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11 most popular online marketplaces in the Netherlands (2023)
Grow Your Business
If you're thinking of starting an ecommerce business in the Netherlands, you don't have to create your own website. Online marketplaces are a quick way to get your products in front of a large volume of shoppers.
Table of Contents
What is an online marketplace?
An online marketplace, sometimes known as an electronic marketplace, is an ecommerce site. It is defined by two criteria:
- A wide variety of products available to purchase
- There are third-party sellers
Which online marketplaces are popular in the Netherlands?
We have rounded up 12 of the biggest Dutch ecommerce marketplaces, according to Similar Web statistics for September 2023.
1. Bol.com
Based in Utrecht, the Netherlands, Bol.com is a huge ecommerce retailer. They have more than 11 million active customers in the Netherlands and Belgium. Items available to buy include home electronics, music, books, clothing, toys, beauty, games, and sports equipment.
| Global rank | #460 |
| Country rank | #9 in the Netherlands |
| Category rank |
#1 in the Netherlands
(Ecommerce & Shopping > Marketplace) |
| Monthly visits | 73.3 million |
| Share of visitors |
70% Netherlands 26% Belgium 0.6% USA |
| Annual revenue | Greater than $1 billion |
2. Amazon.nl
The Dutch sub-domain for Amazon sits in the top three most popular shopping platforms online. Customers love the low prices on 100 million items across more than 30 categories, including books, music, games, fashion, consumer electronics, home, sports or health and beauty.
| Global rank | #1,479 |
| Country rank | #23 in the Netherlands |
| Category rank |
#3 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 27.1 million |
| Share of visitors |
78% Netherlands 11% Belgium 2% USA |
| Annual revenue | Greater than $1 billion |
3. Coolblue.nl
Coolblue is an electronics retailer with an ecommerce website and 15 physical shops. They serve the Netherlands, Belgium, and Germany. Products offered include white goods, mobile devices, household appliances, and electronic beauty tools.
| Global rank | #3,970 |
| Country rank | #49 in the Netherlands |
| Category rank |
#4 in the Netherlands
(Ecommerce & Shopping > Marketplace) |
| Monthly visits | 13.1 million |
| Share of visitors |
88% Netherlands 3% USA 2% Belgium |
| Annual revenue | Greater than $1 billion |
4. MediaMarkt.nl
The German multinational chain MediaMarkt mainly serves European consumers. They have 1,000 physical shops and an ecommerce website that specialise in electronics such as PCs, laptops, smartphones, tablets, and home and kitchen appliances.
| Global rank | #8,815 |
| Country rank | #107 in the Netherlands |
| Category rank |
#11 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 7 million |
| Share of visitors |
94% Netherlands 2% Belgium 0.6% Turkey |
| Annual revenue | Greater than $1 billion |
5. Wehkamp.nl
Wehkamp is an online department store that sells apparel, home and garden items, electronics, baby, and leisure products. Based in the Netherlands, they are a pure-play business (they have no brick-and-mortar shops).
| Global rank | #9,653 |
| Country rank | #109 in the Netherlands |
| Category rank |
#12 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 4.9 million |
| Share of visitors |
97% Netherlands 1.3% Belgium 0.5% USA |
| Annual revenue | $200-500 million |
6. Hema.nl
Hema originally stands for Hollandsche Eenheidsprijzen Maatschappij Amsterdam, which translates as "Hollandic Standard Prices Company Amsterdam" in English. Founded in the Netherlands, Hema sells household goods at low prices.
| Global rank | #7,350 |
| Country rank | #84 in the Netherlands |
| Category rank |
#10 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 8.2 million |
| Share of visitors |
96% Netherlands 1.6% Belgium 0.4% USA |
| Annual revenue | $200-500 million |
7. Kruidvat.nl
A health and beauty retailer, Kruidvat is a Dutch-owned company but has branches in Belgium. This pharmacy and drugstore chain also has a popular online store.
| Global rank | #6,302 |
| Country rank | #74 in the Netherlands |
| Category rank |
#6 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 8.1 million |
| Share of visitors |
95% Netherlands 3% Belgium 0.4% UK |
| Annual revenue | Greater than $1 billion |
8. Leenbakker.nl
Leenbakker, a Dutch discount retailer, has both a physical and online presence. Their main markets are the Netherlands and Belgium. The range of products offered is in the value-for-money home furnishings and decor niche.
| Global rank | #16,932 |
| Country rank | #180 in the Netherlands |
| Category rank |
#16 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 3.5 million |
| Share of visitors |
97% Netherlands 1.3% Belgium 0.3% Germany |
| Annual revenue | $200-500 million |
9. Kwantum.nl
Kwantum is the biggest home furniture discount retailer in the Netherlands and Belgium. They have 99 physical shops and an online platform selling low-priced home and garden items.
| Global rank | #28,601 |
| Country rank | #331 in the Netherlands |
| Category rank |
#21 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 2.2 million |
| Share of visitors |
98% Netherlands 0.7% Belgium 0.2% USA |
| Annual revenue | $2-5 million |
10. Jysk.nl
The largest Danish retailer, Jysk, is a home furnishing ecommerce store selling items such as mattresses, bathroom accessories, sofas, and garden bistro sets. They have over 3,000 brick-and-mortar shops and an online store that serves 48 countries.
| Global rank | #30,408 |
| Country rank | #364 in the Netherlands |
| Category rank |
#22 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 1.9 million |
| Share of visitors |
96% Netherlands 1.3% Belgium 0.6% USA |
| Annual revenue | Greater than $1 billion |
11. OTTO.nl
Otto is a German online retailer with its headquarters in Hamburg. They specialise in fashion and lifestyle products, with an online presence in more than 22 countries.
| Global rank | #33,173 |
| Country rank | #23 in the Netherlands |
| Category rank |
#25 in the Netherlands (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 1.7 million |
| Share of visitors |
94% Netherlands 2.3% Belgium 0.9% Germany |
| Annual revenue | $15-25 million |
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