€ 12 bn online sales in Holland in H1 2018.

The Dutch B2C e-commerce market for products and services reached a total turnover of €11.83 bn in the first half of 2018, an +11% increase compared to H1 2017. 12.8 m (91%) of Dutch consumers aged 15 years and older did one or more purchases of products or services in webshops in Holland. A total of 105.6 mn online purchases were done in H1 2018, +14% more than in the first six months of 2017.

These figures were published last week in the so called ‘Home shopping market monitor’ of the e-commerce market in the Netherlands, published by the Dutch trade organization for digital business, Thuiswinkel.org, together with GfK.

Consumers spent a total of €6.8 bn on buying products online, a solid +14% to last year. €5.1 bn were spent on services, a moderate +7% compared to 2017. On average, consumers spent € 923 online (+8% to LY) in 8.2 purchases (+11% to LY).

Food/near food showed the highest growth rate in H1 2018, with an impressive +45% in online spendings compared to last year. For 3 consecutive quarters now, Food/near food has reached the highest growth rate. This proves that online shopping for groceries is really gaining traction now, according to GfK’s Danny van den Burg.

Other top categories in H1 2018, compared to H1 2017, were Health & Beauty (+22%), Shoes & personal lifestyle (+21%), Telecom (+18%) and Toys (+18%).


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