The Top eCommerce and Payment Trends in the Netherlands

The Dutch Enjoy Low Unemployment And Stable Finances, But Market Competition Is Stiff

Over half (54%) of consumers have shopped cross-border, and the value of ecommerce in the Netherlands is estimated at over $28 billion (€25 billion). When it comes to ecommerce channels, 31% of the Dutch shop via computer or tablet on a weekly basis while 28% buy via mobile. To succeed, international merchants will need to specifically target local tastes and national holidays, and provide Dutch-language product descriptions.

The Netherlands is notable for the relative absence of credit cards and the popularity of bank transfers as the culture does not embrace debt. The Dutch bank transfer iDEAL is the most popular payment method — and is one of many payment forms that merchants eyeing the Netherlands should offer.

KEY INSIGHTS

Over 60% of respondents recently used iDEAL online, and 40% say it’s their first-choice payment method.

BNPL (Buy-Now-Pay-Later) is big in the Netherlands: 29% of Dutch respondents say they recently purchased with Klarna, and 25% reported buying with Afterpay for recent online purchases.

ABOUT THE STUDY

In March and April 2022 Rapyd conducted a research study to understand the financial habits, payment method choices, considerations and preferences of consumers in nine European countries. We surveyed 4,286 online consumers in Denmark, France, Germany, Iceland, Italy, the Netherlands, Sweden, Spain and the UK. Consumer respondents represent a full spectrum of household income levels from low to high across each country. Household Income questions were presented in locally relevant amounts and currencies. The survey was conducted online amongst household decision-makers over 18 years of age. To participate, the survey respondents must have made a purchase online in the last month.

WHAT ARE THE MOST POPULAR ONLINE PAYMENT METHODS IN THE NETHERLANDS?

Offering bank redirects (such as iDEAL) is important in the Netherlands. Over 60% of Dutch respondents recently used this for online shopping, and 40% prefer it as their top payment method online, followed by PayPal (15%), and Klarna (10%). Developed and launched by Dutch banks in 2005, the iDEAL online bank transfer payment system is popular in the Netherlands.1 It’s notable that while the Netherlands doesn’t commonly use credit, nearly 3 out of 10 consumers used Klarna for a recent purchase.

WHAT ARE THE MOST POPULAR PRODUCTS TO BUY ONLINE IN THE NETHERLANDS?

Two-thirds of respondents recently purchased clothing and accessories online, followed by almost half (47%) who bought food from restaurants and groceries (44%). A majority of Dutch consumers still shop via computer for larger-ticket items, such as electronics/office supplies or travel products, but turn to mobile for restaurant takeout (65%) and beauty/health products (52%).

WHAT ARE THE MOST POPULAR IN-STORE AND POS PAYMENT METHODS IN THE NETHERLANDS?

With a strong preference for being debtless, the Dutch used either debit cards (69%) or cash (53%) for recent in-store purchases. Most Dutch consumers (52%) surveyed prefer debit cards over all other methods at brick- and-mortar stores. While cash is still popular as a first-choice payment method for 22% of Dutch consumers, they also use credit cards and digital wallets for additional payment method flexibility.