B2C Ecommerce Passed €20 Billion in the Netherlands in 2016

Drove overall retail sales, helped by an especially strong Q4

Author: Cliff Annicelli

March 7, 2017

Digital sales of products and services in the Netherlands jumped 23% in 2016 to €20.16 billion ($22.30 billion), according to GfK Netherlands research conducted on behalf of ecommerce organization Thuiswinkel and PostNL.

The country's increased business-to-consumer (B2C) ecommerce was powered by a 25% gain in sales of products to €11.01 billion ($12.18 billion), led by greater outlays on shoes and lifestyle products, information technology, and food and other products sold by grocery stores. Digital sales of services, such as travel and event tickets, rose 19% to €9.15 billion ($10.12 billion).

In a press release, Gino Thuij, GfK Netherlands' industry lead for fashion, home and lifestyle, attributed ecommerce's strength in 2016 in part to an improving economy and rising consumer confidence.

Photo credit: Flickr

According to Statistics Netherlands data cited by GfK, retail ecommerce sales were responsible for 11.3% of the country's €97.2 billion ($107.53 billion) in total retail sales in 2016, up from 8.9% in 2015. Total retail sales in the Netherlands rose 4% last year.

These overall results were buoyed by a 27% jump B2C ecommerce sales in Q4 2016 vs. the same period of 2015—the largest quarterly increase of the year. In total, 82% of the Netherlands' population ages 15 and older made one or more ecommerce purchases in Q4 2016, GfK found.