Dutch consumers spent €7.7 billion online in the third quarter of 2025, 2% less than in the same period last year. The number of online purchases rose by 3% to 86 million. The share of purchases made via smartphone increased to 43%, meaning it now equals the share of laptop and desktop. These findings come from the latest figures from the Thuiswinkel Markt Monitor, the research into online consumer spending in the Netherlands. This research is conducted by NielsenIQ (NIQ) on behalf of Thuiswinkel.org and Retail Insiders, in collaboration with PostNL and Betaalvereniging Nederland.
Smartphone usage in online shopping equals desktop/laptop
Both smartphones and desktops/laptops are used in 43% of purchases. Other purchases are made via tablet or other devices such as television. Smartphone usage in online purchases has grown strongly in recent years, particularly amongst frequent online shoppers.
Figure 1. Device shares – number of online purchases, Q3 2021-2025
Decline in spending primarily for services, major differences between product categories
Online spending on services decreased by 6% to €2.7 billion, mainly due to a decrease in spending on Tickets for Attractions & Events and Package Holidays. For both categories, the average amount spent per purchase also fell sharply (Package Holidays -11%, Tickets for Attractions and Events -5%). The number of purchases within services also decreased by 9%, to 12.3 million.Online spending on products increased to €5 billion (+1%), and the number of purchases rose to 73.3 million (+5%). Particularly striking is the strong growth within the toy sector, where both online spending (+32%) and the number of purchases (+16%) are rising. The average amount spent per purchase here increased by 13%.
Cross-border shopping continues to grow
The number of online purchases from foreign webshops grew by 9% to 11.8 million. This increase comes from more product purchases across borders (+13%). The number of purchases of services from foreign providers actually decreased by 7%.China is strengthening its position: its share in the total number of cross-border purchases rose in the third quarter from 27% to 31%. This is mainly due to more purchases in the DIY/Garden, Home & Living and Toys categories. The United States, conversely, lost 2 percentage points in its share of online cross-border purchases.
iDEAL remains stable, credit card slightly declines
The share of iDEAL remains equal at 71%. The use of credit cards decreased slightly, from 10% to 8%. This decline is particularly visible in the Food/Nearfood, DIY/Garden, Home & Living sectors and for Separate Flight Tickets and Accommodation.
Fewer online purchases in summer, growth expected in Q4
The summer months create a quieter period in the online market each year. People are more often on holiday or going out, which means they shop online less. As a result, the share of online spending in the third quarter is lower. Approximately 22% of the total annual amount is spent during this period.Thuiswinkel.org states: “In the final months of the year, this picture reverses. With the start of the festive season, we expect a clear growth in the number of online purchases and the total amount spent.”
Thuiswinkel.org, the trade association for webshops
Thuiswinkel.org’s mission is to help the e-commerce sector in its transition towards a safe, responsible and sustainable sector. This is how we keep online shopping possible for future generations of consumers. We do this together with more than 2,000 webshops, which account for more than 75% of all online consumer spending in the Netherlands. A future-proof Dutch e-commerce sector. A goal we can only achieve if we seek connection and commit ourselves together. Thuiswinkel.org inspires, facilitates and mobilises its members, the supply chain and consumers with knowledge, insights and tools. These include the Thuiswinkel Waarborg quality mark, our legal helpdesk, the e-learning platform e-Academy, our research, the innovation programme ShoppingTomorrow and advocacy. Various themes recur in this, such as consumer law, fraud, cybersecurity, sustainability, digital innovation and many more topics. Through these, we make the online market in the Netherlands a little smarter every day.
The Thuiswinkel Markt Monitor
The Thuiswinkel Markt Monitor maps the entire Dutch online consumer market. This research includes retail purchases and spending in the categories of electronics, telecom, IT, media & entertainment, toys, home & living, DIY & garden, clothing, shoes & personal lifestyle, health & beauty, sport & recreation, tickets for attractions & events, food & nearfood, package holidays, separate flight tickets and accommodation, insurance and other products.The Thuiswinkel Markt Monitor publishes a report and press release every quarter. The research is conducted by NielsenIQ (NIQ), commissioned by Thuiswinkel.org and Retail Insiders and in collaboration with PostNL and Betaalvereniging Nederland.
The editorial team is not responsible for the contents of this press release as provided by Thuiswinkel.org.
