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Tap to Pay na iPhonie

Akceptuj płatności zbliżeniowe bezpośrednio na swoim iPhonie z aplikacją Mollie

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Akceptuj płatności

Płatności online

Akceptuj i zarządzaj płatnościami online

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Przyjmuj płatności za pomocą terminali i innych urządzeń

Checkout

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Akceptuj płatności zbliżeniowe bezpośrednio na swoim iPhonie z aplikacją Mollie

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Akceptuj płatności

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Growth

Beyond iDEAL: How cards are unlocking growth for Dutch businesses

Maestro is gone and iDEAL is evolving, is your online business ready for what’s next? Discover why cards might be your new growth driver.

25 wrz 2025

For years, Dutch businesses had a simple rule for ecommerce: iDEAL was in, cards were out.

After all, when you have iDEAL protecting your margins and streamlining your checkout, it seems like an easy decision to avoid cards.

Perhaps you feel the same?

But our latest research reveals a crucial shift: that same mindset could now be costing you revenue. Two major changes in the Dutch payment landscape are creating new risks – and opportunities:

Maestro is almost gone: Maestro is being replaced by Debit Mastercard and Visa Debit which make paying online easy.
iDEAL is changing: The European Payments Initiative’s new payment method, Wero, aims to eventually replace iDEAL.

This article shows you the benefits that cards offer so you can make the best decision for your business. It covers growth opportunities and shows you how to build a payment strategy that's optimised for success – now and into the future.

For years, Dutch businesses had a simple rule for ecommerce: iDEAL was in, cards were out.

After all, when you have iDEAL protecting your margins and streamlining your checkout, it seems like an easy decision to avoid cards.

Perhaps you feel the same?

But our latest research reveals a crucial shift: that same mindset could now be costing you revenue. Two major changes in the Dutch payment landscape are creating new risks – and opportunities:

Maestro is almost gone: Maestro is being replaced by Debit Mastercard and Visa Debit which make paying online easy.
iDEAL is changing: The European Payments Initiative’s new payment method, Wero, aims to eventually replace iDEAL.

For years, Dutch businesses had a simple rule for ecommerce: iDEAL was in, cards were out.

After all, when you have iDEAL protecting your margins and streamlining your checkout, it seems like an easy decision to avoid cards.

Perhaps you feel the same?

But our latest research reveals a crucial shift: that same mindset could now be costing you revenue. Two major changes in the Dutch payment landscape are creating new risks – and opportunities:

Maestro is almost gone: Maestro is being replaced by Debit Mastercard and Visa Debit which make paying online easy.
iDEAL is changing: The European Payments Initiative’s new payment method, Wero, aims to eventually replace iDEAL.

For years, Dutch businesses had a simple rule for ecommerce: iDEAL was in, cards were out.

After all, when you have iDEAL protecting your margins and streamlining your checkout, it seems like an easy decision to avoid cards.

Perhaps you feel the same?

But our latest research reveals a crucial shift: that same mindset could now be costing you revenue. Two major changes in the Dutch payment landscape are creating new risks – and opportunities:

Maestro is almost gone: Maestro is being replaced by Debit Mastercard and Visa Debit which make paying online easy.
iDEAL is changing: The European Payments Initiative’s new payment method, Wero, aims to eventually replace iDEAL.

Two market shifts you shouldn’t ignore

To understand why this shift is so critical, we need to look at the card that used to be in everyone’s wallet: Maestro.

Almost every Dutch consumer knows Maestro, which worked perfectly for in-person purchases. But it had one crucial limitation: you couldn’t use it online. That meant for an ecommerce business, ‘accepting cards’ meant accepting credit cards, and, with them, the old stereotypes: high fees, security risks, clunky checkouts.

That era is over.

Maestro is almost fully replaced by Debit Mastercard and Visa Debit, and these new cards work seamlessly online.

For the first time, millions of Dutch consumers can use their primary debit card to pay online. With iDEAL also set to evolve, a fundamental shift in consumer behaviour is happening right now.

This new landscape demands a fresh look at the old arguments. Let's start with the big one: cost.

To understand why this shift is so critical, we need to look at the card that used to be in everyone’s wallet: Maestro.

That era is over.

Maestro is almost fully replaced by Debit Mastercard and Visa Debit, and these new cards work seamlessly online.

For the first time, millions of Dutch consumers can use their primary debit card to pay online. With iDEAL also set to evolve, a fundamental shift in consumer behaviour is happening right now.

This new landscape demands a fresh look at the old arguments. Let's start with the big one: cost.

To understand why this shift is so critical, we need to look at the card that used to be in everyone’s wallet: Maestro.

That era is over.

Maestro is almost fully replaced by Debit Mastercard and Visa Debit, and these new cards work seamlessly online.

For the first time, millions of Dutch consumers can use their primary debit card to pay online. With iDEAL also set to evolve, a fundamental shift in consumer behaviour is happening right now.

This new landscape demands a fresh look at the old arguments. Let's start with the big one: cost.

To understand why this shift is so critical, we need to look at the card that used to be in everyone’s wallet: Maestro.

That era is over.

Maestro is almost fully replaced by Debit Mastercard and Visa Debit, and these new cards work seamlessly online.

For the first time, millions of Dutch consumers can use their primary debit card to pay online. With iDEAL also set to evolve, a fundamental shift in consumer behaviour is happening right now.

This new landscape demands a fresh look at the old arguments. Let's start with the big one: cost.

The real cost of cards? It's not the fee.

The most significant barrier to accepting cards has always been the perceived cost: percentage-based credit card fee looks high next to a low, fixed iDEAL fee.

This calculation was once undeniable. But now, it’s obsolete. And incomplete.

Today, the real cost of a domestic-only payment strategy comes from two places: smaller shopping carts and lost sales at checkout.

What the data says: Card users spend more.

The first invisible cost is a smaller average order. Our data reveals a clear trend across some key industries: customers paying with cards tend to spend more per transaction.

For Dutch retailers, for example, the Average Order Value (AOV) is 36.5% higher for Dutch card payments than for iDEAL. This lift in basket size can more than offset the fee, turning a perceived cost into a profit driver.

The chart below shows the AOV data for key sectors:

Other industries also seem to benefit from this bump in average AOV when offering cards. For instance, our data shows that for businesses in:

Entertainment & Recreation, the average Dutch card order is 54.8% higher than with iDEAL.
Lodging & Hospitality, the average Dutch card order is 20.6% higher.

Crucially, this isn't a universal rule – other sectors might not enjoy the same gains.

But it does demonstrate that the card payment fee can be a strategic investment in a more valuable sale. The only way to know the true impact on your business is to test it.

The most significant barrier to accepting cards has always been the perceived cost: percentage-based credit card fee looks high next to a low, fixed iDEAL fee.

This calculation was once undeniable. But now, it’s obsolete. And incomplete.

Today, the real cost of a domestic-only payment strategy comes from two places: smaller shopping carts and lost sales at checkout.

What the data says: Card users spend more.

The first invisible cost is a smaller average order. Our data reveals a clear trend across some key industries: customers paying with cards tend to spend more per transaction.

The chart below shows the AOV data for key sectors:

Other industries also seem to benefit from this bump in average AOV when offering cards. For instance, our data shows that for businesses in:

Entertainment & Recreation, the average Dutch card order is 54.8% higher than with iDEAL.
Lodging & Hospitality, the average Dutch card order is 20.6% higher.

Crucially, this isn't a universal rule – other sectors might not enjoy the same gains.

But it does demonstrate that the card payment fee can be a strategic investment in a more valuable sale. The only way to know the true impact on your business is to test it.

The most significant barrier to accepting cards has always been the perceived cost: percentage-based credit card fee looks high next to a low, fixed iDEAL fee.

This calculation was once undeniable. But now, it’s obsolete. And incomplete.

Today, the real cost of a domestic-only payment strategy comes from two places: smaller shopping carts and lost sales at checkout.

What the data says: Card users spend more.

The first invisible cost is a smaller average order. Our data reveals a clear trend across some key industries: customers paying with cards tend to spend more per transaction.

The chart below shows the AOV data for key sectors:

Other industries also seem to benefit from this bump in average AOV when offering cards. For instance, our data shows that for businesses in:

Entertainment & Recreation, the average Dutch card order is 54.8% higher than with iDEAL.
Lodging & Hospitality, the average Dutch card order is 20.6% higher.

Crucially, this isn't a universal rule – other sectors might not enjoy the same gains.

But it does demonstrate that the card payment fee can be a strategic investment in a more valuable sale. The only way to know the true impact on your business is to test it.

The most significant barrier to accepting cards has always been the perceived cost: percentage-based credit card fee looks high next to a low, fixed iDEAL fee.

This calculation was once undeniable. But now, it’s obsolete. And incomplete.

Today, the real cost of a domestic-only payment strategy comes from two places: smaller shopping carts and lost sales at checkout.

What the data says: Card users spend more.

The first invisible cost is a smaller average order. Our data reveals a clear trend across some key industries: customers paying with cards tend to spend more per transaction.

The chart below shows the AOV data for key sectors:

Other industries also seem to benefit from this bump in average AOV when offering cards. For instance, our data shows that for businesses in:

Entertainment & Recreation, the average Dutch card order is 54.8% higher than with iDEAL.
Lodging & Hospitality, the average Dutch card order is 20.6% higher.

Crucially, this isn't a universal rule – other sectors might not enjoy the same gains.

But it does demonstrate that the card payment fee can be a strategic investment in a more valuable sale. The only way to know the true impact on your business is to test it.

What the data says: More payment choice, more completed sales

A higher average order is only half of the story. The ultimate cost is the customer who leaves without making a purchase.

Our data shows that offering cards is one of the most effective ways to prevent this. We analysed tens of thousands of Dutch merchants and found that businesses offering both iDEAL and cards have a 6.5 percentage point higher payment conversion rate.

This lift in completed sales comes from capturing customers you would otherwise lose:

International customers who don't have iDEAL and need a universal payment method.
Domestic customers who now prefer the speed and convenience of using cards at checkout.
Customers who need trust signals, as displaying familiar logos like Visa and Mastercard proves your business is vetted by global giants.

This changes the question from "What do cards cost?” to "What is a completed sale worth?"

A higher average order is only half of the story. The ultimate cost is the customer who leaves without making a purchase.

This lift in completed sales comes from capturing customers you would otherwise lose:

International customers who don't have iDEAL and need a universal payment method.
Domestic customers who now prefer the speed and convenience of using cards at checkout.
Customers who need trust signals, as displaying familiar logos like Visa and Mastercard proves your business is vetted by global giants.

This changes the question from "What do cards cost?” to "What is a completed sale worth?"

A higher average order is only half of the story. The ultimate cost is the customer who leaves without making a purchase.

This lift in completed sales comes from capturing customers you would otherwise lose:

International customers who don't have iDEAL and need a universal payment method.
Domestic customers who now prefer the speed and convenience of using cards at checkout.
Customers who need trust signals, as displaying familiar logos like Visa and Mastercard proves your business is vetted by global giants.

This changes the question from "What do cards cost?” to "What is a completed sale worth?"

A higher average order is only half of the story. The ultimate cost is the customer who leaves without making a purchase.

This lift in completed sales comes from capturing customers you would otherwise lose:

International customers who don't have iDEAL and need a universal payment method.
Domestic customers who now prefer the speed and convenience of using cards at checkout.
Customers who need trust signals, as displaying familiar logos like Visa and Mastercard proves your business is vetted by global giants.

This changes the question from "What do cards cost?” to "What is a completed sale worth?"

Using cards is faster and easier than ever

Let’s be blunt. For a long time, using a card to pay online was clunky and slow. Adding a 16-digit number manually was a recipe for frustration and cart abandonment, especially on mobile.

Today, that reality is inverted.

In fact, our data shows that modern wallet payments are often dramatically faster than other payment methods, including iDEAL.

Digital wallets like Apple Pay and Google Pay have transformed card payments into a one-tap experience, making them one of the fastest checkout options available, especially with Apple Pay’s facial ID authentication.

It’s also a lot quicker and more convenient for businesses to start offering cards as a payment method online. When using Mollie, activating cards takes minutes, not months.

Let’s be blunt. For a long time, using a card to pay online was clunky and slow. Adding a 16-digit number manually was a recipe for frustration and cart abandonment, especially on mobile.

Today, that reality is inverted.

In fact, our data shows that modern wallet payments are often dramatically faster than other payment methods, including iDEAL.

Let’s be blunt. For a long time, using a card to pay online was clunky and slow. Adding a 16-digit number manually was a recipe for frustration and cart abandonment, especially on mobile.

Today, that reality is inverted.

In fact, our data shows that modern wallet payments are often dramatically faster than other payment methods, including iDEAL.

Let’s be blunt. For a long time, using a card to pay online was clunky and slow. Adding a 16-digit number manually was a recipe for frustration and cart abandonment, especially on mobile.

Today, that reality is inverted.

In fact, our data shows that modern wallet payments are often dramatically faster than other payment methods, including iDEAL.

Cards – now with enhanced security

The other glaring issue with cards was that, for a long time, they were associated with the fear of fraud and chargebacks. Especially compared to iDEAL, where payments are guaranteed (which means no danger of chargebacks).

While a guaranteed payment provides excellent protection for your business, it also offers less protection for the customer in a legitimate dispute. For years, this reality set a very high bar for card payments to clear.

Modern card payment methods now meet that bar.

That’s because card payments are now protected by 3D Secure 2, a protocol that requires the same Strong Customer Authentication (SCA) as an iDEAL payment. It's the familiar step where a customer must approve the transaction in their own banking app.

Crucially, this process does more than just verify the customer – it protects your business. For transactions authenticated with 3D Secure, if a chargeback is filed due to customer fraud (for example, a stolen card), the financial liability shifts away from you and onto the card-issuing bank.

It’s this liability shift that brings you a level of protection that rivals the certainty of iDEAL. And the data shows this new standard works: on the Mollie platform, the Netherlands has a card fraud rate of just 0.051%, among the lowest across Europe.

Modern card payment methods now meet that bar.

Modern card payment methods now meet that bar.

Modern card payment methods now meet that bar.

Is your business made for card payments?

The benefits of using cards are clear, but they’re not universal.

You are likely to see the biggest and fastest return on investment if your business falls into one of these categories:

You’re a retailer looking to increase AOVs: Our own data shows that for Dutch retail businesses, the AOV for card payments is 36.5% higher than for iDEAL. For many retailers, this lift in basket size can more than offset a slightly higher fee.
You sell to international customers: This is the most obvious group. Whether you sell to tourists, expats who have yet to open a Dutch bank account, or a global B2B clientele, cards are the universal language of payments.
You're in a specific card-driven industry: In sectors like travel, ticketing, and events, customers often expect to pay by card.
Subscription and recurring revenue models: For any business based on recurring payments, from SaaS to subscription boxes, cards enable automated, reliable billing that reduces failed payments and customer churn compared to manual methods.

The benefits of using cards are clear, but they’re not universal.

You are likely to see the biggest and fastest return on investment if your business falls into one of these categories:

You’re a retailer looking to increase AOVs: Our own data shows that for Dutch retail businesses, the AOV for card payments is 36.5% higher than for iDEAL. For many retailers, this lift in basket size can more than offset a slightly higher fee.
You sell to international customers: This is the most obvious group. Whether you sell to tourists, expats who have yet to open a Dutch bank account, or a global B2B clientele, cards are the universal language of payments.
You're in a specific card-driven industry: In sectors like travel, ticketing, and events, customers often expect to pay by card.
Subscription and recurring revenue models: For any business based on recurring payments, from SaaS to subscription boxes, cards enable automated, reliable billing that reduces failed payments and customer churn compared to manual methods.

The benefits of using cards are clear, but they’re not universal.

You are likely to see the biggest and fastest return on investment if your business falls into one of these categories:

You’re a retailer looking to increase AOVs: Our own data shows that for Dutch retail businesses, the AOV for card payments is 36.5% higher than for iDEAL. For many retailers, this lift in basket size can more than offset a slightly higher fee.
You sell to international customers: This is the most obvious group. Whether you sell to tourists, expats who have yet to open a Dutch bank account, or a global B2B clientele, cards are the universal language of payments.
You're in a specific card-driven industry: In sectors like travel, ticketing, and events, customers often expect to pay by card.
Subscription and recurring revenue models: For any business based on recurring payments, from SaaS to subscription boxes, cards enable automated, reliable billing that reduces failed payments and customer churn compared to manual methods.

The benefits of using cards are clear, but they’re not universal.

You are likely to see the biggest and fastest return on investment if your business falls into one of these categories:

You’re a retailer looking to increase AOVs: Our own data shows that for Dutch retail businesses, the AOV for card payments is 36.5% higher than for iDEAL. For many retailers, this lift in basket size can more than offset a slightly higher fee.
You sell to international customers: This is the most obvious group. Whether you sell to tourists, expats who have yet to open a Dutch bank account, or a global B2B clientele, cards are the universal language of payments.
You're in a specific card-driven industry: In sectors like travel, ticketing, and events, customers often expect to pay by card.
Subscription and recurring revenue models: For any business based on recurring payments, from SaaS to subscription boxes, cards enable automated, reliable billing that reduces failed payments and customer churn compared to manual methods.

Conclusion: Treat cards as a strategic addition, not a replacement

The conversation around cards in the Netherlands is changing for a reason.

The most critical takeaway is the inversion of risk. While it was once smart to acknowledge the risk of accepting cards, now it’s vital to recognise the risk of refusing them.

The optimal strategy is not replacement, but augmentation. Keep iDEAL as the trusted anchor for your domestic business, and strategically add cards as a complementary tool to unlock new growth.

Of course, every business is unique, and the only way to know the true impact is to test it. By starting to experiment now, you can move from guesswork to a data-driven strategy – and you might just unlock your next stage of growth.

Already a Mollie customer? Log in to your dashboard and test cards with a single click.

For a deeper dive into the data and an easy-to-follow framework for testing your payment strategy, download our free, ungated white paper (in Dutch).

Source data and methodology

Source for all data: Mollie internal data analysing millions of transactions between September 1, 2024, and August 31, 2025. All data is aggregated and anonymised.

Average order value comparison

Methodology: The Average Order Value (AOV) for key industry verticals was calculated by comparing transactions made with iDEAL against transactions made with domestic Dutch cards (both debit and credit).

Conversion rate analysis

Methodology: Comparative analysis of payment conversion rates for tens of thousands of Dutch businesses between September 1, 2024, and August 31, 2025. The analysis compared the aggregate conversion rate of businesses who offered only iDEAL against a cohort who offered both iDEAL and card payments. The conversion rate is calculated based on the number of successful payments versus the total number of payments created.

Note: The cohort of businesses offering both iDEAL and cards includes merchants who may have activated cards at different points during the 12-month analysis period. The 6.5 percentage point lift represents the aggregate performance across this entire group.

Speed to pay

Methodology: Speed was measured in seconds, calculating the median time from the moment a payment was created in our system to the moment it was successfully completed. This analysis compares the performance of key payment methods, including manual card form entry, saved card details, iDEAL, and digital wallets (Apple Pay and Google Pay).

Card fraud rates

Methodology: The fraud rate was calculated based on the percentage of total transactions identified as fraudulent by either our internal systems or card issuers.

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