Dutch E-commerce Market in Q1: Historic Decline because of Reduced Travel

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The Dutch e-commerce market decreased by -4% to 6.1 billion euro in Q1-2020. This historic result is an early effect of the corona crisis as Dutch society was hit since March and a lockdown since April, but other parts of the world were hit in January and February which resulted into dramatic results for the Dutch travel market. While travel services were down significantly (-60%), product sales was still up.

What is the profile of a Dutch online purchaser?

The total number of online purchases was 69 million. In addition, 85% of Dutch people above 15 years old, buy six times per quarter for a total of €343. To begin with, 50% are man and 50% are woman. The two most active groups have an age of 50-64 (25%) which mostly buys consumer electronic products. And an age of 15-29 (23%) who loves to buy fashion and consumer electronics. 

49% of purchasers buy via a laptop and 42% via a smartphone, which is an increase of 5% compared to the same period last year. In addition, purchases are mostly paid via IDEAL (e-banking) and relate to the categories IT (38%), Sport & Recreation (34%), and Home & Living (30%).

Cross-border purchases

9% of online products, in total €356 million, are bought cross-border in Germany, the USA, and China. A complete overview of cross-border purchases per country:

Overview of dutch ecommerce purchases cross-border

Source: Thuiswinkel Markt Monitor 2020 Q1


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Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

  • commented on July 28, 2020 by Stephan

    Still not clear what caused the decline, is that the online purchase of travelpackages and airline tickets? Because e-commerce in products was booming?

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