Ecommerce Report The Netherlands 2018 - www.ecommercefoundation.org - Safeshops
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Ecommerce Report
The Netherlands
2018
1
www.ecommercefoundation.org
Thank you for reading this report…
Thank you for downloading this report. We hope this report will help you take the next step in
selling online in the Netherlands.
The Ecommerce Foundation is an independent non-profit organization, initiated by worldwide Jorij Abraham
national ecommerce associations as well as online and omnichannel selling companies from General Manager
industries such as retail, travel & finance. Our mission is to foster global digital trade as peace is Ecommerce Foundation
the natural effect of trade. By facilitating digital commerce we hope to make the world a slightly
better place.
We especially would like to thank our Report Partners: namely Mazars, Osudio, Arvato, SAP and
Jorij Abraham has been active in
.shop. Without their support, this report would not have been created. Moreover, a great amount the international ecommerce
of gratitude is extended to the Ecommerce Association of the Netherlands, Thuiswinkel.org, for its community since 1997. He was
an Ecommerce Manager at
support in data collection and promotion.
Bijenkorf, TUI and Sanoma
Media and Director of
If you like our reports, please visit our report page on www.EcommerceWiki.org. On this page, Consulting at Unic.
you will find a large collection of Ecommerce Country Reports for free.
From 2013 to 2018 he has been
Director of Research & Advice at
Your feedback is also very much appreciated. If you would like Thuiswinkel.org and Ecommerce
Europe (the Dutch and European
to help us make the 2018 reports even better, please take our 3-minute
Ecommerce Association)
survey here.
2
www.ecommercefoundation.org
“Thuiswinkel.org strives to optimize this benefit and helps online shops”
Consumers are more and more finding their way to online stores in the Netherlands. This was
particularly noticeable last year, when Dutch shoppers spent €22.5bn online. As a result, the Dutch
B2C ecommerce turnover grew by 13% in comparison with the preceding year.
Wijnand Jongen
The share of online shopping continues to grow and becomes increasingly important for the Dutch
CEO of Thuiswinkel.org
retail sector. The main reasons for this growth can among other things be found in the recovering
economy and the improving consumer confidence in the economy. It is nice to see that both online
and omnichannel retailers benefit from this.
Wijnand Jongen has been the Thuiswinkel.org strives to optimize this benefit and helps online shops that sell products and/or
CEO of Thuiswinkel.org since its services, entrepreneurs and their employees to become more successful. In order to do so, we offer
incorporation in 2000. Wijnand is
also the Chairman of the
relevant and practical solutions through advocacy, our B2C and B2B Thuiswinkel trustmark,
Executive Committee of knowledge and research. In addition, we organize several ecommerce-related events and projects.
Ecommerce Europe, the European
umbrella organization with more
than 25,000 (online) shops as its We would like to thank the Ecommerce Foundation for creating this report. With the B2C Ecommerce
members. In addition, Wijnand is Country Reports being only one of their instruments, the Ecommerce Foundation aims
the author of the book, ‘The End
of Online Shopping’, which was to strengthen the ecommerce community in several ways, and
published in the Netherlands in Thuiswinkel.org will continue to support them in doing so.
2016 and has been translated into
English and Chinese.
3
www.ecommercefoundation.org
Mazars is an international, integrated and independent organization, specializing in audit, accountancy, advisory, tax and legal services. As of 1st
January, 2018, Mazars operates throughout the 86 countries and territories that make up its integrated partnership. Mazars draws upon the expertise
of 20,000 women and men led by 980 partners working from 300 offices worldwide. We assist clients of all sizes, from SMEs to mid-caps and global
players as well as start-ups and public organizations, at every stage of the development.
SAP Hybris is a business unit of SAP, providing omnichannel customer engagement and commerce solutions that allow organizations to build up a
contextual understanding of their customers in real-time, deliver a more impactful, relevant customer experience and sell more goods, services and
digital content across every touch point, channel and device. Through its state-of-the-art customer data management, context driven marketing tools
and unified commerce processes, SAP Hybris has helped some of the world’s leading organizations to attract, retain and grow a profitable customer
base.
.shop is a domain name for ecommerce. Short, meaningful and relevant, .shop allows ecommerce businesses to choose a brandable online address
that instantly identifies ecommerce websites to online shoppers around the world. A shop domain name can also help offline retailers and service
providers to be discoverable online. For businesses, short, memorable .shop domain names are a more powerful marketing tool and can be used to
distinguish their corporate website from their online shop, and provide an enhanced user experience for their customers.
Osudio is part of the SQLI group and one of Europe’s largest and most experienced e-business specialists. Having worked in e-business since the 90’s
we understand what works, what doesn’t and what drives growth. Many of our national and international clients are market leaders. Our goal is to help
them evolve their business model so they can excel in every market or channel. Osudio helps you reach B2B and B2C clients with a seamless
experience in every channel where they are active. Through our expertise in product information management, we can create the right fundamentals
for an omnichannel presence including print. This provides the ecommerce solution that enables brand experience and drives sales.
We are a leading global service partner in eCommerce fulfillment and integrated financial services for the eCom industry. Especially handling
consumers’ favorite invoice method ‘payment after delivery’ for the European market is one of our core businesses. This combined with our
customized Risk & Fraud and Collection Solutions, makes us Europe’s third largest integrated financial service provider. We manage around 10,000
customers in 22 countries for different industries: retail/e-commerce, telecommunications, insurance, banking and healthcare. We delivery value to
your customers!
4
www.ecommercefoundation.org
About Thuiswinkel.org Thuiswinkel.org Members E-commerce events
in the Netherlands
Thuiswinkel.org is the inspiring digital Thuiswinkel.org has over 2,200 members that sell products
January WebWinkel Vakdagen (expo)
commerce network that helps and/or services online to consumers. They work in all kinds
companies, entrepreneurs and their of branches, including home & garden, fashion, travel, IT, Thuiswinkel Webinar: Ready for
employees to become more March
insurance, consumer electronics and sport/toys. The the new privacy legislation
successful. We offer relevant and
combined turnover of our members
practical solutions through lobbying,
March Shopping Awards
the “Thuiswinkel Waarborg” represents 75% of Dutch online consumer spending.
trustmark, knowledge, research and
Naturally, international online shops are more than welcome May Digital Transactions
education. Our objective is to improve
trust in distance-selling and to make to join Thuiswinkel.org, as long as they comply with the
May ShoppingTomorrow Kick-off
cross-border trading easier. Dutch law and regulations.
June Thuiswinkel.org Member’s Event
Email: info@thuiswinkel.org
Telephone: 0318 64 85 75
September ShoppingToday
Twitter: @thuiswinkelorg
5
www.ecommercefoundation.org
Table of Contents
7 13 20
38 65
6
www.ecommercefoundation.org
Introduction: The Netherlands
7
www.ecommercefoundation.org
The Netherlands
Area: 41,543 km2 Government: Constitutional Monarchy
Capital: Amsterdam
Currency: EURO (EUR)
Internet users: 96%
Internet penetration growth: 2.39%
URL country code: .nl
Official language: Dutch
Secondary Language: Frisian
Widely spoken foreign languages: English, French, German
8
www.ecommercefoundation.org
Demographic Indicators
POPULATION AGE STRUCTURE
Total population, 2013-2018(f) Age structure of the total population, 2017
17,084,459
17,032,845
18.73% 16.41%
16,979,729
0-14
16,924,929 15-24
12.07%
25-54 13.28%
16,865,008
55-64
16,804,432 65+
39.52%
2013 2014 2015 2016 2017 2018(f)
Population. Source: Worldometers, 2017. | Age Structure. Source: CIA World Factbook, 2017.
9
www.ecommercefoundation.org
Dutch GDP grew by 2.98% in 2017
GROSS DOMESTIC PRODUCT
GDP & Growth Rate, 2012 – 2018(f)
Gross Domestic
GDP per Capita
Year Product (GDP) in Growth Rate YoY Growth Rate YoY
(EUR)
Billions of EUR
2012 €759,840 -7.25% €45,350.12 -7.59%
2013 €794,427 4.55% €47,274.84 4.24%
2014 €806,302 1.49% €47,809.16 1.13%
2015 €628,441 -22.05% €37,131.10 -22.33%
2016 €697,219 10.49% €41,061.84 10.59%
2017 €718,020 2.98% €42,155.02 2.66%
2018(f) €740,160 3.08% €43,323.58 2.77%
Gross Domestic Product. Source: Quandl; IMF Cross Country Macroeconomic Statistics, December 31st (each year).
10
www.ecommercefoundation.orgWhat effect do current tax “The Netherlands follow Interview
systems/schemes have on
e-commerce in the Netherlands? international taxation rules However, if the distance sales threshold is
(i.e. equalization tax on turnover of digital
companies, taxing untaxed or insufficiently taxed with respect to taxation of exceeded, the supplier needs to VAT
income from all internet-based business activities) register in the country of its customer and is
e-commerce businesses.” due local VAT. The distance sales
Provided well-structured there is no need
for uncertain tax positions, equalization The specific VAT rules for e-commerce thresholds differ throughout the EU. At this
manage where the supply of goods or moment, the EU VAT system (nor the Dutch
taxes and double taxation. The
services is VAT taxable as an exemption on VAT system) know a simplification rule for
Netherlands follow international taxation
the general VAT rules. This is relevant as these suppliers. This might result in an
Eric Klein Hesseling, rules with respect to taxation of
the VAT rates differ throughout the EU. administrative hassle for those entities.
e-commerce businesses.
International Tax Partner, Performing VAT taxable supplies in a Another disadvantage of the current system
Mazars in the Netherlands country might furthermore result in the is the difference made between EU
(undesired) obligation to VAT register suppliers and non-EU suppliers: the import
locally. of goods from outside the EU into an EU
member state is not liable to VAT if the
E-commerce supplies of goods are called value of the good(s) does not exceed EUR
‘distance sales’. Distance sales are 22. This means non-EU web shops can sell
supplies of goods from an EU country to a goods free of VAT to customers within the
private individual in another EU country. EU (if the value does not exceed EUR 22).
“VAT rates differ
What are VAT-specific rules for
e-commerce platforms in the
throughout the EU.”
Netherlands? Do extra VAT-specific
rules exist for the Netherlands? Electronical services to private individuals
(in addition to EU rules) are VAT taxable in the country of the
private individual as well. This means that
The EU / Dutch VAT system knows some the supplier needs to VAT register in the
exceptions for e-commerce platforms, i.e. country of its customer and is due local
entities performing electronical supplies of VAT. At this moment, a simplified system
goods and services (‘e-commerce’). applies: the Mini One Stop Shop (‘MOSS’).
Difference needs to be made between Via this system, the foreign VAT can be
supplies of goods and supplies of The EU supply of goods to private
filed in the country of the VAT entrepreneur
services to private individuals (not being individuals is in the general situation VAT
and a local VAT registration is no longer
VAT entrepreneurs). taxable in the country of the supplier.
required for the electronical services.
11
www.ecommercefoundation.orgAs of 2021, the EU will offer an extension of It is in general advised to hire professional Interview
the MOSS regime for other intra-EU financial service providers to and in such
situations and non-EU situations as well. All case it should not be necessary to
EU member states will apply a uniform experience serious penalties (other than
What are the three main tips you give to
threshold of EUR 10,000 turnover (excl. regular administrative fines for late filing
foreign companies coming to the
VAT) per year for cross-border supplies of etc.).
Netherlands? Specifically small- to mid-
EU VAT entrepreneurs. If the threshold is Would you say the Dutch tax sized companies?
not exceeded, the VAT entrepreneur does system/regulations are easy or difficult
not need to VAT register in the countries of for foreign companies to adapt to and (i) For your first impression check with the
their customers. The threshold of EUR incorporate? Netherlands Foreign Investment Agency
Eric Klein Hesseling, 10,000 will apply as of 1 January, 2019 for
Out of 190 countries globally Netherlands
(NFIA) in in your region (www.nfia.com) or
electronical services. The import threshold (www.investinholland.com). (ii) No doubt that
International Tax Partner, for VAT purposes of EUR 22 for goods from ranks 20 on the ease of paying taxes,
from a tax and business point of view the
Mazars in the Netherlands outside the EU will expire. This means that according to the World Bank doing
Netherlands is a good choice for service and
import VAT is due upon all imports into the business guide (shown in figure below*):
distribution businesses and
EU. Although the thresholds and VAT rates especially for e-commerce
differ per country, the framework of the businesses. Let your
regulations are the same in all EU member choice to invest in the
states. Netherlands predominantly
Are there penalties for companies who depend on your business
do not comply with tax requirements in point of view: tax follows
the Netherlands? If so, what are they, the business (and not the
and how much do they impact foreign other way around). (iii) Hire
companies? high quality service firms
Penalties can be imposed up to 100% (in Are foreign companies eligible to a (audit, accounting, tax, legal) with experience
case of fraud) of the additional imposed refund for Dutch VAT? If so, what does in international business and with good
taxes. More in general the penalties amount obtaining the refund entail? If not, how language skills for your guidance.
25% or a fixed amount in case of e.g. filing can foreign companies become eligible?
too late. They impact foreign companies
equally compared to domestic companies.
Foreign entities can reclaim Dutch VAT
incurred if the conditions are met. Under the
“…we notice that entities
condition that the Dutch VAT is charged from outside the EU are
correctly. Within the EU, most countries
offer a VAT reclaim in their own country. sometimes not familiar with
Non-EU VAT entrepreneurs can file a
request to claim the Dutch VAT in the the Dutch VAT system…”
*Source: World Bank, http://www.doingbusiness.org/data/exploreeconomies/netherlands Netherlands. Certain expiry dates apply.
12
www.ecommercefoundation.orgInfrastructure and Logistics
13
www.ecommercefoundation.orgThe Netherlands lags behind others in Internet Inclusivity
The inclusive Internet Index OVERALL INCLUSIVE INTERNET SCORE TOP THREE RANKED COUNTRIES GLOBALLY
Score 0-100, and global ranking 2018 Global ranking, 2018
“The Index outlines the current state
of Internet inclusion across 86
countries, and aims to
help policymakers and influencers
gain a clearer understanding of the
factors that contribute to wide and
sustainable inclusion.“
Availability
1
This category examines the quality and
breadth of available infrastructure
required for access and levels of
Internet usage.
Affordability
This category examines the cost of
access relative to income and the level
of competition in the Internet
2 3
marketplace. 83.4/100
Relevance
This category examines the existence
and extent of local language content
14
and relevant content.
Readiness
This category examines the capacity to
access the Internet, including skills,
cultural acceptance, and supporting
policy.
Inclusive Internet Index. Source: Economist Intelligence Unit, 2018.
14
www.ecommercefoundation.orgWhilst availability is strong, affordability is a stumbling point
The Netherlands ranks 14th out of 86
overall, and 8th among 18 EU countries.
Availability is tied with Switzerland for AVAILABILITY SCORE AFFORDABILITY SCORE
4th place globally, buoyed by high fixed- Score 0-100, and global ranking 2018 Score 0-100, and global ranking 2018
line broadband usage and good network
quality. But the country’s overall rank is
negatively affected by relatively low
Affordability and weak Relevance, partly
due to low e-Entertainment usage and
limited e-Health. 4 31
Availability
This category examines the quality and 84.4/100 83/100
breadth of available infrastructure
required for access and levels of
Internet usage.
RELEVANCE SCORE READINESS SCORE
Affordability
This category examines the cost of Score 0-100, and global ranking 2018 Score 0-100, and global ranking 2018
access relative to income and the level
of competition in the Internet
marketplace.
Relevance
This category examines the existence
and extent of local language content
and relevant content.
27 23
Readiness
This category examines the capacity to
access the Internet, including skills, 85.8/100 76.2/100
cultural acceptance, and supporting
policy.
Inclusive Internet Index. Source: Economist Intelligence Unit, 2018.
15
www.ecommercefoundation.orgThe Netherlands ranks 5th in Logistics Performance
Logistical Performance Index Ease of Doing Business Index E-Government Development Index
The LPI overall score reflects perceptions A high ease of doing business ranking The UN’s E-Government Index provides a
of a country's logistics based on, among means the regulatory environment is more comparative assessment of the e-
other things, efficiency of customs favorable for the starting and operation of a government development of UN Member
clearance process, quality of trade- and local firm. The rankings are determined by States. Important factors contributing to a
transport-related infrastructure and ease sorting the aggregate distance to frontier high level of e-government development are
quality of logistics services. scores on 10 equal topics. concurrent past and present investments in
telecommunication, human capital and
provision of online services.
5th 32nd 8th
Logistics Performance Ease of
E-government Index
Index Doing Business Index
Logistcal Performance Index. Source: Worldbank, 2016. | Ease of Doing Business Index. Source: Worldbank, 2018. | E-government Development Index. Source: United Nations, 2016.
16
www.ecommercefoundation.orgPostNL has the most service locations
LOGISTIC SERVICES
Numbers of logistical service locations, by parcel delivery company, 2016
2,817
p e r s tend
n l i ne shop e l ev el
o t h
Dutch tisfied with ntly
sa re
to be andard cur elivery
of st hi ch i s
d
1,352
v i d e d (w
i n m ost
o s
pr
i n 1 -3 d ay
wit h cases
).
775 836
620
PostNL DHL Parcel DPD GLS UPS Access
Points
Logistic Services. Source: Statista, Autoriteit Consument & Markt, 2016. | Source: PWC, 2017.
17
www.ecommercefoundation.orgThe Netherlands is ranked 3rd out of The Netherlands is the new base for Interview
137 countries in infrastructure; would American companies that start their EMEA
you say SMEs are benefitting/ hindered base.
Both need to make a strategy, and
by Dutch infrastructure?
What are the main challenges SMEs constantly look at the changes and new
SMEs in the Netherlands benefit from encounter when expanding cross- features they develop. The whole
advanced fine-meshed infrastructure border? marketplaces development is still in its
compared to the five big European infancy.
countries. Where these big players deliver In the beginning I think IT infrastructure will
same day, or even within two hours in big be the biggest challenge. If you want to How can SMEs be more transparent for
cities like New York & Shanghai, this can build a business abroad, you need to customs? What are new technologies
Hans Siebum, Managing become the future in all of the adjust to the local e-commerce culture. In and/or challenges affecting customs
most cases that means local stock and transparency for SMEs?
Director, Benelux SaleSupply Netherlands. The big players in the
local (native) customer care. These two
Netherlands like Coolblue and Bol.com For online retailers, we see new software
have a cut off time of 23:59 and 23:00 for aspect you can be outsourced and are
on the market that can make cross-border
delivery the next day! always depending on connecting with
shipments more transparent for customs.
partners. WMS for fulfilment and CMS
New Duty Management Systems are
API’s for a good overview and real-time
entering the market. and will be useful and
reporting in customer care.
affordable both for the SMEs as well as
Hans Siebum has been active in e-
“you need to adjust to the big multinationals like nowadays.
What delivery times and methods do
commerce in various roles since 2007, From
2012 he is taking a peek in Europe finest
local e-commerce culture” Dutch consumers prefer?
kitchen of e-commerce companies. In the Netherlands there are two major
players (Coolblue & Bol.com) dominating
Together with these companies, he makes the market. Order before 23:59 or 23:00
goals and strategy to go cross-border. In his and have it delivered the next day.
current role as Managing Director of How should SMEs prepare/defend
Salesupply Benelux he responsible for the themselves from giant internet retailers
sales and operations, concentrating on How do you foresee the future of Dutch such as ‘Amazon’ arriving?
Customer care and cross-border fulfilment. logistics/warehousing with regards to We need to make a difference between
Salesupply is located in 12 countries and Brexit impacts?
empowering retailers and brands with
Resellers and brand owners. For resellers
Not only in the future, but already at this it is going to be a struggle between service
Customer care & Cross-border fulfilment
solutions to achieve a perfect customer moment we see a growth of questions and price. Brand owners need to make a
experience. from the USA. Companies who would start strategy between selling themselves and
in the UK now come to the Netherlands controlling their distributors on the big
because of the uncertainties Brexit brings. online platform(s).
18
www.ecommercefoundation.orgThis has become a goal for most e- In the coming year, this will settle, but for Interview
commerce players. Standard is next day the near future I don’t think we will be using
delivery and the struggle is to stretch the brand names for payment methods
cut off time in the evening. Delivery anymore. Every bank/financial provider will
What customer service is most
methods are delivery at home or a nearby ensure that we can pay by phone or online accessed by online consumers, and
pick-up point. This has become became wallet connected to bank accounts. why? Do you expect this to change in
the standard for de Dutch e-commerce Payments stored through phones & online the foreseeable future?
payments via wallet with authentication will
What cross-border return policies do be the most important developments. If we look at customer service channels, e-
online consumer prefer and why? mail, chat and telephone are the most used
Hans Siebum, Managing From the point of view of the end channels. Chat will be the biggest customer
Director, Benelux SaleSupply consumer domestic and cross-border service channel in the near future. The
return procedures must be the same. same vision here as in the question about
Retailer need to pick up the return at payment methods what I mentioned in the
question about payment, regarding the
home or offer a collect point were the end
future is applicable here as well.
consumer can bring it to.
The younger generation doesn’t choose
“Online shoppers in Western between phone, chat or WhatsApp. They
take the first messenger service that the
Hans Siebum has been active in e-
commerce in various roles since 2007, From
Europe like to pay with What estimated percentage of online webshops or app will provide and demand
2012 he is taking a peek in Europe finest cards debit or credit” consumers order internationally and/or
domestically, and what is their main
a high service and direct solution. I think the
difference will be that a messenger service
kitchen of e-commerce companies.
reason for purchasing internationally will be the first line of contact and if it’s
What payment methods do consumers
Together with these companies, he makes and/or domestically? necessary (in case of an RMA or
prefer, and do you think it will change
goals and strategy to go cross-border. In his The percentage is different in each country. guarantee) then shops will use the second
in the next 2 years? If so, why/how?
current role as Managing Director of First, we need to make clear what is a line channels, like email. I also see that in
Salesupply Benelux he responsible for the Every county has its own preferred domestic sale and what is an international the cross-border market the native/local
sales and operations, concentrating on payment methods. Looking at the approach will be very important.
sale. For example, Zalando (a German
Customer care and cross-border fulfilment. Netherlands, iDeal (a form of bank Company) is doing very well in the
Salesupply is located in 12 countries and
empowering retailers and brands with
transfer) is most popular. In general Netherlands, They have localized in such a “Chat will be the biggest
Western Europe online shoppers like to way that we need to question ourselves if
Customer care & Cross-border fulfilment
solutions to achieve a perfect customer
pay with cards debit or credit. In China, we are talking of a international sales. A customer service channel in
Alipay and Union pay are the rulers in the
experience.
market. Stripe, Apple pay and PayPal are
research project headed by Jesse
Weltevreden, faculty of HvA (Hogeschool
the near future.”
popular in the USA. van Amsterdam), displays these figures.
19
www.ecommercefoundation.orgE-commerce Landscape
20
www.ecommercefoundation.orgWorking in e-commerce for a long What are the most common barriers Interview
time, how have you seen the Dutch for foreign retailers expanding to the
market change over the last 5 years? Netherlands? What are the best ways
Has the Dutch market become to overcome these barriers?
more/less open to foreign retailers
looking to sell online? The Netherlands already have some very
good online players, such as Coolblue,
The Dutch e-commerce sector has wehkamp and bol.com. Dutch consumers
continuously improved itself over the last can mostly find what they are looking for
few years, as its turnover have increased there, so it would be difficult for foreign
Richard van Welie significantly every year. One of the main players to get a market share from
Senior E-commerce Editor reasons for this is the growing consumer scratch. What is crucial for every new
Thuiswinkel.org confidence, as people are more and more player in this market is that they offer
finding their way to the Internet for their excellent service and proper pricing.
shopping needs. This is also evidenced
by the fact that they are shopping online
in a wider variety of product categories ”…Dutch consumers may
than a couple years ago. As a result of
Richard is an experienced editor, both in
this confidence, they are also looking be a bit distrustful when it What are some consumer
across the border for products and
English and Dutch, with broad knowledge in
the field of e-commerce, content marketing,
categories, but they are still a bit more comes to foreign preferences/behaviors that are unique
to Dutch consumers and should be
copywriting and language consultation. He
has been the Senior E-commerce Editor for
careful in this regard, as they do not want
to get scammed.
players…” considered by foreign retailers
expanding to the Netherlands?
Thuiswinkel.org since 2014 and serves as a
curator on the Ecommerce Wiki. I think Dutch consumers may be a bit
distrustful when it comes to foreign Delivery is a very important aspect in the
“Through sharing our knowledge we can all players, as they are already accustomed e-commerce process. Dutch consumers
improve our businesses.” to a well-developed e-commerce not only expect to be in charge of delivery
infrastructure in the Netherlands. In order (they expect their orders to be delivered
to take away this distrust, foreign online at the place and time they desire, they
shops should apply for a renowned also want it for free). In general, pick up
trustmark, such a Thuiswinkel Keurmerk. points are not very popular in the
Netherlands. People still prefer their
products to be delivered at home.
21
www.ecommercefoundation.orgAnother important aspect is payment. Interview
Dutch consumers are used to being
offered a wide array of payment options
and one of them should always be iDEAL, Still, purchases through mobile devices
as this is by far the most preferred are lagging behind some, perhaps
payment option in the Netherlands. In because people are not yet convinced of
addition, online shops are legally required the safety regarding paying through a
to offer at least one payment method that mobile device. However, this will also
allows consumers to pay for their online change in the near future, meaning that
purchases after receiving them.
Richard van Welie “…more and more people the share of ordering products and
services through smartphones and tablets
Senior E-commerce Editor
Thuiswinkel.org are using their will increase significantly. In addition, the
role of voice will become more and more
smartphones and tablets important in the Netherlands. Services
and devices like Google Home and
in the e-commerce Amazon’s Alexa will eventually also
conquer the Netherlands just as it has
process…” already conquered the U.S.
Richard is an experienced editor, both in
English and Dutch, with broad knowledge in
the field of e-commerce, content marketing, How do you foresee new innovations
copywriting and language consultation. He and technologies impacting the Dutch e-
has been the Senior E-commerce Editor for commerce market? Which of these
Thuiswinkel.org since 2014 and serves as a technologies do you feel are most
curator on the Ecommerce Wiki. The GDPR is another hot topic at the important for SMEs to invest in the
moment, as companies (including online success in the Netherlands, specifically
“Through sharing our knowledge we can all shops) have to comply with this new for Dutch online shoppers?
improve our businesses.” European privacy law as of May 25, 2018.
This law ensures that consumers control At the moment, mobile is crucial, as more
their own data and that they are better and more people are using their
protected in this regard. Webshops smartphones and tablet in the e-commerce
should therefore make sure that they process, for instance to browse websites or
comply as soon as possible with all new find alternatives and best prices for the
privacy regulations. products or services they want.
22
www.ecommercefoundation.orgAverage spending per online shopper continues to increase
INTERNET PENETRATION (IN LAST 3 MONTHS) & ONLINE SHOPPERS NUMBER OF E-SHOPPERS AND SPENDING
Internet penetration and number of online shoppers (of internet users), 2017 Number of e-shoppers in millions and average spending per e-shopper 2014-2017
€ 1,697
17,084,459 € 1,150 € 1,090
€ 1,242
Total population
97% 16.4mn
15.2mn
16,401,081
Internet Users
84%
12.7mn 12.9mn
13,930,641
Online shoppers
2014 2015 2016 2017
Internet Penetration & Online Shoppers. Source: Statista, 2018. | Number of E-shoppers and Spending. Source: Thuiswinkel, 2018.
23
www.ecommercefoundation.orgOnline purchases account for a quarter of the total market
TOTAL MARKET: ONLINE & OFFLINE
Percentage of online from total market, 2017
utch
24%
e D t o b uy
% o f th e fe r red
27
l a ti o n pr b e h in d
popu This lags ations
e. n
onlin uropean
Online share of total market
th e r E
r m a ny
o s Ge a nd
Offline share of total market h a % )
su c U K (45
),
(41% (35%).
e
76%
F ra n c
Total Market: Online & Offline. Source: Thuiswinkel, 2018. | Source: PWC, 2017.
24
www.ecommercefoundation.orgThe B2C ecommerce growth rate is forecasted to be ≈ 11%
B2C ECOMMERCE TURNOVER & GROWTH RATE E-GDP & GROWTH RATE
B2C ecommerce turnover in billions of EUR; Growth rate, 2013-2018(f) Ecommerce share of total GDP; E-GDP growth rate, 2012-2018 (f)
18.37% 21.81%
13.50% 13.00%
10.87%
7.77% 16.11%
7.01% 14.94%
€ 24.95
10.87%
€ 22.50
8.49% 7.48%
€ 19.58 3.37%
3.13%
€ 16.07 2.81%
2.56%
€ 13.84
€ 12.88
1.62% 1.72%
2013 2014 2015 2016 2017 2018(f) 2013 2014 2015 2016 2017 2018(f)
B2C Ecommerce Turnover & Growth Rate. Source: Statista; Thuiswinkel, 2018. | E-GDP & Growth Rate. Source: Ecommerce Foundation, 2017.
25
www.ecommercefoundation.orgTotal Spending in the Dutch Online Market
B2C E-COMMERCE TURNOVER: GOODS & SERVICES
Share of B2C e-commerce turnover in billions, goods & services, 2016 & 2017
12,740,000,000
Services
12,230,400,000
9,770,000,000
Goods
9,574,600,000
2017 2016
B2C E-commerce Turnover: Goods & Services. Source: Thuiswinkel, 2018.
26
www.ecommercefoundation.orgClothing is the leading category for products
LEADING PRODUCT CATEGORIES
Revenue of leading e-retail categories, millions of euros, 2017
Clothing 2,293
IT 1,529
Telecom 1,529
Food / Nearfood 1,274
Shoes & Personal Lifestyle 1,147
Home & Garden 1,147
D u tch ch
o f s e a r
24% mers re
Other products 892
u ir
Media & Entertainment 892
cons ts on the
o d uc
Household Electronics 764 p r
p h o n e.
t
Consumer electronics 510 s ma r
Toys 382
Sports & Recreation 255
Health & Beauty 255
Leading Product Categories. Source: Thuiswinkel, 2018. | Source: PWC, 2017.
27
www.ecommercefoundation.orgFlights & accommodation are leading in services categories
LEADING SERVICE CATEGORIES
Revenue of leading service related categories, millions of euros, 2017
Loose Airline Tickets & Accommodations 3,395
Insurance 2,328
u m e rs
Package holidays 2,134 o f cons on their
16% reviews d i ng
k a r
chec hone reg ailer.
tp t
Tickets for Attractions & Events 1,552 smar duct or re
ro
the p
Other services 194
Leading Service Categories. Source: Thuiswinkel, 2018. | Source: PWC, 2017.
28
www.ecommercefoundation.orgBol.com was the most popular marketplace in 2017
ONLINE RETAILERS: REVENUE RANKING
Leading online retailers based on revenue, in millions of euros, 2016
Bol.com 950
Coolblue 615
wehkamp 540
u m e r s a les at
ns an
Zalando 530 Dutch co reased by more th
inc lion.
Bol.com 9 5 0 m il
Albert Heijn Online 400
0 0 m illio n to € u m ber 4
€2 s ra n k e d n
lb lu e w a 0 0 , an d
Amazon 250 Co o us Tw in kle 1
p r e vio
in t h e
s in t h e to p 1 0
H&M 205 be r
other clim eijn Online
tH
Van Dijk Educatie 197 are Alber
M.
Media Markt 190 an d H &
Nextail (Blocker Holding) 173
Online Retailers: Revenue Ranking. Source: Statista, 2017 | *Source : Twinkle100.nl, September 2017.
29
www.ecommercefoundation.orgWorking in e-commerce for a long time , The Dutch consumer is known to love a Interview
how have you seen the Dutch market good bargain. Tip 2: Make sure your
change over the last 5 years? Has the proposition has a good value for money. Dutch people are quite entrepreneurial, we
Dutch market become more/less open And last, but not least, of course I am a have a large base of SMBs. Connect with
to foreign retailers looking to sell little biased, it all starts with a great this start-up spirit. And last, but not least,
online? domain name. In the Netherlands, .nl is stay real. Dutch don’t like plastic fantastic
The market has changed significantly over the standard, but recently two new domain smiles.
the last 5 years. Not only in volume of the Extensions have been introduced in the “Partner with Dutch
online sales that have increased each Netherlands; .frl and .amsterdam. Having
year. But also the types of players these domain names gives you a local companies in the same field
Joost van Rooy competing in the online retail market presence. Tip 3: Blend in and localize your
Chief Marketing Officer space. From the US we have seen the rise marketing efforts as much as possible.
[and] gain trust.”
Mijn Domein of Amazon in our market. And from Asia it What are the most common barriers for
is incredible to see how quick AliExpress is foreign retailers expanding to the
able to gain market share. In Europe we Netherlands? What are the best ways to
see players as Zalando in clothing and it is overcome these barriers?
great to see a Dutch player
Partner with Dutch companies in the same
Thuisbezorgd.nl that is growing
field to avoid classic mistakes, and gain
internationally with takeaway.com.
trust. Make sure your fulfillment is as good
as your marketing, otherwise the first
“The Dutch consumer is growth will simply end in bad reviews.
known to love a good Gain stamina, the world cannot be
conquered in one day, you will need a few
bargain.” What are some consumer
to make it happen.
Specifically regarding the Dutch preferences/behaviors that are unique
consumer base, what are 3 main tips for to Dutch consumers and should be
success in the e-commerce market? considered by foreign retailers
expanding to the Netherlands?
In order to be successful in the Dutch
market, your proposition needs to be super ‘Gratis’, which means ‘free’ in Dutch, is our
clear to the consumer you have in mind as favorite word. Since the introduction of 4G
your target audience. Tip 1: Decide to unlimited bundles, mobile marketing has
become a super niche or a marketplace become more and more important. Be
and excel in that, don’t get stuck in the present and relevant at every step of the
middle. customer journey.
30
www.ecommercefoundation.orgThe number of B2C websites will increase by 11.30%
B2C WEBSITES B2C GROWTH RATE
Numbers of B2C websites, 2011-2018(f) Growth rate of B2C websites, 2012-2018(f)
17.80%
16.80%
32,160 34,420
13.70%
11.30%
29,250
38,309
9.05%
24,045 6.57%
16,515
4.33%
23,005 19,850
2011 2012 2013 2014 2015 2016 2017 2018(f) 2012 2013 2014 2015 2016 2017 2018(f)
B2C Websites. Source: Statista, 2018. | B2C Growth Rate. Source: Statista, 2018
31
www.ecommercefoundation.org“ABOUT YOU Mode” is the most popular shopping app
POPULAR SHOPPING APPS
Most popular mobile shopping apps, by number of downloads, October 2017
ABOUT YOU Mode Online Shop 91,789
AliExpress Shopping App 70,277
Marktplaats - koop en verkoop 34,610 s g re w by
tore sa l e
O n l i n e s
Wish - Winkelen is weer leuk 34,546
% o v e r 2016.
19.5 l re tailers
a n n e
H&M App 30,049
Multich g g o o d s and
e t a i l e rs sel l i n r n et
Joom 25,119 (r t h e I n te
e rv i c e s o ve r n ess)
s ry b u s i
HEMA 24,792
a s e c onda
a s
n o v e r g rowth
r
Stocard - Klantenkaarten 18,737 have a tu %.
22
Zalando - Kleding en schoenen 18,118 of nearly
Zalando Lounge - Shopping Club 15,566
Popular Shopping Apps. Source: Statista, 2017. | Source: Centraal Bureau Statistiek, 2018.
32
www.ecommercefoundation.orgOnline purchases are well distributed among the age categories
ONLINE PURCHASE
Type of online purchases by individuals in the Netherlands, 2016
1% 2%
2% 3%
11% 6% 9% 7% 8% 7% 7% 6%
4%
9%
15% 12% 11%
14% 12% 12%
13%
12% 1%
9% 9% 3% 65 +
12-25 6% 25-45 45-65 2%
4% 4%
7% 9%
5% 7% 8%
12% 13% 14%
9% 7% 5% 6%
6% 7%
5% 6% 10% 7% 9% 7% 11%
9%
Telecommunication services
Food products, cosmetics, cleaning products Medication
Financial products or services
Film, music Books, magazines, newspapers
Digital study or teaching material
Household goods and appliances Travel and accommodation
Soft-/hardware and electrical appliances
Other purchases Clothes and sports articles
Tickets for events
Online Purchase. Source: Eurostat; Centraal Bureau Statistiek, 2016.
33
www.ecommercefoundation.orgDutch online stores are still by far the most popular
CROSS-BORDER SHOPPING
Percentage of cross-border shopping in the country, in EU and abroad, 2016 & 2017
From national sellers From sellers in the rest of the world (non-EU)
2016 2016
2017 95% 2017 23%
95%
95% 29%
Cross-Border Shopping. Source: Eurostat, 2017.
34
www.ecommercefoundation.orgSellers from other EU nations are 1/3 of online purchases
CROSS-BORDER SHOPPING
Percentage of cross-border shopping in the country, in EU and abroad, 2016 & 2017
Sellers from other EU nations Sellers with an unknown country of origin
2016 2016
2017 33% 2017 2%
95%
34% 95 3%
%
Cross-Border Shopping. Source: Eurostat, 2017.
35
www.ecommercefoundation.orgChinese retailers are the go-to eShop for Dutch consumers
CROSS-BORDER SHOPPING: MOST POPULAR DESTINATIONS
Leading foreign countries to shop online based on share of cross-border expenditure in the Netherlands, 2016
19% 24%
6% 59%
Cross-Border Shopping: Most Popular Destinations. Source: Statista; GfK; PostNL, 2016.
36
www.ecommercefoundation.orgInterview
Working in e-commerce for a long
time, how have you seen the Dutch
“[Consider] legal
market change over the last 5 years? entity/physical presence
Has the Dutch market become
more/less open to foreign retailers in the Netherlands…”
looking to sell online? Hoi! Hoe
The Dutch economy is very open in
Specifically regarding the Dutch
consumer base, what are 3 main tips gaat het?
general. Many retailers try to find ways to for success in the e-commerce
be successful in the Netherlands, market?
Victor Terpstra however people still buy often at local
CCO, Osudio familiar brands. All these brands look Exploitants should offer iDeal payment
anxiously to the moment Amazon will option, physical options to send returns,
launch a full-blown Dutch version just as Dutch product descriptions for search and
!
Goed
Alibaba. SEO purposes.
?
En jij
Victor Terpstra is CCO of Osudio, one of the
leading E-business agencies in Europe.
Victor started his entrepreneurship in the
digital field as early as 1996. Starting with
Strawberries in 1999, Victor had his first
e-commerce experience in 2000. As an
entrepreneur during the last 20 years, he has What are some consumer
been involved in numerous Dutch and preferences/behaviors that are unique
International high-end E-business projects to Dutch consumers and should be
including Goodyear, Shimano, Adidas, considered by foreign retailers
Intergamma, Carlsberg and Philips. Victor
has a passion for online retail and “Offer iDeal payment expanding to the Netherlands?
e-business. Victor holds a Master of Art in
Persuasive Communication from the option [and] physical Payment with iDeal, legal entity/physical
presence in the Netherlands (for trust and
University of Amsterdam (graduated 1998).
options to send returns.” practical reasons – returns), Dutch
language.
37
www.ecommercefoundation.orgDutch Consumers
38
www.ecommercefoundation.org‘Digitieners’ use social networks more than any other generation
FACTS ABOUT THE ‘DIGITIENER’ GENERATION IN THE NETHERLANDS
Overall amount the generation shops online in percent (with most often bought items), percentage of generation who use the
internet on their smartphone and general trend of social network usage, 2017
Age Category: 14-20
• Visually Orientated
• Social media habits follow
2017 2017
this visual habit (Snapchat,
•
Instagram and YouTube)
More of a focus on being
individual
84% 93%
• Care less about privacy and
how their data is handled
compared to other Shop online, mainly Use the internet on Use social networks
generations… but their on books, games or their smartphone more than any other
concerns have risen greatly CDs/DVDs generation (apart
in the last year from Facebook)
Facts About ‘Digitiener’ Generation in the Netherlands. Source: Ruigrok NetPanel, 2017.
39
www.ecommercefoundation.org‘Millennials’ love using the internet on their smartphone (90%)!
FACTS ABOUT THE ‘MILLENNIALS’ GENERATION IN THE NETHERLANDS
Overall amount the generation shops online in percent (with most often bought items), percentage of generation who use the
internet to shop on their smartphone and general trend of social network usage, 2017
Age Category: 21-35
• Online activities are
integrated fully into their lives
2017 2017 • Millennials try to find a
53% 90% balance between work and
leisure, and therefore can be
less risk adverse
• Less visually orientated than
Digitieners
Use the internet on Use the internet on Active use of • They often have a media-
their smartphone to their smartphone Facebook has fallen streaming device and use it
shop from 85% in 2016 to to watch online movies and
77% in 2017 listen to music
Facts About ‘Millennials’ Generation in the Netherlands. Source: Ruigrok NetPanel, 2017.
40
www.ecommercefoundation.org73% of ‘Generation X’ uses social networks daily
FACTS ABOUT THE ‘GENERATION X’ IN THE NETHERLANDS
Overall amount the generation shops online in percent (with most often bought items), percentage of generation who use the
internet on their smartphone and general trend of social network usage, 2017
Age Category: 36-55
• They are behind the fast-
paced trends of technology
usage. E.g. their love of
2017 2017 2017
tablets, which have fallen
out of favor with younger
generations.
32% 64% 73%
• Hearing Instagram from
younger relatives has
increased uptake in this Use the internet on Use the internet on Use social networks
generation. their tablet to shop, their tablet daily
• Half look at paid services with only 28% using
such as RTL XL or Netflix their smartphone
Facts About the ‘Generation X’ in the Netherlands. Source: Ruigrok NetPanel, 2017.
41
www.ecommercefoundation.org‘Babyboomers’ are using smartphones more and more
FACTS ABOUT THE ‘BABYBOOMER’ GENERATION IN THE NETHERLANDS
Overall amount the generation shops online in percent (with most often bought items), percentage of generation who use the
internet on their smartphone and general trend of social network usage, 2017
Age Category: 56-71
• Go along with trends, but
mainly in their areas of
2017 interest
•
57% Almost all venture onto social
media, as this is an easy way
to keep in touch with family
and friends
• They can be skeptical about
Watch online TV, Over the last year, Use of Instagram the online world and the
online TV and films use of smartphones and WhatsApp dangers it can bring
have increased increased from last
year
Facts About the ‘Babyboomer’ Generation in the Netherlands. Source: Ruigrok NetPanel, 2017.
42
www.ecommercefoundation.orgWhatsApp is leading in social media/messaging apps
SOCIAL MEDIA USAGE
Percentage of online (active) usage including 2016 percentage if relevant, 2017: all age groups, 18+
2016 2016 2016 2016
2016
42% 27% 21% 28%
79%
45% 30% 25% 21%
75% 74%
10%
21% 18%
Social Media Usage. Source: Ruigrok NetPanel, 2017.
43
www.ecommercefoundation.orgSocial media penetration is growing ever so slightly
SOCIAL MEDIA PENETRATION
Social media penetration in percentage of population using social media sites/apps, 2014 - 2018(f)
62.64%
62.14% e c l i n e in
h e fi rst d ren d
w t h i s t
sa .T
61.57% 2 0 1 7 o k u sag e n n i al s an d
o lle
½ of Gen
eration X F aceb i ven b y Mi i l st u se
Baby Bo and
r h
was d ation X’, w ers is
omers In
60.93% users us s ta
e the Soc gram
r m
‘Gene Babyboo .
Network ial
daily.
g g
60.26% amon increasin
lly
actua
2014 2015 2016 2017 2018(f)
Social Media Penetration. Source: Statista, 2018. | Source: Ruigrok NetPanel, 2017. | Source: Ruigrok NetPanel, 2017
44
www.ecommercefoundation.orgHow would you say customer To provide exceptional customer service Interview
engagement is changing in the Dutch e- and individualized customer journeys,
commerce space? Both the needs of brands need to make effective use of data Brands must acknowledge that the right
consumers, as well as retailer and intelligence. The plethora of technology is not only instrumental but
techniques to adapt and meet those information gathered from various tools strategic in engaging their customers. The
needs. needs to be converted from data into trend is about moving away from
actions, in which brands deliver marketing disconnected, legacy solutions toward
The customer journey is more complex
in the moment to each individual. building a true partnership with a vendor
than ever. Quite simply, it is no longer
possible to refer to a single customer How do you avoid getting entangled in a that is able to manage the whole of the
journey. Consumers dash all over the web of marketing tools? processes related to the customer journey,
Mark de Bruijn place, online and offline, and expect a from marketing, to CRM, to e-commerce,
VP, Head of EMEA & MEE Marketers have a whole range of tools to down to customer service. This integrated
personalized approach from brands across
provide optimum service to customers. approach becomes even more critical with
Marketing, SAP Hybris the entire omnichannel journey.
Ironically, however, those solutions can regards to the data protection regulation
also lead to new problems, such as data and the ability to have one single view of
silos and an inconsistent customer the customer across every touchpoint.
experience. The success of data-driven
marketing stands or falls with a clearly For foreign retailers wanting to expand
structured data landscape. Organizations to the Netherlands, what are the main
often have vast amounts of data at their barriers? How do you combat these,
disposal, but have yet to extract any useful and what are your top 3 tips for
insights from all that data. success?
Mark is a modern, data-driven marketer with One of the most harshly fought
a passion for digital, innovation and The connected customer of today uses
everything related to customer experience. multiple channels, and makes their own “The success of data-driven battlegrounds is that of providing a
seamless omnichannel experience to avoid
For the past 8 years, Mark has taken on
various roles in marketing, business
decisions as to when and how they contact marketing stands or falls with losing customers to competitors who offer
a brand to purchase their goods or a better customer experience. In the digital
intelligence and predictive analytics. In services. The days of generalized a clearly structured data age, consumers expect top-notch customer
addition, he was affiliated with Avans customer profiles are numbered. As
University as a lecturer. Mark’s greatest customers speak up, marketers landscape.” service, and the ability to buy what they
pleasure is sharing his vision and knowledge want, anywhere, and anytime, through
increasingly gain more insight into various channels, offline and online.
with others, as he is a regular speaker at New technology gives marketers more
events across the world.
customer preferences. Customers expect a
options than ever to retain customers.
personalized customer journey, in which
they have control over when and how More isn’t always better, though – “A seamless omnichannel
interaction takes place. especially when it comes to tools. experience is essential.”
45
www.ecommercefoundation.orgThe majority of online research today Only a handful have an effective road map
Interview
occurs on mobile, and on mobile, in place for the digital age. These next
consumers are often more task-loyal than twelve months, organizations will focus on
brand-loyal – they want to solve their need increasing profits, building customer trust,
quickly. With brick-and-mortar stores and providing excellent customer
seeing fewer and fewer purchases while experiences. However, they usually lack an
online sales continue to enjoy meteoric AI can quickly analyze and accurately
effective road map to achieve these
rises, retailers must face the music, and it’s predict which customers are more likely to
objectives. In order to retain and improve
a whole new dance card. A seamless make a purchase, and how you can best
customer loyalty, it is essential that these
omnichannel experience is essential as engage with them.
objectives remain top priority. A plan for
Mark de Bruijn today’s demanding customers expect a making that happen is the basis for
personalized customer journey, regardless effective action. Technology offers a
VP, Head of EMEA & MEE of where they interact with the brand. supporting tool to execute this plan.
Marketing, SAP Hybris Retailers can only meet those expectations
by integrating all channels.
Regarding machine learning – How can
investing in and utilizing machine
learning positively impact foreign
retailers expanding to the Netherlands?
In the past, Customer Relationship
Social media is increasingly acknowledged Management (CRM) heavily relied on
Mark is a modern, data-driven marketer with as a review platform. Over 50 percent of people to collect and analyze data. Today,
a passion for digital, innovation and consumers use social media to submit we are seeing a paradigm shift in sales
everything related to customer experience. complaints to companies, or post reviews from being reactive to proactive, and from
For the past 8 years, Mark has taken on and responses. Social media is a quick and instinct-driven to data-driven.
various roles in marketing, business easy way to announce customer With machine learning, your advanced
intelligence and predictive analytics. In dissatisfaction to the rest of the world. Due cloud CRM solution can learn over time to
addition, he was affiliated with Avans forecast and score deals with greater
University as a lecturer. Mark’s greatest
to the increased use of social media, the
time-honored principle of word-of-mouth “Only a handful have an accuracy, making it easier for sales teams
pleasure is sharing his vision and knowledge to reach their numbers and help the
with others, as he is a regular speaker at
advertising has grown into an enormously
influential factor in the world of retail. For
effective road map in company increase revenue goals.
events across the world.
retailers, it is important to find out what place for the digital age.” Ultimately, AI can assist with the entire
customer journey, from prospecting to a
customers are sharing on social media
about their brand, and to try and have a sale, to service after the sale.
positive influence on it.
46
www.ecommercefoundation.org35 – 44 year olds spend the most via social media
SOCIAL MEDIA PURCHASES: WILLINGNESS SOCIAL MEDIA PURCHASES: MAXIMUM SPENDING
Share of respondents willing to purchase something through social media, Maximum amount willing to spend on purchase through social media,
by age group, 2016 by age, 2016
25% € 78.00
54% € 73.00
16-24 35% € 60.00 € 61.00
25-34 € 55.00
35-44
€ 44.00
45-54
55-64 38%
65+ 33%
33%
16-24 25-34 35-44 45-54 55-64 65+
Social Media Purchases: Willingness. Source: Statista; Censuswide, 2016. | Social Media Purchases: Maximum Spending. Source: Statista; Censuswide, 2016.
47
www.ecommercefoundation.orgSocial media advertising is growing the fastest
ONLINE ADVERTISING ADVERTISING REVENUE
Percentage growth in 2017, compared to the first half of 2016 Share of revenue via different forms of advertising in the Netherlands, 2017
45%
42%
12.37% 13.46%
32% 6.01%
Banner Advertising
19.02%
Video Advertising
18% Search Advertising
13% Social Media Advertising
Classifieds
49.14%
Social Media Online Video Mobile Search Online
Advertising Advertising Advertising Advertising
Online Advertising. Source: Interactive Advertising Bureau, 2017. | Advertising Revenue. Source: Statista, 2018.
48
www.ecommercefoundation.orgYou can also read
