Top 30 marketplaces in the Netherlands
The leading online marketplaces in the Netherlands include Bol.com, Amazon.nl, Zalando, Marktplaats, and a wide group of category specialists such as Decathlon for sport, Douglas for beauty, and fonQ for home and living. To sell on them, you register as a seller, pass each platform's onboarding and service requirements, then send your product data, prices, and stock to the marketplace so your listings go live. Most channels work on a commission model with no upfront cost to join, and several offer their own fulfilment or logistics support. The practical challenge is rarely a single marketplace; it is keeping accurate listings, stock, and orders in sync across many of them at once.
Below you will find the marketplaces covered in this guide, what each one is known for, and who tends to sell there. After the list, we cover how to choose channels and how to manage several at the same time.
Marketplaces active in the Netherlands
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Bol.com
Learn how to start selling on Bol.com with e-tailize.
Bol.com is one of the best known marketplaces in the Netherlands and a natural first channel for most Dutch sellers. The platform reaches a large shopper base across the Netherlands and Belgium, and tens of thousands of entrepreneurs already sell through it. Sellers need to meet Bol's service standards, and in return you can join without startup costs and tap into Bol's automation, advertising, and logistics options.
fonQ
Learn how to start selling on fonQ with e-tailize.
Home and living is the focus here. fonQ is an online retailer headquartered in Utrecht that specialises in home furnishings and generates almost all of its sales inside the Netherlands. As of 2020 its global sales were 68.4 million dollars, with furniture and appliances as the strongest category.
Decathlon
Learn how to start selling on Decathlon with e-tailize.
If you sell sporting goods, Decathlon is the obvious European marketplace. It reports access to around 800 million unique visitors a year across much of Europe. Decathlon began its marketplace model in Belgium, rolled it out in the Netherlands, and in 2020 already operated more than 1,500 stores across Europe.
Beslist.nl
Operating since 2005, Beslist.nl is one of the largest ecommerce sites in the Netherlands. It hosts upwards of 10,000 affiliated web shops and around 25 million products. Shoppers like that they can compare and buy in the same place, which makes it a useful channel for putting your range in front of price conscious buyers.
Conrad
Learn how to start selling on Conrad with e-tailize.
Conrad is a technology and electronics marketplace visited by millions of businesses and consumers every month, with more than 6 million products listed worldwide. Its core audience leans toward gadgets, radio controlled vehicles, building projects, and electronics, and many companies also buy technical components there for their own products and services.
VidaXL
Learn how to start selling on VidaXL with e-tailize.
VidaXL moved from online retail to a marketplace model in 2017. It now serves more than 3.5 million customers a year and processes over 100,000 orders a week. Joining gives you reach across 27 EU countries plus Australia and the United States, and onboarding is a straightforward online registration once you meet the legal conditions.
Kruidvat
Learn how to start selling on Kruidvat with e-tailize.
Kruidvat is a leading Dutch retailer for health and beauty, and its marketplace is curated rather than open. Instead of competing with hundreds of sellers, you offer complementary products that fit the Kruidvat assortment in categories such as Baby, Health, Beauty, Body, Complementary, and Surprising, often with partial exclusivity on what you list. You also reach the millions of customers who shop at Kruidvat each week and can benefit from its loyalty program and campaigns.
Amazon.nl
Learn how to start selling on Amazon.nl with e-tailize.
Amazon is one of the biggest names in ecommerce and remains relatively young in the Netherlands. Dutch sellers have only been able to register since January 2020, and the local site reported 26.38 million total visits over a six month period. Beyond a standard seller account, you can use Amazon's fulfilment service, FBA, for an extra monthly cost, which suits sellers who want to ship abroad.
Wehkamp
Wehkamp is one of the original Dutch online retailers. It started in 1952 as a mail order business, added a voice response telephone ordering system by 1985, and launched its first website in 1995. Today it is a major player in Dutch ecommerce, with 8.20 million total visits reported over a six month period.
Leen Bakker
Learn how to start selling on Leen Bakker with e-tailize.
For home and living, Leen Bakker reaches one of the largest customer groups in the Netherlands, with more than 170 physical stores and an online range of over 20,000 products. The company dates back to 1918 and sells across the Netherlands, Belgium, and the Netherlands Antilles. It opened up as an online marketplace in 2020.
Homedeco
Homedeco is built by and for interior enthusiasts. The platform carries more than 35,000 inspirational photos, and when a visitor finds a piece they like, they can order it on the spot.
Daisycon
Daisycon is an affiliate marketing company rather than a classic storefront. It gives online retailers a way to sell their products across a range of ecommerce sites, with the aim of widening reach and improving visibility online.
H&M Home
Learn how to start selling on H&M Home with e-tailize.
H&M Home is the interior collection from H&M, covering furniture, bedding, curtains, lamps, decoration, and more through the H&M online shop. It is active in several European countries, which makes it relevant if your range fits its home and decor style.
FfShoppen
FfShoppen is a marketplace for sellers in gifts, toys, gadgets, and household items. It draws more than 10,000 unique visitors a month, so it suits smaller specialists in those categories.
vtwonen
Learn how to start selling on vtwonen with e-tailize.
vtwonen has been owned by fonQ since April 2019, which is why it also appears as vtwonen by fonQ. The marketplace focuses on home and living, mainly furniture and home accessories, and now lists more than 35,000 products.
Kieskeurig
Kieskeurig helps consumers decide by offering reliable product reviews and specifications. Its range spans consumer electronics, homewares, sporting equipment, DIY, and gardening products. It reported 2.55 million visits over a six month period and drew 77.14 percent of its traffic from web searches.
Kleding.nl
Fashion is the focus at Kleding.nl, which operates across 16 vertical search sites covering the Netherlands, Denmark, Australia, the United Kingdom, Germany, Austria, Sweden, France, Poland, Italy, Switzerland, Brazil, Spain, Portugal, and Belgium. Over a six month period it generated 897.7 thousand visits and ranked 39th for Dutch fashion and apparel.
Kleertjes.com
Learn how to start selling on Kleertjes.com with e-tailize.
Kleertjes.com is the largest children's clothing web store in the Netherlands, and it also sells toys, diapers, and children's accessories. With a focused audience of more than 1.5 million monthly visitors, it is a strong fit if you sell children's clothing and toys.
Zalando
Learn how to start selling on Zalando with e-tailize.
Zalando is one of the largest fashion marketplaces in the Netherlands. It started as a footwear retailer in 2008 and broadened into wider fashion, and it now has substantial reach across Europe. The platform reports upwards of 420 million website visits a month from 35 million active customers, with the Netherlands accounting for a 6 percent share of overall sales.
Blokker
Learn how to start selling on Blokker with e-tailize.
Blokker, formerly Nextail, is a multi category marketplace growing in the Netherlands, with product groups including homewares and appliances. Between December 2020 and May 2021 it generated 5.37 million visits in total.
MediaMarkt
Learn how to start selling on MediaMarkt with e-tailize.
MediaMarkt is a German electronics retailer founded in 1979 with more than 850 stores across 13 European countries, alongside its online marketplace. It links online shops with local physical stores, so shoppers can buy online, in person, or combine channels through their journey.
Afound
Learn how to start selling on Afound with e-tailize.
Afound is a Swedish marketplace owned by the H&M Group, built around low prices on items from H&M, H&M Home, & Other Stories, ARKET, Monki, Weekday, and COS, plus more than 600 other brands sold through additional sellers. It carries clothing, shoes, beauty products, and sportswear for women, men, and children, with a sustainability angle that includes second hand and vintage pieces as well as current and past season stock.
Etsy
Etsy is an American marketplace focused on handmade and vintage items. Sellers list products such as handmade jewellery, bags, fashion, home decor, toys, crafts, gifts, and furniture. It attracts over 2.5 million sellers across 232 countries, including the Netherlands.
About You
About You is a German fashion platform and one of the larger European online fashion retailers, specialising in clothing, shoes, and accessories. It has grown to a valuation of more than 1 billion dollars and operates across 10 European countries.
eBay
Founded by Pierre Omidyar in 1995, eBay is an American multinational ecommerce company that handles both consumer to consumer and business to consumer sales. It connects millions of buyers and sellers across 190 markets worldwide.
Home24
Learn how to start selling on Home24 with e-tailize.
Home and lifestyle is the territory for Home24, a leading platform of its kind in continental Europe. The brand launched in 2012 with the goal of improving the shopping experience and offering a large, affordably priced online furniture selection across many tastes and budgets.
Douglas
Learn how to start selling on Douglas with e-tailize.
Douglas is a leading premium beauty platform in Europe. It offers more than 130,000 beauty and lifestyle products through its online shops, its beauty marketplace, and more than 2,000 stores, and it has extended its partner sales platform to a number of EU countries.
Alltricks
Learn how to start selling on Alltricks with e-tailize.
Alltricks is a French online store founded in 2008 that sells sports and outdoor gear across much of Europe. It began with cycling and has since added equipment for running, triathlons, and other outdoor activities. Its open marketplace lets other vendors add their products, and a partner program helps both established and new sellers gain access.
Inno
Learn how to start selling on Inno with e-tailize.
Inno is the largest department store in Belgium, with 16 stores in major cities including four in Brussels. Fashion, accessories, home, and beauty are its key categories, and its marketplace aims to bring the in store experience online with a personalised approach.
Obelink
Learn how to start selling on Obelink with e-tailize.
Obelink carries a large range of tents, caravans, camping items, accessories, garden furniture, and outdoor products. It runs as a marketplace operating throughout Europe, which makes it a clear fit for outdoor and camping brands.
Marktplaats
Marktplaats began as a platform for individuals selling personal items, and until 2005 it was owned by eBay. Today it operates as a commercial marketplace where sellers can advertise and import their products, with several marketing options plus the ability to publish company information and show customer feedback and reviews.
How do you choose the right marketplaces?
Start with where your customers already shop and match it to your category, then weigh reach against fit. A broad channel such as Bol.com or Amazon.nl gives you scale, while category specialists tend to convert better for a focused range: Decathlon and Alltricks for sport and outdoors, Douglas and Kruidvat for beauty and health, fonQ, vtwonen, Leen Bakker, and Home24 for home and living, and Zalando, About You, or Kleertjes.com for fashion. Check each platform's requirements before you commit, since some, like Kruidvat, are curated and only accept complementary assortments. It is usually smarter to launch on two or three channels you can serve well than to spread thin across many at once.
How do you manage selling on several marketplaces at once?
The hard part of multichannel selling is keeping product data, stock, and orders accurate everywhere, because every marketplace wants its data in its own format and updates need to land fast to avoid overselling. The common approach is to manage everything from one place and push your catalogue, prices, and stock out to each channel automatically. That keeps listings consistent and frees you to focus on range and pricing rather than manual uploads. As your channel mix grows, this central setup is what makes adding the next marketplace low effort instead of a project.
At e-tailize we connect your products to the marketplaces you cannot easily reach on your own, then keep your listings, stock, and orders in sync from a single place. Existing marketplaces you already sell on stay free to manage, and you only pay once we open a new marketplace for you and it actually starts working. We work chat first, so you can ask questions and move quickly without long onboarding calls.
Frequently asked questions
- What is the biggest online marketplace in the Netherlands?
- Bol.com is one of the best known and most widely used marketplaces in the Netherlands, reaching a large shopper base across the Netherlands and Belgium with tens of thousands of sellers. Amazon.nl, Zalando, and Marktplaats are also major channels. The right one for you depends on your category and where your customers already shop.
- Do you need a Dutch company to sell on marketplaces in the Netherlands?
- The source does not state a Dutch company requirement, so this is not something we can confirm here. What each marketplace does require is that you register as a seller and meet its onboarding and service standards before your listings go live. Always check the specific platform's conditions, since some, like Kruidvat, only accept complementary assortments.
- How much does it cost to start selling on these marketplaces?
- Several marketplaces let you join without startup costs and earn through commission instead. Bol.com, for example, has no startup costs, and VidaXL onboarding is a straightforward registration once you meet the legal conditions. Optional services such as Amazon's FBA fulfilment carry an extra monthly cost.
- Which Dutch marketplaces are best for a specific product category?
- Match the channel to your range. Decathlon and Alltricks suit sport and outdoor gear, Douglas and Kruidvat fit beauty and health, fonQ, vtwonen, Leen Bakker, and Home24 focus on home and living, and Zalando, About You, and Kleertjes.com serve fashion. Kleertjes.com in particular is the largest children's clothing store in the Netherlands.
- How do you keep listings and stock accurate across many marketplaces?
- Manage your catalogue, prices, and stock from one central place and push updates out to each channel automatically, so listings stay consistent and you avoid overselling. This is also what makes adding the next marketplace easy. We handle this sync for you and keep existing marketplaces free to manage.