The Dutch e-commerce battlefield in 2025 is shifting. Bol.com still wears the crown, but its growth has stalled, leaving room for fast-moving rivals — many of them foreign — to chip away at its dominance. ECDB’s latest GMV figures reveal who’s winning, who’s losing ground, and who might shake up the market next.
Winner #1: Amazon.nl
Amazon may be second in the rankings, but it’s first in momentum among major Western players. GMV hit €3.7 billion, with more than 5% growth in 2024. And that figure only reflects Amazon.nl — Dutch shoppers also buy heavily from Amazon.de and Amazon.com. The actual gap between Amazon and Bol is far slimmer than official numbers suggest.
Winner #2: The Chinese Invasion
Three Chinese platforms — AliExpress, Shein, and Temu — have crossed the €1 billion mark in Dutch spending. All three posted “strong growth” (15%+), with AliExpress now just a hair behind Coolblue and Albert Heijn in size. Temu’s rapid rise from newcomer to billion-euro player may be the clearest sign yet that price-sensitive Dutch shoppers are willing to look far beyond local retailers.
Winner #3: Fashion Marketplaces
Zalando and Vinted are outperforming expectations, both achieving double-digit growth. Zalando’s steady expansion puts it ahead of many Dutch competitors, while Vinted’s model of peer-to-peer fashion resale taps into sustainability trends that show no sign of slowing.
Loser #1: Bol.com’s Stalled Growth
Bol still dominates with €5.17 billion in GMV, but with growth stuck at just over 4%, it’s edging toward market saturation. The brand’s scale is impressive, but without fresh growth drivers, defending its lead against faster competitors will be increasingly difficult.
Loser #2: Coolblue and Jumbo
Coolblue’s customer loyalty and service quality remain strong, but GMV growth has flatlined. Jumbo.com faces a similar challenge: the market for online groceries has matured, and without meaningful innovation, its share will erode.
What This Means for Dutch E-commerce
- Foreign platforms are winning the growth game — especially Chinese ones.
- Local leaders need new growth strategies to keep pace.
- Amazon’s influence is underestimated if you only look at Amazon.nl.
- Sustainability and value-driven models (like Vinted) are pulling younger consumers away from traditional retailers.
If 2024 was a warning shot, 2025 may be the year the Dutch market truly becomes a global free-for-all.
| Rank | Website | GMV (€) | Trend |
|---|---|---|---|
| 1 | Bol.com | 5.17B | Stagnation |
| 2 | Amazon.nl | 3.70B | Growth |
| 3 | Ah.nl | 1.74B | Growth |
| 4 | Coolblue.nl | 1.73B | Stagnation |
| 5 | Aliexpress.com | 1.72B | Strong growth |
| 6 | Zalando.nl | 1.18B | Strong growth |
| 7 | Shein.com | 1.14B | Strong growth |
| 8 | Temu.com | 1.07B | Strong growth |
| 9 | Vinted.nl | 811.2M | Strong growth |
| 10 | Jumbo.com | 781.6M | Stagnation |
