PostNord/Direct Link has conducted studies of the European e-commerce market since 2014, presenting its findings in the report “E-commerce in Europe”. The report is based on interviews with consumers in Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Spain, Sweden, and the United Kingdom. In a series of blog posts, we will take a closer look at the individual e-commerce markets covered by this year’s “E-commerce in Europe 2018”.
Focus on the Netherlands
The Netherlands rank among the more highly developed e-commerce markets in Europe. The number of e-commerce consumers and the level of internet penetration is above the European average. The growth in the number of new e-commerce consumers has been moderate – 17 percent between 2014 and 2018. The products most commonly bought online in the Netherlands are clothes and footwear, home electronics, and books.
High demands for fast delivery
Speed is a crucial factor for Dutch consumers. The country is small, densely populated and centrally placed in Europe. Consumers have become used to high delivery standards. This is clearly shown by the fact that 34 percent of online consumers say it should take no more than two days to receive an e-commerce delivery – a considerably higher figure than in any other European country in the study. Companies considering selling in the Netherlands should take the local delivery culture into account.
Ideal is the dominant payment option
When it comes to payments online, the local service Ideal has been the cornerstone in the Netherlands since the early 2000s. The payment service, developed and supported by the major Dutch banks, enables direct payments to be made online. The service has gained a strong position, and basically all sellers wanting to sell in the Netherlands need to support payments via Ideal.
Olof Källgren, Market Information Manager, Direct Link