Final 12 months, customers within the Netherlands spent 35.7 billion euros on-line. This represents a 1 % lower in on-line spending in comparison with 2024. On the similar time, Dutch customers are more and more ordering from overseas, because the variety of cross-border purchases rose by 9 %.
In 2024, customers within the Netherlands spent 36 billion euros on-line. This represented a 5 % improve in comparison with 2023. Earlier analysis had already proven that Dutch customers spent 17 billion euros on-line within the first half of 2025. In comparison with the identical interval in 2024, this was a 1 % lower.
Progress in on-line product purchases
This lower can also be mirrored within the newest Thuiswinkel Market Monitor for the total 12 months 2025. On-line spending by Dutch customers fell by 1 % over the course of the 12 months. This occurred although the variety of on-line purchases remained the identical as in 2024, at 347 million. The decline in on-line spending is primarily because of the service sector. The variety of on-line purchases fell by 11 %. On the similar time, on-line spending on companies decreased by 5 %.
On-line spending on merchandise did, nevertheless, improve final 12 months, by 2 %. On-line spending on merchandise within the Dwelling & Dwelling class totaled 2 billion euros, a 12 % improve. The Dwelling Electronics and Meals & Nearfood classes additionally noticed progress, of 10 and 4 %, respectively. Roughly 600 million euros have been spent on-line on toys, representing a 24 % improve.
The variety of on-line purchases of merchandise additionally rose by 2 % in 2025. This progress was notably evident within the DIY & Backyard class (up 11 %, to 46 million purchases) and the Dwelling Electronics class (up 16 %, to 11.3 million purchases). The Toys class additionally noticed very robust progress, rising by 20 % 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 customers at cross-border on-line shops rose to 44.8 million. This represented a 9 % improve. In consequence, complete cross-border spending reached 4.5 billion euros. This marked a 2 % improve.
This progress was primarily pushed by merchandise, notably within the Dwelling & Dwelling class. In 2021, solely 8 % of all Dutch purchases on this class have been made overseas. Final 12 months, this determine rose to 17 %. Spending on this class overseas additionally elevated, from 8 to 13 %.
Dutch customers who store at international on-line shops most frequently select Chinese language on-line shops
Simply as in 2024, Dutch customers who shopped cross-border, most ceaselessly shopped at Chinese language on-line shops. A full 31 % of cross-border orders have been positioned in that nation final 12 months. In 2024, the share was barely decrease, at 28 %. Orders from the USA declined (from 12 to 9 %), as did these from the UK (from 7 to six %).
‘Cross-border procuring is turning into extra accessible’
“Shoppers are more and more discovering their technique to international on-line shops, particularly in the case of merchandise”, says Marlene ten Ham, managing director of Thuiswinkel.org. “On the similar time, the robust progress of Chinese language on-line shops highlights how vital it’s for customers 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 rules.”
Strategies used throughout on-line procuring
Final 12 months, 41 % of all on-line orders have 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, however, declined from 49 to 45 %.
The share of iDEAL, a Dutch on-line cost methodology, utilized in on-line orders fell barely (from 72 to 71 %). It stays essentially the most generally used cost methodology for on-line procuring. Bank card utilization additionally fell barely, from 9 to eight %. Klarna’s share grew, from 3 to 4 %.
