E-commerce growth in the Netherlands 2025: turnover rises to €17 billion in the first half of the year
Record turnover in the first half of 2025
The Dutch e-commerce sector generated a total turnover of €17 billion in the first six months of 2025. This is shown by the latest figures from the Thuiswinkel Markt Monitor, conducted by GfK in cooperation with Thuiswinkel.org and Retail Insiders. Compared to the same period last year, turnover grew by 8 percent. This confirms that online shopping in the Netherlands has entered a mature phase, where steady growth goes hand in hand with shifting consumer preferences.
Online shopping becomes the standard
According to the monitor, more than 180 million online purchases were made in the first half of 2025. The number of purchases grew less quickly than turnover, indicating that consumers are spending more per transaction. The increase is particularly visible in categories such as electronics, fashion and groceries.
For Dutch webshops, this means that e-commerce is no longer just an “additional sales channel,” but a natural part of the overall market. Companies that do not have their processes, logistics and compliance in order risk falling behind the competition.
Growth continues, but the market is changing
Annual growth of around 8 percent currently seems to be the norm. Ties den Dekker, CEO of Staxxer, sees an important trend here:
“We expect the Dutch e-commerce market to continue to grow at around 8 percent per year over the next five years. At the same time, the way consumers buy is changing faster than ever. AI, social selling, and the rise of Chinese giants such as Temu and Shein will claim an increasingly larger share of the market.”
This outlook underlines that it is not only about higher turnover, but also about the shift in consumer behavior. Whereas Dutch webshops used to mainly compete on price and delivery speed, the competition is now about visibility on social platforms, technological innovation, and the strength of international players.
Outlook for the remainder of 2025
Expectations are that growth will continue in the second half of 2025. The last months of the year are traditionally the strongest, with peaks around Black Friday, the holiday season, and the start of winter sales. If the current growth rate continues, total e-commerce turnover in 2025 will surpass €35 billion.
For Dutch entrepreneurs this presents both opportunities and challenges. On the one hand, the available market is growing, but on the other hand competition and regulation are increasing. Think of European obligations such as VAT rules (including OSS), EPR regulations for packaging and electronics, and stricter consumer protection.
What does this mean for entrepreneurs?
For Dutch e-commerce businesses, three key points stand out:
International competition
The dominance of platforms like Amazon, Temu and Shein requires clear positioning and differentiation.
Technology and innovation
AI and social commerce are changing the way consumers discover and purchase products. Businesses that move early will have an advantage.
Compliance and scalability
With growth come more obligations, such as VAT registrations in multiple countries and new EPR legislation. Companies that arrange this in time can focus fully on scaling their business.
Conclusion
The figures from the Thuiswinkel Markt Monitor show that e-commerce in the Netherlands continues to grow and professionalize in 2025. While turnover growth appears stable at around 8 percent per year, the way people buy is changing rapidly. According to Ties den Dekker of Staxxer, the key for entrepreneurs is to anticipate new technologies, social selling, and the increasing presence of Chinese giants. The coming years will not only be about selling more, but especially about selling differently.
