Veenendaal, 16 June 2026 – Dutch consumers spent nearly €9 billion online in the first quarter of 2026, a decline of 6% compared to the same period in 2025. Both product spending (-2%) and service spending (-3%) fell. Notably, the total number of online purchases actually rose to over 85 million (+2%), driven entirely by product purchases (+4%), while the number of online service purchases declined (-7%).
Cross-border online purchases increased (+18%), as did cross-border spending (+1%), partly due to a growing share of Chinese retailers (+43% in purchases and +47% in spending). These are the headline findings from the latest Thuiswinkel Markt Monitor, the authoritative research into online consumer purchasing in the Netherlands. The study is conducted by NielsenIQ on behalf of Thuiswinkel.org and Retail Insiders, in partnership with PostNL and Betaalvereniging Nederland.
For international webshops active in the Netherlands, these figures offer a valuable benchmark for understanding how Dutch consumers are shifting their online behaviour in 2026.
Travel market cools despite traditionally strong booking season
The decline in service spending is primarily attributable to the travel segment. Spending on individual flights and accommodation fell by 13%, whilst package holidays dropped by 11%. The number of online purchases in both categories also decreased (-9% and -16% respectively). This is particularly striking given that Q1 is traditionally one of the strongest periods for travel bookings and had consistently shown growth in previous years.
The average purchase value for flights and accommodation fell from €453 to €434. For package holidays, however, the average spend rose from €2,546 to €2,681.
Marlene Ten Ham, Managing Director of Thuiswinkel.org, commented: “Data from the ANVR booking monitor shows that Dutch travellers are increasingly choosing destinations within Europe rather than further afield, driven by global uncertainty. This is pushing travel spending down. Neighbouring countries Germany and Belgium in particular are proving popular and showing strong growth figures.”
Approximately seven in ten holidays are booked with Dutch online providers. Around 15% are booked via German platforms, and roughly 10% via French webshops. Individual flights and accommodation are relatively often booked directly with international providers, whilst package holidays are more frequently purchased through Dutch operators.
The number of online ticket purchases for attractions and events is also declining – a downward trend already visible last year that has now continued. The average spend per online purchase has, however, risen considerably, from €77 to €93.
Travel purchases show distinct buying and payment behaviour
Whilst 44% of all online purchases in the Netherlands are now made via smartphone, this figure is significantly lower for travel bookings. Only 28% of flights and accommodation are booked on mobile, dropping to just 14% for package holidays. Ticket purchases for attractions and events buck this trend: 53% of tickets are bought via smartphone, outpacing desktop and laptop.
Ten Ham noted: “We can see that mobile is becoming the default for online shopping, but for more complex purchases such as travel, consumers continue to prefer the desktop.”
Payment behaviour for travel also diverges from the broader market. Whilst credit cards account for only 8% of online purchases overall, they are significantly more prevalent in travel: 40% of flights and accommodation bookings are paid by credit card, as are 20% of package holidays.
Source: Thuiswinkel Markt Monitor Q1 2026, conducted by NielsenIQ on behalf of Thuiswinkel.org and Retail Insiders, in partnership with PostNL and Betaalvereniging Nederland.
Editorial disclaimer: This press release has been published as submitted by the issuing organisation. BlossomYourContent.eu is not responsible for the accuracy, completeness, or reliability of the information contained herein. The views and statements expressed are those of the originating party and do not necessarily reflect the position of BlossomYourContent.eu or its editorial team. BlossomYourContent.eu accepts no liability for any consequences arising from the use of or reliance on the content of this press release.
