About | The Dutch E-commerce Branch Association

VLEUTEN | is the eCommerce branch member association for the Dutch online market. For online merchants operating on the Dutch eCommerce Market it is a 'must-have' membership | only then you may state the Thuiswinkel Trustmark | representing trust and safe commerce. The Thuiswinkel Trustmark is a quality stamp and provides confidence to online shoppers.


About was set up by 38 businesses on 20th December 2000. It was the formal merger of two existing associations: The Dutch Post Order Bond and the Online Retailers’ Association that was in the process of being formed. The Dutch Post Order Bond had been the co-ordinating branch organisation for businesses involved in distance selling of products and services to consumers since 1956. The Online Retailers’ Association had been set up in the spring of 2000 in order to promote the joint interests of online retailers. At the end of 2000 the two organisations decided to join forces and continue as a new branch association for all those involved in distance selling:

Mission of is the Dutch branch association for businesses that sell products and services to consumers (b-to-c) via the internet, catalogues and/or the post. The association promotes the interests of its members both nationally and internationally. In addition, also devotes itself to the interests of the consumers that purchase from its members. It does this by, among other things, working groups, committees, events, research and publications.


Thuiswinkel Market Monitor

The Thuiswinkel Market Monitor is a twice-yearly research into consumer expenditure sponsored by PostNL, carried out by Blauw Research and verified via the retail panel of GfK. The research is commissioned by for almost 1700 webshops in the Netherlands. The latest Thuiswinkel Market Monitor 2012-1 shows a 9% online sales growth for 2012 | around 4.6 billion euro for the first half of 2012.

Other most important online retail sales facts for the Dutch market:  consumers are still ordering more online and more frequently. Despite the crisis, on average consumers made five online purchases during the first half of 2012, a 7% increase in comparison with last year. In total 42 million orders were placed via internet during the first half of 2012, a 15% growth.  Online purchasers spended less per order. The average value of online orders in the first half of 2012 was €110, i.e., 5% less than last year.


Thuiswinkel Keurmerk (Trustmark)

Members of have the exclusive right to display the Thuiswinkel Hallmark. 83% of Dutch online consumers are familiar with the Thuiswinkel Trustmark (TNS NIPO, April 2010). Security (28%) and reliability (24%) are the core concepts that consumers associate with the Thuiswinkel Keurmerk (Dutch for Trustmark).

Members of display the general terms and conditions as jointly approved together with the Dutch Consumers’ Association. Members of undergo mandatory annual certification. Being a member of guarantees that complaints and disputes will be dealt with adequately. As a result, the Thuiswinkel Keurmerk provides confidence to online shoppers as they can be assured that the online shop is bona fida. The fact that e-businesses can really loose their Thuiswinkel Keurmerk once again confirms that the trustmark is not an empty quality assurance.


Thuiswinkel Awards

Every year Thuiswinkel organizes the Nationale Thuiswinkel Awards | The event whereby webshops are awarded for being voted as the best in their category. Examples of these categories are the Best Start-Up, Best Mobile Webshop, Best Webshop and Best Cross-Border Webshop. In the months before the event Dutch consumers are able to vote for their webshop-of-choice. The number of votes and assessment by a jury of online experts combined ranks the competition. The Best Webshop of 2012 is, active in the consumer electronics with an extreme focus on customer satisfaction.


Ecommerce Europe

Ecommerce Europe is the association representing companies selling products and/or services online to consumers in Europe. Founded by leading national e-commerce associations, including, its mission is to advance the interests and influence of e-commerce in Europe through advocacy, communication and networking. The main goals are to enhance the success of the European B2C e-commerce industry; provide for a strong and effective representation of B2C e-commerce industry in Brussels; advance the interest of B2C e-commerce industry with relevant stakeholders and institutions; in an environment where e-commerce companies feel at home; with new brand recognition and membership engagement at all levels.

Any association wishing to become a full member or member must apply to the Ecommerce Europe Board of Directors. Current members are BeCommerce (Belgium), FDIH (Denmark), FEVAD (France), Netcomm  (Italy), Distansehandel Norge (Norway), Svensk Distanshandel (Sweden) and (The Netherlands) off course.


Thuiswinkel Business Partner Program

Business partners of are the preferred suppliers of the Dutch online shopping branch.’s Business Partner Program focuses on business-to-business (b-t-b) suppliers and providers of services that evidently do business with companies that sell products and services to consumers via internet, catalogues, post, etc. Business partners of can be recognised by the trustmark 'Business Partner'.

The Business Partner Program was set up on 1st January 2002 and currently has over 120 participants. The costs of the business partner program amount to €3,750.00 per annum, exclusive of VAT.’s Business Partner Program has four aims:

  • Promoting formal and informal (periodical) discussions with suppliers and providers of services that are important for the branch.
  • (Pre)selecting suppliers and/or providers of services that are important for the branch (preferred suppliers).
  • The exchange of knowledge and information between members of and Business partners.
  • Promoting and/or initiating new developments that contribute to distance selling.
Click here for registration.


Thuiswinkel's Foreign Sister Organisations

  • Belgium: BeCommerce
  • Finland: ASML
  • France: Fevad
  • Germany: Bundesverband Des Deutschen Versandhandels (BVH)
  • Greece: EPAM
  • Italy: Anved
  • Norway: D Handel
  • Ukraine: UADM
  • Austria: Handelsverband
  • Portugal: Acepi
  • Romania: Armad
  • Russia: NAMO
  • Slovakia: AZIO
  • Slovenia: ZDM
  • Spain: Adigital
  • Czech Republic: Admaz
  • Sweden: SDS

For more information please visit and




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