The Netherlands: online spending €25.8 billion

Dutch e-commerce spendings totalled €25.8 billion in 2019. This is an increase of 7% compared to 2018. Laptop and desktop are still the most popular shopping devices while mobile shopping still increases.

This is shown by research figures of Thuiswinkel.org, in association with GfK. For this first time in years. the Dutch e-commerce market did not grow with double digits.

In 2019, a total of 13.5 million consumers made an online purchase. That is 96% of Dutch shoppers (15+) who made an online purchase last year. These consumers made a total of 257.60 million purchases. Most spendings concerned goods (209.69 million). 47.91 million purchases involved services.

Dutchies and product categories

The fastest-growing product categories of 2019 are Food/Near food (24%), Shoes and Personal Lifestyle (19%), Household Electronics (16%), Consumer Electronics (14%) and IT (13%). The sharply increased number of the Food/Near food product category indicates that more and more Dutch consumers buy their groceries online. Some product categories showed a declining share of online purchases. These are Sport & Recreation (-9%), Media & Entertainment (-8%), Toys (-7%) and Home & Garden (-3%). In 2019, 10.3% of all Dutch purchases are made online. This is an increase of 0.5%, according to Wijnand Jongen, Director of Thuiswinkel.org.

Preferred Dutch Payment Methods

The Dutch still prefer to pay with iDeal. 87% of all respondents say they made at least one purchase with iDeal in 2019. Other popular payment methods are Creditcard, Giftcards, PayPal and Afterpay. The amount of purchases made with Klarna is increasing. In 2019, 8% of all respondents indicate they made at least one purchases with this payment method, compared to 5% in 2018. Recently launched Apple Pay only accounts for a marginal amount of completed purchases.