Ede, 17 December 2024 – In the third quarter of 2024, Dutch consumers spent €7.8 billion online, marking a 5% increase compared to the previous year. This growth is driven by a higher average transaction value, while the total number of online purchases remains stable at 83 million. These findings are based on the latest figures from the Thuiswinkel Market Monitor, a study of online consumer spending in the Netherlands. The research is conducted by GfK on behalf of Thuiswinkel.org and Retail Insiders, in collaboration with PostNL and the Dutch Payments Association.
Services remain the driving force behind growing spending
The increase in online spending is most prominent in the services sector, which recorded an 8% growth. Insurance saw the largest growth (+32%), with an 8% rise in the number of online insurance purchases. Spending on property and home insurance, in particular, has surged. This trend is unsurprising, given the continued growth of the mortgage market.
Spending in the category of Tickets for Attractions & Events has also risen (+20%), alongside a 5% increase in ticket purchases. Marlene ten Ham, General Manager of Thuiswinkel.org, explains: “The growth in this category can be attributed to the drier months of July and August compared to last year. As a result, people went out more. While the majority of tickets are still purchased online (80%), it is noteworthy that this share has decreased. Consumers opted to buy tickets in person more often than they did last year.”
Significant differences in spending across product categories
Online spending on products shows modest growth (+3%), with notable increases in categories such as Telecom (+23%) and DIY/Garden (+12%). The largest decline was observed in the Media & Entertainment sector (-16%). This category typically exhibits erratic spending patterns. In 2023, the strong demand for the PlayStation 5 significantly boosted Media & Entertainment sales. In 2024, spending has dropped, likely due to reduced demand for the PlayStation 5 and related games and accessories.
Cross-border online shopping continues to grow
The share of cross-border purchases increased from 11% to 13% of total online transactions, while cross-border spending grew from 12% to 14% of total online expenditure. The largest growth was seen in the categories Food/Nearfood, Clothing, and Tickets for Attractions & Events. China remains the leader in cross-border transactions, accounting for 27% of these purchases, while Germany leads in cross-border spending, with a 23% share.
Growth in smartphone shopping
Although desktops and laptops remain the most popular devices for online shopping (with a 49% share), the use of smartphones for online purchases has slightly increased, from 36% to 37%. The growth in smartphone transactions, while slowing, has been a consistent trend over the past few years, driven by categories such as Health & Beauty and Clothing.
Figure 1: Share of online purchases by device in Q3
Slight decline in iDEAL usage, rise in credit card payments
iDEAL remains the most popular payment method, used for 71% of online purchases, although this represents a slight decline from 73% in Q3 2023. iDEAL usage has dropped for both domestic and cross-border purchases. Credit card usage has increased, from 8% to 10%, while PayPal and Klarna have also seen growth in cross-border usage (from 8% to 10% and 7% to 9%, respectively).
Fewer online purchases in summer, growth expected in Q4
Traditionally, the third quarter—the warmest period of the year in the Netherlands—is not the most popular time for online shopping. On average, only 22% of annual online spending occurs during this period. Marlene ten Ham comments: “In the third quarter, we spend more time outdoors and shop in physical stores more often than online. Based on trends from previous years, we anticipate a significant increase in online spending in the fourth quarter, fuelled by the holiday season.”
Figure 2: Quarterly share of total annual online spending
Disclaimer
This press release has been translated and published for informational purposes only. We’re not responsible for the accuracy or completeness of the information provided, nor for any decisions or actions taken based on this content. Please refer to the original source or contact Thuiswinkel.org for official details.
