Sell on Bol.com

How to start selling on Bol.com in 2025? (A-Z Explanation)

Adding your first product to bol.com? Here's what you need to know:

Create a seller account: Register your business with the KvK (or KBO in Belgium), obtain a valid BTW number, and complete the verification process.
Get an EAN code: Purchase a unique EAN code via GS1 or use the manufacturer's code.
Check product rules: Prohibited products like tobacco, weapons, and certain cosmetics cannot be sold.
Fill in product information: Write a clear title, add specifications, and use sharp images.
Set a price: Calculate your costs (like commissions and shipping) and set a competitive price.
Publish your product: Upload your listing via the Bol.com Partner Portal and ensure your information is complete.
Monitor performance: Keep an eye on your sales, customer reviews, and performance score.

With these steps, you can start selling to bol.com's 13 million customers. Ensure a professional presentation and reliable service to increase your success.

Step 1: Create Your Seller Account

The first step to start selling on bol.com is creating a seller account. This process involves several verification steps and providing specific documents, which bol.com uses to check and register new partners.

Register with the KvK and Obtain Your BTW Number

To get started, you need to register your business with the Chamber of Commerce (KvK) and obtain a valid BTW number. Dutch businesses must be listed in the KvK register for at least 10 weeks before they can create a partner account. It may take up to 4 weeks for changes to become visible in the register. Belgian businesses must register in the Belgian Business Register.

A valid BTW number is required to sell on bol.com. This number is essential for tax purposes and must match the country where your business is based.

Make sure you have the following documents ready:

KvK number (for Dutch businesses) or KBO number (for Belgian businesses)
Valid BTW number from your country of establishment
Valid ID card or passport for verification
Active bank account in a SEPA country, in your name or your business's name

Complete the Bol.com Seller Account Verification

Next, you'll start the verification process via Duna, an external partner of bol.com. Duna checks your data based on the Terms of Use, the Sanctions Act, and the Digital Services Act. This process usually takes between a few minutes and 5 working days.

Important settings to complete your account:

Store profile: Choose a store name, add a description, and decide in which countries you want to sell.
Return policy: Set up a clear return process and ensure you have a valid return address.
Contact details: Add a working phone number and email address.
E-learning module: Complete the mandatory e-learning to get familiar with bol.com's guidelines.

Keep in mind that changes to your BTW number or bank account may trigger a new verification process. Therefore, ensure your account information is always up-to-date to avoid delays.

Step 2: Prepare Your Product for Listing

Make sure your product meets the quality and technical requirements of bol.com. This prevents issues during upload and ensures a smooth start.

Get an EAN Code

To identify your product globally, you need a unique EAN code (European Article Number). This 13-digit code is essential for inventory management and minimizing errors.

If you sell your own products, you can buy EAN codes from GS1 or another GS1-recognized supplier. Selling products from other manufacturers? They often already have an EAN code.

Did you know that GS1 barcodes are scanned over 10 billion times daily? Additionally, each product variant – like a different color or size – has its own unique EAN code.

Important Tips:

If your EAN code is shorter than 13 digits, fill it with 'leading zeros'.
Always check if the supplier of your EAN codes meets the GS1 standards before purchasing them.

Check Product Restrictions

Bol.com has strict rules about what can and cannot be sold. Illegal, hazardous, or ethically unacceptable products are not allowed. Think of prohibited items like living animals, tobacco products, narcotics, pornographic content, explosives, and laser products.

Specific Requirements for Certain Categories:

Cosmetics: From September 1, 2025, products with certain prohibited ingredients will no longer be allowed on bol.com.
Food and Beverages: CBD products are only allowed as supplements, and alcoholic beverages with more than 1.2% alcohol are prohibited.

Use High-Quality Packaging

Good packaging protects your product and makes a professional impression.

For Shipping to Customers:

Make sure the barcode is clearly visible and not covered by tape or other materials.
Breakable or valuable products? Consider insured shipping.
Each product can only have one visible barcode. Other barcodes must be covered with a blank sticker.

Special Requirements per Product Category:

Clothing and Textiles: Protect against dust and moisture with sealed plastic bags or boxes where the barcode is visible.
Sharp or Breakable Items: Cover sharp edges and provide extra protection to prevent damage.
Perishable Products: Indicate the expiration date on the outside of the packaging. Upon receipt, the shelf life must be at least 270 days.

Step 3: Create Your Product Information

Now that your product is ready for sale, it's time to compile strong product information.

Write a Clear Product Title

The title is often the first thing a potential customer sees. It must immediately make clear what makes your product special.

Tips for a Strong Title:

Follow this structure: [Brand] [Series] [Product Group] – [Size] – [Quantity/Feature]
Start with the most important terms (max 35 characters).
Avoid unnecessary capital letters, English words, unnecessary adjectives, symbols, and advertising language.
Use hyphens (–) to separate parts and start the title with a capital letter.
Keep the title shorter than 70 characters, including spaces.

Add Detailed Product Specifications

Detailed specifications make your product more findable and give customers confidence. Ensure the information is objective and timeless. Avoid prices, promotions, slogans, or website references.

Three levels of product information:

Basic: Essential data that must always be filled in.
Required: Additional information that bol.com requires for specific categories.
Optional: Details that make your product extra attractive.

Upload High-Quality Product Images

Images are essential because customers can't see the product physically.

Image Checklist:

Use photos of at least 1000×1000 pixels, with a white background and the product centered.
Add multiple photos from different angles to show details and usage.
Ensure sharp images without watermarks, text, or logos.
Maintain a consistent style and quality for a professional look.

Common Mistakes:

Avoid dark or busy backgrounds that distract.
Don't use stock photos from other brands or sellers.
Make sure the product fills at least 80% of the image for better visibility.

Step 4: Set Your Price and Calculate Costs

Determining an attractive and profitable price starts with carefully calculating all costs.

Calculate All Costs and Commissions

When selling via bol.com, you'll deal with fixed and variable costs. Bol.com charges both a fixed amount per item and a percentage of the selling price (including VAT).

Shipping Costs: Shipping costs are determined by the weight and dimensions of your product.

Returning or disposing of stock: Bol.com charges €0.43 per item (excluding VAT) for this.

Let's say you sell a product for €20.00. Bol.com takes about €3.00 in commission and €5.00 in shipping costs, leaving you with €12.00 for other costs.

Set a Competitive Price

A good pricing strategy takes into account both your costs and the market you operate in.

You can choose cost-plus pricing, where you add your costs and a profit margin. Or go for a market-oriented approach, where you look at what customers are willing to pay and how competitors set their prices.

"When considering your price, it's essential to remember that it's not for yourself, but for your target customers."

Use bol.com's repricer tool to adjust your prices according to market trends.

Handy Pricing Tips:

Monitor competitor prices and adjust your prices regularly to stay competitive.
Optimize for the buy block by focusing on factors like delivery time, seller ratings, and price.
Experiment with different pricing strategies to find what works best.

Step 5: Publish and Monitor Your Listing

Now that you've carefully set your product information and price, it's time to put your product online and track its performance.

Upload Your Listing via the Bol.com Partner Portal

There are two ways to add your products: individually or in bulk.

Adding individual products:

Go to the seller dashboard to "Articles" and choose "Add article individually".
Search for your product using the EAN, ISBN, or part of the title.
Click 'add' if the article is already in the system, or choose 'Add new article' if it's missing.
Fill in the required information, such as delivery time, stock, selling price, condition, and possibly a reference code.

Adding products in bulk:

Go to "Products" and select "Add products in bulk".
Make sure your file has a first row with column names, such as EAN, title, and description.
Match these columns to the correct fields in the system.

Improve Your Listing Quality Score

Bol.com uses three levels of product information that determine how complete your listing is:

Basic information: Essential data, such as EAN, title, and at least one image.
Required information: The minimum data needed to make your product visible online.
Optional information: Extra details that help customers get a better understanding of your product.

Tips to improve your listing:

Make sure your titles are clear and keyword-focused.
Add multiple sharp images.
Write detailed and informative product descriptions.

Track Sales and Manage Customer Reviews

The success of your listing depends on how well you monitor your performance and how strong your reputation is.

Track performance:

Use bol.com's analysis tools to gain insight into your sales figures and customer behavior.
Monitor your competitors' activities, including their pricing strategies.
Adjust your offerings based on changes in consumer preferences and market trends.

Improve your Performance Score:

Ensure timely deliveries to keep your score high.
Respond quickly and adequately to customer questions and issues.
Ask satisfied customers to leave a review.

Increase your chances of getting the Buy Box:

Keep your prices competitive.
Ensure excellent performance as a seller, such as fast shipping and positive customer reviews.

Conclusion: Key Steps for a Successful Product Listing

Successfully placing your first product on bol.com requires careful preparation and constant attention. By following the steps in this checklist, you'll build a strong foundation for long-term success.

A good preparation is crucial. Make sure your KvK registration is in order and that you have a valid EAN code.

Professional presentation makes a difference. Use sharp, attractive product photos and write titles that clearly indicate what you're offering.

Reliability increases your visibility. Ensure timely deliveries and excellent customer service.

The numbers speak for themselves. With 13 million active customers and a turnover of €5.5 billion in 2022, of which 65% comes from partners, bol.com offers enormous opportunities.

Keep tracking and improving your performance. Use available tools to keep your cancellation rate below 2% and ensure that at least 98% of your orders are delivered on time.

By following these steps, you'll lay a solid foundation for success on bol.com. This is just the beginning!

FAQs

How can I make my product stand out and generate more sales on bol.com?

If you want your product to stand out on bol.com and generate more sales, there are a few smart steps you can take:

Optimize your product title: Use relevant keywords that customers are likely to type in. Keep the title short, powerful, and informative.
Use sharp and clear images: Show your product from different angles and make sure the photos are of high quality.
Write a convincing product description: Emphasize what makes your product unique and why customers need it.
Collect positive reviews: Ask satisfied customers to leave a review.

What costs should I consider when determining my selling price on bol.com?

If you want to sell a product on bol.com, it's smart to take a close look at all the costs you incur. Here are the main cost factors:

bol.com commission: A percentage of your selling price (3% to 14%) plus a fixed commission per sold item (€0.20 to €3.00).
Shipping costs: The costs you incur to deliver the product to the customer.
BTW: Don't forget to include the correct BTW rate in your price.
Other operational costs: Think of the purchase price, costs for return shipments, and any marketing expenses.

How do I ensure my product meets bol.com's quality and technical requirements?

If you want to sell your products via bol.com, it's essential that they meet certain quality and technical requirements. Here are some steps:

Choose an official retail packaging: Make sure your product is delivered in a neat, recognizable packaging.
Check the legal requirements: Your product must comply with all relevant European and Dutch regulations.
Fill in correct product information: Ensure that mandatory data, such as the EAN/GTIN code, is complete and accurate.
Pay attention to shelf life: Products with a shelf life of less than 100 days may not be offered.
Use professional images: Upload clear, high-quality photos of your product.