E-commerce 2025 in the Netherlands: trends, buying habits and payment optimization

The Netherlands, often seen as a simple logistical gateway to Europe, actually hides a ultra-connected and dynamic e-commerce market. For any business that wants to thrive there, understanding the subtleties of Dutch consumers and mastering their payments ecosystem is absolutely vital. In 2025, optimizing your online presence is not enough; you need to ensure a smooth and perfectly adapted customer experience. Ready to decode the keys to this success?

Key Dutch e-commerce trends in 2025

The Dutch e-commerce market is constantly evolving, driven by demanding consumers who are comfortable with digital technology.

Continued and robust growth

The e-commerce market in the Netherlands is maintaining a positive and robust growth trajectory. Proof of this is: e-commerce turnover has reached 17.5 billion euros for the first half of 2024 alone, marking a growth of 8% compared to 2023, in particular thanks to the rise of mobile phones and BNPL.

Online shopping is deeply ingrained in people's habits, and this trend is continuing. While major national and international platforms such as Bol.com or Coolblue dominate part of the landscape, specialized online stores also have their place in offering niche products or unique shopping experiences.

The customer experience imperative

Dutch consumers are mature and demanding. They expect a smooth, intuitive, and fast online shopping experience. The importance of personalization is well established: adapted offers, relevant recommendations and a smooth customer journey are key factors in loyalty. Use customer data to offer targeted promotions and improve engagement. A challenge that solutions like Purse's help you meet with local expertise.

The rise of m-commerce

With a very high smartphone ownership rate (92% of Dutch people own one and more than 94% use the Internet daily), the m-commerce (mobile commerce) has become the norm. In 2025, it is expected that more than 65% of e-commerce transactions are made via mobile. A responsive interface, fast loading times and simplified mobile shopping journeys are therefore not an option, but a absolute imperative to capture this clientele.

Online consumer habits of the Dutch

Understanding shopper preferences is the first step to success in the Netherlands.

Intensive use of social networks

Dutch people are very active on social networks. In 2024, 91% of Dutch people use social networks. Platforms like Whatsapp, facebook, instagram, and LinkedIn are widely used, offering powerful channels for targeted marketing, customer engagement, and even direct selling. Being present and interacting on these platforms is a major opportunity to capture attention and drive traffic to your online store.

A strong preference for local payments

Why this preference? Culturally, they are committed to their banking system. This is a major specificity of the Dutch market: despite the diversity of options, local payment methods largely dominate. Culturally very attached to their direct banking system, the Dutch prefer bank transfers and use credit cards less than elsewhere. Offering a variety of options is important, but the Priority must clearly be given to national systems

The essential payment methods in the Netherlands

Controlling payment preferences is the key to converting your visitors into loyal customers.

1. iDEAL: the unquestionable leader

iDEAL is by far the most popular online payment method in the Netherlands. It is a direct bank transfer system that allows consumers to pay directly from their bank account via their online banking environment.

• iDEAL represents more than 70% of e-commerce transactions in the Netherlands. Its integration is absolutely non-negotiable for any company wishing to operate in this market.
• Ease and safety: Recognized for its simplicity and security, iDEAL is a guarantee of trust for Dutch consumers.

2. Debit cards (Maestro, V Pay)

Les debit cards, like Maestro or V Pay, are widely used for in-store payments and are gaining ground online. Dutch people often prefer to pay directly from their account. Make sure your payment gateway handles these cards frictionlessly.

3. Credit cards (Visa, MasterCard)

Although less dominant than in France or the United States, credit cards like Visa and MasterCard remain an important option, especially for higher-value purchases or for tourists. It is advisable to offer them so as not to exclude part of the clientele. A comprehensive solution like Purse ensures that essential coverage.

4. PayPal

PayPal is also very popular in the Netherlands, offering a fast and secure payment option that is appreciated for its simplicity and buyer protection.

5. Pay by Invoice/Buy Now, Pay Later (BNPL)

The payment on account, as well as the solutions Buy Now, Pay Later (BNPL) such as Klarna or Riverty (formerly AfterPay), are increasingly sought after by Dutch consumers. These options offer flexibility and ease of payment, allowing customers to receive their products before paying for them, which can provide reassurance and increase conversion rates. Integrating BNPL via Purse allows you to increase your average basket and attract a wider customer base.

Conclusion: aim for precision to succeed in the Netherlands

The Dutch e-commerce market in 2025 is mature, connected and demanding. For e-retailers, success requires a detailed understanding of its specificities, in particular payment preferences and the importance of the mobile experience. At Purse, we support you in this process. By taking a localized approach and integrating the payment solutions that Dutch people love (with iDEAL in mind), we give you everything you need to turn every interaction into a growth opportunity.

Sources:

• Mordor Intelligence - Netherlands E-commerce Market - Size, Share & Industry Analysis
• ECDB - eCommerce Industry in Netherlands (2017-2029))
• Ecommercenews.eu - Dutch ecommerce in the first half of 2024:17.5 billion euros ‍
• DataRePortal - Digital 2024: The Netherlands‍
• TGM Research - TGM e-Commerce Customer Insights in the Netherlands‍
• Blossom Your Content - A Marker's Guide to Dutch Consumer Behavior and Online Engagement‍
• International Trade Administration - Netherlands - Digital Economy‍
• Research and Markets - Netherlands BNPL Business & Investment Opportunities (Q1 2025))
• Moomoo - Netherlands Buy Now Pay Later Business Report 2025: A $16.4 Billion Market by 2030‍
• Ecommerce News - Dutch e-commerce in the first half of 2024:17.5 billion euros

Ready to conquer the Dutch market?

Selling in the Netherlands or expanding your business there is a strategic bet! You have the keys in hand, and to orchestrate your payments and integrate the right local methods successfully, you need a partner you can trust.

Get in touch with Purse experts today! Let's discuss your challenges together and find out how our solutions can boost your financial performance in this dynamic market.