Expanding to new markets

Honestly, the Benelux is a very logical next step. Although the market is smaller than Germany's, online shopping plays a crucial role here. The percentage of people shopping online is very high, as are their e-commerce spendings.

Furthermore, the Benelux region is culturally close to Germany, making it a logical expansion market for many suppliers. Anyone who is already successful in Germany stands a good chance of having their items or services well received in the Netherlands and Belgium too.

The high customer service expectations are particularly striking. Convenience and simplicity come first, with delivery speed playing a central role. Next-day delivery is especially important in this region.

The longer the delivery time, the lower the conversion rate often is. Customers are used to everything being fast and easy.

There are several reasons for that. Germany is right next to the Benelux countries, which often makes fast deliveries possible. Additionally, many German brands have experience in a large and competitive e-commerce market. They are known for reliability, quality, and good service – exactly what customers in the Netherlands and Belgium value.

Moreover, German suppliers offer item portfolios that align well with local needs. This makes it easier to build trust and establish a long-term presence in the Benelux.

Bol plays a central role in daily online shopping in the Netherlands and Belgium. For German retailers, Bol is therefore an ideal entry channel to reach customers who already shop online locally.

Just as important, however, is the nature of the partnership. Cross-border trade may seem complex at first, which is why we focus on long-term partnerships. We view traders as partners and support them with local insights and targeted help for growth in the region.

From my perspective, there is a lot of potential here. Dutch and Belgian customers trust the platforms they use every day. A strong online presence helps brands become more visible in the region.

It is not just about a simple listing. There are powerful marketing options available to help you grow further. With bol Retail Media, for example, retailers can use sponsored products and branded shelves to increase their findability in search engines and strengthen their presence with local customers.

My key advice is to focus on the basics from the start, such as fast delivery and excellent customer service. The good news is: German retailers are already very well prepared for this.

Anyone who takes local expectations seriously and approaches the market with a long-term strategy will find the Benelux an extremely attractive next step for further growth.