In recent years, the Dutch e-commerce landscape has showcased a unique characteristic: local players tend to dominate online spending. Among these, bol.com has consistently been a frontrunner. However, recent data from the Twinkle100, an annual ranking published by e-commerce trade magazine Twinkle, reveals that Amazon is steadily closing the gap, securing fourth place in the Dutch online retail market for 2023.
The Twinkle100 ranks the top online retailers in the Netherlands based on their revenue, and the top three spots have been firmly held by bol.com, Albert Heijn, and Coolblue. In 2023, bol.com achieved a remarkable €4.3 billion in online revenue, followed by Albert Heijn, its sister company, which garnered €1.8 billion. Coolblue, known for its electronics offerings, rounded out the top three with €1.55 billion.
Previously, Amazon was positioned lower in the rankings, but its strategic focus on the Dutch market has paid off. According to the Twinkle100, Amazon’s sales in the Netherlands rose to an estimated €1.2 billion, a significant jump from the €900 million recorded the previous year. This 33% increase in revenue highlights Amazon’s intent to solidify its presence in the Dutch market since it ramped up its efforts in 2020.
This growth trajectory allowed Amazon to surpass Zalando, a competitor known for its focus on fashion. Zalando recorded €1 billion in revenue, placing it fifth in the latest ranking, demonstrating that Amazon’s expansion strategy is bearing fruit. The surge in online sales for Amazon is noteworthy and reflects broader trends in consumer behavior, where shoppers increasingly turn to diverse platforms for their needs, particularly in a post-pandemic shopping world.
Besides Amazon, another noticeable player is Picnic, the online supermarket. It has also climbed in the rankings, achieving €800 million in sales in 2023, while making plans to expand into France and Germany. Meanwhile, other retailers like Jumbo and Wehkamp have seen a downward movement in their rankings.
The current top ten online stores in the Netherlands displays the dynamic changes within the market. The list is as follows:
1. Bol.com – €4.3 billion
2. Albert Heijn – €1.8 billion
3. Coolblue – €1.55 billion
4. Amazon – €1.2 billion
5. Zalando – €1 billion
6. Picnic – €800 million
7. Jumbo – €655 million
8. Wehkamp – €552 million
9. Belsimpel – €432 million
10. Apple – €430 million
Interestingly, Apple has also made its mark. It leads the sustainability rankings within the Twinkle100, highlighting its commitment to implementing circular and sustainable practices, a growing focus for consumers amidst increasing environmental awareness.
Moreover, the report indicates that the Twinkle100’s collective revenue increased by 4% compared to the previous year, mirroring the general uptick in online consumer spending across the Netherlands. This growth contrasts sharply with the performance in neighboring Germany, where the largest online retailers saw a slight decline in revenues. This disparity suggests that the Netherlands may be entering a new phase characterized by robust online spending, positioning itself as a more established e-commerce market.
To summarize, Amazon is making significant strides within the Dutch e-commerce space, moving closer to the top and threatening established local players. The notable growth in sales underlines the growing competitive landscape in the Netherlands, reconfirming that consumer preferences are shifting toward a greater variety of online platforms. As these trends develop, the impact on local retailers and the strategies they adopt in response will be crucial to watch.
