Want to start selling on bol? You're not alone. Bol.com is the largest online sales platform in the Netherlands and Belgium, with over 13 million active customers and thousands of business sellers. Whether you're an experienced entrepreneur or just starting out — successfully selling on bol requires good preparation, the right tools, and a well-thought-out strategy. In this comprehensive guide, we'll take you step by step through the entire process: from setting up your account to scaling your sales.
Why selling on bol is a smart choice
Bol.com offers an enormous reach that you as an independent webshop can hardly match. The platform attracts millions of visitors every month and enjoys a lot of trust from consumers. As a seller on bol, you benefit from this name recognition without having to build your own webshop or spend millions on marketing. Additionally, bol.com offers excellent logistical support via Logistiek via Bol (LvB), which allows you to outsource your shipping completely.
The platform is still growing. In 2025, the number of active sellers increased by more than 15%, and it's expected that this growth will continue in 2026. This means there are plenty of opportunities, but also increasing competition. All the more reason to start well-prepared.
What you need to sell on bol
Before you can start selling on bol, you need to meet a number of basic requirements. Below, you'll find an overview of everything you need:
| Requirement | Details | Mandatory? |
|---|---|---|
| KvK registration | At least 10 weeks actively registered with the Chamber of Commerce | Yes |
| BTW number | Valid Dutch or Belgian VAT identification number | Yes |
| Bol.com account | Standard bol.com customer account as the basis for your sales account | Yes |
| Payment account | Dutch or Belgian business bank account (IBAN) | Yes |
| Postal address | Dutch or Belgian postal address for return shipments | Yes |
| Product range | At least 1 product with EAN code in a bol.com category | Yes |
| Shipping solution | Own shipping or Logistiek via Bol (LvB) | Yes |
| Boloo account | Free trial period for product research, analytics, and automation | Recommended |
Step-by-step guide to creating a sales account on bol
Creating a bol sales account is relatively easy and takes about 15 minutes. Follow these steps:
1. Register as a seller
Go to the bol.com sales platform and click on 'Register as a business seller'. You'll need your KvK number, VAT number, and bank details at hand. Bol.com will automatically check your details. Make sure your KvK registration is at least 10 weeks old, otherwise, your application will be rejected.
2. Set up your sales profile
After approval, you can set up your store name, logo, and return policy. Choose a professional store name that inspires trust in buyers. Don't forget to set up your shipping options and delivery times correctly — this directly affects your performance indicators.
3. Add your first products
You can add products via the bol.com catalog (existing EAN codes) or create new products yourself. Make sure you have complete and attractive product listings with good photos, a clear title, and a detailed description.
Costs of selling on bol: what do you pay?
One of the most frequently asked questions is: what does it cost to sell on bol? The cost structure is transparent, but there are several components to consider. Also, check out our extensive article on bol.com sales costs.
| Cost item | Percentage / Amount | Explanation |
|---|---|---|
| Commission | 5% – 17% | Dependent on product category (average ~10%) |
| Fixed fee | €0 – €1.50 per item | Additional fixed costs per sold product in some categories |
| Shipping costs | €3.99 – €6.95 | Own shipping; variable per format with LVB |
| LVB costs | From €2.88 per item | Storage + fulfillment via bol.com warehouses |
| Advertising costs | Variable (CPC) | Sponsored Products based on cost-per-click |
| Return costs | Variable | Dependent on product category and return percentage |
Use the Boloo profit calculator to calculate exactly what you'll keep per product after deducting all costs. This way, you avoid selling products at a loss.
Product research: the foundation of success
Choosing the right products is perhaps the most important step when selling on bol. Many beginning sellers make the mistake of buying products impulsively without doing prior research. With a good product tracker and product database, you get insight into:
- Sales volume: how many units are sold per month?
- Competition: how many sellers offer the same product?
- Price history: how does the price develop over time?
- Margins: what is the expected profit after deducting all costs?
- Seasonal patterns: are there peaks in demand during the year?
Professional sellers spend at least 30% of their time on product research. Use tools like the Boloo product database to discover promising niches before the competition strikes.
Optimizing listings for more sales
Your product listing is your digital storefront on bol.com. A well-optimized listing increases your visibility in search results and boosts your conversion. Pay attention to these elements:
Title
Use a clear, keyword-rich title. Mention the brand name, product type, main feature, and possibly the format or color. The Boloo Listing Generator AI helps you generate professional titles and descriptions in seconds.
Product description
Write a detailed description with at least 5 bullet points. Mention the benefits for the customer, not just the technical specifications. Use relevant keywords naturally.
Images
Use at least 3 high-quality photos: a main photo on a white background, a mood image, and a detail photo. Good photos are often the difference between clicking or not.
Shipping and logistics: own shipping vs. LvB
When selling on bol, you have two shipping options: self-shipping or using Logistics via Bol (LvB). Both options have pros and cons:
Self-shipping
You maintain full control over the packaging and shipping process. This is ideal if you sell fragile, large, or personalized products. The downside is that you're responsible for fast delivery — bol.com requires that at least 98% of your orders are delivered on time.
Logistics via Bol (LvB)
You send your stock to the bol.com warehouse, and they handle storage, packaging, and shipping. This saves time, and your products become eligible for faster shipping, which can improve your ranking. Use the LvB box size checker from Boloo to choose the right box formats and avoid unnecessary costs.
Winning the buy block: the key to more sales
If multiple sellers offer the same product, bol.com determines which seller appears in the buy block (the 'Buy' button). This is crucial, as the vast majority of purchases are made through the buy block. Factors that play a role include:
- Price: a competitive price (not necessarily the lowest)
- Delivery time: faster delivery scores better
- Performance indicators: high percentage of on-time delivery, few cancellations
- Customer satisfaction: positive reviews and few returns
- Stock availability: products consistently in stock
With the Boloo ranking checker, you monitor your position in the buy block and search results daily. This allows you to intervene immediately if your position drops.
Marketing and advertising on bol
In addition to organic visibility, you can give your sales a boost with Sponsored Products. This is bol.com's advertising platform, where you pay per click (CPC). Tips for effective advertising:
- Start with a low daily budget (€5-€10) and scale up based on results
- Focus on keywords with high purchase intent and low competition
- Monitor your ACOS (Advertising Cost of Sale) and optimize campaigns weekly
- Use the keyword explorer to discover relevant search terms
In addition, email marketing is a powerful tool. Send automated review requests after delivery — more positive reviews improve your ranking and conversion.
Common mistakes when selling on bol
Many new sellers make the same mistakes. Avoid these pitfalls to become successful faster:
1. Not doing product research
Without thorough research, you risk investing in products with too much competition or low margins. Always use a product tracker before making a purchase.
2. Setting prices too low
In a race to the bottom, everyone loses. Calculate your minimum selling price with the profit calculator and compete on service and quality instead of just price.
3. Using poor product photos
Visual presentation is even more important online than in a physical store. Invest in professional product photography — the return is enormous.
4. Ignoring shipping performance
Bol.com weighs performance indicators heavily. One week of late deliveries can damage your ranking for months. Monitor your shipping performance daily.
5. No administration required
Use a tool for automatic invoicing to keep track of your VAT administration. This prevents problems with tax returns and saves you hours of manual work.
Tools and software for bol.com sellers
Professional sellers on bol use tools to run their business efficiently. Boloo offers a complete package for bol.com sellers:
- Product Tracker — monitor products and discover opportunities
- Product Database — search the complete bol.com assortment
- Sales Dashboard — real-time insight into your turnover and profit
- Keyword Verkenner — discover what customers are looking for
- Listing Generator AI — generate optimized product descriptions
- Winstcalculator — calculate your margin per product
- E-mail Campagnes — automate review requests and customer communication
- Automatische Facturatie — VAT-compliant invoices without manual work
Bol.com itself states that sellers who use partner tools grow faster and make fewer mistakes. With Boloo, you can start for free for 14 days — without any obligations.
Privacy, regulations and liability
As a seller on bol.com, you are bound by strict rules. You can only use customer data for handling orders — commercial contact is not allowed. Ensure you comply with all laws and regulations regarding product liability, CE marking, and consumer law. As a seller, you are fully responsible for the products you sell and the quality of your services.
Bol.com can suspend your sales account if you repeatedly violate the sales conditions. The most important performance standards are: at least 98% of shipments on time, return percentage below the category average, and a customer satisfaction score of at least 8 out of 10.
Frequently asked questions about selling on bol
Is selling on bol suitable for beginners?
Absolutely. Bol.com offers a low-threshold platform where you can start without large investments. Start with a small assortment, get to know the platform, and scale up as your experience grows. The free Boloo course helps you get started quickly.
How much can I earn by selling on bol?
This strongly depends on your product category, purchase price, and sales volume. On average, active sellers achieve a net margin of 15-25% after deducting all costs. Some niche sellers achieve margins above 40%.
Can I also sell on other platforms besides bol?
Yes, many sellers combine bol.com with their own webshop or other platforms like Amazon. Just make sure your total price on bol.com is the same as on your own website — bol.com actively checks this.
How long does it take before I make my first sale?
This varies greatly. Some sellers make their first sale within a week, while others need a few weeks. Factors include your product category, price, listing quality, and any advertisements. With good product research and optimized listings, you significantly increase your chances.
Do I need to have products in stock?
Yes, bol.com doesn't allow dropshipping. You must have the products you're offering in stock. You can store them yourself or use LVB.
Is a KvK registration mandatory?
Yes, this is required. You can only sell as a registered business on bol.com. Your KvK registration must also be at least 10 weeks old when creating your sales account.
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