Dutch Ecommerce Reaches €17B in H1 2025

Dutch online consumer spending totaled over €17 billion in the first half of 2025, marking a slight 1% decline compared to the same period in 2024. That figure reflects a slight decline of about 1 percent compared to the same period in 2024, according to data from the Thuiswinkel Market Monitor.(Ecommerce News, 2025)

This article examines the detailed breakdown of this shift: what is rising, what is falling, how product vs. service spending is changing, and what it means for cross‑border trade, payment methods, and the future of the Dutch ecommerce market.

Key Shifts: Products Up, Services Down

Consumer behavior in the Netherlands shows a clear divergence between physical goods and services. While spending on services dropped significantly, spending on products rose modestly.

• Spending on services fell by approximately 7 percent in the first half of 2025 versus the same period in 2024. The number of service purchases dropped even more sharply, by about 12 percent.

• In contrast, consumers spent about 3 percent more on products online, and the number of product purchases increased by roughly 1 percent.

One specific category that saw notable growth was “Home & Living.” Spending in Home & Living rose by 19 percent, with number of purchases in that category up about 7 percent.

The sharp drop in services was largely driven by a decline in spending on tickets for attractions and events. That category saw spending fall by 16 percent, with number of purchases down by 15 percent.

Consumer Priorities: Home Goods Over Experiences

The data suggests Dutch consumers are shifting preferences away from experiences (like travel, events, tickets) and focusing more on products that enhance home life. One explanation offered by Thuiswinkel.org is that many home‑related products are not replaced often. So after a surge in home goods purchases during the pandemic, there is now a delayed wave of replacement purchases. Furniture, in particular, is becoming more frequently purchased online rather than in physical stores.(Ecommerce News, 2025)

This trend may be partly influenced by changing consumer confidence, disposable income shifts, or changes in lifestyle as remote work remains common. The decline in experience‑based spending likely reflects more cautious behavior, with consumers postponing travel or events.

Cross‑Border Ecommerce: More Purchases, Slightly Less Spending

Cross‑border ecommerce remains an important component of the Dutch online shopping market, though the dynamics are nuanced.

• Dutch shoppers spent about €2.3 billion via cross‑border online stores in the first half of 2025, a small decline of 1 percent year-on-year.

• However, the number of purchases from foreign stores grew by about 8 percent.

• In particular, spending on cross‑border products rose by approximately 13 percent, even while cross‑border service spending fell by 12 percent. The number of purchases of foreign services fell by 8 percent.(Ecommerce News, 2025)

A notable detail is the steady, even growing, preference for Chinese online stores. Of all cross‑border purchases, 30 percent come from Chinese online shops, amounting to about 6.5 million purchases in that period, up from 5.9 million a year earlier. However, the actual spending at these stores declined—from €248 million to €196 million—suggesting consumers are buying more items but of lower average value.(Ecommerce News, 2025)

Declines from the U.S. and U.K., Payment & Device Trends

Spending from some overseas markets fell significantly. Specifically, Dutch consumers are buying less often and spending less via online stores based in the United States and the United Kingdom.

• Purchases of airline tickets and accommodations from the U.S. dropped by 33 percent, and IT product purchases from American stores declined by 47 percent.

• From the U.K., significant drops were seen in telecommunications products (‑69 percent) and tickets for attractions/events (‑39 percent).

On the payments side, device usage and payment method trends also shifted:

• Approximately 40 percent of online purchases were made via smartphone, while desktops/laptops now account for 46 percent.

• Smartphone purchases tend to have a lower average order value—around €79 compared to €122 via laptops.

• The use of the local payment method iDEAL decreased slightly: from 73 percent of purchases in H1 2024 to 70 percent in H1 2025. Meanwhile, Klarna’s share rose from 3 percent to 4 percent, indicating growing adoption of alternative payment methods.

Implications for Dutch Retailers and the E‑Commerce Ecosystem

These shifts have several implications:

1. Retailer Strategy Adjustments
   Retailers focusing on services or experiences may need to revisit their offerings or explore bundling with products to stay relevant. Given declining interest in events and services, moving into physical goods, especially home goods, might present better growth opportunities.

2. Cross‑Border Competition and Localization
   The increase in purchases from foreign stores for products suggests that price, variety, and availability are still driving consumers to shop abroad. Dutch retailers may need to improve their competitiveness in price, delivery, and product range to retain customers.

3. Mobile Optimization and Payment Innovation
   As smartphone usage continues to rise for purchases, optimizing mobile sites and apps is more important than ever. Also, integrating diverse payment methods makes a difference: even a small shift in payment method share (like Klarna’s rise) signals changing consumer preferences.

4. Lower Average Order Value for Mobile Purchases
   The gap between average spend on mobile vs. laptop/desktop devices indicates that retailers should consider strategies like mobile promotions, upselling, or recommendations to raise order values on smartphones.

Broader European Ecommerce Context

When comparing with broader European data, the Dutch market’s performance is moderately resilient. While some countries saw larger declines, the Netherlands’ small drop in total ecommerce spending (‑1 percent) is less severe than in regions heavily affected by inflation or logistical disruptions. Also, the growth in product spending and the decline in services is consistent with pan‑European trends, where consumers trade down from experience‑based purchases.

EU reports indicate that while online product sales are rising, tourism, events, and other service‑based ecommerce remain volatile. Retailers across Europe are carefully monitoring input costs, shipping delays, and cross‑border regulatory burdens that affect consumer behavior. Relevant European Commission statistics confirm shifting patterns of shopper behavior across member states.

Looking Ahead: What to Watch in the Rest of 2025

As the year progresses, several factors will likely influence whether ecommerce in the Netherlands returns to growth or slips further:

• Inflation rates and consumer purchasing power: if inflation remains high, spending on non‑essential goods and experiences may continue to decline.

• Holiday season performance: Black Friday, Sinterklaas, and Christmas shopping will be crucial to recover some of the lost ground from H1.

• Logistics, delivery speed, and return policies: these operational aspects are increasingly decisive in customer choice.

• Currency fluctuations and cross‑border regulation: impacts of shipping costs, import duties, and EU regulations could influence cross‑border shopping behavior.

Conclusion

The Dutch ecommerce sector recorded €17 billion in online consumer spending in the first half of 2025, representing a slight year‑on‑year decline. While spending on products increased and categories like Home & Living saw strong growth, service spending dropped sharply, especially in experiences and events. Cross‑border purchases are up in number but down slightly in value, with Chinese retailers remaining a key source of foreign goods.

For Dutch retailers, creators, and ecosystem participants, adapting to shifting consumer preferences—toward tangible goods, domestic or well‑priced cross‑border options, mobile‑friendly checkout, and diverse payment solutions—will be critical to capturing growth in the remainder of 2025.