Bol.com or Amazon NL? If you want to start selling online in the Netherlands, this is the big question.
Bol.com: Market leader in the Netherlands with 13.7 million customers and a turnover of €4.3 billion in 2023. Ideal for local sellers thanks to a Dutch-language interface, strong customer service, and tools focused on the Dutch market.
Amazon NL: Growing player with international possibilities. Suitable for sellers with European or global ambitions, but less strong in local focus and support.
Key differences:
- Reach: Bol.com has a larger local reach (56.07 million monthly visitors) than Amazon NL (23.59 million).
- Costs: Bol.com works with sales commissions, while Amazon NL also charges fixed monthly costs.
- Sustainability: Bol.com is locally focused on green initiatives, while Amazon invests internationally in sustainability.
- Tools: Bol.com offers tools like White/Grey Spots analysis and Logistics via Bol, while Amazon NL is strong in international logistics with Fulfillment by Amazon.
Conclusion: Choose Bol.com for a strong local position in the Netherlands and Belgium. Go for Amazon NL if you want to expand internationally.
Customer Base and Market Size
Bol.com: Strongly Anchored in the Netherlands
Bol.com is the undisputed leader in the Dutch e-commerce market with 13.7 million active customers and 26 million monthly users. In 2023, the platform achieved a turnover of €4.3 billion, significantly higher than Amazon NL's €1.2 billion. This translates to a market share of 17%.
Amazon NL: A Global Player with Local Ambitions
Amazon NL achieved a net turnover of over $1 billion in 2023 and has since steadily grown. The market share was around 8% in 2023.
Sales Costs and Fees
Amazon NL offers two sales plans: the Individual plan (€0.99 per item) and the Professional plan (€39 monthly). Referral fees range from 8% to 15%, sometimes up to 45% for specific categories.
Bol.com has a simpler model with no monthly costs. You only pay a commission per sale, consisting of a fixed amount and a percentage of the selling price.
Additional Costs and Surcharges
Amazon NL charges monthly storage costs and long-term storage costs for inventory stored for an extended period. Bol.com charges €0.43 per returned item and a 40% surcharge for inventory older than 270 days.
Available Tools and Support
Bol.com: Tools Specific to the Dutch Market
Bol.com offers tools like White/Grey Spots analysis, Sponsored Product Solutions, and Logistics via Bol (LvB). The platform gives sellers access to detailed performance data with five key tools: Sales, Conversion, Returns, LvB Stock, and Price Analysis.
Amazon NL: Global Tools and Analytics
Amazon NL offers Brand Analytics for insights into search behavior, Fulfillment by Amazon (FBA), and free training via Seller University.
Local Market Adaptation
Language and Platform Experience
Bol.com is fully Dutch-language and designed for the Dutch market. Amazon NL, although available in Dutch, lacks a local team focused on Dutch needs.
Dutch Consumer Preferences
More than 80% of Dutch consumers start their search on Bol.com. Both platforms support iDEAL, the most popular payment method in the Netherlands.
Environmental and Business Practices
Bol.com achieved a Climate Neutral Standard certification and B Corp certification with a score of 81.2 points in April 2022. Since 2020, the distribution center has been running entirely on green electricity. The company launched Ampère in 2022, a sustainable delivery service.
Amazon also invests in sustainability, including support for the seaweed farm North Sea Farm 1 and $2 billion through the Climate Pledge Fund.
Choosing the Right Platform
Key Considerations
In 2023, Bol.com achieved a market share of 17% with €4.3 billion in revenue, while Amazon NL remained at 8% and €1.2 billion that year. At Amazon NL, nearly 37% of sales come from electronics. Bol.com offers over 15 million products in various categories.
Choosing a Platform Based on Your Goals
For the Dutch and Belgian markets, Bol.com is often the better choice. In 2022, partners were responsible for 65% of total sales. For international growth, Amazon NL provides access to multiple countries: Belgium, Germany, the United Kingdom, Sweden, Italy, and Spain.
FAQs
How do you choose between Bol.com and Amazon NL as a starting point for online sales?
Bol.com is an excellent choice for consumers in the Netherlands and Belgium. Amazon NL offers access to a global network. Bol.com only pays upon sale, while Amazon charges monthly subscription fees. The competition on Bol.com is generally less intense.
What impact do the costs of Bol.com and Amazon NL have on profitability?
Bol.com has a simple model: commission per product (€0.20-€3.00) plus percentage (3%-14%). Store setup is free. Amazon has a more complex cost structure with monthly subscriptions, shipping, and storage costs. For small sellers, Bol.com offers a more advantageous setup.
How do sustainability and local preferences influence your choice?
Bol.com has expressed its ambition to become carbon neutral in its shipping and emphasizes environmentally friendly products. The platform better aligns with the expectations of Dutch consumers. Amazon takes a more international approach to sustainability.
