Best Dutch online marketplaces for sellers in 2025
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The Dutch e-commerce market is a dynamic and expanding landscape, driven by highly engaged consumers. For online sellers looking to grow, it offers significant opportunities for market entry and expansion. Unlike many European countries dominated by a single global giant, the Netherlands boasts a strong field of local competitors, with many a Dutch online marketplace leading the charge.
This guide will walk you through the top Dutch online marketplaces, helping you make strategic decisions about where to list your products and how to manage your operations for maximum efficiency.
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The state of Dutch ecommerce: why sell in the Netherlands?
The state of ecommerce in the Netherlands shows robust health and consistent growth. With total online consumer spending reaching approximately €36 billion in 2024, it signals a mature and valuable market for sellers.
What makes the Netherlands unique is its diverse marketplace environment. Local leaders like Bol.com and Coolblue built powerful brands and loyal customer bases long before Amazon launched its dedicated Dutch site.
This diversification is a major advantage for sellers. It allows you to target specific customer segments across multiple channels rather than relying on a single platform.
Top 6 Dutch marketplaces for online sellers
Here are the leading platforms you should consider for your expansion into the Netherlands.
1. Bol.com
Overview: Bol.com is the undisputed leader, making it the most significant Dutch online marketplace by a wide margin.
What started as an online bookstore in 1999 has transformed into a massive “everything store,” offering products across nearly every category imaginable, from electronics and household goods to fashion and books.
💡Why Sell Here: Bol.com provides sellers with unparalleled access to a vast, loyal, and established customer base. Its brand recognition is immense, making it the primary destination for many Dutch online shoppers.
🧩Product Fit: Nearly all product categories perform well, especially electronics, books, toys, home goods, and baby products.
🚀Getting Started:
- Account: To sell on the Bol.com marketplace, you’ll need a business seller account and a Dutch or Belgian VAT number.
- Fulfillment: Use your own logistics or leverage Fulfilment via Bol.com (Logistiek via Bol.com – LvB), which handles storage, picking, packing, and shipping.
- Compliance: Products must meet EU standards, and listings must be in Dutch.
2. Amazon.nl
Overview: After years of serving the country via its German site, Amazon Netherlands officially launched as a dedicated marketplace (Amazon.nl) in 2020. It has quickly grown into a major player by offering the vast product selection and familiar interface that consumers already know.
💡Why Sell Here: Amazon.nl is a powerful gateway to the broader European market. Its integrated logistics network, particularly Fulfillment by Amazon (FBA), simplifies cross-border selling and allows you to reach customers across the continent with ease.
🧩Product Fit: Broad appeal across categories, with strong performance in consumer electronics, home & kitchen, books, and computer accessories.
🚀Getting Started:
- Account: A European Seller Central account allows you to sell across all of Amazon’s EU marketplaces, including Amazon.nl.
- Fulfillment: Fulfillment by Amazon (FBA) is a popular choice for its speed and Pan-European capabilities. Seller-Fulfilled Prime (SFP) is also an option.
- Compliance: Requires a Dutch VAT number for storing goods in the Netherlands. Listings should be in Dutch to cater to the local audience.
3. Coolblue
Overview: Coolblue is a high-performing omnichannel retailer specializing in electronics and white goods. While not an open platform like others, the Coolblue marketplace operates via a highly selective partner program and has built its reputation on exceptional, customer-centric service.
💡Why Sell Here: This platform is ideal for sellers with high-quality electronics, smart home devices, and innovative gadgets. Coolblue’s customers are tech-savvy and prioritize quality, expert advice, and top-tier service, often willing to pay a premium for it.
🧩Product Fit: Consumer electronics, home appliances, IT equipment, and smart home technology.
🚀Getting Started:
- Account: Coolblue operates a partner program. Acceptance is selective and based on product quality, brand alignment, and your ability to meet their high service standards.
- Fulfillment: Partners typically manage their own fulfillment, but must adhere to Coolblue’s strict delivery and service requirements.
- Compliance: Products must align with Coolblue’s curated assortment and quality benchmarks.
4. Zalando
Overview: Zalando is Europe’s premier online destination for fashion and lifestyle products. For Zalando, the Netherlands is a key market, and the platform serves a wide demographic of style-conscious shoppers as the go-to destination for fashion.
💡Why Sell Here: Zalando is the ultimate channel for fashion retailers. It connects you with millions of trend-seeking customers, from millennials searching for the latest styles to professionals updating their wardrobes.
🧩Product Fit: Fashion apparel, footwear, sportswear, beauty products, and accessories from established and emerging brands.
🚀Getting Started:
- Account: Sellers must apply to the Zalando Partner Program. The selection process evaluates brand desirability, product quality, and logistical capabilities.
- Fulfillment: Partners can use their own logistics or opt for Zalando Fulfillment Solutions (ZFS), which streamlines shipping and returns across Europe.
- Compliance: High-quality product imagery and detailed descriptions are mandatory. Sustainability is a growing focus, so brands with strong credentials have an advantage.
5. Wehkamp
Overview: Wehkamp is a veteran Dutch company that successfully transitioned from a mail-order catalog business to a major online department store. It focuses on fashion, furniture, lifestyle goods, and home accessories.
💡Why Sell Here: Wehkamp provides a great opportunity for sellers specializing in unique, high-quality lifestyle or home goods. Its curated environment attracts a loyal customer base that values style and quality, allowing your brand to stand out.
🧩Product Fit: Home decor, furniture, women’s and children’s fashion, and lifestyle products.
🚀Getting Started:
- Account: Wehkamp works with selected partners. You’ll need to reach out to their business development team to be considered.
- Fulfillment: Fulfillment is typically handled directly by the seller in coordination with Wehkamp’s logistical framework.
- Compliance: Your products need to fit the Wehkamp brand aesthetic and quality standards.
6. Marktplaats.nl
Overview: Marktplaats Netherlands is the country’s largest online classifieds marketplace. While famous for C2C transactions, it has a significant B2C section called Marktplaats Admarkt, where businesses can list new, refurbished, and second-hand goods.
💡Why Sell Here: Marktplaats is an excellent platform for building brand awareness and reaching a highly engaged, bargain-conscious demographic. It’s perfect for selling refurbished electronics, outlet stock, unique items, or even services. Its pay-per-click model offers flexibility.
🧩Product Fit: Second-hand goods, refurbished electronics, furniture, cars, and unique or niche new products.
🚀Getting Started:
- Account: Businesses can create a professional seller account (Admarkt) to run targeted ad campaigns for their listings.
- Fulfillment: Sellers are entirely responsible for their own fulfillment, shipping, and customer communication.
- Compliance: Clear descriptions are key, especially regarding the condition of used or refurbished items.
Dutch marketplaces at a glance
| Marketplace | Audience Fit | Primary Product Categories | Fulfillment Options | Typical Fees | Cross-Border Potential |
| Bol.com | General Dutch consumer | Broad (Electronics, Home, Books, Toys) | Logistiek via Bol.com (LvB), Seller Fulfilled | Commission per sale (varies by category) | Strong in Benelux (Netherlands & Belgium) |
| Amazon.nl | Price & convenience shoppers | Broad (Electronics, Home & Kitchen) | Fulfillment by Amazon (FBA), Seller Fulfilled | Commission per sale + monthly fee | Excellent (via Pan-European FBA) |
| Coolblue | Tech-savvy, service-focused | Electronics, Home Appliances | Partner Fulfilled | Varies (via partner agreement) | Primarily Benelux |
| Zalando | Fashion & trend-conscious | Fashion, Shoes, Beauty, Accessories | Zalando Fulfillment Solutions (ZFS), Partner Fulfilled | Varies (commission-based) | Excellent (across Europe) |
| Wehkamp | Style-conscious families | Home, Fashion, Lifestyle | Partner Fulfilled | Varies (via partner agreement) | Primarily Netherlands |
| Marktplaats | Bargain hunters, specific searchers | Used/Refurbished Goods, Niche Products | Seller Fulfilled | Pay-per-click (Admarkt) | Low (primarily domestic) |
The challenge of multichannel operations
Maximizing your reach by selling across multiple Dutch marketplaces is a smart strategy. But this approach introduces massive complexity. Can you imagine manually managing your inventory, updating listings, and processing orders across Bol.com, Amazon.nl, and Zalando at the same time?
This manual juggling act is inefficient and incredibly risky. It leads directly to operational disorganization: overselling popular items, shipping delays that frustrate customers, and a poor brand experience that damages your reputation. You need a centralized solution to avoid these bottlenecks.
Streamline your Dutch ecommerce operations with Linnworks
Don’t let operational headaches limit your growth. Linnworks empowers you to connect, automate, and control your entire selling process from a single, powerful platform. Scale your business in the Netherlands and beyond, smarter not harder.
- Centralize Your Inventory: Sync stock levels in real time across Bol.com, Amazon.nl, Zalando, and all your other channels. Put an end to overselling for good.
- Unify Your Orders: Consolidate orders from every marketplace into one streamlined system. Process, label, and ship from a single interface, saving countless hours.
- Automate Your Workflows: Connect with over 65 shipping carriers and automate repetitive tasks. Get products to your Dutch customers faster and more accurately than ever before.
Ready to conquer the Dutch market without the operational chaos?
Request your free Linnworks demo today and discover how to centralize your multichannel operations.
Frequently asked questions (FAQs)
Choosing the right Dutch online marketplace depends on your goals. Bol.com offers immediate access to the largest and most loyal customer base within the Benelux region. Amazon.nl is a better choice if your primary goal is to use the Netherlands as a launchpad for broader European expansion, thanks to its Pan-European FBA network.
Fees vary. Most platforms like Bol.com, Amazon.nl, and Zalando charge a commission fee per sale (typically 5-20% depending on the product category). Amazon also has a monthly subscription fee for professional sellers. Marktplaats Admarkt uses a pay-per-click model, where you pay when a user clicks on your ad.
Yes, absolutely. While many Dutch consumers speak English, providing listings in Dutch is essential for trust, SEO visibility on the platforms, and meeting marketplace requirements. It shows a commitment to the local market and dramatically improves conversion rates.
If you are storing goods in the Netherlands (e.g., using FBA or LvB), you must register for a Dutch VAT (BTW) number and remit taxes to the Dutch authorities. The standard BTW rate is 21%. It’s crucial to consult with a tax advisor to ensure full compliance.
Marketplaces like Bol.com, Amazon, and Zalando have customer-friendly return policies (often 14-30 days or more). When using their fulfillment services (LvB, FBA, ZFS), they typically handle the return logistics. If you fulfill orders yourself, you are responsible for managing the returns process according to the marketplace’s rules and Dutch consumer law.