Over the past decade, online shopping has become an integral part of consumers’ daily lives. While online sales were still relatively modest in 2015, turnover has since skyrocketed. The COVID-19 pandemic accelerated this trend significantly when physical stores were forced to close. Today, nearly a quarter of total retail spending takes place online and this share continues to grow.
But with the opportunities e-commerce offers also come responsibilities. As an online shop owner, you must comply with clear rules designed to protect consumers.
The growth of online shopping
Since 2015, the turnover of Dutch online retail has more than doubled multiple times. Food and drugstore products in particular experienced spectacular growth: by 2023, online revenue in this category was six times higher than in 2015.
The total turnover of the e-commerce sector amounted to €35.9 billion in 2024, of which €21.4 billion came from products and the remainder from services such as holidays, insurance, and tickets. Notably, Dutch consumers are increasingly shopping abroad. In 2024, they spent €4.4 billion at international online stores, with China and Germany among the most popular destinations.
For 2025, the e-commerce sector is expected to grow by another 9%. This means that 22% of total retail turnover now comes from online purchases. Large platforms such as Bol.com, Coolblue, Amazon, Temu, and Shein dominate the market, while traditional retailers with physical stores are struggling to keep up.
New dynamics and trends in the sector
The e-commerce sector is becoming increasingly mature and is starting to follow the same dynamics as physical retail. Factors such as weather, economic uncertainty, and consumer confidence now play a similar role in online shopping behavior. In addition, several trends are shaping the industry:
- Technology and data: Artificial intelligence, big data, and smart logistics make it possible to predict demand more accurately and offer customers personalized deals.
- Sustainability: There is growing pressure to use eco-friendly packaging, develop circular business models, and make logistics more sustainable.
- Demographics: Online shopping is no longer limited to millennials and Gen-Z. The wealthier and active 65+ generation is also increasingly making purchases through online shops.
The rules online shop owners must follow
With the growth of e-commerce, the government has set out clear guidelines to protect consumers. Key obligations for online shop owners include:
- Transparency about your business: Clearly state your company name, Chamber of Commerce number, VAT ID, and contact details on your website.
- Clarity about products and pricing: Always display the full price including VAT and additional costs. Indicate if prices are personalized (e.g., based on algorithms).
- Payment process and delivery: Ensure the ordering and payment process is clear and confirm every order in writing. Deliver within 30 days unless otherwise agreed.
- Privacy and data protection: Collect only the personal data necessary and clearly explain in your privacy statement how you use it.
- Consumer rights: Offer a minimum 14-day cooling-off period and respect the right to returns.
- Reviews and advertising: Ensure that reviews are genuine and always disclose when content is sponsored or promotional.
- Accessibility: Your online shop must also be accessible for people with disabilities.
The Dutch Authority for Consumers and Markets (ACM) supervises compliance and can take action against misleading practices or violations.
The e-commerce sector continues to grow and offers huge opportunities for entrepreneurs. At the same time, running an online shop comes with serious responsibilities. Transparency, fairness, and consumer protection are at the core of sustainable business practices.
For entrepreneurs, this means that in order to benefit from the growing online market, it’s essential not only to invest in technology and customer experience but also to comply with legal obligations. This way, you can build long-term trust with your customers while avoiding issues with regulators.
