Dutch consumers are known for their love of online shopping, and they are increasingly turning to crossborder e-commerce to find the products they want. But what drives Dutch consumers to shop from international retailers, and what are their most popular choices? 

Dutch consumers are known for being avid online shoppers, with the average Dutch person spending approximately €1,200 per year on online purchases. But what are Dutch people buying online, and what are the most popular categories in the Netherlands? 

1. Clothing and fashion accessories 

One of the most popular categories for online shopping in the Netherlands is clothing and fashion accessories. Dutch consumers are known for their love of fashion, and they are increasingly turning to online retailers to buy the latest styles and trends. In fact, the clothing and fashion accessories category is the largest e-commerce category in the Netherlands, with online sales worth over €6 billion in 2022. Big brands in the Netherlands are Zalando, Hema and Wehkamp.  

2. Electronics and media 

Another popular category for online shopping in the Netherlands is electronics and media. Dutch consumers are early adopters of new technology, and they are willing to spend significant amounts of money on the latest gadgets and devices. This has made the electronics and media category one of the fastest-growing e-commerce categories in the Netherlands, with online sales worth over €5 billion in 2022. Big brands in the Netherlands are Coolblue, Distrelec.nl and Mediamarkt.  

3. Home and garden 

The home and garden category is also a popular choice for Dutch consumers who are shopping online. From furniture and homeware to gardening tools and plants, there is a wide range of products available in this category. This has made the home and garden category one of the largest e-commerce categories in the Netherlands, with online sales worth over €4 billion in 2022. Big brands in the Netherlands are IKEA, Essent.nl (for energy), Beslist.nl (aggregator).  

4. Food and groceries 

Online grocery shopping is also growing in popularity in the Netherlands, with more and more Dutch consumers turning to online retailers for their food and groceries. This has made the food and groceries category one of the fastest-growing e-commerce categories in the Netherlands, with online sales worth over €3 billion in 2022. Big brands in the Netherlands are ah.nl, Jumbo.nl, Picnic.nl and Hellofresh.  

5. Health and beauty 

The health and beauty category is another popular choice for Dutch consumers who are shopping online. From skincare and makeup to vitamins and supplements, there is a wide range of products available in this category. This has made the health and beauty category one of the largest e-commerce categories in the Netherlands, with online sales worth over €2 billion in 2022. Big brands in the Netherlands are Rituals, Douglas and ICIparisXL.nl. 

6. Travel and tourism 

In addition to these categories, the travel and tourism industry is also a significant contributor to the e-commerce market in the Netherlands. With its beautiful landscape, vibrant cities, and rich cultural heritage, the Netherlands is a popular destination for tourists from all over the world. This has made the travel and tourism category one of the largest e-commerce categories in the Netherlands, with online sales worth over €2 billion in 2022. Big names in this sector are KLM, Hotelspecials.nl, Booking.com, Hotels.nl, TUI, Centerparcs, Weekendjeweg.nl, Vliegtickets.nl and Landal.nl.  

7. Sports and leisure 

The sports and leisure category is another popular choice for Dutch consumers who are shopping online. From sporting equipment and fitness gear to books and video games, there is a wide range of products available in this category. This has made the sports and leisure category one of the largest e-commerce categories in the Netherlands, with online sales worth over €1 billion in 2022. Players in this field are Decathlon, Gazelle.nl, Footlocker.nl, Perrysport.nl and Aktiesport.nl.  

8. Personal care and health 

The personal care and health category is also a significant contributor to the e-commerce market in the Netherlands. This includes products such as toothpaste, shampoo, and other personal care items, as well as over-the-counter medications and health supplements. This category is worth over €1 billion in online sales in the Netherlands in 2022. Notable brands for this category are Hollandandbarrett.nl, Rituals and vitamins.nl. 

9. Baby and child products 

The baby and child products category is another significant contributor to the e-commerce market in the Netherlands. This includes products such as diapers, formula, and other baby essentials, as well as toys and clothing for children. This category is worth over €1 billion in online sales in the Netherlands in 2022. Big brands in the Netherlands are bol.com, Hema and specific brands such as babyentiener.nl. 

Small country, big market 

Dutch consumers have a wide range of products to choose from when they are shopping online. From clothing and fashion accessories to electronics and media, and from home and garden to food and groceries, there are many popular categories for online shopping in the Netherlands. As the e-commerce market continues to grow in the country, it’s likely that these categories will continue to evolve and expand, offering even more choices and opportunities for Dutch consumers.  

Which category will you grow your revenue in? Find the Dutch backlinks for your category right here.