+37% cross-border online sales to Holland

Entering the Dutch online retail market is becoming more and more interesting for etailers from other EU countries, now that cross-border ecommerce sales to consumers in Holland increased by a record breaking +37% in Q2 2020, compared to last year.  Dutch online shoppers bought products from foreign webshops in the EU for a total of € 696m in Q2 2020, + €88m more than in Q2 2019. This was reported by the Dutch Statistics Office CBS.

The growth rate in Q2 2020 more than doubled, compared to Q1 2020, when cross-border ecommerce sales in the Netherlands increased by 16% to last year. Comparing to Q2 2017, total quarterly sales almost doubled in Q2 2020, from € 363m to € 696m.

The actual total value of these cross-border sales will be even higher, because the CBS calculations are based on VAT declarations by foreign (EU) webshops in the Netherlands. This means that sales under €100k are not registered, because below this threshold, foreign webshops pay VAT in their home country. How high these sales were is unknown.
Also, sales from outside the EU are not included in the CBS reports. According to Thuiswinkel.org (the Dutch Association for digital commerce) and GfK 18% of cross-border purchases by online shoppers in Holland were done in Chinese or US webshops in Q1 2020.

If we take these two effects into account, total cross-border online product sales to Dutch consumers might well add up to €850m in Q2 2020.

This clearly proves that online shoppers in Holland easily find their way to international webshops. In general, consumers in Holland are known to be very familiar with the digital economy. Together with the top level in digital and physical infrastructure, according to many international rankings, this makes Holland a highly attractive and easy to enter market for online retailers who are looking to expand internationally.

Webshops from German origin are the most popular destination for Dutch cross-border shoppers. According to Thuiswinkel.org / GfK, 26% of cross-border spending was done in German webshops. This includes almost every product category. British webshops are popular for fashion, shoes, IT products and toys. US webshops for IT products, telecom and sports & recreation products, Chinese online shops for toys.

Total product sales in domestic web stores in the Netherlands reached a level of €5.1bn in Q2 2020, according to figures published in the homeshopping market monitor by Thuiswinkel.org, together with GfK, +52% more than in Q2 2019. This is in line with the reports from the Statistics Office CBS, mentioning a +55% growth rate over the same period, the highest growth rate ever reported.

Wrapping up all the figures, consumers spent a total of €5.9 bn on products in online stores inside the Netherlands and in other EU countries. That’s an amazing €1.9bn (or +50%) more than in Q2 2019. 

Conclusion from the above is that Holland remains to be/ is a highly developed e-commerce market with fantastic market potential for cross-border online retail in many different product categories. Tip: Go Dutch now.

Author: Ed Hensen

 If you need more detailed information on the B2C ecommerce market in the Netherlands, or strategic or operational support for your cross-border activities to the Netherlands, please contact ECommerce in Holland Consultants on info@ecommerceinholland.com or check out our website www.ecommerceinholland.com


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