What are the costs of selling on bol.com?
Selling on bol.com costs - it's one of the most frequently asked questions by entrepreneurs considering starting on the largest online platform in the Benelux. And rightly so: insight into the cost structure is essential to determine if selling on bol.com is profitable for your business. In this extensive article, we discuss all the costs you can expect, from commission structures to logistics rates, and provide you with concrete tips to maximize your margin.
The good news: creating a sales account on bol.com is completely free. You don't pay any monthly subscription fees, startup costs, or membership fees. You only pay when you actually sell something. This makes the platform low-threshold, but it's crucial to understand the variable costs well before you start.
The commission structure of selling on bol.com: costs explained
The main costs of selling on bol.com consist of two components: a fixed commission and a variable commission. Together, they form the fee that bol.com charges for using the platform, including reach, customer service, and payment processing.
Fixed commission per sold item
For each sold product, you pay a fixed commission. The amount depends on the selling price:
| Selling price | Fixed commission (excl. VAT) |
|---|---|
| Up to €10.00 | €0.20 |
| €10.00 – €20.00 | €0.40 |
| Above €20.00 | €0.85 |
| Computers, TVs, white goods, drones (above €20) | €2.48 |
In addition, for books, games, music, and films, an extra media surcharge of €1.00 (excl. VAT) per item applies. This differentiated structure makes selling cheaper items more attractive because the fixed commission is proportionally lower.
Variable commission per category
In addition to the fixed commission, you pay a variable commission - a percentage of the selling price. The standard rate is 12.4% (excl. VAT), but this varies per product category:
| Product category | Variable commission | Remark |
|---|---|---|
| Standard (most categories) | 12.4% | Including living, garden, baby |
| Power tools | 4.1% | Lowest percentage |
| Pet food | 6.0% | Attractive for repeat purchases |
| Camping gear | 10.8% | Seasonal potential |
| Fashion & Sport (above €50) | 13.0% | Slightly higher than standard |
| Bedding | 14.1% | Be careful with low margins |
| Beauty & Care | 15.0% | High volume compensates |
| Jewelry | 20.7% | Highest percentage |
It's essential to check the commission percentages per category on the Partnerplatform before selecting products. Some categories may seem attractive in terms of sales volume, but leave little margin after deducting commission.
Calculation examples: what do you keep after selling on bol.com costs?
Below, we work out three realistic examples so you can see exactly what you keep after all the costs of selling on bol.com:
Example 1: Product under €10
You sell a plush toy for €9.50 (incl. 21% VAT). The VAT is €1.65, the fixed commission is €0.20, and the variable commission (12.4%) is €1.18. Total deduction: €3.03. You keep €6.47 of the selling price.
Example 2: Product €10–€20
You're selling a kitchen mixer for €19,90. VAT: €3,45. Fixed commission: €0,40. Variable commission (5% for kitchen appliances): €0,99. Total deduction: €4,84. Net receipt: €15,06.
Example 3: Product over €20
You're selling a designer handbag for €89,00. VAT: €15,45. Fixed commission: €0,85. Variable commission (12,4%): €11,03. Total deduction: €27,33. Net receipt: €61,67. Note: this amount doesn't include the purchase price yet - your actual margin heavily depends on your purchase costs.
Logistics costs: shipping yourself or via Logistics via Bol (LvB)
Besides commission, logistics costs are a crucial part of the total costs of selling on bol.com. You have two options: shipping yourself or using Logistics via Bol (LvB).
Shipping yourself
When shipping yourself, you choose the carrier and pay their rates. This gives you flexibility, but you're responsible for delivery time, packaging, and return handling. Average costs per package range from €3,50 to €6,50, depending on weight and size.
Logistics via Bol (LvB)
With LvB, bol.com sends your products to their fulfillment centers, where they're stored, packaged, and shipped. The costs include:
- Fulfillment costs: Variable per product size and weight - on average €2,50–€5,00 per item
- Storage costs: Monthly rate based on the volume your products occupy. Rates increase during peak periods (Q4)
- Labeling: €0,19 per item if you have bol.com apply labels
- Return handling: Included with LvB - a significant advantage over shipping yourself
LvB offers benefits like the "Shipped by bol.com" label, higher ranking in search results, and reliable delivery times. Use Boloo's LvB Box Size Checker to calculate the applicable size and costs beforehand.
Advertising costs on bol.com
To give your products more visibility, bol.com offers Sponsored Products. This is a pay-per-click (PPC) advertising system where you only pay when someone clicks on your ad. The costs vary per category and competition:
| Feature | Details |
|---|---|
| Cost model | Pay-per-click (CPC) |
| Average CPC | €0,15 – €0,50 per click |
| Minimum daily budget | €1,00 per campaign |
| Recommended starting budget | €5–€15 per day per product |
| ACOS goal | 10–20% (depending on margin) |
Advertising is optional, but essential for new products to build visibility. Once your organic ranking improves, you can gradually lower your ad budget. Use Boloo's Sponsored Products tooling to monitor your ACOS and optimize campaigns.
Hidden costs that sellers often overlook
Besides direct costs, there are indirect costs that beginners often miss:
- Return costs: When shipping yourself, you pay the return shipping costs with a free return policy. With LVB, this is included, but you will lose the fulfillment costs of the original item
- Non-deliverable stock: LVB charges for products that haven't been sold after 180 days - destruction or return costs extra
- Customer service: Bol.com requires fast response times. If you miss these, you risk service norm points that lower your visibility
- Product photography: Professional photos are essential for conversion - expect to pay €10–€50 per product
- VAT and administration: All mentioned commissions are exclusive of VAT. VAT is always added on top
What does bol.com use the received commission for?
The commission you pay isn't a pure profit model - bol.com actively invests it back into the platform:
- Reach: With over 13 million active customers and 100+ million monthly visits, bol.com continuously invests in expanding its reach
- SEO & findability: Bol.com invests millions in search engine optimization, making your products easier to find via Google
- Marketing & promotion: Nationwide campaigns on TV, social media, and online channels ensure constant traffic to the platform
- Platform development: New features, improved search algorithms, and a better user experience benefit all sellers
- Financial handling: Bol.com takes on the risk of non-payers - you always get paid, regardless of whether the customer pays
- Customer service: Direct support for both buyers and sellers lowers the threshold for consumers to make a purchase
8 strategies to lower your selling costs on bol.com
Now that you know what the costs are, the next step is to optimize. Here are proven strategies to keep more profit:
1. Choose products in lower commission categories
Focus on categories with commission percentages under 10%, such as tools (4.1%) or pet food (6%). Use the Product Tracker to find profitable niches with favorable commission structures.
2. Optimize your selling price strategically
A higher selling price increases the variable commission in absolute terms, but can improve the percentage margin. Test different price points with the Repricer to find the optimum.
3. Bundle products smartly
By selling two or more products as one bundle, you only pay the fixed commission once. This lowers the commission per product and increases the average order value.
4. Lower your return percentage
Every return costs money - even if you get the commission back. Invest in clear product photos, accurate descriptions, and good packaging. Categories with low return percentages (pets, office supplies) are inherently more profitable.
5. Use LVB strategically
LVB isn't beneficial for every product. Small, light products with high turnover benefit the most. Large, heavy, or slow-moving products are better shipped yourself to avoid storage costs.
6. Automate your administration
Use Boloo's Automated Invoicing to generate VAT invoices automatically. This not only saves time but also prevents errors that can lead to fines.
7. Continuously monitor your profit margin
Use the Sales Dashboard to keep a real-time eye on your margins per product. This way, you can quickly identify products that don't deliver enough after all costs and adjust your range accordingly.
8. Automatically accept commission discounts
Bol.com regularly offers temporary commission discounts for specific categories. With the Boloo Repricer, you can automatically accept these, so you don't miss out on any discounts.
Selling via bol.com costs vs. your own webshop: the comparison
Many entrepreneurs are torn between bol.com and their own webshop. Here's an honest comparison of the costs:
| Cost item | Bol.com | Your own webshop |
|---|---|---|
| Start-up costs | €0 | €500 – €5,000+ |
| Monthly costs | €0 (only when selling) | €30 – €300/month (hosting, platform) |
| Commission per sale | 5 – 21% + fixed rate | 0% (but payment costs ~2%) |
| Marketing | Built-in reach + optional ads | Completely on your own (SEA, social, SEO) |
| Customer service | Shared with bol.com | Completely on your own |
| Logistics | LvB option available | Completely on your own |
For starters, bol.com is often more advantageous due to the low threshold and huge reach. Experienced sellers often combine both channels: bol.com for volume and visibility, their own webshop for higher margins and brand building.
Calculate your actual profit margin with Boloo
To know exactly what you're left with after all the costs of selling via bol.com, you need a reliable calculator. With the Winst Calculator from Boloo, you simply fill in your product, selling price, and category. The tool automatically calculates the fixed commission, variable commission, VAT, and any LvB costs, so you can see your net margin directly.
Combine this with the Sales Dashboard for a continuous overview of your actual margins across all your products. This way, you always have control over your costs and can adjust in time.
Frequently asked questions about selling via bol.com costs
Do I pay commission if a customer returns a product?
No, when a product is returned, the commission is credited as soon as the return shipment is processed. You don't pay commission on returned products, but you do lose any shipping and packaging costs.
Are there start-up costs for a sales account?
No, creating and maintaining a sales account on bol.com is completely free. You only pay commission when you make a sale. There are no hidden monthly or annual fees.
How can I check the commission per category?
Log in to the Partner Platform and go to the 'Assortment' tab. Here, you can see the applicable commission percentages per product. You can also use the Boloo Winst Calculator, which automatically applies the correct rates.
Is LvB cheaper than shipping myself?
It depends on your product type and volume. For small, light products with a high turnover, LvB is often more advantageous. For large or slow-moving items, shipping yourself might be cheaper. Calculate it in advance with the LvB Box Size Checker.
Can I lower my commission costs by raising my price?
In absolute terms, your variable commission increases with a higher price, but proportionally, your margin can increase if your purchase price remains the same. The key is finding a balance between a competitive price and a healthy margin. Tools like the Repricer can help you with this.
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