Online Retail Market Netherlands First Half 2013

THUISWINKEL.ORG | The turnover in the online retail market in the Netherlands grew to reach €5 billion during the first six months of 2013. This is more than an 8% growth in comparison with the same period in 2012. This can be seen from the Thuiswinkel Market Monitor 2013-1, the twice-yearly research into consumer expenditure carried out by Blauw Research and sponsored by PostNL.


Growth despite recession

The online retail market in the Netherlands keeps on growing, despite the continuing recession and the unwillingness of consumers to purchase, although growth has levelled off slightly in comparison with previous years.  The research, which is part of the Thuiswinkel Market Monitor, is commissioned by, the association that promotes the interests of almost 2000 webshops in the Netherlands.


As Ed Nijpels, chairman of, puts it: “We said the same thing last year, but the recession still doesn’t seem to have got hold of the online retail market. Entrepreneurs, like us, still see sufficient opportunities for growth in the online retail branch. Consumers have growing confidence in online shopping and experienced online shoppers keep coming back more often.”


Number of orders up by 10%

The increase in the number of orders remains the most important driver for turnover growth of the online market. In total, 46 million online orders were placed in the first half of 2013. This is 10% more than in the first half of last year. On average, online purchasers placed five orders per person during the first half of 2013 (+7%). The average amount spent per order is €109.


Online products vs online services

Slightly more than half the total online turnover is comprised of revenue from the sale of products, such as clothes and books. Just like last year, the turnover in online products (+11%) is rising faster than the turnover in online services such as holidays, insurance and tickets (+6%).


Almost 9 million online purchasers in first half  2013

Once again the number of people who purchased a product or service via the internet has risen: 8.8 million Dutch people purchased something via the internet during the fist six months of 2013. The figure for last year was 8.5 million. These are mainly online purchasers who have purchased something previously. In other words, the online market growth is mainly due to experienced shoppers.


Strong growth for Clothes and Telecom

Among the larger segments, the growth in Clothes (+14%, €395 million) and Telecommunications (+12%, €685 million) was particularly strong. Travel remains the largest segment of the online shopping market, with a total turnover of almost €2 billion during the first half of 2013 (5% growth). Once again Toys was the fastest growing segment (+24%, €31 million). The turnover growth in Music (+18%, €53 million) and Computer Hardware (+17%, €370 million) was also strong.


Wijnand Jongen, director of “The strong growth in Computer Hardware is particularly noticeable. It can be put down to the increasing supply of mobile devices and competitive prices which tempted a growing number of people to buy a tablet online. In fact we expect online purchases via tablets and smartphones (m-commerce) to grow even more, which means opportunities for online retailers. In October, online sales during the first half of 2013 will be published for the first time via mobile devices. We look forward to that.”


Online shopping will keep on growing in the 2nd half of 2013

The Dutch online retail market will carry on growing in the 2nd half of 2013. Ordering online via smartphones and tablets will remain an enormous driver for the market. Consumers are online more often and remain online for longer, either shopping around or placing orders. An 8% turnover growth is expected over the whole of 2013. This will bring online turnover up to €10.5 billion.


Excerpts were taken from the original article by Ecommerce Europe on September 19th, 2013 and, the Dutch home shopping association.





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