The Netherlands
- Market Profile
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Population :
16.847.007 (2011 est.)
Internet Access :
15.071.191 users (Dec. 2011)
Smart Phones :
32 % (August 2011)
Merchants :
37.500
Popular Methods :
iDEAL
Acceptgiro
Online Bank Transfers
Credit Cards
Direct Debits
PayPal
Market Overview
The Dutch Online Retail eCommerce Sales reached $11,7 billion in 2011 | 85% of the internet users shop online | iDEAL, MasterCard, VISA, PayPal, Acceptgiro preferred online payment methods | Expected online sales growth 2012 around + 10%.
eCommerce Market The Netherlands
The Dutch online retail sales exceeded the $11.7 billion in 2011 | For 2012 a growth of 9% is expected. Online consumer spend rose to 6 billion USD for the first half of 2012. More than 42.000.000 online orders were placed, an increase of 15%. The total online spend per person is around $700.
Over 8.5 million shoppers (+6%) purchased their goods and services at over 22.000 webshops. Main internet sectors remain Travel (2500M, +3%), Telecom (795M, +13%) and Clothing (450M, +15%). Interior & Garden (+29%) and Toys (+25%) are the segments with the strongest growth. The average transaction volume was $ 143 (-5% compared to 2011).
Main drivers for the steadily growing Dutch online retail sales (2012 expected to triple 2005) are internet access | 94% of the Dutch households have broadband internet. Spending Power | Netherlands ranks 17th on the income-per-person world ranking. And the presence of a cost-effective and secure online payment method iDEAL | accounts for approx. 95% of all online retail purchases.
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Preferred Payment Methods Netherlands
iDEAL | iDEAL is the dominant online payment product for the Dutchies. This Dutch bank-driven online debit payment initiative accounted for over 93 million transactions in 2011. Back in 2006 only 4.5M iDEAL transactions were processed. In the first half of 2012 over 54 million iDEAL transactions were processed.
iDEAL enables the online shopper to initiate a direct debit payment using their own online banking environment at checkout. 81% of the Dutch online spenders have used iDEAL | 54% prefer iDEAL as the online payment method – according to 2010 research. This research | performed by Motivaction and instructed by Currence – the iDEAL product owner | showed that 89% of the webshops offered iDEAL, followed by Online Bank Transfer (50%), VISA and MasterCard (both 50%).
The success is due to the fact that iDEAL is perceived as a secure online debit payment by both customer and merchants using the familiar and trusted banking environment. And, as a key driver, over 8 million Dutch people have online banking capability (Eurostats). There is no chargeback mechanism and merchants benefit from payment guarantee. All major Dutch banks support iDEAL from both issuing and acquiring side. The acquiring licensees include ABN AMRO Bank, Rabobank, ING Bank, Friesland Bank, Deutsche Bank and The Royal Bank of Scotland.
The expectations for iDEAL for 2012 are to grow with another 30-35% in transaction volume and to exceed the 100 million payments in one year. The ING Bank has launched their iDEAL for mobile and tablet. As smartphones and tablets have already found their way to the Dutch pockets and couches, it is most likely that online retail sales and iDEAL payments will grow substantially. New payment initiatives like Checkpay by PostNL and other parties and sectors adopting iDEAL for e-billing purposes | like utility firms, universities and sport clubs | will even further increase the number of iDEAL payments.
CREDIT CARDS | MasterCard and VISA are the most frequently used credit cards online. The Dutch Credit Card Market is around 8 M cards | Around 70% is MasterCard (issued by the major Dutch Banks). 6-7% of all internet payments are performed by credit card. All banks support MasterCard SecureCode and Verified by Visa. The majority of online merchants support 3D-secure payments as well.
Payment Gateways Netherlands
Payment gateways or Payment Service Providers are the ‘hub’ for eCommerce merchants to various payment methods. Below a couple of Payment Gateways that operate on the Dutch Market and support Dutch (local) payment methods.
Ogone | Docdata Payments | Adyen | ICEPAY | Buckaroo | Card Gate Plus | MultiSafePay | TargetPay | Mollie | Sisow |
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Merchant Acquirers Netherlands
Merchant Acquirers are the financial institutions that authorize and settle payments. Payment Gateways are connected to these merchant acquirers. Below the Merchant Acquirers that are licensed to operate on the Dutch Market.
Credit & Debit Cards: European Merchant Services | PaySquare | ATOS Worldline | Concardis | Elavon
iDEAL: ABN AMRO Bank | Rabobank | ING Bank | Deutsche Bank | Friesland Bank | The Royal Bank of Scotland.
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Industry Bodies and Useful Links
www.thuiswinkel.org | Dutch Home Shopping Organization
www.ideal.nl | Dutch Online Debit Payment Method
www.currence.nl | Owner and Regulator of home-grown Online Payment Methods like iDEAL and Acceptgiro.
Market Research & Publications
yStats | Europe B2C E-commerce Report 2011
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UPDATED: 6 October 2012
