More and more Dutch and Belgian people are discovering the possibilities of selling things on bol.com. With over 13 million active customers and more than 52,000 sales partners, bol.com is the largest online sales platform in the Benelux. Whether you want to clear out your attic, start a side hustle, or build a full-fledged e-commerce business - bol.com offers a low-threshold platform with enormous reach. In this comprehensive guide, we'll walk you through step by step how to successfully sell things on bol.com, which products sell best, what it costs, and which mistakes you should absolutely avoid.
Why sell things on bol.com in 2026?
Bol.com has been the undisputed market leader in online retail in the Netherlands and Belgium for years. The platform processes hundreds of millions of orders annually, and the number of active sales partners grows every quarter. Here are the main reasons why selling things on bol.com is so attractive:
- Enormous reach: Over 13 million active customers who order regularly
- Low entry level: No monthly subscription fees - you only pay commission per sale
- Trust: Customers trust bol.com as a platform, which increases conversion
- Logistical support: Through Logistiek via Bol (LVB), you can outsource storage and shipping completely
- Growing platform: Bol.com continuously invests in new features, advertising opportunities, and sales tools
- Access to Belgium: With one account, you reach both the Dutch and Belgian markets
According to figures from the CBS, the turnover of e-commerce in the Netherlands rose to over €35 billion in 2025. A large part of this runs through marketplaces like bol.com. This means that there are still enormous growth opportunities for sellers who cleverly respond to demand.
What can you sell on bol.com?
A frequently asked question is: what can I actually sell? Bol.com allows a wide range of product categories. Below you'll find an overview of the most popular categories with their characteristics:
| Category | Examples | Average commission | Competition | Profit potential |
|---|---|---|---|---|
| Home & Kitchen | Kitchen accessories, storage solutions, decoration | 10-15% | High | Average-High |
| Toys & Hobby | Educational toys, puzzles, craft supplies | 10-15% | Average | High |
| Sports & Outdoor | Fitness accessories, camping gear, yoga | 9-12% | Average | High |
| Baby & Child | Care products, clothing, toys | 8-12% | Average | Average-High |
| Garden & DIY | Gardening tools, lighting, planters | 10-15% | Low-Average | High |
| Pet supplies | Food, toys, care products | 8-12% | Low-Average | High |
| Beauty & Health | Skin care, supplements, accessories | 8-15% | High | Average |
| Electronics & Accessories | Cases, cables, gadgets | 5-8% | Very high | Low-Average |
| Books & Office | Office supplies, planners, pens | 12-15% | Average | Average |
| Clothing & Accessories | Fashion accessories, jewelry, bags | 12-17% | High | Average |
Use the Boloo Product Database to quickly discover which products sell the most in each category and where competition is relatively low. This way, you can find your winning product without spending hours searching manually.
What can't you sell on bol.com?
There are also products that are not allowed on the platform. Bol.com has strict rules for things like:
- Weapons and ammunition
- Drugs and drug-related products
- Counterfeit or fake products
- Products without CE marking (if required) - read more about the difference between CE and China Export
- Live animals
- Hazardous substances without proper certification
- Tobacco products and e-cigarettes
Always check the current bol.com sales terms before adding a new product to your range.
How do you start selling on bol.com?
Starting as a seller on bol.com is relatively easy, but it does involve some work. Follow this 7-step plan to get started successfully:
Step 1: Register with the KvK
To sell commercially on bol.com, you need to register with the Chamber of Commerce (KvK), or the Belgian equivalent (KBO). You need a valid VAT number to activate your sales account. A sole proprietorship or VOF is the most common for starting sellers. The costs are a one-time fee of €75.09 at the Dutch KvK.
Step 2: Create a bol.com sales account
Go to the bol.com Partner Platform and register as a seller. You'll need: your KvK number, VAT number, a valid ID, and bank details. After registration, you'll receive a letter with a verification code within two working days. You can find more information in our guide on creating a bol.com sales account.
Step 3: Conduct thorough product research
This is the most critical step. Many beginners choose products based on instinct rather than data. Use a product tracker to analyze which products sell well, how high the competition is, and what margins are achievable. Pay attention to factors like:
- Monthly sales volume (at least 30 sales per month)
- Number of competitors (less than 20 active sellers is ideal)
- Average sales price (€15-€50 is a good range for beginners)
- Seasonality (avoid products that only sell in one season)
- Return rate of the category
Step 4: Find reliable suppliers
Once you know which product you want to sell, find suppliers. The most commonly used channels are:
- Alibaba: For products from China - lower purchase price but longer delivery time. Read more about how Alibaba works
- European wholesalers: Higher purchase price but faster delivery and less import risk
- Dutch suppliers: Ideal for dropshipping or small starting stocks
- Brands directly: Request distribution rights from brands that are not yet active on bol.com
Always order samples before placing a large order. Check the quality, packaging, and delivery time thoroughly.
Step 5: Create a strong product page
Your product page is your digital storefront. An optimized listing makes the difference between being on page 1 or being invisible. Pay attention to:
- Title: Use your most important keywords at the front of the title. Be specific: "Bamboo Cutting Board Set 3-Piece with Drip Tray" is better than "Cutting Board"
- Description: At least 300 words with benefits, specifications, and usage scenarios. Use the Listing Generator AI for optimized descriptions
- Images: At least 4-5 professional photos on a white background, plus lifestyle images
- Product Features: Fill in all available fields - this helps with filtering and findability
- EAN Code: Make sure your product has a valid EAN code via GS1
Step 6: Set up your shipping and logistics
You have two options for shipping:
- Own shipping: You ship orders yourself via PostNL, DHL, or other carriers. You have full control but must comply with delivery time agreements
- Logistics via Bol (LVB): Bol.com stores your products and handles shipping, including returns. This costs extra but gives you an advantage when winning the buy block
For beginners who want to scale quickly, LVB is often the best choice. Use the LVB Box Size Checker to calculate in advance which packaging is the most cost-effective.
Step 7: Launch and promote your product
Once your product is live, it's time to generate the first sales. Use Sponsored Products to be directly visible in the search results. The first sales and reviews are crucial for your organic ranking.
What does it cost to sell on bol.com?
One of the most frequently asked questions is: what does it actually cost? Bol.com uses a commission model without monthly subscription costs. Below you will find an overview of all costs:
| Costs | Amount | Explanation |
|---|---|---|
| Sales commission | 5-17% per sale | Depending on the product category |
| Fixed transaction costs | €0.30 per item | For every order, regardless of the amount |
| LVB storage costs | €3.50-€8.00 per m³/month | Only when using Logistics via Bol |
| LVB handling costs | €2.19-€4.99 per order | Depending on dimensions and weight |
| Sponsored Products | €0.10-€2.00 per click | Optional, costs vary per category |
| Return costs | Variable | When shipping yourself, you bear the return costs |
| KvK registration | €75.09 one-time | Required for business sales |
| Product photography | €50-€500 per product | Optional, but strongly recommended |
Use the Boloo Profit Calculator to calculate in advance whether your product is profitable after deducting all costs. A healthy margin for bol.com sellers is between 20% and 40%.
Selling on bol.com as a minor
Are you under 18 and want to sell on bol.com? That's possible, but there are conditions. You need permission from your parents or guardian to register with the KvK. Your parents are fully liable for your business and all actions you take until you turn 18. They can cancel contracts and purchases if they don't agree. It's wise to make a plan with your parents and start small to limit the risk.
The service standards of bol.com
Bol.com has strict requirements for sellers to maintain a high customer experience. As a seller, you must meet the following service standards:
| Service Standard | Requirement | Consequence of Non-Compliance |
|---|---|---|
| Answering Customer Questions | Within 24 hours | Warning, repeated instances may lead to suspension |
| Processing Cancellation Requests | Within 24 hours | Warning |
| Delivering Orders on Time | Within the agreed delivery time | Lower ranking, possible suspension |
| Processing Returns | Within 24 hours of receipt | Warning |
| Telephone Availability | Weekdays 09:00-17:00 | Warning |
| Uploading Track & Trace | With every shipment | Lower ranking |
Bol.com measures your performance weekly. If you consistently fail to meet the standards, your account may be suspended or even permanently blocked. Use the Boloo Sales Dashboard to continuously monitor your performance and intervene in time when figures fall behind.
Product Presentation: The Key to Success
You only get one chance to make a good first impression. The way you present your products on bol.com largely determines whether a visitor becomes a customer.
The Perfect Product Title
Your product title is the first thing potential buyers see. A good title contains your most important keywords, is descriptive, and specific. Use the Keyword Verkenner to discover which search terms your target audience uses. Avoid keyword stuffing - the unnatural repetition of keywords - as this has a negative effect on both bol.com and your customers.
Professional Product Images
Research shows that 93% of online buyers consider the product image to be the most important factor in their purchasing decision. While only 20% of written text is remembered, a staggering 80% of what is seen visually is retained. Therefore, invest in:
- At least 4 photos on a white background
- Lifestyle images showing the product in use
- Close-ups of important details and materials
- A size chart or comparison photo
- Optional product video - this can increase conversion by 20-30%
Persuasive Product Description
Although many sellers neglect the product description, 76% of customers do read it. Write a clear, structured description that highlights the benefits of your product. Use bullet points for scannable content and incorporate your keywords naturally. The Listing Generator AI can help you generate an optimized description in just a few minutes.
Collecting Reviews and Customer Satisfaction
Reviews are one of the strongest signals for the bol.com algorithm. Products with more and better reviews score higher in search results and have a significantly higher conversion rate. Here's how you can collect more reviews:
- Send a friendly review request after every delivery via automated email campaigns
- Provide an excellent customer experience: fast shipping, good packaging, clear communication
- Respond professionally and constructively to negative reviews
- Add a personal thank-you note to every order
- Proactively resolve issues before they lead to negative reviews
Winning the Buy Block
The buy block (the "Add to cart" button) is crucial for your sales performance. If you don't win the buy block, your offer will appear lower and customers will have to click extra to order from you. The most important factors for the buy block are:
- Price: A competitive price including shipping costs
- Delivery time: The faster you deliver, the greater your chance - LVB gives an advantage
- Sales history: Your track record as a seller (returns, cancellations, customer satisfaction)
- Stock level: Products that are frequently out of stock are penalized
Use the Boloo Product Tracker to continuously monitor your competitors' prices and stock levels and adjust your strategy accordingly.
Marketing and advertising on bol.com
In addition to organic traffic, you can also advertise on bol.com via Sponsored Products. This is especially effective for:
- New products that don't have reviews or sales history yet
- Seasonal products during peak season
- Products where you're just outside the top 5 organically
- Defending your position against new competitors
Start with a modest daily budget of €5-€10 and scale up as soon as you see which keywords convert best. Keep your ACoS (Advertising Cost of Sales) below 15-20% for a healthy margin. Read our comprehensive guide on advertising on bol.com for more strategies.
Automation and scaling
Once your first products are selling successfully, it's time to automate and scale. The right tools can save you hours of work per week:
- Automatic Invoicing: Automatically generate invoices for every order
- Email Campaigns: Automate review requests and customer communication
- Sales Dashboard: Keep all your sales figures organized in one dashboard
- Ranking Checker: Automatically monitor your position in the bol.com search results
- Chrome Extension: View sales data directly on bol.com product pages
By automating repetitive tasks, you can spend your time on what really adds value: product research, supplier relationships, and strategic growth.
Common mistakes when selling on bol.com
Many starting sellers make the same mistakes. By knowing these pitfalls, you significantly increase your chances of success:
- No product research: Choosing products based on instinct instead of data. Always use a product database to back up your choices with sales data and competitor analysis
- Underestimating costs: Forgetting to include all costs: commission, shipping costs, return costs, LVB costs, advertising budget. Calculate your margin in advance with the Profit Calculator
- Poor product presentation: Blurry photos, too short titles, and empty product features cost you positions and customers
- No review strategy: Waiting for reviews to come in on their own is not a strategy. Start actively collecting reviews right away
- Too many products at once: Focus on 1-3 products and perfect them before expanding your range
- Not keeping track of inventory: Running out of stock is disastrous for your ranking. Monitor your inventory levels daily
- Ignoring service standards: Not responding to customer questions or returns on time leads to suspension of your account
- No competitor analysis: Know what your competitors are doing in terms of price, product presentation, and advertising
Tips from successful bol.com sellers
Based on conversations with dozens of successful sellers, we've compiled the most important success factors:
- Start small, think big: Begin with one product, get to know the platform, and then scale up
- Data over instinct: Let your decisions be guided by sales data, not assumptions
- Invest in quality: Good product photos and descriptions pay for themselves twice over
- Build a brand: Private label products with your own branding give you more control over price and presentation
- Keep learning: Take a course on selling on bol.com and stay up-to-date with platform changes
- Use the right tools: Professional sales tools save you time and give you an edge over the competition
- Diversify your range: Once your first product is successful, gradually add related products
- Network with other sellers: Join communities and learn from others' experiences
Frequently asked questions about selling on bol.com
Is it hard to get started with selling on bol.com?
No, the registration process is relatively simple. You need a KvK registration, BTW number, and bank details. The real work lies in finding the right products and optimizing your product pages. With the right tools and knowledge, you can make your first sales within a few weeks.
How much money do I need to get started?
You can start with a budget of €500-€1,000 for your first product order. Add to that the KvK registration (€75.09), product photography, and a small advertising budget. In total, you can make a good start with €1,000-€2,000. Choose dropshipping if you want to start with even less capital.
What are the best products to sell as a beginner?
Products in the price range of €15-€50, lightweight (cheap to ship), not seasonal, with a low return percentage, and fewer than 20 active competitors. Use the Boloo Product Database to filter by these criteria.
Can I also sell used items on bol.com?
Yes, bol.com offers the option to sell used products. You must clearly indicate that it's a used product and accurately describe its condition. This works particularly well for books, media, and electronics.
How long does it take to start making a profit?
This strongly depends on your product choice, investment, and strategy. Most successful sellers achieve their first profit within 2-3 months. Expect a learning curve of 3-6 months before you're consistently profitable. Patience and perseverance are essential.
Start free with Boloo
Use Boloo's tools to sell smarter on bol.com. Try it for free.
Try Boloo for free
