Number of online stores in the Netherlands 2014-2024, by branch

In 2024, there were more than 21,000 online fashion shops in the Netherlands. This number steadily increased over the years, making online fashion the biggest branch of web shops in the country. The figure aligns with the market shares of e-commerce categories. In 2022, fashion accounted for 31 percent of the entire e-commerce market, followed by consumer electronics and media products.

Popular domestic players

Desktop traffic rankings show that international fashion marketplaces compete with domestic retailers Bol.com and Wehkamp, which have been present for more than a decade in the Dutch fashion market. The top five includes De Bijenkorf, now owned by Selfridges Group, and department store brand Hema.

Spending on a budget

Spending timelines indicate there is a seasonality in clothing purchase, as expenditure usually plunges in August. Overall, the monthly index has experienced an increasing trend since January 2020, reaching a two-year peak in June 2021. In 2022, Dutch consumers spent on clothing more than they did in January 2020, when the online spending index amounted to only 102 points.