For the primary time in years, Dutch on-line spending on merchandise is on the rise once more. Within the first quarter of this 12 months, customers spent greater than 9 billion euros on-line. This is a rise of 4 %, which was pushed by the elevated on-line spending on merchandise.
These information come from the most recent Thuiswinkel Market Monitor, which exhibits the present state of ecommerce within the Netherlands. Earlier analysis by the ecommerce affiliation Thuiswinkel.org confirmed that on-line spending on companies elevated as a lot as 10 % in 2024. This modified within the first quarter of this 12 months: spending on companies fell 2 % (in comparison with the identical interval in 2024).
Over the previous few years, on-line spending on merchandise has persistently declined. Remarkably, they elevated within the first quarter of this 12 months, for the primary time because the COVID-19 pandemic.
Larger spending on cooking and kitchen utensils
In line with the researchers, there was notably greater spending within the Dwelling & Dwelling class, which noticed a 46 % improve. Which means that customers spent more cash on cookware, kitchen home equipment and family textiles.
‘Spending on Dwelling & Dwelling exhibits a transparent shift from offline to on-line’
“Spending on Dwelling & Dwelling exhibits a transparent shift from offline to on-line. The web share of spending has elevated from 24 % within the first quarter of 2024 to 36 % within the first quarter of 2025. As well as, a powerful improve within the common quantity spent contributes to the net progress of the Dwelling & Dwelling class,” says Marlene ten Ham, normal director at Thuiswinkel.org.
Variety of on-line purchases fell 3%
The full quantity of purchases reached 84 million within the first quarter of 2025. In comparison with a 12 months earlier, it is a lower of three %. The variety of product purchases fell much less sharply, down 1 %.
Ecommerce share has elevated
Inside whole Dutch retail spending, the net share elevated by 2 proportion factors, from 31 to 33 %. That is primarily attributable to spending on merchandise, the place the net share grew from 21 to 23 %. The web share inside companies remained 88 %.
‘On-line procuring has develop into a structural a part of how customers examine and purchase’
“The rising on-line share in merchandise and persevering with excessive share in companies, underlines how indispensable ecommerce is within the Dutch retail panorama. On-line procuring has lengthy since ceased to be a complement to bodily retail, however a full and structural a part of how customers orient, examine and purchase with or with out the bodily retailer.”
Cross-border spending elevated 6%
Dutch individuals spent 6 % extra on-line at worldwide on-line shops within the first quarter this 12 months than in the identical interval in 2024. Certainly, on-line cross-border spending reached 1.2 billion euros. This was attributable to a 17 % improve in spending on cross-border merchandise. The variety of cross-border purchases additionally elevated by 6 %.
Cross-border share of shops from the US has decreased
It’s notable, nonetheless, that the share of on-line shops from the US has declined inside cross-border spending. Within the first quarter of 2024, they nonetheless had a 12 % share. This 12 months it was 8 %.
“The decline in spending at on-line retailers based mostly within the US is said to broader geopolitical and financial developments. At a time when commerce limitations, import duties and the general public debate a few doable commerce battle are flaring up, customers have gotten extra cautious. European on-line shops supply not solely comfort, but additionally certainty about supply occasions, prices and shopper rights.”
