Dutch consumers made more than 170 million online purchases in the first half of 2026, 3% more than a year earlier. Total online spending remained almost unchanged at €17.1 billion. This puts the average spend per purchase at €100. For the first time since COVID, consumers are spending less per online order, down 3% compared with the same period last year. At the same time, Dutch consumers are increasingly buying from online shops based abroad. Cross-border purchases now account for 14% of all online purchases, representing around 23.6 million orders. These figures come from the latest Thuiswinkel Markt Monitor, which tracks online consumer purchases in the Netherlands.
The research is carried out by NielsenIQ (NIQ) on behalf of Thuiswinkel.org and Retail Insiders, in cooperation with PostNL and the Dutch Payments Association.
Growth comes from physical products
Growth in the Dutch online market is entirely driven by physical products. Online spending on products increased by 2% to €10.9 billion, while the number of online product purchases grew by 4% to 147 million.
DIY and Garden stands out in particular. Online spending in this category rose by 21%, while the number of purchases increased by 20%. This was mainly driven by strong growth in electric garden tools, garden furniture and decorative paving, possibly helped by favourable spring weather.
Online spending on services is falling
Online spending on services fell by 3% compared with the first half of 2025, reaching €6.3 billion. The number of online service purchases declined by 5% to 23 million.
The travel sector is largely responsible for this decline. Spending and purchase volumes fell for individual airline tickets and accommodation as well as package holidays. This downward trend has been visible since the beginning of 2025.
For several years, around 11% of all purchases made by Dutch consumers have taken place online. Online spending also remains stable at 31% of total consumer spending.
Marlene ten Ham, director of Thuiswinkel.org, explains that online shopping has become the standard sales channel for many product categories. Groceries are the main exception. Because everyday groceries represent such a large share of all consumer purchases, they keep the overall online percentage relatively low. Excluding groceries, Dutch consumers spend around half of their money online and make more than a quarter of their purchases through online channels.
Ten Ham also points to changes affecting parcels entering the Netherlands from outside the European Union. Since 1 July, a €3 import charge applies to parcels from outside the EU. Previously, parcels below €150 benefited from an exemption. According to Thuiswinkel.org, removing this threshold creates more equal tax treatment, affects high-volume imports and strengthens enforcement against products entering the market without sufficient checks. Dutch customs figures for July and August show a decline in the number of small parcels arriving from outside the EU.
Smartphones are now the main shopping device
In the first half of 2026, 45% of online purchases were made using smartphones, compared with 42% on laptops and desktop computers. This makes the smartphone the most commonly used device for online purchases among Dutch consumers.
Larger purchases are still more likely to be completed on a laptop or desktop. The average order value on a smartphone is €80, compared with €126 on a laptop or desktop.
For international webshop owners targeting the Netherlands, this makes mobile usability particularly important. Dutch customers may discover, compare and buy products entirely on their phones, even though higher-value purchases are still more desktop-oriented.
Nearly three quarters of purchases are paid with iDEAL|Wero
iDEAL|Wero remains by far the most widely used online payment method in the Netherlands, accounting for 73% of online purchases. Credit cards account for 8%.
The difference is also clear in cross-border ecommerce. Dutch consumers use iDEAL|Wero for 56% of their international online purchases, while credit cards account for 18%.
For webshops outside the Netherlands, offering payment methods familiar to Dutch consumers can therefore be an important part of localising the checkout experience.
Dutch consumers are buying abroad more often
The share of online purchases made from foreign webshops has been growing for several years. In the first half of 2026, 14% of all Dutch online purchases were cross-border purchases. In 2022, that figure was still 10%.
China has seen the strongest growth and is now the country where Dutch consumers make the largest number of foreign online purchases. Chinese sellers are particularly popular with Dutch consumers shopping for DIY and garden products, home and living products, and clothing.
For international webshop owners, the figures underline two developments in the Dutch market: Dutch consumers are increasingly comfortable ordering from abroad, but they still expect a shopping experience that feels familiar. Mobile-friendly websites, recognisable payment methods, transparent delivery information and clear information about taxes and import costs can all help reduce friction when selling into the Netherlands.
Disclaimer: This article is based on figures and statements from the Thuiswinkel Markt Monitor and Thuiswinkel.org. Regulations, taxes and market figures may change, so businesses should check the latest official information before making commercial or compliance decisions.
