The question how can I sell on bol.com is one of the most frequently asked questions among entrepreneurs in the Netherlands and Belgium. And rightly so: bol.com is the largest online sales platform in the Benelux with over 13 million active customers and more than 50,000 sales partners. Whether you're a starting entrepreneur or already running an existing business and want to expand your sales channels - selling through bol.com offers enormous opportunities. In this comprehensive guide, you'll learn step by step how to get started, what it costs, what logistical options are available, and how to make your first sales.
Why sell on bol.com in 2026?
Before we dive into the how, it's essential to understand why bol.com is such an attractive platform for sellers. The platform provides access to a massive customer base without you having to build or maintain your own webshop. Here are the main benefits:
- Reach: More than 13 million active customers in the Netherlands and Belgium who visit the platform every month.
- Trust: Bol.com enjoys the highest consumer trust of all online stores in the Netherlands, according to the Thuiswinkel Waarborg.
- Low barrier to entry: No monthly subscription fees - you only pay commission per product sold.
- Logistical support: With Logistiek via bol (LvB), you can outsource storage, packaging, and shipping completely.
- Marketing tools: Through Sponsored Products, you can become directly visible in search results.
- Growth market: The Dutch e-commerce market grew to over €35 billion in turnover in 2025, with a significant portion running through marketplaces.
Do you want to learn more about the basics first? Also, read our article about starting to sell on bol.com.
How can I sell on bol.com? We'll answer this best with a concrete 8-step plan. Below, we'll go through all the steps from start to finish.
The question how can I sell on bol.com is best answered with a concrete step-by-step plan. Here, we'll go through all the steps from start to finish.
Step 1: Take care of your business registration
To be allowed to sell on bol.com, you need a business registration. In the Netherlands, this means registering with the Chamber of Commerce (KvK). In Belgium, you need a registration with the Crossroads Bank for Enterprises (KBO). The most common legal forms for starters are:
- Sole proprietorship: Easy and cheap to set up (€75.09 at the KvK). You are personally liable, though.
- VOF: Similar to a sole proprietorship but with multiple partners.
- BV: More administrative burdens, but your personal assets are protected. Suitable if you expect higher turnovers.
Also, make sure you have a valid VAT number. This is automatically requested when you register with the KvK and is required to activate your sales account.
Step 2: Create a bol.com sales account
Go to the bol.com Partner Platform and register as a seller. You'll need the following information:
- KvK number or KBO number
- BTW number
- Valid ID (passport or ID card)
- Business bank details (IBAN)
- Contact details (email and phone number)
After registration, you'll receive a letter with a verification code at your business address within two working days. Once you've entered this code, your account will be active and you can start adding products. Find more details in our guide on creating a bol.com sales account.
Step 3: Choose the right products
Product research is probably the most important step. Not every product is suitable for sale on bol.com. Use the following criteria to select a winning product:
- Question: Is there sufficient search volume? Use the Boloo Keyword Explorer to analyze search volumes.
- Competition: How many other sellers offer the same product? Less competition = more chance.
- Margin: Calculate with the Boloo Profit Calculator whether you can achieve a healthy margin of at least 20-40% after deducting all costs.
- Seasonality: Avoid products that only sell in one season, unless you have a portfolio that sells all year round.
- EAN code: Every product on bol.com must have a valid EAN (European Article Number) or ISBN. Without an EAN code, you can't list a product.
Use the Boloo Product Tracker to analyze potential products for sales performance and competition.
Step 4: Find reliable suppliers
Once you know which product you want to sell, you need a supplier. The most popular sources are:
- Alibaba / AliExpress: For private label products from Asia. Note the minimum order quantities and longer delivery times (4-8 weeks).
- Wholesalers in the Benelux: Platforms like Orderchamp, Faire, and local wholesalers offer faster delivery times and lower MOQs.
- Direct from manufacturers: For exclusive brands or niche products, you can contact manufacturers directly.
- Trade fairs: Trade fairs like the Springfair and Canton Fair are excellent places to meet suppliers.
Read more about finding suppliers in our article on suppliers for bol.com.
Step 5: Create your product offer
Via the bol.com Partner Platform, you add products. You can do this in two ways:
- Existing products: If the product is already on bol.com, you link your offer to the existing article. You then compete with other sellers on price, delivery time, and service performance.
- New products: If the product doesn't exist on bol.com yet, you create a completely new product article. You'll need product photos, descriptions, and specifications.
Optimize your product page with the Boloo Listing Generator AI - this tool helps you write titles, descriptions, and bullet points that rank better in the bol.com search results.
Step 6: Set up your logistics
Bol.com offers three logistics options. The one you choose depends on your order volume, budget, and willingness to pack and ship yourself:
| Logistics option | How it works | Benefits | Disadvantages | Suitable for |
|---|---|---|---|---|
| Self-shipment | You pack and ship orders yourself via PostNL, DHL, or other carriers | Maximum control, lower costs at low volume | Time-consuming, you're responsible for delivery times | New sellers with <50 orders/month |
| Shipping via bol | You deliver to bol.com, they ship to the customer | Cheaper shipping rates due to economies of scale, no need for your own shipping deal | Less control over packaging, tiered pricing depending on volume | Medium-sized sellers (50-500 orders/month) |
| Logistics via bol (LvB) | Bol.com stores your stock, packs, and ships | Fully unburdened, faster delivery times, higher in search results | Storage costs per day, less flexibility for large/heavy products | Sellers with >500 orders/month or products with high turnover rate |
For Logistics via bol (LvB), there are tiered rates for shipping. The exact costs depend on the package weight and your monthly volume. Use the Boloo LvB Box Size Checker to determine the optimal packaging size and minimize shipping costs.
Step 7: Set your pricing strategy
Your price is one of the most important factors for your visibility and conversion on bol.com. Consider:
- Competitor price: Check what other sellers are asking for the same product. The lowest price doesn't always win - delivery time and service performance also matter.
- Costs: Calculate your purchase price, bol.com commission, shipping costs, packaging material, VAT, and any potential return costs.
- Buy Box: To win the Buy Box (the shopping cart button on the product page), you need to offer a combination of competitive price, fast delivery, and good service performance.
Step 8: Launch and promote your product
Once your product is live, it's time to generate your first sales. Use these strategies:
- Sponsored Products: Start with a campaign via bol.com Sponsored Products. You pay per click (CPC) and appear at the top of the search results. Start with a budget of €5-10 per day to collect data.
- Sharp introductory price: Consider offering your product at a lower price temporarily to generate the first sales and reviews.
- Collecting reviews: Ask satisfied customers to leave a review. Use the Boloo Email campaigns to automate this process.
What are the costs of selling on bol.com?
A frequently asked question at how can I sell on bol.com is about the costs. Bol.com does not charge monthly subscription fees, but there are various costs you need to consider:
| Cost item | Amount | Explanation |
|---|---|---|
| Creating an account | Free | No monthly or annual fees |
| KvK registration | €75.09 one-time | Mandatory for business sales in NL |
| Commission per sale | 5% - 17% | Depends on product category (see table below) |
| Fixed sales contribution | €0.30 per ordered item | In addition to the commission per sale |
| Shipping costs (self) | €3,50 - €7,00 | Depends on package size and carrier |
| Shipping via bol | €3,34 - €3,77 | Tiered rates based on volume |
| Logistics via bol (pick & pack) | From €2.43 | Per order, plus storage costs per day |
| Sponsored Products | Variable (CPC) | Average €0.15 - €0.50 per click |
| Return costs | Variable | Depends on logistics option and product category |
Commission table per product category
The commission charged by bol.com varies per product category. Below is an overview of the most common categories:
| Product category | Commission |
|---|---|
| Books | 13% |
| Electronics & Computers | 7% |
| Clothing & Fashion | 15% |
| Toys & Games | 11% |
| Garden & DIY | 12% |
| Home & Bed | 13% |
| Beauty & Health | 10% |
| Pet | 10% |
| Sports & Outdoor | 11% |
| Baby & Kids | 12% |
| Food & Drink | 10% |
| Car & Motor | 9% |
Use the Boloo Profit calculator to calculate your exact costs and margin per product before you start selling.
Dropshipping on bol.com: is it allowed?
A frequently asked question is whether you can dropship via bol.com. The short answer: no, dropshipping is not allowed. Bol.com requires you as a seller to be actually responsible for your stock. This means you must own the products or have an agreement with a supplier that ships from the Benelux. Directly forwarding from a foreign supplier (such as AliExpress) is not allowed and can lead to a ban of your sales account.
What you can do is work with a fulfillment partner in the Netherlands or Belgium that stores your stock and ships on your behalf. This is not technically dropshipping since you own the stock.
Important: your service performance on bol.com
Bol.com evaluates sellers based on their service performance. These are the standards you must meet to be allowed to continue selling:
| Performance indicator | Standard | Explanation |
|---|---|---|
| Deliver on time | ≥ 93% | Percentage of orders that arrive within the promised delivery time |
| Cancellations | ≤ 2% | Percentage of orders you cancel yourself (e.g. due to stock shortage) |
| Return percentage | Category-dependent | Must be in line with the average of your product category |
| Customer questions | ≥ 90% within 24 hours | Percentage of customer questions you answer within 24 hours |
| Rating score | ≥ 8,0 | Average customer rating of your service |
| Phone availability | ≥ 90% | During the opening hours you specified |
If you consistently score below these standards, bol.com can temporarily or permanently suspend your account. Use the Boloo Sales Dashboard to continuously monitor your performance.
Invoicing and administration
As a seller on bol.com, you are required to send invoices to your customers. This applies particularly to B2B orders, but also to private customers, an invoice is legally required. Bol.com sends you a collective invoice on the first day of the month, but you are responsible for your own invoices to customers.
The Boloo Automatic Invoicing automates this process completely: for every order, a professional invoice is automatically generated and sent to the customer. This saves you hours of work per week and prevents errors in your accounting.
Marketing and promotion on bol.com
Once your products are live, you want to be visible. Bol.com offers various marketing opportunities:
Sponsored Products (advertising)
With Sponsored Products you can advertise within the bol.com search results. You bid on keywords and pay per click (CPC). Tips for effective advertising:
- Start with automatic targeting to discover which keywords convert
- Set a daily budget of at least €5 to collect sufficient data
- Monitor your ACoS (Advertising Cost of Sales) - aim for &15% for profitability
- Use negative keywords to exclude irrelevant clicks
- Analyze the 14-day conversion window for a complete picture of your ROI
Listing optimization
Your product page is your most important sales tool. Optimize:
- Title: Use relevant keywords, but keep it readable (max. 150 characters).
- Description: Answer the most important questions from buyers. Use bullet points for clarity.
- Images: At least 3-5 product photos on a white background, plus lifestyle photos showing the product in use.
- Specifications: Fill in all product attributes - the more data, the better you rank in search results.
Reviews and customer ratings
Reviews are crucial for your conversion and ranking. Products with more than 10 reviews convert on average 3x better than products without reviews. Use the Boloo Email Campaigns to automatically send review requests after delivery of an order.
Scaling: from first sales to a serious business
Once your first products sell successfully, it's time to scale up. Here are the most important strategies:
- Expanding your portfolio: Add related products to your range. Use the Boloo Product Tracker to discover profitable product niches.
- Automating: Automate repetitive tasks such as invoicing, inventory management and customer service. The Boloo Customer Support AI can automatically answer frequently asked customer questions.
- Data-driven decisions: Use the Boloo Sales Dashboard for real-time insight into your turnover, profit and inventory management.
- Multichannel sales: Consider selling not only on bol.com but also on Amazon.nl, your own webshop or other marketplaces.
Bol.com versus other sales platforms
If you're considering selling online, it's smart to compare bol.com with other platforms. Below is an overview of the main alternatives and how they relate to bol.com:
| Platform | Reach in NL/BE | Commission | Monthly costs | Fulfillment | Suitable for |
|---|---|---|---|---|---|
| Bol.com | 13+ million customers | 5-17% | Free | FBB available | Wide range, Benelux focus |
| Amazon.nl | 4+ million customers | 7-15% | €39/month (Pro) | FBA available | International growth, bulk sales |
| Own webshop | Build yourself | 0% (+ payment costs) | €29-299/month | Arrange yourself | Brand building, higher margins |
| Etsy | Limited in NL | 6.5% + listing fees | Free basic | Not available | Handmade and vintage products |
| Marktplaats | 10+ million visitors | Variable | Dependent on advertisements | Not available | Second-hand, local sales |
The major advantage of bol.com over alternatives is its enormous organic reach in the Benelux combined with the lack of monthly costs. This makes the platform particularly attractive to starters. Want to learn more about the differences? Check out our in-depth comparison article on bol.com alternatives.
Common mistakes when selling on bol.com
To give you a flying start, it's valuable to learn from the mistakes other sellers have made before you. The most common pitfalls are:
- Not doing product research: Selling products based on intuition without analyzing demand, competition, and margin. Always use the Boloo Product Tracker before you invest.
- Underestimating costs: Forgetting to include return costs, packaging materials, VAT, and your own hours in your margin calculation.
- Poor product photos: Blurry, dark, or unprofessional photos drastically lower your conversion rate. Invest in good photography or use the bol.com guidelines for product photography.
- Inventory shortages: Running out of stock harms your organic ranking and service performance. Ensure a reliable supply chain and monitor inventory levels.
- Neglecting customer service: Slow or unprofessional responses to customer questions lead to poor reviews and ultimately account limitations.
- Giving up too soon: The first 3-6 months are a learning phase. Many successful sellers started small and grew step by step.
Frequently asked questions about selling on bol.com
Can I sell as an individual on bol.com?
No, you need a business registration (KvK number and VAT number) to sell on bol.com. This also applies if you want to sell as a hobby or side income. The easiest option is to register a sole proprietorship with the KvK for €75.09. With this, you can get started right away.
How much can I earn by selling on bol.com?
This varies greatly. Starting sellers with one product earn an average of €500-2,000 per month in net profit. Experienced sellers with a wide range of products can generate €5,000-50,000+ per month. The key is product research, margin optimization, and scalability.
How long does it take to make my first sale?
With a good product and Sponsored Products campaign, you can make your first sale within 1-3 days. Without ads, it can take 1-4 weeks to become organically visible in the search results.
Do I have to pay VAT on my bol.com sales?
Yes, as an entrepreneur, you are required to pay 21% VAT on your sales. With the small business scheme (KOR), you can get an exemption if you generate less than €20,000 per year in revenue.
Can I sell on bol.com from Belgium?
Yes, bol.com is open to Belgian sellers. You need a Belgian company number (KBO) and VAT number. The registration procedure is similar to that for Dutch sellers.
Tools and software for bol.com sellers
To sell successfully on bol.com, you need the right tools. Manual processes not only take a lot of time, but also lead to errors that cost you money. Here are the main categories of tools that every serious bol.com seller should consider:
- Product research: The Boloo Product Tracker and Product Database help you find profitable products before you invest. Analyze search volumes, competition levels, and sales trends.
- Listing optimization: With the Listing Generator AI you create professional product titles and descriptions in minutes that score better in the bol.com search results.
- Profit calculation: Use the Winstcalculator to calculate your exact margin per product, including commission, shipping costs, and VAT.
- Ranking monitoring: The Ranking Checker shows you how your products perform in the search results and where you can still improve.
- Invoicing: The Automatische Facturatie generates and sends invoices automatically for every order - fully compliant with VAT legislation.
- Customer communication: With E-mailcampagnes you automate review requests, shipping confirmations, and after-sales communication.
- Chrome extension: The Boloo Chrome Extensie gives you direct insight into sales data while you browse bol.com - ideal for quick product research.
By using the right tools, you can save hours per week as a bol.com seller and make better decisions at the same time. This difference becomes greater as your product range and order volume grow.
Conclusion: start selling on bol.com today
Now that you know how you can sell on bol.com, it's time to take action. The platform offers a unique opportunity to build a profitable online business with relatively low investments. The key to success is a combination of good product research, professional product presentation, competitive prices, reliable logistics, and smart marketing. Start small, learn from your data, and scale up step by step. With the right tools and strategy, you can generate significant revenue on the largest sales platform in the Benelux within a few months.
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