Dutch online sales reached over 33.3 billion euros in 2022. This represents a 9% increase year over year in comparison with 2021. Still, even when the gross sales volume increased, the actual number of transactions decreased by 5%.
Meaning Dutch consumers bought fewer products but with a higher price tag. The increase per price tag is close to 15% more.
In 2021, Dutch buyers spent 30.6 billion euros on online stores, and the total number of online purchases then was 366 million. Last year, this amount dropped to 347 million. Just like in 2021, 97 % of the population buys online.
The numbers come from the latest Thuiswinkel Market Monitor from the Dutch e-commerce association Thuiswinkel.org.
The report explains that the number of online purchases and spending on services increased in 2022 with 49% and 54%, respectively, while it decreased for products - a decrease of 10% and 7% %, respectively - which clearly indicates that the Dutch e-commerce market is moving towards a more service-oriented scenario.
Alongside other key findings in the report, the number of cross-border purchases decreased by 5%compared to 2021. However, the total spending on these purchases increased by 20%.
This is mainly caused by the growth in spending in Package Travel (up 164%) and Flight tickets and Accommodation (up 74%), mainly purchased in the United States, Austria, Great Britain, and Germany.
Last year, the number of online purchases made using a smartphone increased from 29% to 33%. “If we look at the growth of smartphone use over the past five years, we see a clearer picture: in 2017, only 13% of online purchases were made with the smartphone. Five years later, smartphone use has thus increased two and a half times.”
As in 2021, 70% of online purchases last year were paid for with iDeal. As many as 96% of online shoppers used this payment method at least once in the past year. The number of consumers using credit cards rose from 28% to 31%. At the same time, Riverty actually shows a decrease in the number of users (from 23% to 19%).
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