In the first half of 2024, Dutch consumers made significant strides in online shopping, reaching an impressive €17.5 billion in e-commerce expenditures. This represents a 6% increase compared to the same period in 2023, even though the total number of products purchased saw a slight decline. The findings, drawn from the latest Thuiswinkel Markt Monitor conducted by GfK for Thuiswinkel.org, reveal noteworthy trends in the market, particularly in the services sector.
The growth of e-commerce in the Netherlands is largely attributed to increased spending on services, which surged by 13%. Notably, health and damage insurance purchases skyrocketed by 27% during this period. Additionally, ticket sales for various attractions and events rose markedly, partly due to the upcoming Olympic Games in France, suggesting that consumer interests are shifting towards experiential spending.
Despite this positive trend in overall expenditure, the number of product purchases fell by 2%, totaling 173 million. This reflects a more cautious consumer behavior when it comes to traditional products, which often face stiff competition from both domestic and international online offerings. While spending on products grew marginally by 1%, the number of transactions decreased by 4%. Categories such as Shoes & Personal Lifestyle and Food/Nearfood particularly felt this decline, with a notable dip of 11%.
An analysis of spending patterns across different categories highlights significant disparities. Services are becoming increasingly popular online, while product purchases lag behind. For instance, only 8% of spending within the Food/Nearfood category occurs online, which lowers the overall online spending average across the market. When this category is excluded, online spending on products rises to an impressive 37% of consumers’ retail budgets.
The propensity for cross-border shopping among Dutch consumers is also on the rise. The number of purchases made from foreign websites jumped by 6% to 20.3 million, with Chinese retailers being particularly favored. E-commerce spending at international shops surged by 16%, reaching €2.3 billion. Remarkably, Dutch customers placed around 6 million orders from China, each averaging €41. This figure stands in contrast to the average spend of €101 within the Netherlands and even higher averages in countries like Germany (€110).
Mobile shopping is becoming increasingly important, albeit the overall number of purchases via smartphones has plateaued. Nevertheless, the share of total online spending through mobile devices increased from 25% to 28%. Consumers are opting for higher-value transactions via their smartphones, indicating a trend towards more substantial purchases made on the go. Additionally, the favored local payment method, iDEAL, has gained traction, while credit card payments have seen a slight decline, reflecting changing preferences in payment options.
In summary, the first half of 2024 demonstrates a significant evolution in Dutch e-commerce. While online spending rises due to service-related transactions, product categories are experiencing fluctuations. The growing trend in cross-border purchases signifies a globalized consumer base, and the rise in mobile spending highlights a shift in purchasing behavior. As retailers develop strategies to adapt to these trends, they must consider the various factors influencing consumer choices to optimize their offerings and maintain competitive advantage.