The question of what to sell on bol.com is the first step for every entrepreneur who wants to start selling online. With over 13 million active customers and a turnover that grows annually, bol.com offers huge opportunities - but only if you choose the right product. In this comprehensive guide, we'll take you through the entire process: from popular product categories and seasonal opportunities to in-depth niche research, margin calculation, and concrete validation methods. This way, you'll make an informed decision and avoid investing time and money in a product without potential.
What to sell on bol.com: the most popular product categories
Not every product category performs equally well on bol.com. Some categories have a structurally high demand, while others are strongly seasonal. Below, you'll find an overview of the best-performing categories, based on search volume, number of sales, and competition intensity.
| Product category | Average monthly search volume | Commission percentage | Competition level | Suitable for beginners |
|---|---|---|---|---|
| Electronics & accessories | 350.000+ | 5% – 8% | High | Medium |
| Home & furniture | 280.000+ | 10% – 15% | Average | Yes |
| Sports & leisure | 200.000+ | 10% – 12% | Average | Yes |
| Toys & games | 180.000+ | 8% – 12% | High (seasonal) | Medium |
| Garden & DIY | 150.000+ | 10% – 14% | Average | Yes |
| Health & care | 130.000+ | 8% – 10% | Low – average | Yes |
| Clothing & jewelry | 120.000+ | 12% – 17% | High | No |
| Books & office | 100.000+ | 12% – 15% | Low | Yes |
| Baby & child | 90.000+ | 8% – 12% | Average | Yes |
| Pets | 70.000+ | 10% – 14% | Low | Yes |
Categories with a lower competition level and an acceptable commission percentage generally offer the best opportunities for new sellers. Think of health & care, pets, and garden & DIY. In these niches, you can build a position relatively quickly. With the Boloo Product Database, you can search per category for products with a high search volume and few competing offers.
Seasonal products: playing at the right time
A smart sales strategy always takes into account seasonal demand. Certain products sell up to five times as much in specific periods as in quiet months. By responding to this, you can significantly increase your turnover.
Spring (March – May)
In the spring, the demand for garden items explodes. Think of garden furniture, plant pots, barbecues, outdoor lighting, and gardening tools. Sports and fitness products also do well during this period: running shoes, jump ropes, yoga mats, and resistance bands. Sellers who have their stock in order by February will benefit the most from this peak.
Summer (June – August)
The summer months are ideal for pool accessories, water sprayers, camping gear, sunscreen, and inflatable items. Additionally, you'll see a strong increase in travel accessories: luggage labels, neck pillows, travel organizers, and power banks. Check with the Boloo Product Tracker which products sold best last year to put together your assortment.
Autumn (September – November)
In the fall, demand for indoor products increases again. Rain jackets, boots, umbrellas, and protective covers for garden furniture are popular. November marks the beginning of the holiday season: Black Friday and Sinterklaas generate huge sales peaks, especially in electronics, toys, and gift sets.
Winter (December – February)
December is the busiest sales month of the year thanks to Christmas. Popular products include lighting, decorations, Christmas gifts, puzzles, and board games. In January and February, you can capitalize on New Year's resolutions: fitness equipment, planners, healthy food accessories, and organizers.
Holidays and special days
Don't forget about special days: Valentine's Day (jewelry, flowers, gift sets), Mother's Day (perfume, wellness, flowers), Father's Day (tools, gadgets, sports equipment), and Animal Day (pet supplies). By tailoring your product offerings to these moments, you can create short but powerful sales peaks.
Niche research: how to find a profitable product?
The key to successfully determining what to sell on bol.com lies in thorough niche research. Instead of blindly choosing a popular category, you want to find a specific niche with high demand and limited competition. Here are the steps to follow.
Step 1: Keyword research
Keyword research is the foundation of product validation. By analyzing how many customers on bol.com search for a specific product, you'll know if there's enough demand. Use the Boloo Keyword Verkenner to view search volumes. A product with at least 5,000 monthly searches on bol.com is generally a good starting point. Don't forget to also analyze related search terms - you often discover even more interesting niches this way.
Step 2: Competition analysis
A high search volume alone is not enough. You also need to analyze how many sellers offer the same product. Are there dozens of sellers for the same product? Then it becomes difficult to win the buy block. Look for products with a maximum of five to ten sellers in the existing bol.com offering. With Boloo's Product Database, you can directly filter by the number of sellers per product.
Step 3: Product tracking
Before you actually purchase a product, you want to collect at least two to four weeks of data. The Product Tracker shows you how many units are sold daily, what the average price is, how many reviews competitors have, and what the estimated monthly turnover is. This way, you base your choice on hard data instead of a gut feeling.
Step 4: Analyzing reviews and customer needs
Read the reviews of existing products in your desired niche. What complaints come up often? What wishes do customers express? By offering a product that solves these pain points, you create a direct competitive advantage. Think of better quality, extra accessories, clearer instructions, or faster delivery.
Margin calculation: are you earning enough per product?
Many beginning sellers focus only on revenue and forget about costs. On bol.com, you pay commission (5% – 17%, depending on the category), a fixed sales amount per item (€0.30), and possibly LVB costs if you use Logistics via Bol. In addition, you have purchase costs, shipping costs, packaging costs, and possible advertising costs. A realistic margin calculation is essential.
| Cost Item | Typical Percentage/Amount | Example (€25 product) |
|---|---|---|
| Purchase Price | 30% – 40% of selling price | €8,50 |
| Bol.com Commission | 5% – 17% | €2,50 (10%) |
| Fixed Sales Amount | €0,30 per unit | €0,30 |
| Shipping Costs | €3,00 – €6,50 | €4,00 |
| Packaging | €0,50 – €2,00 | €0,75 |
| Advertising Costs (optional) | 5% – 15% of revenue | €2,50 |
| Total Costs | €18,55 | |
| Profit per Product | €6,45 (25,8%) |
Aim for a net profit margin of at least 20% to 30% per product. Products with a selling price below €15 are often difficult to make profitable due to relatively high fixed costs. The Boloo Profit Calculator helps you quickly calculate what you'll keep per product after all costs.
Private Label vs Reselling Existing Products
When deciding what to sell on bol.com, you face a fundamental choice: do you sell existing products from other brands (reselling) or create your own brand (private label)?
Reselling: Quick Start with Limited Risk
With reselling, you buy products from wholesalers or distributors and sell them on bol.com. The advantage is that you can start quickly without much initial capital. The disadvantage is that you directly compete with other sellers offering the same product. Your profit margins are generally lower (10% – 20%) and you're dependent on the prices of other sellers.
Private Label: Higher Margins, More Investment
With private label, you buy products (often from China via Alibaba) and sell them under your own brand name. This requires more starting capital (often €2,000 – €10,000) but yields higher margins (30% – 50%). Additionally, you build a brand that creates value in the long term. You have less pressure from price competition because you're the only sales point for your specific product.
Which Strategy Suits You?
Just starting to sell? Start with reselling to get to know the platform. Have experience and capital? Then private label offers the best opportunities for long-term growth. Many successful sellers combine both strategies: reselling for quick cash flow and private label for structural growth.
The Best Product Characteristics for bol.com Sales
Not every product is suitable for sale on bol.com. The most successful products share certain characteristics:
- Compact and Lightweight - Low shipping costs and less risk of transport damage. Products under 5 kg are ideal.
- Selling Price between €15 and €50 - Enough margin to be profitable, low enough for impulse purchases.
- Not Fragile - Fragile products lead to high return rates and negative reviews.
- Few Variations - Products without sizes or colors are easier to manage in your inventory.
- Repeat Purchases - Products that customers regularly buy again (supplements, pet food, cleaning products) ensure recurring revenue.
- Not Seasonal - Products with stable demand throughout the year provide predictable revenue.
Always check if a product meets bol.com's guidelines. Some categories (food, electronics with CE marking, medicines) have additional requirements. Also, view the full cost structure of bol.com before you start.
Concrete Product Ideas for 2026
Based on current trends and search data, these are promising product niches for 2026:
- Sustainable products - Reusable water bottles, bamboo kitchen utensils, beeswax wraps, and biodegradable cleaning products. The demand for eco-friendly products is growing by 15% - 20% per year.
- Home office accessories - Monitor stands, ergonomic wrist rests, cable management, and desk organizers. Working from home remains the norm, and the market is growing.
- Pet products - Premium dog food, cat toys, pet beds, and grooming products. The Netherlands has over 4.2 million pets, and owners are spending more than ever.
- Fitness and wellness - Massage guns, resistance bands, yoga blocks, and foam rollers. The wellness market is growing steadily.
- Smart home - Smart plugs, LED strips, motion sensors, and Wi-Fi extenders. More and more consumers are automating their homes.
Common mistakes when choosing what to sell on bol.com
Avoid these pitfalls that many beginner sellers make:
1. Ignoring too much competition
A product with huge demand may seem attractive, but if there are already hundreds of sellers active, it becomes almost impossible to be visible. Use the Boloo Ranking Checker to analyze how strong the competition is in your niche.
2. Not considering return rates
Some categories (clothing, shoes) have return rates of 30% or higher. Every return costs you money: shipping costs, repair or depreciation costs, and time. Prefer products with a return rate below 5%.
3. Accepting too low margins
Many sellers only consider the purchase price and bol.com commission. Don't forget: shipping costs, packaging, advertising, returns, and VAT payments eat into your margin. Always calculate your total costs before selecting a product.
4. Making decisions without data
Don't rely on your gut feeling. Use tools for keyword research, product tracking, and competitor analysis to make informed decisions. Data-driven work is the difference between a hobby and a profitable business.
5. Launching too many products too quickly
Focus is essential. Start with one to three products, optimize your listings, collect reviews, and build a good sales history. Only then scale up with additional products. With the Boloo Listing Generator, you can optimize your product pages for maximum conversion.
From product idea to first sale: a step-by-step plan
In summary, follow these steps to determine what selling on bol.com will yield the most for you:
- Brainstorm and explore - Create a list of product ideas based on your interests, trends, and market research.
- Keyword research - Check the search volume and competition for each product idea with the Keyword Verkenner.
- Competitor analysis - Analyze the number of sellers, their reviews, prices, and listing quality.
- Product tracking - Track the sales figures of potential products for at least two weeks.
- Margin calculation - Calculate all costs and determine if you retain at least 20% net margin.
- Find a supplier - Find a reliable supplier via Alibaba, wholesalers, or European distributors.
- Order samples - Test the quality before placing a large order.
- Optimize listings - Create a strong product page with professional photos, a convincing title, and a detailed description.
- Launch and optimize - Start selling, collect reviews, and continuously optimize based on data.
Frequently asked questions about selling on bol.com
Can anyone sell on bol.com?
Yes, anyone with a KvK registration and a business bank account can create a sales account on bol.com. The platform is free to start - you only pay commission per sale.
How much start-up capital do I need?
This depends on your strategy. With reselling, you can start from €200 – €500. For private label, we recommend at least €2,000 – €5,000 for product purchase, samples, and setting up a brand.
What products am I not allowed to sell on bol.com?
Bol.com prohibits the sale of weapons, drugs, counterfeit products, tobacco, and products that infringe on intellectual property. Additionally, certain categories (food, electronics, toys) have additional safety requirements and certifications.
Is it better to sell one product or multiple products?
Start with one to three products and focus on optimizing your listings and collecting reviews. Once you have a stable sales stream, you can gradually expand your assortment. Quality is more important than quantity.
How long does it take to make my first sale?
This varies per product and niche. On average, new sellers make their first sale within one to three weeks after going live with their listing. By advertising with Sponsored Products, you can speed up this process.
Determining what to sell on bol.com doesn't have to be a gamble. With the right tools, data, and strategy, you make an informed decision that leads to a profitable business. Use Boloo to support every step of the process - from product research to listing optimization. Also, read our guides on which products sell well on bol.com and the best-selling products on bol for more inspiration.
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