Getting started with selling on bol.com is the first step for thousands of Dutch and Belgian entrepreneurs towards a profitable e-commerce business. With over 13 million active customers and a turnover of over 6 billion euros per year, bol.com is the largest online sales platform in the Benelux. Whether you already have a webshop, run a physical store, or start from scratch: this is the most comprehensive guide to successfully start selling on bol.com in 2026.
Why start selling on bol.com?
Bol.com offers sellers direct access to millions of buyers without having to build their own webshop or do marketing. The platform handles customer traffic, payment processing, and a large part of customer service. You only need to offer your products, process orders, and ship them.
The numbers speak for themselves: there are over 52,000 active sellers on the platform, and the number is growing annually. Yet, there is still plenty of room for new sellers, especially in niches where competition is limited. With the right product database, you can quickly discover which product categories are promising.
| Benefit | Explanation |
|---|---|
| Large reach | 13+ million active customers in the Netherlands and Belgium |
| No webshop needed | Sell directly via the bol.com platform |
| Reliable payment processing | Bol.com handles payments and pays out weekly |
| Logistical support | Choose from self-shipping, Shipping via bol, or LvB |
| Low entry barrier | No monthly subscription fees, you pay per sale |
| Marketing via platform | Sponsored Products and search trends available |
| Customer service support | Bol.com handles return requests and basic questions |
| Growing platform | Annual turnover growth of 10-15% over the past 5 years |
Who is starting to sell on bol.com suitable for?
Selling on bol.com is suitable for a wide range of entrepreneurs. Whether you're a freelancer working from home, an existing retailer looking to expand online, or a starting entrepreneur taking their first steps in e-commerce - the platform offers opportunities for everyone.
Private or business?
You can only sell on bol.com if you are registered with the Chamber of Commerce (KVK). This means you need a sole proprietorship, VOF, BV, or other legal form. Individuals cannot simply offer products. However, you can relatively quickly set up a sole proprietorship with the KVK - this costs a single visit and around €75 in registration fees.
Existing webshop owners
Do you already have a webshop? Then bol.com is an excellent additional sales channel. Via the Product Tracker, you can monitor how your products perform on the platform and adjust your strategy accordingly. Many webshop owners realize 30-50% of their total turnover via bol.com.
Dropshippers
Dropshipping via bol.com is possible, but bol.com has strict requirements for delivery times and customer satisfaction. You must be able to ship products within 24 hours of ordering. Read our guide on dropshipping via bol.com for more information.
Step by step: creating your sales account
Opening a sales account is free and takes about 15 minutes. Below, we'll go through each step in detail.
Step 1: Go to partner.bol.com
Navigate to partner.bol.com and click on "Sign up now". You'll need to have the following documents at hand:
- Chamber of Commerce number of your company
- VAT number (or VAT exemption number)
- IBAN account number in the name of your company
- Valid identity document (passport or ID card)
- Email address you use for business communication
Step 2: Fill in your company details
Bol.com asks for your Chamber of Commerce number, company name, address, and contact details. Most data is automatically retrieved from the Chamber of Commerce register. Check if everything is correct, because errors lead to delays in verification.
Step 3: Verification
After registration, bol.com verifies your identity and company details. This usually takes 1 to 3 working days. In busy periods, it can take up to 5 working days. You will receive an email as soon as your account is approved.
Step 4: Set up your account
After approval, you set up your account preferences: shipping method, return policy, and possibly additional users for your team. Also, activate two-factor authentication (2FA) for extra account security.
Step 5: Add your first product
Search for the product you want to sell via the bol.com catalog based on the EAN code or title. If the product is already on bol.com, you add your offer to the existing product. If not, you create a completely new product page. Use the Listing Generator AI to create optimized titles and descriptions.
What are the costs of selling on bol.com?
A frequently asked question when starting to sell on bol.com concerns the costs. Bol.com does not charge a monthly subscription - you only pay when you actually sell. Below is an overview of all costs.
| Cost item | Amount | When |
|---|---|---|
| Opening an account | Free | One-time |
| Commission per sale | 5% – 17% | Per sold item |
| Fixed fee | €0.30 – €2.09 | Per sold item (depending on category) |
| Shipping costs (self) | €3.49 – €6.95 | Per package (depending on format) |
| Shipping via bol | €3.50 – €5.75 | Per package |
| Logistics via bol (LvB) | €2.73 – €9.41 | Per shipped item + storage costs |
| Sponsored Products | From €0.10 CPC | Per click (optional) |
| Return processing | Free (when shipping yourself) | Per return |
The commission percentages vary greatly per category. Books have a low commission of 5-8%, while electronics can go up to 12% and clothing up to 17%. Use the Profit Calculator to calculate in advance whether a product is profitable after all costs.
Choosing the right product: the key to success
Product selection is by far the most important decision you make when starting to sell on bol.com. A wrong product means low margins, high competition, and frustration. A good product generates stable, growing income.
Criteria for a good product
- Sufficient demand: at least 500 searches per month on bol.com
- Limited competition: fewer than 20 sellers on the same product page
- Healthy margin: at least 25-30% net margin after all costs
- Compact and light: lower shipping costs and less return risk
- No seasonal dependence: stable demand throughout the year
- No legal restrictions: no permits, CE markings, or special certificates required
Product research with tools
Manually searching for products takes hours and yields unreliable results. Instead, use the Boloo Product Database to find promising products based on filters like category, revenue, and number of sellers. Combine this with the Keyword Verkenner to see which search terms potential customers are using.
Competitor Analysis
Analyze existing sellers in your niche market. How many reviews do they have? What's their price? How fast do they ship? With the Ranking Checker, you can monitor competitors' positions and identify opportunities where you can perform better.
Logistics and Shipping: Three Options Compared
Bol.com offers three logistical models. Which one suits you best depends on your volume, budget, and available time.
Option 1: Self-Shipping
You purchase packaging materials, arrange a carrier (PostNL, DHL, DPD), and ship orders from your own location. This gives you maximum control but takes the most time. Suitable for starters with low volume (less than 50 orders per month).
Option 2: Shipping via Bol
You pack orders yourself, but bol.com handles transportation via its own network. You receive shipping labels, and bol.com handles track & trace. The costs are slightly higher than self-shipping, but you save time, and your customers get a consistent delivery experience.
Option 3: Logistics via Bol (LvB)
You send your stock to the bol.com warehouse, and they handle storage, shipping, returns, and customer service completely. This is the most hands-off option, but also the most expensive. Suitable for sellers with a larger volume who want to spend their time on growth instead of logistics. Use the LvB Box Size Checker to calculate the right dimensions and costs.
Optimize Your Listing for More Visibility
A good product is worthless if nobody finds it. Bol.com works with a search algorithm that determines which products appear at the top. Here are the most important factors you can influence:
Product Title
The title is the most important SEO element on bol.com. Use the format: Brand + Product Name + Main Feature + Specification. Keep the title under 150 characters and avoid spammy keywords. The Listing Generator AI helps you generate optimized titles that are attractive to both the algorithm and customers.
Product Description and Features
Fill in all product features offered by bol.com. The more complete your product information, the higher you score in search results. Write a description of at least 200 words that highlights the main benefits and specifications.
Images
Use at least 3 product images on a white background (minimum 1200x1200 pixels). Add lifestyle photos that show the product in use. High-quality images increase conversion by an average of 20-35%.
Reviews and Ratings
Products with more than 5 reviews get an average of 30% more sales than products without reviews. Provide excellent service, ship quickly, and kindly ask satisfied customers for a review. Avoid fake reviews — bol.com detects this and can block your account.
Marketing and Advertising on Bol.com
Besides organic visibility, you can advertise via Sponsored Products. This is bol.com's advertising platform, similar to Google Ads but within the bol.com ecosystem.
Setting Up Sponsored Products
You bid on keywords and pay per click (CPC). Start with a budget of €5-10 per day and a bid of €0.15-0.25 per click. Monitor your ACoS (Advertising Cost of Sale) — a healthy ACoS is between 10% and 20%, depending on your margins.
Analyzing Search Trends
Use the Keyword Verkenner to discover seasonal patterns and trending search terms. Play on this by adjusting your offer and ads to match demand. This way, you avoid wasting your ad budget on search terms with low purchase intent.
Administration and Invoicing
As a seller on bol.com, you're responsible for your own administration. Bol.com sends a weekly payout, but you need to create your own invoices, file tax returns, and keep track of your bookkeeping.
Invoicing
Bol.com doesn't create invoices for you — you're responsible yourself. Many sellers use accounting software that automatically generates invoices based on orders. Bol.com offers an API that allows you to automatically synchronize your order and payment data with your accounting software.
VAT Obligations
If you sell to individuals in the Netherlands, you pay 21% VAT (or 9% for certain product categories). When selling to Belgian customers, the same rates apply as long as you stay below the OSS threshold. Keep track of your VAT administration from day one, even if you're not generating revenue yet.
Common Mistakes When Starting to Sell on bol.com
After guiding thousands of sellers, we see the same mistakes repeated. Avoid these pitfalls to become successful faster:
- Adding too many products too quickly: Start with 3-5 products and scale up when you master the process
- No cost price calculation: Many starters forget to include commissions, shipping costs, and return percentages. Use the Winstcalculator
- Poor product photos: Invest in high-quality photos — this is your first impression on the customer
- Not meeting delivery times: Bol.com has strict SLAs. Late shipments lead to penalties and lower visibility
- No competitor analysis: Without data on competitors and market prices, you can't set competitive prices
- Putting all eggs in one basket: Spread your risk across multiple product categories
- Not calculating returns: The average return percentage on bol.com is 5-15%, depending on the category
From First Sale to Scalable Business
Once you've made your first sales, it's time to scale. Here are the steps successful sellers take:
Automation
Automate repetitive tasks such as inventory management, invoicing, and repricing. Tools like the Sales Dashboard give you real-time insights into your sales figures, so you make data-driven decisions instead of relying on intuition.
Expanding Your Product Range
Use the Product Database to find related products that fit your niche. Cross-selling and upselling through related products increase your average order value.
International Sales
Bol.com is active in the Netherlands and Belgium. When you're stable in the Netherlands, expand to the Belgian market. The competition is often lower, and demand is growing.
Education and Training
The e-commerce world is changing rapidly. Stay up-to-date with platform changes, new tools, and marketing strategies. Our courses on selling on bol.com help you keep your knowledge current and learn new techniques.
Selling on bol.com without stock: is it possible?
Yes, selling without your own stock is possible through dropshipping. You list products on bol.com and only order them from your supplier when a customer buys. The advantage is that you don't need start-up capital for stock. The disadvantage is that you're dependent on your supplier for delivery times and product quality.
Since 2024, bol.com has stricter rules for dropshipping. You must be able to guarantee that products are delivered within the promised delivery time, and you're not allowed to ship directly from China. European suppliers are therefore strongly recommended. Read more in our guide to dropshipping via bol.com.
How do you get more control over your sales?
Selling successfully on bol.com is all about data. Without insight into your sales figures, competition, and market trends, you're making decisions based on gut feeling. With the right tools, you can:
- Identify product opportunities with the Product Database
- Monitor your competitors with the Ranking Checker
- Analyze search trends with the Keyword Verkenner
- Calculate your profit in real-time with the Winstcalculator
- Keep track of your sales via the Sales Dashboard
- Improve your listings with the Listing Generator AI
Frequently asked questions about starting to sell on bol.com
How much start-up capital do I need?
You can start with a budget of €500-€2,000, depending on your product category and purchasing strategy. With dropshipping, you need less start-up capital, but the margins are also lower. We recommend at least €1,000 for your first product batch and packaging materials.
How long does it take before I make a profit?
Most sellers make their first profit after 2 to 4 months. This strongly depends on your product choice, competition, and marketing efforts. Sellers who work data-driven with tools like the Product Tracker are on average 40% faster to become profitable.
Can I sell on bol.com next to my job?
Absolutely. Many sellers start part-time. With good automation and possibly LVB for logistics, you can combine selling on bol.com with a full-time job. Plan 5-10 hours a week for product management, customer service, and optimization.
What if my product doesn't sell?
Analyze why: is your price too high? Are your product photos subpar? Do you have too few reviews? Use the Ranking Checker to see where your competitors score better and adjust your strategy. If the product still doesn't sell after 3 months with optimization, consider switching to a different product.
Do I need a VAT number?
Yes, you need a VAT number to sell on bol.com. You'll automatically receive this when registering with the KVK as a sole proprietor. With a BV structure, you need to apply for a VAT number separately with the Tax Authority.
Can I sell on bol.com from Belgium?
Yes, bol.com is available for sellers from the Netherlands and Belgium. You need a Belgian company number and VAT number. The commission structure and terms are identical to those for Dutch sellers.
Learn to sell on bol.com
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