reaches 50.000 partner sellers and 13 million customers

August 9, 2022 by
Frank Calviño

Benelux’s marketplace has doubled its number of sellers during the last three years, reaching the mark of 50.000 partner sellers. Currently, partner sellers are responsible for 60% percent of the platform’s revenue in the first quarter of 2022. 

Do you want to know more about international commerce and e-commerce, and also get all the tips and news that might give your company an edge? Subscribe to Cross-Border Magazine and get your digital copy now for free!, the Dutch competitor for Amazon, started selling through partners in 2011. One third of all partners currently use’s fulfillment service. The ecommerce platform expects this to grow to a whopping 90 percent by 2025. But the growth in partners is slowing down after the pandemic. Yet in the past 2020, 10.000 partners joined the platform. has over 41 million products and 13 million customers

According to, mostly all third-party merchants are located in the Netherlands and Belgium. And it is thanks to these sellers that now offers 41 million products in multiple categories.

During peak year 2020, the product range grew with 12 million items, an increase of 42 percent. The platform currently has 13 million Dutch and Belgian customers.

Still… no IPO for

Last year, the Dutch group surprised everyone by announcing that it would take public in the second half of 2022. The announcement was striking at the time, as many other e-tailers had been hit hard on the stock market or (like Coolblue) had even completely canceled their IPOs.

Nevertheless, in November, Ahold Delhaize remained positive: an IPO of would bring in a lot of additional capital (experts talked about a valuation of six billion euros) and many additional growth opportunities. Less than a year later, however, the supermarket group reportedly revised its opinion, albeit – probably – temporarily.

Belgian business newspaper De Tijd quotes insiders who point to the decline in online sales after the extreme peak during the pandemic, but also to the difficulties of the stock markets. At Ahold Delhaize, there is no confirmation or denial at the moment – “We are fully focused on finding the right way to create value for and Ahold Delhaize”, a spokesperson told De Tijd. An announcement on the IPO is expected next week, when the second quarter results are presented.

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