According to recent reports from international media, online sales in the Dutch market are expected to increase by 8% in 2024 compared to 2023.

The latest retail outlook from ING Bank in the Netherlands forecasts an 8% growth in online sales for 2024, while total retail revenue is expected to grow by only 2%, primarily due to restrictions on supermarket sales. In contrast, Dutch online sales grew by 6% in 2023, following a 0.3% decline in 2022, indicating that the Dutch e-commerce market has stabilized after a period of strong growth during the pandemic.

ING highlights that the growth in online sales this year will be primarily driven by pure online retailers, who are expected to outperform multichannel retailers. Consumers are more likely to make purchases at the physical stores of multichannel retailers rather than through their online platforms. Nevertheless, the overall shift from physical stores to online sales channels continues, as Dutch consumers increasingly prefer the convenience of online shopping.

However, like other retailers, Dutch online sellers are also facing rising costs, including increased rents, energy, procurement, and personnel costs due to inflation. According to ING, the number of bankruptcies in the first half of this year increased by 13% compared to the same period last year, with 29% involving online sales. Additionally, the number of business closures in the first half of the year also grew, with nearly 75% related to online sales.