The Netherlands, boasting a robust 5% of the total online sales in Europe, is among the six largest players in the e-commerce market on the continent. The other prominent members of this league are the United Kingdom, France, Germany, Italy, and Spain. Together, they account for an impressive 72% of the total online revenue.
This information is backed up by findings from a study conducted by CBRE (Dutch only). They examined the state of e-commerce in Europe in the post-pandemic era. For the purposes of this research, e-commerce penetration was defined as the percentage of total retail sales in a market that occur online, rather than in a traditional brick-and-mortar setting.
E-commerce in the Netherlands: On Track with Growth Projections
According to the study, the e-commerce penetration in the Netherlands was a steady 15 percent before the outbreak in 2020. At the beginning of 2021, this percentage peaked at 22 percent. Despite a drop to 17.4 percent halfway through the year, 2022 ended with a respectable 18.2 percent. It is thus safe to say that e-commerce in the Netherlands is adhering neatly to its previously predicted growth trajectory, namely 30 percent in 2030.
European Rivals with Higher Growth Rates
While the growth figures in the Netherlands are solid, other European countries are showing even more impressive growth. The United Kingdom, for example, ended 2022 with an e-commerce penetration of 27 percent, slightly higher than the predicted 25 percent.
At the end of 2022, the UK’s share of e-commerce was 27%.
Germany also demonstrated strong growth, with 17 percent at the end of 2022, as opposed to the predicted 15 percent. Spain and Italy followed this pattern, with 12 and 10 percent respectively (compared to the predicted 9 and 8 percent).
The Dutch High Street Still Reigns Supreme
Despite the growth in e-commerce, physical shopping streets in the Netherlands are still more appealing than in surrounding countries such as Germany and France. According to Lodewijk Buijs, Executive Director at CBRE, physical retail is of enormous importance – more than just a place to shop. It serves as a catalyst for the growth of e-commerce. For retailers, a strong omnichannel offering is crucial to find a balance between their online and offline channels, as the world of retail continues to reinvent itself.
E-commerce sellers and Staxxer
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