ability to checkout quickly as a guest, free shipping or short delivery times, consumers are becoming increasingly demanding when shopping online. So, to explore these expectations, we asked Dutch shoppers which capabilities they value most. 

84% of respondents prioritise a fast, efficient checkout process and excellent customer service and support. In second place is being able to use favourite payment methods (80%), followed by free shipping (78%) and free returns (75%). 

Although loyalty programs and discounts are valued by 57% of respondents, the Dutch attach relatively less importance to them than some of their European peers. The same goes for transparent communication about corporate social responsibility (52% vs 57% across all markets). 

However, efficient delivery times (73%) and choice of delivery options (70%) – such as click-and-collect or home delivery – are an essential part of the shopping experience for most Dutch shoppers. 

These results also bring us to one thorny issue in ecommerce: should you make customers pay for returns? 

Although free returns are preferred, Dutch consumers' opinion on this topic is nuanced. While 18% of respondents won't buy from shops that make them pay for returns, 21% say it has no impact on their purchase decision. A large majority (62%) is less inclined to buy from a shop that charges for returns, but it doesn’t completely stop them from purchasing. 

Want to explore this topic further? Read our guide on offering free or paid returns.

Significantly, a quarter of Dutch consumers stress that the payment process is the most crucial aspect that should run smoothly when shopping online, followed by product discovery (19%) and shipping (16%). 

This underscores the necessity of a seamless payment experience in the Dutch market.

Emile: "Dutch consumers place high demands on webshops, with efficiency, flexibility, and service being key. Want to do everything possible to meet these expectations? Let shoppers choose from different payment methods (local and international) and offer different delivery options, such as home delivery or click-and-collect at a physical point of sale. Simplify the checkout process so customers can checkout quickly and keep delivery times short. Make sure customers can easily contact you with questions. Focus on the core aspects of online shopping: ordering, paying, and receiving products quickly, easily, and safely."

How to drive repeat purchases in the Netherlands

How can you build loyalty and encourage repeat purchases among Dutch consumers? Free shipping (90%), a wide choice of payment methods (90%) and a user-friendly website (88%) are vital. And competitive pricing (87%) and free returns (86%) are also top reasons for consumers to repurchase from an online retailer.

Other factors influencing customer loyalty are the ability to communicate with a company through different channels (email, chatbot, phone) with 82%, and getting support in one's own language (85%). Finally, showing positive reviews (77%) is a good way to bring shoppers back to your webshop.

Emile: "Want to encourage repeat purchases among Dutch consumers? Then, focus on the basics first: offer free shipping and returns and create a user-friendly website with various payment methods and competitive prices. Also, offer shoppers support through various channels, preferably in their language. In the next phase, consider strengthening the bond with your customers through personalised shopping experiences or loyalty programmes, adding a personal touch to the customer experience. Being transparent about your sustainable credentials can also help you build customer loyalty."

How Dutch consumers shop online

In this section, we explore the path Dutch consumers take to find a product.

Almost half of Dutch respondents (45%) use search engines such as Google to find online shops that sell their favourite product. 40% go directly to a retailer or brand's online store to purchase a product. 

Dutch consumers are also guided by the opinions of others: more than one in three (36%) read reviews from other customers before making a purchase, and 21% seek advice from friends or family. As in Germany and the UK, Dutch consumers use comparison sites (27%) to find products (and likely the best prices).

International marketplaces such as Amazon or eBay are notably less popular in the Netherlands than in other markets: only 30% of Dutch people use these sites to find products (compared to a European average of 45%).

The physical shop is not dead, but is evolving into a showroom for some shoppers: 20% first search online and view the product in a physical shop before buying it online. This trend highlights the critical need for a seamless omnichannel experience, where online inspiration and offline purchases (or vice versa) are seamlessly integrated. 

Emile: "For online businesses selling in the Netherlands, it's vital to optimise your visibility in search engines, for instance, by increasing your SEO efforts. Positive reviews and customer ratings can also convince consumers to choose your webshop. In addition, companies can capitalise on the growing popularity of the omnichannel model by better aligning physical and online channels. Think about  offering click-and-collect options and other omnichannel capabilities."

What inspires Dutch consumers to buy?

You've cleared the first hurdle once consumers have found their way to your webshop. But how do you then turn those visitors into paying customers?

The top three factors that convince Dutch consumers to stop scrolling and buy something are discounts when leaving a webshop (40%), emails or newsletters from a brand they like (32%) and seeing items they had previously favourited (31%).

An email reminding shoppers to complete a purchase helps 27% over the line, and 23% of respondents said personalised recommendations inspire them to buy. All are examples of subtle nudges to guide buying decisions (known as 'nudging' in ecommerce). 

When it comes to choosing where to shop, Dutch consumers primarily look for the lowest price (48%), followed by free shipping. Yet 37% of consumers also choose retailers or sites they know and trust. This suggests that in the maze of online shops, consumers are reverting to the security of familiar names and brands.

Interestingly, with 43% of the vote free returns was a top choice for many consumers when choosing who to shop with last year. This now appears to play a lesser role in that decision (27%).

Finally, delivery time (27%), the checkout process (25%) and the range of (24%) are also important factors in choosing a webshop. 

Emile: "Our research shows that Dutch consumers have become more price-conscious. They also attach increasing importance to a webshop's reputation and reliability. If your company does not compete on price, you can take advantage of this, for instance, by placing reviews of existing customers or trust badges on your homepage. It's a reassuring signal for consumers that they’re buying from a trustworthy company. 
"You can also collaborate with a payment provider: they watch over the security of payments and guarantee that you comply with the latest regulations. They also help you optimise your checkout process, making it easier to win over hesitant shoppers."

Why Dutch shoppers abandon their shopping baskets

It’s not always clear why some shoppers abandon their carts at the last minute. However, it’s essential to identify and address the underlying triggers. By continuously testing different approaches, you can ensure your conversion rate doesn’t suffer unnecessarily.

While the fear of unexpected costs (49%) and the lack of preferred payment methods (44%) play a significant role, concerns about payment security top the list: it’s the main reason for cancelling an online purchase for more than half of our surveyed consumers (51%).

Lack of privacy and security are also important triggers for Dutch consumers. If the webshop shares personal data with third parties (35%) or a payment card is declined during the payment process (31%), shoppers are more likely to abandon their shopping basket. 

Finally, a complex checkout process is a common frustration for 28% of respondents, and 22% abandon their shopping basket if they're redirected to another site for payment. Remarkably, only 18% of the Dutch experience the obligation to create an account as an obstacle; this is the lowest percentage of all markets.

Emile: "The reasons why Dutch online shoppers abandon their shopping basket emphasise the importance of transparency and a smooth, secure checkout process. A payment provider can help you simplify the payment process by integrating the payment page in your checkout and tailoring the payment methods to your target audience and markets. There are also specific tools to prevent declined card payments and improve your conversion rate – without compromising security.
"Transparent communication about additional costs and handling of personal data can also make the difference between a well-filled shopping basket and a missed opportunity." 

How Dutch shoppers use social media

Like other European consumers, Dutch shoppers use social media to find more information about a product. 

YouTube (47%), Instagram (41%) and Facebook (37%) are the most popular platforms for product research. Just under one in five respondents take inspiration from Pinterest (19%), Snapchat (19%) and TikTok (18%), highlighting the importance of visual content. Only 7% of Dutch consumers do not use social media to search for a product.

When it comes to purchasing products via social media ('social commerce'), it is again Facebook (37%), YouTube (37%) and Instagram (35%) that lead the list. 11% of consumers don’t purchase products through social media channels.

Emile: "Social media is an indispensable link in the customer journey because consumers can get to know a product or service through these channels. If your company operates in the Netherlands, YouTube, Instagram, and Facebook are the most important channels. You can also experiment with visual content on TikTok or Snapchat to increase your brand and product awareness. Since social media is mainly accessed using smartphones, it's also best to pay attention to optimising the mobile shopping experience."

What have we learned?

Our survey of Dutch consumers revealed some clear trends in their buying behaviour and expectations. Here are the key takeaways:

  • Economic sentiment: Sentiment about the Dutch economy has improved slightly compared to last year, although opinions remain divided. Consumers now seem to be more cautious and price-conscious.

  • Buying behaviour: Dutch people look for the lowest price, do more research before buying an item, and wait for discounts more often, indicating increased budget awareness. They prefer to buy from well-known brands and are loyal to companies that offer good service.

  • Sales channels: The popularity of online shopping continues to grow. Half of consumers shop online more often than in physical shops, but brick-and-mortar shops remain an essential part of the shopping experience.

  • Payment methods: iDEAL remains dominant, followed by PayPal and debit and credit cards. The popularity of direct debit is declining, while the use of digital wallets and BNPL (with Klarna leading the way) remains stable. Offering a broad payment mix is essential for conversion.

  • Customer loyalty: Free shipping, a user-friendly website, and a wide choice of payment methods are crucial factors in encouraging repeat purchases. Competitive pricing, free returns, and native language support also determine whether or not customers return to your webshop.

  • Abandoned shopping baskets: Unexpected costs, lack of preferred payment methods, and concerns about payment security are the main reasons why Dutch consumers abandon shopping baskets. An overly complicated checkout process with redirection to an external payment page also makes shoppers drop out.

  • Social media: YouTube, Instagram, and Facebook are the main channels for inspiration and shopping.

Here's Stefanie Richheimer, Mollie VP Benelux, on the data: "Our research shows that opinions about the state of the Dutch economy are strongly divided. This translates into more cautious buying behaviour and increasing price awareness, although the intention to shop online remains intact.

"Three things I remembered from this survey? First, Dutch consumers place high demands on online shops, but the focus is clearly on the core aspects of online shopping: ordering, paying, and receiving products quickly, easily, and safely. So, companies that prioritise efficiency, flexibility, and service increase their chances of success. 

"Second, while the physical shop remains an essential part of the shopping experience, the popularity of online shopping in the Netherlands continues to grow. Half of consumers shop online more often than offline. 

"And finally, the payment process is the most important part of the online buying process for Dutch consumers. As many as 91% of Dutch consumers expect webshops to offer their favourite payment method. So a smooth, efficient checkout process with a broad mix of local and international payment options is essential for the success of your ecommerce business."

How Mollie helps Dutch ecommerce businesses grow

Here at Mollie, we’re on a mission to make payments and money management effortless for every business in Europe. We do that with a single platform that streamlines every payment process, from converting customers to settling your accounts.

Here’s what it offers:

  • 35+ payment methods. Quickly activate all popular local and international payment methods to help every customer pay the way they prefer.

  • Secure payments. Protect your business and build customer trust with a payment solution that meets the highest security standards.

  • Personalised checkout. Build trust with shoppers and maximise conversion with an optimised checkout.

  • The Mollie Dashboard and app: Manage transactions, process refunds, get insights, and accept payments – anytime, anywhere.

  • Fraud prevention: Protect your business and boost your revenue with customisable fraud tooling.

You also get: 

  • Easy integration with all major ecommerce platforms.

  • Excellent customer support to quickly resolve any issues.

  • Transparent rates with no lock-in contract.

We also provide a range of other financial solutions, such as in-person payments, invoicing, business financing, and more.

Ready to simplify your payments and finances? Discover how online payments with Mollie can help your business.

We partnered with leading research agency Coleman Parkes to survey 10,000 European consumers who shop online (at least one online purchase in the last month, though 66% had bought something in the previous week). 

The research was conducted online in July and August 2024.

The research was conducted across the Netherlands, Belgium, the UK, Germany, and France, with 2,000 surveys conducted in each market. To get a true representation of consumers in the research sample, a mix of age ranges, genders, and income brackets was included.

About the research

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How Dutch consumers feel about the economy

The future economic outlook in the Netherlands

The Netherlands’ most popular online payment methods

What Dutch consumers expect from web shops

How to drive repeat purchases in the Netherlands

How Dutch consumers shop online

What inspires Dutch consumers to buy?

Why Dutch shoppers abandon their shopping baskets

How Dutch shoppers use social media

What have we learned?

How Mollie helps Dutch ecommerce businesses grow

About the research

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MollieRastEcommerce in the Netherlands: everything you need to know
MollieRastEcommerce in the Netherlands: everything you need to know
MollieRastEcommerce in the Netherlands: everything you need to know
MollieRastEcommerce in the Netherlands: everything you need to know