The Dutch spend € 880 million on foreign web stores
In 2018, five million Dutch consumers bought online products and services abroad. Together they spent € 880 million on foreign web shops. 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.
The 5.0 million cross-border Dutch shopping last year means a growth of 32% compared to 2017, when there were 3.8 million. Within the product categories Clothing, Shoes and Personal Lifestyle, IT and Toys, the share of cross-border shoppers among all online buyers has increased compared to the previous year.
The number of online spending has therefore increased from € 765 million to € 880 million (+ 15%). If we compare this amount with the total online spending in 2018 (€ 23.7 billion), then 3.7% will go through a website in other languages.
"Dutch consumers spend more every year at foreign web shops, but this still concerns a small percentage of total online spending," says Wijnand Jongen, director of Thuiswinkel.org. “In other countries, the share of cross-border spending is much higher, sometimes in the tens of percentages. Dutch consumers still have a strong preference for web shops in their own country. And that makes sense, because in the Netherlands we have a strong, healthy e-commerce sector that generally serves its customers with a wide range and good and fast service. ”
China popular for products
Just as in previous years, China remains the most popular destination for Dutch consumers who shop online across the border. Of all cross-border publications, 31% goes to a Chinese webshop, while this is 17% for Germany and 15% for Great Britain.
If we only look at the spending on products, then the share of Chinese web shops with 47% is a lot higher. On the other hand, Dutch consumers are looking closer to home when purchasing services: 18% of the cross-border publications goes to British web shops and 14% to our eastern neighbors. China is less in demand in this area, as witnessed by the 2% of cross-border spending on services that go to Chinese webshops.
Setting up Thuiswinkel Markt Monitor:
The total Dutch consumer market is mapped out in the Thuiswinkel Markt Monitor. The report is based on an additional consumer survey among net 7,500 people supplemented with retail surveys. The definition of the total online market includes all personal and household consumer purchases, excluding online gaming and online gambling. The study does not include consumer spending at gas stations and pharmacies (prescription medicines). Ordered items that have been returned and therefore ultimately not purchased are also excluded from this report. A distinction can be made between products and services based on the established market segments.
All B2C purchases of products and services are included in the Thuiswinkel Markt Monitor, regardless of where the product or service is purchased: at home, at work, on the road, in the shopping street or in the store (online instore via a tablet or column) . The figures include VAT. The research method has been changed per Q3 2018 for the Clothing, Shoes and Personal Lifestyle, Home & Garden and Toys market segments. The results within these segments were previously recorded through continuous consumer data tracking, but are now recorded through a combination of consumer research and retail research. This new method, which explicitly sought integration with the available POS figures, makes an improved estimate of the online market for these segments. The results have been adjusted with retroactive effect to Q1 2018.
The Thuiswinkel Markt Monitor is sponsored by PostNL. PostNL has been the main sponsor of the Thuiswinkel Markt Monitor since January 2009 and makes it possible for all members and business partners of Thuiswinkel.org to receive a free copy of the Thuiswinkel Markt Monitor four times a year.