Bol Is Establishing an External Fulfillment Network for Marketplace Sellers
Dutch online marketplace Bol has begun preparations to introduce third-party fulfillment services and, for the first time, opened its logistics ecosystem to external providers.
Dutch online marketplace Bol.com has begun preparations to introduce third-party fulfillment services and, for the first time, opened its logistics ecosystem to external providers. This step marked a strategic shift that would allow sellers to outsource warehousing and order processing not only to Bol but also to approved third-party logistics companies.
The plans emerged through a job posting published instead of an official announcement. This situation showed that Bol was actively building infrastructure for a broader fulfillment network. The initiative aimed to expand delivery options for sellers, speed up shipping times, and reduce Bol’s dependence on its own warehouse capacity.
Bol Is Opening Its Ecosystem to Third-Party Logistics Providers
Bol has been providing fulfillment services to its partner sellers for more than a decade under the “Logistics via Bol” program. In this model, sellers send their products to warehouses operated by Bol, and orders are shipped from there. With the new model, Bol planned to connect external fulfillment companies directly to its platform and effectively create a marketplace for logistics services.
Clues to the strategy appeared in the job posting opened for the position of Ecosystem Partnerships Logistics Manager. According to the job description, the primary responsibility of this role would be “launching 3PL partnerships as an additional shipping option for sales partners” and building strategic relationships with third-party fulfillment providers. The position would focus on identifying logistics partners that could increase delivery speed and operational efficiency for both sellers and customers.
The job posting also stated that the partnerships to be established would serve sellers in the Netherlands, Belgium, and international markets. Bol currently offers third-party logistics services to approximately 1,000 international sellers in cooperation with QLS. With the new ecosystem, it is anticipated that this opportunity will be made available to all approximately 45,000 sellers on the platform.
Faster Delivery and Advantages for Sellers
Delivery speed stands out as one of the main motivations behind the expansion. Bol emphasizes that faster shipping directly affects customer satisfaction and seller performance. Sellers using the external fulfillment network are expected to obtain benefits similar to those offered to sellers using Bol’s own logistics services.
Among these advantages is eligibility for the Select program, which offers customers free delivery and the option to choose a delivery time slot at no additional cost. Such delivery options increase product visibility and conversion rates on the platform, providing a competitive advantage for sellers.
Including multiple fulfillment providers in the ecosystem aims to offer sellers greater flexibility in choosing the logistics partner best suited to their cost structures, inventory locations, and target markets.
Fulfillment, Storage Strategy and Last-Mile Logistics
The shift toward an external fulfillment network coincides with a period in which Bol is reassessing its physical infrastructure plans. The company is expected to gradually begin construction of a new warehouse on the land it purchased in Lelystad, the Netherlands, in 2022. However, Bol’s growth has been slower than initially projected, making a flexible logistics model more attractive.
Developing a network of external fulfillment partners could reduce the urgent need for large-scale warehouse investments while meeting rising order volumes and delivery expectations.
Meanwhile, Bol is also continuing its investments in last-mile logistics. The company’s subsidiary Ampère collects parcels from sellers using the “Shipping via Bol” service and operates a steadily expanding network of drop-off points where smaller sellers can deliver their shipments. The collected parcels are transported to the hubs of courier companies such as PostNL or to Ampère’s own logistics centers.
Ampère also aims to gain greater control over the final stage of delivery by making direct deliveries to customers in certain cities in the Netherlands. When the expansion of the external fulfillment network and investments in last-mile services are evaluated together, it is evident that Bol is moving toward a more comprehensive logistics strategy aimed at supporting sellers and meeting rising customer expectations.