Online B2C spending will grow in HY1 from 2019 by 9% to € 12.5 billion

Submitted press release

Ede September 19, 2019 - Dutch consumers spent € 12.5 billion on products and services online in the first six months of 2019, leading to a growth of 9% compared to the first half of 2018. The total is expected to come online consumer spending for the whole of 2019 at € 25.9 billion. 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 total, Dutch consumers spent € 7.0 billion online on products (+ 10%) and € 5.5 billion on services (+ 7%). This growth is mainly caused by the growth of the amount spent online (+ 8%) and the number of purchases (+ 6%) per online buyer. If we only look at the products, these percentages are even slightly higher: + 10% and + 8%. In addition, online spending within the Food / Nearfood (+ 34%) and Shoes & Personal Lifestyle (+ 21%) categories is also an important driver for purchasing products online.

In total, 124.9 million online purchases were made in the first six months of 2019 (+ 6%). Within this we see that the growth for services (+ 1%) lags behind that of products (+ 8%), which is in line with previous years. The growth within products is mainly caused by a sharp increase in the number of online purchases within Food / Nearfood (+ 39%), Shoes & Personal Lifestyle (+ 32%) and Health & Beauty (+ 26%).

"Food / Nearfood is becoming a huge driver of the Dutch e-commerce market," says Wijnand Jongen, director of Thuiswinkel.org. “Whereas this category firstly spoke of itself due to large growth figures, it has now also become one of the largest product categories, both in terms of online spending and the number of purchases. The growth figures, incidentally, continue to be impressive and that will not change much in the coming period, with the holidays ahead. "

Use of desk and laptops is further declining

The number of online purchases made on a smartphone continues to grow. Whereas in Q2 2018 15% of online purchases were still made via a mobile phone, this share rose a year later to 22%. The number of online buyers via a smartphone also increased in the past year: 37% of all online buyers makes an online purchase on a smartphone, while in Q2 2018 this was still 32%. The use of a desktop computer or laptop by online shoppers has further decreased: from 32% to 29% for desktops and from 50% to 48% for laptops.

Forecast for the whole of 2019

The expectation is that online spending in the Netherlands for the whole of 2019 will amount to approximately € 25.9 billion, spread over approximately 259.7 million purchases. This would mean increases compared to last year of 9% and 7% respectively.

Download here the infographic Thuiswinkel Markt Monitor HY1 2019

Download here the infographic Thuiswinkel Markt Monitor Q2 2019

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