96% of all Dutch people (15+) purchase online
The turnover of the Dutch e-commerce market increased again in 2018. In the past year, Dutch consumers spent € 23.7 billion online on products and services, an estimated growth of 10% compared to the previous year. This is according to figures from the Thuiswinkel Markt Monitor, the study into online consumer spending in the Netherlands. This research is conducted by GfK, commissioned by Thuiswinkel.org and in collaboration with PostNL.
In 2018, 96% of Dutch consumers aged 15 and over made one or more online purchases of products and services. That is 2% more than the year before. These online buyers spent a total of € 23.7 billion (+ 10%) on 242 million online purchases.
Wijnand Jongen, director of Thuiswinkel.org. “In total, online spending on products in 2018 amounted to € 13.1 billion, bringing the share of the e-commerce industry within the entire retail sector to 9.6%. This means an increase of 0.5 percentage point compared to 2017. With the growth in the number of Dutch consumers who shop via the internet and the still increasing market share of online turnover, we can state that e-commerce is playing an increasingly important role within the retail trade. "
Food / Nearfood strongest riser
If we look at the different product categories, we see an increase of 24% in online purchases within Food / Nearfood, which makes this category the strongest climber of 2018. Compared to a year earlier (+ 35%), the growth in online spending within this segment is leveling off somewhat, but on the other hand the number of online purchases within Food / Nearfood is rising faster than in 2017 (from 25% to 31%). The Thuiswinkel Markt Monitor also uses a new calculation method per Q1 2018, which has created a break with figures from previous years. The growth percentages have been estimated by implementing the new calculation method for 2017, where possible. This was not possible in the Clothing, Shoes & Lifestyle, Toys and Home & Garden categories.
Q4 important period in online sales
Dutch consumers spent more in the fourth quarter of 2018 than in the same period last year. Thanks in part to (retail) holidays such as Black Friday, Singles' Day, Sinterklaas and Christmas, they spent € 7.2 billion at Dutch web stores, a growth of 11% compared to Q4 2017. This growth is largely due to the increase in online spending of services (+ 14%): 82% of all spending on services will be made online in the fourth quarter of 2018 (compared to 79% in Q4 2017) for an amount of € 3.5 billion.
The role of the smartphone within e-commerce also became more important in 2018. Whereas in the last three months of 2017 28% of online buyers still used their smartphone during an online purchase, that share rose a year later to 35%. This increase is mainly at the expense of the use of the laptop and desktop, as a result of which the smartphone has bypassed the desktop on the list of most used device during online shopping.
The share of the smartphone in terms of spending also shows an increase. In the fourth quarter of 2018, 12% of all online spending was made via the smartphone, compared to 9% in the same period last year.