Dutch market dominates local online stores

Large international online platforms have grown rapidly in the Netherlands in recent years. However, local players still dominate the market. According to the latest Twinkle100, Aliexpress, Shein and Tem are not among the top ten online retailers in the country. Far from that. Amazon also took a step back, both in turn and in the evaluation.

Online retailers in the Netherlands are included in Twinkle100 every year. This is the publication of Ecommerce Trade Magazine Twinkle. For years, the list has been led by the Dutch online market Bol. The list includes 300 companies that recorded their online sales (except for revenues and VAT, including market sales) for last year in the Netherlands. If they did not report their numbers, the sales numbers were estimated.

Growth of 6.4%

The total turnover of the 300 largest online retailers in the Netherlands in 2024 increased by 6.4 percent. It reached almost 29.5 billion euros. This is more than the recorded total expenses for online consumers for products in the same year. According to the latest Thuiswinkel, Market monitor was EUR 21.4 billion.

A total of 29.5 billion euros in online income

One explanation of a higher sum is the fact that the sale of the Twinkle100 platform is calculated both for the marketplace and the business partner. Obviously, three hundred companies in the publication together control a very large market share.

New Top 10

With Bol, Albert Heijn and Coolblue, the top of the Twinkle100 is mostly Dutch, just like last year. Three other Dutch companies are lower in Top 10: Picnic, Jumbo and Belsimpel. Last year there were seven national national players in the TOP 10: Wehkamp dropped out, just like Apple. IKEA and Mediamart are back in the top ten and together represent more than € 13.4 billion in online sales.

Top 10 of Twinkle100 2025 (for the financial year 2024) is as follows:

Zalando climbed fourth, where it was two years ago. Amazon overcame Zalando last year, but now took a step back. Last year, it was also estimated that US company had higher sales (EUR 1.2 billion).

In Germany, Amazon is by far the largest electronic trading player with more than 15 billion euros in the market and more than € 52 billion in total trading. In the Dutch electronic trading, the technical giant must settle for the fifth place in the Twinkle ranking.

Chinese platform

On the 32nd place is the top of the highest Chinese player in Twinkle100 with an estimated turnover of EUR 160 million in the Netherlands. AliExpress (37. With 150 million euros) and Shein (48 with 114 million euros). Tema, who no longer sees a growing Dutch customer base, climbed to 23 seats on the list.

Temu, Aliexpress and Shein are not included in the TOP 30

AliExpress, who claims to have more than 12 million Dutch users, is six seats higher than last year. Shein grew in terms of income, but dropped one place in the ranking. Last year, the growth of foreign platforms in Twinkle100 was noticeable, but according to the new list, the growth rate of many foreign players has now slowed down considerably.

Alternative evaluation

ECDB, a publisher of electronic trade statistics, recently published in 2024 in 2024 100 best online retailers list in the Netherlands. The German company uses transaction data for this evaluation. One of the significant features of this ranking is that a picnic, as a player only for the application, was not listed. The Dirk supermarket chain (which has a shopping cart, but there is no order option on its website) is on the list.

The main differences

There are big differences between the two rankings, especially with regard to international players: there are no Chinese companies in the Twinkle100 Top 10, while the ECDB list includes no less than three: Aliexpress, Shein and Tem.