Final 12 months, shoppers within the Netherlands spent 35.7 billion euros on-line. This represents a 1 p.c lower in on-line spending in comparison with 2024. On the identical time, Dutch shoppers are more and more ordering from overseas, because the variety of cross-border purchases rose by 9 p.c.
In 2024, shoppers within the Netherlands spent 36 billion euros on-line. This represented a 5 p.c improve in comparison with 2023. Earlier analysis had already proven that Dutch shoppers spent 17 billion euros on-line within the first half of 2025. In comparison with the identical interval in 2024, this was a 1 p.c lower.
Development in on-line product purchases
This lower can be mirrored within the newest Thuiswinkel Market Monitor for the complete 12 months 2025. On-line spending by Dutch shoppers fell by 1 p.c over the course of the 12 months. This occurred though the variety of on-line purchases remained the identical as in 2024, at 347 million. The decline in on-line spending is primarily as a result of service sector. The variety of on-line purchases fell by 11 p.c. On the identical time, on-line spending on providers decreased by 5 p.c.
On-line spending on merchandise did, nevertheless, improve final 12 months, by 2 p.c. On-line spending on merchandise within the House & Dwelling class totaled 2 billion euros, a 12 p.c improve. The House Electronics and Meals & Nearfood classes additionally noticed development, of 10 and 4 p.c, respectively. Roughly 600 million euros had been spent on-line on toys, representing a 24 p.c improve.
The variety of on-line purchases of merchandise additionally rose by 2 p.c in 2025. This development was significantly evident within the DIY & Backyard class (up 11 p.c, to 46 million purchases) and the House Electronics class (up 16 p.c, to 11.3 million purchases). The Toys class additionally noticed very robust development, rising by 20 p.c to twenty million purchases.
The variety of on-line purchases on merchandise and on-line spending on merchandise rose throughout 2025
Cross-border spending rises
Over the previous 12 months, the variety of purchases positioned by Dutch shoppers at cross-border on-line shops rose to 44.8 million. This represented a 9 p.c improve. Because of this, complete cross-border spending reached 4.5 billion euros. This marked a 2 p.c improve.
This development was primarily pushed by merchandise, significantly within the House & Dwelling class. In 2021, solely 8 p.c of all Dutch purchases on this class had been made overseas. Final 12 months, this determine rose to 17 p.c. Spending on this class overseas additionally elevated, from 8 to 13 p.c.
Dutch shoppers who store at overseas on-line shops most frequently select Chinese language on-line shops
Simply as in 2024, Dutch shoppers who shopped cross-border, most ceaselessly shopped at Chinese language on-line shops. A full 31 p.c of cross-border orders had been positioned in that nation final 12 months. In 2024, the share was barely decrease, at 28 p.c. Orders from the USA declined (from 12 to 9 p.c), as did these from the UK (from 7 to six p.c).
‘Cross-border purchasing is turning into extra accessible’
“Shoppers are more and more discovering their method to overseas on-line shops, particularly with regards to merchandise”, says Marlene ten Ham, managing director of Thuiswinkel.org. “On the identical time, the robust development of Chinese language on-line shops highlights how necessary it’s for shoppers to know what they’re shopping for and for us to make sure that all sellers adjust to the identical European high quality and security laws.”
Strategies used throughout on-line purchasing
Final 12 months, 41 p.c of all on-line orders had been positioned by way of a smartphone. In comparison with 2024, this represented a rise of 5 proportion factors. The share of desktop and laptop computer use, then again, declined from 49 to 45 p.c.
The share of iDEAL, a Dutch on-line cost technique, utilized in on-line orders fell barely (from 72 to 71 p.c). It stays essentially the most generally used cost technique for on-line purchasing. Bank card utilization additionally fell barely, from 9 to eight p.c. Klarna’s share grew, from 3 to 4 p.c.
