Being successful in the Benelux countries

We had already successfully expanded our own webshop to six international markets and achieved strong results, particularly in the Netherlands. This encouraged us to explore new opportunities and test further growth in the region. We took a closer look at bol, as it is the undisputed number one marketplace in the Netherlands.

We quickly realized how important it is to be well prepared and to genuinely tailor content to the Benelux market. Initially, we underestimated how many details were required, particularly regarding content quality and adhering to service standards.

When we ran into challenges at the start, including a temporary offline period in Belgium, it became clear that a successful launch requires more than just a direct translation. Well-structured product pages, strong images, and reliable delivery are crucial from day one.

One thing we quickly noticed: shopping often starts just a bit differently. In Germany, many people start their search via a search engine. In the Netherlands, by contrast, customers often go directly to bol. It is a trusted local platform and, for many, a completely natural starting point for daily shopping.

Customers in the Benelux countries are also very digitally savvy and often shop via their smartphone. They expect the entire shopping experience to be fast, easy, and reliable, and delivery speed plays a major role in this.

At the same time, price is important, but many buyers aren't just looking for the cheapest option. They look for a good balance between quality and price.

For us, bol has become an important part of our growth in the region. The platform has given us access to a market where customers love to buy locally, and has helped us approach our expansion in a more structured way.

Today, marketplaces account for around a third of our €80 million revenue, and bol plays a central role in our success in the Benelux. We have also made extensive use of Sponsored Products and display advertising, as well as the available performance insights. This helped us build trust with customers and turn them into loyal, long-term customers.

I would say that it helps to approach the Benelux region with a clear focus from the start. We quickly realized that success in the region involves more than just going live.

Content plays a crucial role. It is not enough to simply translate offers word for word. Clear titles, attractive images, and well-structured Dutch descriptions that match the search needs of local customers are essential.

The operational side is equally important. Good stock management and reliable delivery are crucial, as availability and service standards directly impact performance.

Finally, close cooperation with the right partner is very helpful. Local standards, clear guidelines, and access to performance data make it much easier to establish a long-term presence in the Netherlands and Belgium.