Experts are divided as Dutch online retailers gear up for Amazon arrival |

Jan 28, 2020Int. Appearances

Online retailers in the Netherlands are gearing up to cope with the arrival of global giant Amazon which is expected to open its dedicated Dutch platform in the first quarter of this year.

But experts are divided about how much market share Amazon will be able to take, given that the Dutch online retail sector is dominated by strong local players such as and Coolblue.

Online sales in the Netherlands reached over €18bn in the first nine months of last year, according to lobby group

Amazon has been selling e-books in the Netherlands since 2014 and Dutch shoppers have been offered 24-hour delivery by on some three million items since 2016. According to online retail magazine Twinkle, Amazon is already in sixth place in the Dutch market, with sales of €350m in 2018.

However, the company said earlier this month that it planned to unroll its offering of ‘millions of products’ across 20 categories, including clothes, in the Netherlands, and opened its doors to third-party sellers.

Rabobank retail specialist Olaf Zwijnenberg told the FD that he expected Amazon to be the dominant player in the Netherlands within 10 years, with sales of some €10bn. By contrast, booked sales of €2.1bn in 2018.

Zwijnenberg said that the arrival of Amazon in the Netherlands will also further hollow out the high streets particularly in smaller towns and cities.

The number of shops in the Netherlands has gone down by 11% over the past 10 years, with electronics, shoes, books and sports shops among those most seriously affected, according to national statistics agency CBS.

However, market research group Simon-Kucher estimates Dutch consumers will only switch to Amazon if prices are 10% lower than those offered by the likes of, which is part of the Ahold empire.

And Cor Molenaar, a professor at Erasmus University in Rotterdam, points out that Amazon will be entering ‘a very complicated e-commerce market’ even though the company also offers web services.


Dutch online retail groups say they are confident they are able to take up the challenge. Dutch market leader, which has just announced plans to start selling clothes, told the Financieele Dagblad that it has ‘lots of confidence’ in its own local position.

Dutch market number 2 Coolblue, which focuses on domestic appliances and electronics, declined to comment to the FD while Zalando, Dutch market number 4, said was focusing on ‘improving the customer experience’.

Nearly four in five of the Dutch over-12s have bought something online at some point.

Wijnand Jongen, director, said he expected the arrival of Amazon to speed up the switch to online shopping.

‘But Dutch retailers who are already active online are well positioned to take on Amazon,’ he said. ‘They have already won the trust of the Dutch consumer.’

This article was published on on January 28th 2020:


+31 (0)6 558 769 68

Latest Tweets

- February 9, 2021

Hoe blijf je als retailer zichtbaar in dit omni-channel speelveld en maak je verbinding met de klant door in te spelen op ‘transformatieve’ consumentenbehoeftes? Dit stond centraal tijdens de retailpodcast van @Focusplaza! Luister de podcast hier:
h J R

- February 4, 2021

@MarlenetenHam wordt de nieuwe directeur van @Thuiswinkelorg! Ik kijk er naar uit om met Marlene de komende maanden samen te werken aan een goede overdracht en haar met raad en daad bij te staan! Persbericht:
h J R

- February 3, 2021

Het nieuwe jaar is nog maar net begonnen. We bruisen van goede voornemens en willen graag geïnspireerd worden! In dit paper deel ik 4 trends die de komende jaren een fundamentele rol spelen binnen e-commerce! Deze paper is gemaakt samen met @Pondres:
h J R

- January 20, 2021

Na 20 jaar heb ik aangekondigd eind dit jaar als directeur van @Thuiswinkelorg te willen stoppen. Het is tijd voor nieuwe kansen voor de vereniging en voor mezelf. Ik heb alle vertrouwen in de toekomst van onze dynamische branche, onze mooie vereniging en haar geweldige leden!
h J R

- December 20, 2020

In hoeverre gaan we terug naar de wereld van vóór maart 2020 met de ervaringen van nu? Dit is blog 40 en afsluiter van de reeks boekblogs, gebaseerd op 25 Jaar Online Winkelen in Nederland, gepubliceerd door Nubiz en geschreven met @WilbertSchreurs!
h J R


© 2020 Copyright Wijnand Jongen