Bol extends its dominance in the Dutch ecommerce landscape as Amazon growth stalls according to new industry data

The Dutch ecommerce sector has witnessed a significant shift in competitive dynamics over the past twelve months, with local retail giant Bol further cementing its position as the undisputed market leader. According to the latest data from the EcommerceDB (ECDB) 2025 ranking, Bol has successfully widened the gap between itself and its closest international rival, Amazon.nl. This development marks a reversal of the trend observed in the previous year, during which Amazon appeared to be gaining momentum at a pace that threatened the local incumbent’s long-standing hegemony.

The ECDB report, which utilizes a methodology based on Gross Merchandise Volume (GMV)—the total value of goods sold through a platform, including VAT—paints a picture of a maturing market where consumer loyalty to established local players remains resilient. Bol’s growth rate of 12 percent in 2025, compared to Amazon’s more modest 2.7 percent, suggests that Dutch shoppers are increasingly leaning toward platforms that offer localized services, established logistics networks, and a familiar ecosystem.

A Chronology of Competitive Evolution

To understand the current state of the Dutch market, it is necessary to examine the timeline of Amazon’s entry into the Netherlands. While Amazon had been accessible to Dutch consumers via its German (Amazon.de) and international portals for years, its official localized launch in March 2020 served as a major turning point. At the time, industry analysts predicted a rapid disruption of the Dutch retail sector, citing Amazon’s massive capital resources and global logistics capabilities.

For the first few years, this disruption appeared to be manifesting. In the 2024 ECDB ranking, Amazon was noted for its aggressive growth, significantly outpacing Bol. However, the 2025 data reveals a cooling effect on that trajectory. Several factors have contributed to this shift: the saturation of the Dutch market, changing consumer spending habits in response to inflationary pressures, and the operational maturity of local competitors like Bol and Coolblue.

The 2025 Ecommerce Landscape: By the Numbers

The current rankings highlight a stark disparity in performance among the top five market participants. Bol.com leads the pack with a GMV of 5,813.7 million euros, representing a robust 12 percent increase over its 2024 performance of 5,189.3 million euros.

In contrast, Amazon.nl remains in second place with 3,314.7 million euros in GMV, a marginal uptick from 3,228.5 million euros in 2024. The third spot has been captured by the Chinese cross-border giant AliExpress, which reported a 13.3 percent growth, reaching 1,811.8 million euros. Rounding out the top five are Dutch mainstays Coolblue.nl (1,741.4 million euros) and AH.nl (1,724.7 million euros), both of which have seen growth plateau as the market settles into a post-pandemic rhythm.

This data underscores the widening divide between the top two players. In 2024, Bol was approximately 61 percent larger than Amazon in the Netherlands; by 2025, that gap had expanded to more than 75 percent. This shift is particularly notable given the substantial investment Amazon has funneled into the region, including a 1.4 billion euro commitment over three years intended to bolster its infrastructure and local brand presence.

Operational Context and Ecosystem Development

Bol’s success is largely attributed to its transition from a simple online store to a comprehensive platform ecosystem. By integrating thousands of third-party sales partners, the company has transformed itself into a marketplace that serves as the backbone of Dutch retail. The company has moved beyond mere transaction facilitation, investing heavily in ancillary services such as parcel delivery (via its own logistics arm), payment processing, and advanced marketing tools for its sellers.

This ecosystem approach creates a "stickiness" that is difficult for international competitors to replicate. For the average Dutch consumer, the brand equity of Bol—built over decades—provides a level of trust that Amazon is still working to establish. Furthermore, Ahold Delhaize, the parent company of Bol, has leveraged its deep local roots to ensure that the platform remains relevant even as consumer purchasing power fluctuates.

However, this dominance has not come without regulatory scrutiny. The Netherlands Authority for Consumers and Markets (ACM) has been investigating Bol’s operations to determine whether the platform unfairly prioritizes its own products or those of preferred partners over independent third-party sellers. Bol has responded proactively to these investigations, entering into commitments to adjust its algorithms and transparency practices. Such regulatory oversight is common for market leaders of this scale, yet it adds a layer of operational complexity that incumbents must manage while trying to maintain growth.

The Cost of Doing Business: A Comparative Analysis

A critical differentiator that has recently emerged in the discourse surrounding these platforms is the cost to sellers. A study conducted by FiveX revealed that Amazon is currently the most expensive marketplace for merchants in the Netherlands, charging an average commission fee of approximately 19.7 percent. In comparison, the market average sits at 14.5 percent, with Bol maintaining a more competitive average of 14.2 percent.

For small and medium-sized enterprises (SMEs), these commission fees are a deciding factor in platform selection. While Amazon offers an unparalleled gateway to international European markets, the high barrier to entry in terms of costs can discourage local sellers from relying on the platform as their primary channel. This financial dynamic serves as a significant moat for Bol, protecting its seller base from migrating to Amazon’s global network.

Broader Implications and Future Outlook

The stagnation of Amazon’s growth in the Netherlands, relative to the explosive growth of the early 2020s, provides a valuable case study in the limitations of "one-size-fits-all" international expansion. Even a global titan like Amazon faces significant hurdles when encountering a highly developed, localized retail environment.

The primary implication of these findings is that the Dutch ecommerce market is entering a phase of consolidation. The "growth at all costs" era is being replaced by a focus on profitability and operational efficiency. For Bol, the challenge will be to sustain its 12 percent growth in an environment where consumer confidence is tempered by economic uncertainty. Ahold Delhaize’s recent reports have noted that consumers are increasingly cost-conscious, often opting for budget-friendly alternatives over premium brands, which impacts the average order value on the platform.

For Amazon, the task is to justify its higher commission fees by providing additional value, such as superior logistics or access to a wider European customer base. The company’s disclosure that approximately half of the Dutch population uses its services—either through the local .nl domain or international portals—demonstrates that it remains a core player, even if its growth is currently trailing.

Ultimately, the 2025 rankings reveal that the Dutch market is not easily conquered by global scale alone. Success in this region requires a delicate balance of local infrastructure, competitive pricing, and the ability to pivot alongside changing consumer behaviors. As the competition between Bol and Amazon continues, the beneficiaries are likely to be both the consumers, who enjoy improved service levels, and the Dutch regulatory bodies, who continue to refine the rules of engagement for digital marketplaces. The coming year will be a litmus test for whether Bol can maintain its widening lead or if Amazon’s massive capital investment will eventually yield a return to rapid, market-disrupting growth.