The Top 8 Online Marketplaces in the Netherlands 2026

In the Netherlands, there's no way around marketplaces, but there is a way around Amazon. Unlike most European countries, the number one here is a local player: bol. Overall, Dutch consumers spent around €35.7 billion online in 2025 according to the Thuiswinkel Markt Monitor. Spending on products grew by 2%, while spending on services such as travel fell. In the first half of 2026, the market held steady at €17.1 billion, with €10.9 billion spent on products (Thuiswinkel, via Logimerce).

A lot is changing at the same time: Kaufland launched a Dutch marketplace in September, TikTok Shop went live in June, and the popular payment method iDEAL is gradually becoming Wero. Thinking about expanding into the Netherlands? Then here are the top 8 online marketplaces in the Netherlands in 2026, with visitor numbers, fees and the key requirements for international sellers.

What is an online marketplace?

Think of an online marketplace as a digital shopping mall: many sellers list their products in one place, and customers buy and pay directly on the platform. For sellers, the appeal is simple. The marketplace brings the traffic, the payment processing and the trust, and you can get started quickly. That makes marketplaces a great way to expand into new markets.

To count as an online marketplace, a platform has to meet two criteria:

• Customers can buy products directly on the website or in the app
• The platform brings together a large number of buyers and third-party sellers

Price comparison sites like Beslist.nl, which mainly redirect to external shops, aren't part of this list. Classifieds portal Marktplaats, the Dutch equivalent of Craigslist or eBay Kleinanzeigen, isn't in the ranking either. Because so many people search for it, though, it gets its own section further down.

Overview of the Dutch online marketplace landscape

The key figures on Dutch e-commerce at a glance:

• €35.7 billion spent online by Dutch consumers in 2025, 1% less than in 2024. The number of online purchases stayed stable at 347 million (Thuiswinkel Markt Monitor).
• 13% of online spending went to foreign shops in 2025, €4.5 billion in total. In the first half of 2026, 33% of cross-border purchases already came from China (Thuiswinkel, via Logimerce).
• 24 million monthly active users for bol in the Netherlands and Belgium, plus 14 million customers and 43,095 sales partners (bol, as of June 2026).
• 6.4 million monthly users for Amazon in the Netherlands in the second half of 2025, according to its DSA report. So roughly half of the Dutch don't use Amazon (Ecommerce News).
• Top 5 online retailers according to Twinkle100 2025: bol, Albert Heijn, Coolblue, Zalando and Amazon.

What makes the Dutch market special: it isn't dominated by one international giant. bol is much bigger than Amazon here, and strong specialists like Zalando for fashion, MediaMarkt for electronics and Decathlon for sports complete the picture. For you, that means the biggest marketplace isn't automatically the right one. The right one is the marketplace that fits your assortment best.

Now let's look at the most popular online marketplaces in the Netherlands by monthly visits. The data comes from Similarweb and refers to September 2026 (retrieved in October 2026). The figures are directional and count web visits to each .nl domain; app usage isn't included. For bol, visits from Belgium are included too, as bol serves both countries from one domain: 69% of visits come from the Netherlands. Kaufland.nl has only been live since September 2026, so there's no data to compare yet. That's why we cover it separately, right after the ranking.

All fees as of October 2026, excluding VAT, plus commissions.

What are the most popular online marketplaces in the Netherlands?

#1 Top online marketplace in the Netherlands: bol

• Visits in September 2026: 66.6 million (bol.com, 69% from the Netherlands)
• Product category: Generalist
• Target region: Netherlands and Belgium

bol is the undisputed leader of Dutch e-commerce. It started as an online bookshop in 1999, opened its platform to third-party sellers in 2011, and according to bol now offers 73 million items to 14 million customers, with 43,095 sales partners across the Netherlands and Belgium. bol belongs to retail group Ahold Delhaize (Albert Heijn) and is growing its international partner network: in Q4 2025, net consumer online sales through this channel doubled according to Ahold Delhaize.

For sellers: There's no monthly fee. According to bol's partner platform, you pay a percentage commission plus a fixed amount per item sold, depending on the category, for example 5 to 12.5% plus up to €0.85 for kitchenware. New rates have applied since 9 September 2026. For international sellers, the bar is higher than on most marketplaces: according to bol, EU sellers need, among other things, €500,000 in sales potential in their first year and Dutch-language customer service. Around 1,000 international sellers are already active on bol, including from the UK and China (Ecommerce News, December 2025). With Logistiek via bol, the marketplace also offers its own storage and shipping.

Chief advantage of bol:

Reach and trust. Almost everyone in the Netherlands knows bol, and with one account you also reach customers in the Dutch-speaking part of Belgium. If you want to grow seriously in the Netherlands, it's hard to ignore bol.

#2 Top online marketplace in the Netherlands: Amazon.nl

• Visits in September 2026: 33.8 million
• Product category: Generalist
• Target region: Global

Amazon only launched a full Dutch marketplace in March 2020, which makes it a relatively young challenger. According to its DSA report, around 6.4 million people a month used Amazon in the Netherlands in the second half of 2025 (Ecommerce News). Amazon is investing heavily: according to Amazon, €1.4 billion will flow into the Netherlands over the next three years, and since September 2026 there's same-day delivery with a 3 pm order cut-off. Around 4,500 Dutch SMEs sell on Amazon.

For sellers: If you already have a European Seller Central account, you can add Amazon.nl with a few clicks. According to Amazon, the Professional plan costs €39 per month, plus a referral fee per category. Not sure whether FBA or FBM fits you better? Read our article on Amazon FBM Ship+.

Chief advantage of Amazon:

An easy start if you already sell on another European Amazon marketplace: same account, same listings, a new market. On top of that, Amazon's investments in faster delivery are making the platform more attractive to Dutch shoppers.

#3 Top online marketplace in the Netherlands: Zalando

• Visits in September 2026: 15.5 million
• Product category: Fashion, shoes, beauty
• Target region: Europe

Zalando is Europe's leading online fashion platform and, according to Twinkle100 2025, one of the five biggest online retailers in the Netherlands. In 2025, the Berlin-based company generated gross merchandise volume of €17.6 billion across Europe with 62 million active customers, according to its annual results.

For sellers: Through the Partner Program, you can sell in up to 26 countries, including the Netherlands. According to Zalando Partner University, you'll need, among other things, an OSS registration or local VAT IDs, 13-digit EANs and a return window of at least 30 days. Zalando only shares its fees in the partner portal.

Chief advantage of Zalando:

If you already sell on Zalando in another country, adding the Netherlands is a small step. For fashion brands, it's one of the most important channels in the country.

#4 Top online marketplace in the Netherlands: Vinted

• Visits in September 2026: 11.0 million
• Product category: Fashion and accessories, second-hand
• Target region: Europe

Vinted is Europe's largest second-hand fashion marketplace and has been active in the Netherlands since 2019. Since June 2025, the Dutch and German Vinted markets are connected, so Dutch sellers can sell to German buyers and vice versa (Ecommerce News).

For sellers: Businesses can sell through Vinted Pro, but currently only if they're registered in the Netherlands, France, Belgium, Luxembourg, Italy, Spain or Portugal. Companies from other countries, such as the UK, the US or Germany, can't use Vinted Pro yet.

Chief advantage of Vinted:

A huge, very active community and second-hand as a mass market. For fashion brands with their own re-commerce offer, Vinted is an exciting channel. By the way: Vinted is one of byrd's valued customers.

#5 Top online marketplace in the Netherlands: Kruidvat

• Visits in September 2026: 10.3 million
• Product category: Drugstore, baby, health, sports
• Target region: Netherlands

Kruidvat is the best-known drugstore chain in the Netherlands and part of A.S. Watson. In October 2023, Kruidvat launched its own marketplace, starting with baby products (Ecommerce News). Since 2024, it has gradually added categories such as sports and health (Twinkle).

For sellers: Kruidvat selects its partners carefully to complement its own range. External sellers sign service level agreements, for example on delivery times.

Chief advantage of Kruidvat:

A brand almost every Dutch shopper knows from everyday life, and a curated marketplace with little competition. Interesting for baby, health and personal care brands.

#6 Top online marketplace in the Netherlands: MediaMarkt

• Visits in September 2026: 8.3 million
• Product category: Electronics and home appliances
• Target region: Europe

MediaMarkt has also run a marketplace in the Netherlands since March 2024 (Ecommerce News). The upside for customers: according to MediaMarkt, products from external sellers can also be picked up or returned in store. Across Europe, the marketplace is growing fast: external partners sold around €527 million in fiscal year 2024/25, and sales doubled for the third year in a row (Twinkle).

For sellers: MediaMarkt shares the terms for its Dutch marketplace during onboarding.

Chief advantage of MediaMarkt:

A tech-savvy audience with little wasted reach, and the trust of a well-known brand with stores across the country.

#7 Top online marketplace in the Netherlands: Decathlon

• Visits in September 2026: 7.4 million
• Product category: Sports and outdoor
• Target region: Europe

Decathlon is best known for its affordable own brands, but partner brands sell on decathlon.nl too. According to Decathlon, the marketplace runs in 14 European countries.

For sellers: You can ship yourself or use Fulfilment by Decathlon, which serves customers from a warehouse in Mannheim, Germany. Decathlon shares its terms during the application process.

Chief advantage of Decathlon:

A clearly defined audience: anyone searching on decathlon.nl wants to get active. For sports, outdoor and cycling brands, that's reach without waste.

#8 Top online marketplace in the Netherlands: About You

• Visits in September 2026: 2.9 million
• Product category: Fashion
• Target region: Europe

About You is a Hamburg-based online fashion retailer that has belonged to Zalando since July 2025 but continues as a separate brand with its own marketplace. In the Netherlands, About You operates at aboutyou.nl.

Chief advantage of About You:

A young, fashion-loving audience and a second fashion channel alongside Zalando for extra visibility.

New since September 2026: Kaufland.nl

• Visits in September 2026: No data yet (launched September 2026)
• Product category: Generalist
• Target region: Europe

The newcomer: since 8 September 2026, Kaufland has been live with its own Dutch marketplace. At launch, it offered around 9 million items from about 3,000 sellers, according to Twinkle. Kaufland is clearly positioning itself as a challenger to bol (RetailDetail).

For sellers: One subscription covers all Kaufland countries: according to Kaufland Global Marketplace, it starts at €39.95 per month, and commissions range from 4 to 16% depending on the category. Product data and customer service have to be in Dutch. EU sellers need a VAT ID and OSS registration; sellers from outside the EU need a tax registration and VAT ID for each country. Kaufland doesn't offer its own fulfillment service, so you ship yourself or through a fulfillment partner.

Chief advantage of Kaufland:

One account, the same product data, several European markets, and a Dutch marketplace with little competition so far. Learn more about Kaufland in our overview of online marketplaces in Germany.

And what about Marktplaats? The Dutch classifieds portal

Anyone looking for the Dutch equivalent of Craigslist ends up on Marktplaats. Founded in 1999 and owned by Adevinta since 2021, the platform has more than 8 million unique visitors a month and around 350,000 new ads every day, according to Marktplaats. Marktplaats is mainly for private sales, but businesses can advertise through Marktplaats Zakelijk, for example for excess stock, B-grade goods or refurbished products. It isn't a classic marketplace with checkout and a seller program like bol, though.

New players: Temu, Shein, AliExpress and TikTok Shop

Platforms from China are growing in the Netherlands too, although more slowly lately. For European brands, they're mostly competitors, but in some cases also new channels.

• AliExpress: 11.8 million monthly users in the first half of 2026, bigger in the Netherlands than Temu and Shein combined (Ecommerce News, DSA reports).
• Shein: 6.0 million monthly users (down 8% on the second half of 2025).
• Temu: 4.6 million monthly users (previously 4.8 million). Since 1 July 2026, a flat EU customs duty of €3 applies to each item category in low-value parcels from outside the EU, so many sellers now store more goods inside the EU.
• TikTok Shop: live in the Netherlands since 15 June 2026, alongside Belgium, Austria and Poland. More in our article on TikTok Shop fulfillment.

Outlook: what changes by 2027

• Kaufland vs. bol: with Kaufland.nl, bol faces a big generalist from Germany as a direct competitor for the first time. Spain is announced as Kaufland's next country.
• Wero instead of iDEAL: the first webshops switch to Wero from October 2026, and Wero is expected to launch in physical stores at the end of 2026 (Emerce).
• Faster delivery: Amazon is expanding same-day delivery, and customer expectations around delivery times keep rising.
• EU customs: from 1 November 2026, product identifiers are mandatory for low-value imports. The €3 duty applies until 1 July 2028 (European Commission).

Many more sales channels

Beyond these top 8, the Netherlands has more interesting channels. Coolblue is one of the country's biggest online retailers according to Twinkle100, but brands get into its range through the buying team, not through an open marketplace. Beslist.nl is one of the best-known price comparison sites. A few familiar names have changed: Wehkamp's seller program Direct Delivery has been retired according to ChannelEngine, and fonQ restarted in 2026 after insolvency under new owner Etrias, refocusing on its own range (RetailTrends).

For handmade, vintage and gifts, Etsy is also worth a look: there's no monthly fee, and according to Etsy a listing costs $0.20 plus a 6.5% transaction fee. Etsy doesn't have Netherlands-specific visitor figures, though.

What are the alternatives and complementary options to online marketplaces in the Netherlands?

Online marketplaces are an excellent way to get started in e-commerce, grow your sales or expand into new markets, especially in a niche. Still, your own online store has some advantages:

• Full control over prices, assortment and processes
• A flexible cost structure without commissions
• Brand building and customer loyalty
• Cross-selling and upselling
• Standing out from the competition
• Direct contact with customers and your own customer data
• Custom packaging

Most successful brands combine both: a Dutch-language store as the foundation and two or three marketplaces for extra reach. And because Dutch and Flemish are so close, one store often reaches customers in Belgium too.

How can an e-commerce fulfillment company like byrd help?

Dutch shoppers have high expectations: bol and Amazon set the standard with fast delivery and easy returns, and marketplaces keep a close eye on how reliably you deliver.

For many sellers, that level of fulfillment is hard to deliver profitably on their own, especially from another country. That's where 3PLs (third-party logistics providers) come in. They take care of storage, pick and pack, shipping and returns, and their volumes get them better rates with the leading parcel delivery companies in the Netherlands.

With byrd, you keep your stock in one place and serve all your channels from there: orders from bol, Amazon.nl (FBM), Zalando, Kaufland.nl and eBay can be connected to byrd and run through the same warehouse as the orders from your own store. We ship your parcels to the Netherlands from our warehouses in Germany and other European locations. You decide which products to sell on which marketplace, and you can see stock, orders, shipments and returns at any time in one dashboard.

Find out how it works from Germany on our fulfillment in Germany page. And if you have more markets in mind, our overviews of online marketplaces in Germany, France, Poland and the UK are a good place to start.

Frequently asked questions about online marketplaces in the Netherlands

What is the biggest online marketplace in the Netherlands?
bol. According to its own figures, bol has 24 million monthly active users in the Netherlands and Belgium and more than 43,000 sales partners. Amazon had around 6.4 million monthly users in the Netherlands in the second half of 2025, according to its DSA report.

Which online marketplaces are there in the Netherlands?
The main generalists are bol, Amazon.nl and, since September 2026, Kaufland.nl. Then there are specialists like Zalando and About You (fashion), MediaMarkt (electronics), Decathlon (sports), Kruidvat (drugstore, baby), Vinted (second-hand) and Etsy (handmade). For classifieds, Marktplaats is the go-to platform.

Can I sell on bol as a foreign company?
Yes. bol accepts sellers from other EU countries and, increasingly, from outside the EU, including the UK and China. The bar is higher than on many marketplaces: EU sellers need, among other things, €500,000 in sales potential in their first year, international marketplace experience, Dutch-language customer service and an integration via a bol-certified API partner.

How much does it cost to sell on bol?
There's no monthly fee. bol charges a percentage commission plus a fixed amount per item sold, both depending on category and price. New rates have applied since 9 September 2026.

What is the Dutch equivalent of eBay or Craigslist?
Marktplaats. Owned by Adevinta, it has more than 8 million unique visitors a month. Businesses can advertise through Marktplaats Zakelijk.

What's the difference between bol and Kaufland.nl?
bol is the established market leader with more than 43,000 partners and a high bar for foreign sellers. Kaufland.nl has been live since September 2026, starts at €39.95 per month for all Kaufland countries and is especially interesting if you already sell on another Kaufland marketplace.