By Ali Ikhwan 
The Dutch e-commerce sector, long characterized by intense competition between local incumbents and global giants, has witnessed a significant recalibration. According to the latest data from the ECDB (EcommerceDB), Bol—the perennial leader of the Dutch market—has not only maintained its top position but has significantly widened the gap between itself and its closest rival, Amazon.nl.
While the previous year suggested a narrowing of the playing field, the 2025 rankings indicate a reversal of that trend. Bol’s robust growth trajectory, fueled by its deep integration into the Dutch consumer psyche and its expansive ecosystem, has outpaced the more measured, albeit steady, expansion of Amazon.
Main Facts: The 2025 Market Hierarchy
The latest ECDB data, which utilizes a methodology focused on "Follow the Money" transaction tracking, paints a clear picture of dominance. Bol.com continues to sit comfortably at the top of the pyramid, generating a Gross Merchandise Volume (GMV) of €5.81 billion in 2025, up from €5.19 billion the previous year. This represents a healthy 12% growth rate.
In contrast, Amazon.nl, the Dutch arm of the American tech giant, recorded €3.31 billion in GMV. While this remains a significant figure, the growth rate of 2.7%—moving from €3.23 billion in 2024—falls well behind that of its local competitor.
Perhaps most surprising is the rise of AliExpress. The Chinese marketplace has secured the third spot with €1.81 billion in spending, marking a 13.3% increase. This aggressive climb pushes established local players like Coolblue (€1.74 billion) and Albert Heijn’s online platform (€1.72 billion) into the fourth and fifth positions, respectively. The data underscores a market that is increasingly bifurcated between broad-spectrum marketplaces and specialized retail ecosystems.
Chronology: A Changing Growth Trend
To understand the current landscape, one must look at the recent history of these two titans. In the 2024 rankings, the narrative was markedly different. ECDB reported that Amazon was gaining velocity, growing at a rate that threatened to erode Bol’s long-standing hegemony. Analysts at the time pointed to Amazon’s massive logistics investment and its ability to leverage its pan-European infrastructure as a harbinger of a potential market shift.
However, 2025 signaled a pivot. While Bol’s 12% growth suggests it successfully capitalized on its existing customer base and marketplace services, Amazon’s growth stalled to a mere 2.7%. The delta between the two, which stood at approximately 61% in 2024, has ballooned to over 75% in favor of Bol.
This change reflects a broader cooling in the Dutch retail sector. Parent company Ahold Delhaize noted earlier in the year that Bol’s results were impacted by a difficult comparison to the post-pandemic boom years and a consumer base currently squeezed by persistent inflation. Yet, despite these headwinds, Bol’s ability to outperform Amazon suggests that Dutch consumers are either demonstrating higher brand loyalty to the local champion or that Bol’s marketplace strategy—which focuses heavily on local logistics and services—is more resilient than the global Amazon model.
Supporting Data: The Cost of Doing Business
The competitive dynamics of the Dutch market are not solely defined by consumer spending; they are also defined by the economics of the marketplace for sellers. A recent study by FiveX sheds light on why Bol may be maintaining its edge.
For sellers, the cost of participation is a critical factor in deciding which platform to prioritize. According to FiveX, Amazon is currently the most expensive marketplace in the Netherlands, charging an average commission fee of 19.7% as of August. This is significantly higher than the market average of 14.5%. Conversely, Bol’s commission fees sit at 14.2%, placing it below the market average.
This pricing disparity is a crucial strategic tool. By maintaining lower fees for its partners, Bol ensures a wider selection of products and keeps its pricing competitive for the end consumer. Amazon, while offering access to a global audience, faces the hurdle of higher overheads for local merchants, which may hinder its ability to capture the same volume of domestic inventory that Bol enjoys.
Official Responses and Regulatory Scrutiny
The dominance of a single player often invites regulatory oversight, and Bol is no exception. Last month, the Netherlands Authority for Consumers and Markets (ACM) released a draft decision regarding the platform. The investigation, which began several years ago, focused on whether Bol favored its own retail operations over the thousands of third-party sellers on its marketplace—a classic "self-preferencing" concern common in antitrust debates.
Bol has taken a proactive, if not defensive, stance. The company has committed to a series of operational changes to ensure a level playing field for its marketplace partners. Many of these adjustments have already been integrated into the platform’s daily operations, a move seen by industry observers as an attempt to stave off further regulatory intervention and maintain its "trusted partner" status in the Dutch retail ecosystem.
For its part, Amazon has been quiet regarding the specific ECDB ranking, focusing instead on its broader European narrative. The company has invested €1.4 billion into the Dutch market over the last three years. Amazon’s strategy remains focused on its European "springboard" approach—encouraging Dutch sellers to use the Netherlands as a launchpad for sales in Germany, France, and beyond. With approximately 6.4 million monthly users in the Netherlands—nearly half the population—Amazon argues that its reach is unparalleled, even if its growth rate in the domestic segment has temporarily slowed.
Implications: The Future of Dutch E-commerce
What does this mean for the future of online shopping in the Netherlands? The data suggests three key takeaways:
1. The Resilience of the "Local Ecosystem"
Bol is no longer just a store; it is an infrastructure provider. By offering integrated parcel delivery, payment systems, and marketing tools for its partners, it has built an ecosystem that is difficult for a global entity like Amazon to replicate without significant time and localized investment. The "Bol ecosystem" acts as a moat that protects it from the sheer scale of Amazon’s global resources.
2. The Rise of Value-Driven Platforms
The strong growth of AliExpress—at 13.3%—highlights a shift in consumer behavior. As Dutch households navigate financial pressure, there is a clear segment of the market prioritizing price-sensitivity over convenience and delivery speed. This is a potential warning sign for both Bol and Amazon; if they do not address the "value-for-money" segment, they risk losing ground to cross-border competitors who are increasingly capable of meeting European delivery expectations.
3. Regulatory Maturation
The Dutch e-commerce market is moving from a "wild west" growth phase to a period of regulatory maturity. Both Bol and Amazon are now under the microscope, not just for their sales figures, but for their conduct. The winners in the next decade will be the platforms that can balance aggressive growth with compliance and fairness, ensuring that their third-party sellers remain profitable and satisfied.
Conclusion
The 2025 ECDB rankings provide a sobering snapshot for Amazon and a vote of confidence for Bol. While Amazon possesses the global might to eventually challenge for the top spot, the current data suggests that the Dutch market remains stubbornly loyal to its homegrown leader.
For the foreseeable future, the battle for the Dutch consumer will be defined by three factors: the ability to keep seller commission fees low, the agility to manage regulatory compliance, and the capacity to offer value to a price-conscious public. Bol currently holds the winning hand, but in the fast-paced world of digital retail, the only constant is that the leaderboard is never truly settled. As the market continues to evolve, the gap between these giants will likely remain a key indicator of the health and competitiveness of the broader European digital economy.
Laily UPN 
Iffa Jayyana 