E-commerce benefited from government guidance and restrictions as well as changing consumer behaviour during the COVID-19 pandemic. Dutch consumers were already accustomed to online shopping, which increased as they could not or did not want to shop in physical outlets.
An omnichannel strategy is becoming increasingly important, as consumers find e-commerce convenient, but somewhat limited in terms of customer experience. Customers often want to touch and try out products before buying them, and players that cater to this will likely be the most successful.
Variety store Blokker’s e-commerce arm is cooperating with software company Magnus Black and logistics provider Packaly to offer a carbon-neutral fast delivery option to customers using a ship-from-store concept. Customers on Blokker’s e-commerce site can choose a carbon-neutral delivery option, with their item being delivered by Packaly.
In addition to pure online players and companies pursuing an omnichannel strategy, there is also a lot of turnover being generated through online marketplaces. A wide variety of sellers are finding their way onto online marketplaces and they are competing hard for a place at the top of the search results.
While consumers still prefer to buy from a Dutch-based online store, there are less risk-averse consumers who simply select on best price and best product quality/product selection. They are not too concerned with the fact that a retailer is based abroad, and trust them to deliver the items that they order with them.
Ultra-fast delivery services will continue to grow in the Netherlands, as they are being quickly embraced by consumers. This started in grocery retailing with Gorillas and Flink, but will expand into other categories as well over the forecast period.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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