Expectation 2018: 230 million online purchases and an online turnover of € 25 billion
Ede, September 20, 2018. Dutch consumers spent 11% more online in the first half of 2018 than in the first half of 2017. This results in € 11.83 billion in online spending, spread over 105.60 million online purchases. Throughout 2018, 230 million online purchases are expected (+ 14%) for a total amount of approximately € 25 billion (+ 11%). This is according to figures from the Thuiswinkel Markt Monitor, the research into online consumer spending in the Netherlands. The Thuiswinkel Markt Monitor is carried out by GfK, commissioned by Thuiswinkel.org and in collaboration with PostNL.
Of all spending on products and services (within the definition of the Thuiswinkel Markt Monitor), 25% is made online in the first half of 2018, compared to 23% in HY1 2017. Of the € 11.83 billion in online consumer spending, € 6.75 billion spent on the purchase of products such as electronics, clothing and toys. These expenditures grew by 14% compared to the same period last year. The remaining € 5.08 billion was spent on the online purchase of services such as package holidays, airline tickets and insurance. This is an increase of 7% compared to the first half of 2017.
Wijnand Jongen, director of Thuiswinkel.org: “Just like last year, the Dutch retail trade will again have a strong first half year in 2018; Statistics Netherlands reports a growth of 3.8% in the first six months of this year. If we compare the spending on products purchased online against the total consumer spending on retail goods of € 66.2 billion in the first six months of 2018 (source: CBS), the online share of € 6.75 billion in product sales is now 10 , 2%, compared to 9.2% in HY1 2017. "
In the first six months of 2018, the Food / Nearfood category shows the largest growth in online spending with 39%. Danny van den Burg, GfK: “The Food / Nearfood category is already the largest growth in terms of online spending for the third consecutive quarter. This reflects with what we see in the market: where ordering online and often having groceries delivered was still in its infancy a few years ago, online is now really gaining ground. ”
91% of the Dutch buys online in HY1 2018
In the first half of 2018, all purchases of products and services are made online within the definition of the Thuiswinkel Markt Monitor 8%. Furthermore, it appears that 91% of Dutch people aged 15 and older have sometimes made an online purchase during this period, which amounts to 12.8 million online buyers. Of the total online purchases (105.6 million), 82.22 million are attributable to products and 23.38 million to services. The average number of online purchases per buyer increases from 7.4 in HY1 2017 to 8.2 in HY1 2018. As a result, the average online amount spent per online buyer continues to increase: in the first six months of 2017 that was € 857, -, but in the first half of 2018 the counter is at € 923.
The importance of smartphone in online purchases continues to increase
The role of the smartphone for online buyers is increasing visibly: 12% of all online spending is already going through a smartphone. As a result, the share of laptops and desktops has fallen since 2016 from 82% to 73%.
Danny van den Burg, GfK: “This development is in line with what we see happening in other markets: shopping is increasingly happening through various channels and devices and the purchase itself (the 'checkout') is more often done via the smartphone. This is partly because the mobile payment options are becoming more user-friendly and safer, which benefits online shopping convenience. ”
Forecast for the whole of 2018
The expectation is that online spending in the Netherlands for the whole of 2018 will amount to approximately € 25 billion, spread over approximately 230 million purchases. This would mean increases compared to last year of 11% and 14% respectively.
Design of Thuiswinkel Markt Monitor
The total Dutch consumer market is mapped out in the Thuiswinkel Markt Monitor. The report is based on continuous consumer data tracking, supplemented with retail research and additional consumer research among net 7,500 people. The definition of the total online market includes all personal and household consumer purchases, excluding online gaming and online gambling. The study did 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 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.