More than eight out of ten Dutch people shopped online in the first half of this year, a record. Especially for personal care products, medicines and vitamin pills, more consumers have gone online.
Statistics Netherlands released a report on the adoption of online shopping. According to them, online shopping is more popular than ever in the Netherlands.
81 percent of Dutch people shop online
In the first six months of this year, about 12.6 million Dutch people aged 12 and over shopped online. This represents 81 percent of the population in this age group. That’s up a whopping 17 percentage points from five years ago; in 2019, only 64 percent of Dutch people shopped online.
There are now more online shoppers in the Netherlands than during the COVID-19 pandemic
During the corona years, adoption increased significantly, only to decline afterwards. Last year, the share of online shoppers increased again, and this trend continues this year.
In particular, Dutch people between the ages of 25 and 45 shop online, according to Statistics Netherlands, with a 94 percent share. Adoption increased the most in the age group between 65 and 75: from 64 percent in 2023 to 73 percent this year. The group of senior online shoppers has grown so enormously with us.
Online shoppers by category
The report also looked at shopping behavior in several categories. Firstly, it is notable that more Dutch people have started to buy and book tickets for transport and holiday accommodation online. Services such as internet subscriptions and computer software were also more likely to be purchased digitally.
Fewer Dutch people ordered food or groceries online
Looking at product categories, the difference in development between food and non-food is noticeable: the share of consumers ordering food online has been falling for two years, this year it is 22 percent. Ordering meals is also less popular. It now has a share of 40 percent, less than in recent years. In all non-food categories this year, the share remained at least the same as last year.
At 59 percent, up from 57 percent in 2023, apparel and footwear is by far the most popular online category. In the quarter, 9.2 Dutch people bought clothes and/or shoes, more than three hundred thousand more than last year. They are served by 22,985 local online stores, among others, an earlier report showed.
Highest growth rates
Relatively speaking, the increase in the number of online shoppers was strongest in the personal care category (from 21 to 24 percent) and the drug and vitamin pill category (from 19 to 21 percent). Online shopping for sporting goods and cosmetics has also become more common.
