Marketplaces are no longer a side note. In 2025, 61 percent of all European e-commerce revenue was generated through a marketplace, and that share is growing. For Dutch webshops, the question is no longer whether you sell on marketplaces, but which ones deliver the most. We rank the nine most important platforms on reach, growth potential and strategic value. Read to the end, because the last spot is the most underrated of all.
9. Etsy: for those who take niche seriously
Etsy may look like a hobby platform at first glance, but that is misleading. With nearly 90 million active buyers worldwide, it is a serious selling environment for handmade products, personalised items and vintage goods.
For Dutch webshops with a unique product, Etsy is particularly valuable: buyers are actively looking for something special and are willing to pay more for it. That makes it less suitable for bulk products, but for the right niche the reach is international and price competition is limited.
Note: Etsy tightened its rules in 2025. Only truly handmade, vintage or self-designed products are still allowed. Anyone looking to resell generic products can no longer do so.
8. Marktplaats: more than second-hand
Marktplaats is often underestimated as a sales channel for businesses. The platform attracts millions of visitors daily and offers a fully-fledged business model for webshops through Admarkt.
It is not suitable for premium positioning, but it is ideal for selling outlet stock, refurbished products or bulk goods to bargain hunters. The barrier to entry is low, costs are manageable and the reach is impressive.
Compare it to #9: Etsy attracts buyers willing to pay more for uniqueness. Marktplaats attracts buyers who want to compare on price. Completely different audience, completely different strategy.
7. eBay: the international safety net
eBay is ignored by many Dutch webshops, which is actually a missed opportunity. With 134 million active buyers worldwide, the platform is strong for niches looking to scale internationally.
The focus is on refurbished electronics, car parts, collectibles and long-tail products that are hard to find elsewhere. If you sell products that get too little traction in the Netherlands, eBay gives you access to a much broader international audience.
6. Otto.de: the German market, now open to Dutch sellers too
Otto is the third largest marketplace in Germany after Amazon and eBay, with 12.2 million active customers and more than 18 million products. Until recently, the platform was only accessible to sellers with a German company and VAT number. That changed in March 2026: Dutch webshops can now apply with their own legal entity and VAT number, provided they use the OSS scheme.
Otto operates a selective admission policy. Not everyone is accepted, and that is precisely the advantage: less price competition, more focus on quality. The platform has a strong focus on fashion and home, making it interesting for webshops in those categories looking to expand into Germany.
Note: customer service in German is mandatory, and returns must be processed from a warehouse in Germany, the Netherlands or a limited number of other EU countries.
5. Zalando: not just for big brands
This one surprises a lot of people. Zalando is often seen as exclusive to major fashion labels, but that is no longer the case. Through the Partner Program, smaller webshops can also list their products, as long as they fall within fashion, shoes or accessories.
Zalando ranks fourth in the Netherlands in the Twinkle100 by revenue, accounting for tens of millions of euros in consumer spending. The data quality requirements are high, but those who meet them gain access to a purchasing and fashion-conscious audience.
Unlike Etsy (#9), where buyers seek uniqueness, the Zalando audience shops on style and convenience. Fast delivery and strong product information are just as important here as the product itself.
4. Decathlon Marketplace: closed door, big reward
Decathlon has a marketplace that is only accessible to selected sellers. This makes it a less obvious choice, but that is exactly what makes it interesting.
Those who are admitted sell to a very targeted audience of sports enthusiasts. Competition is limited, the category focus is sharp (sports, outdoor, cycling), and the brand association works in your favor. Decathlon's marketplace revenue grew to approximately 0.5 billion euros in 2025 across the markets where it is active.
3. Amazon.nl: bigger than the numbers show
Amazon is officially in second place in the Netherlands in terms of revenue, but it still doesn't match Bol. That sounds like a weakness. In reality, it is actually a strategic advantage.
Through a European Seller Central account, you can sell on all Amazon markets in Europe from a single system. This makes Amazon.nl interesting not only for the Dutch market, but for anyone looking to scale to Germany, France, Spain, or Italy. Furthermore, since June 2025, Amazon.nl has been a mandatory part of Pan-EU FBA, which directly impacts your delivery speed throughout Europe.
Better than #4 in terms of absolute growth potential, but doesn't beat #1 because local customer loyalty still lies with Bol.com.
2. Bol.com: undisputed home-field advantage
Bol.com is by far the largest marketplace in the Netherlands. The total trading volume on the platform rose to 6.3 billion euros in 2025, a further increase compared to the 5.9 billion in 2024. The platform now has 14 million active customers in the Netherlands and Belgium and over 44,000 sales partners.
For online stores that want to sell seriously in the Netherlands, Bol.com is not a choice but a necessity. The commissions are not low and the competition is high, but the reach is unparalleled in the Dutch market.
Almost all products are welcome here, from electronics to garden tools. Through Logistics via Bol (LvB), you can also outsource fulfillment.
1. Your own online store, as the ninth channel
This is the surprise that many lists leave out. The best sales strategy in 2026 is not choosing a single marketplace. It is the combination of multiple channels, with your own online store as the foundation.
Those who sell only through Bol.com or Amazon are building on someone else's land. You have no direct customer relationship, no proprietary data, and no control over the rules. This applies to every marketplace on this list.
Use marketplaces to generate reach and find new customers. Use your own online store to retain those customers, build your brand, and protect your margins. That is why 54 percent of all new Dutch online stores in 2025 chose Shopify as their base: not as a replacement for marketplaces, but as a supplement to them.
