Bol.com: The Sleeping Giant of European E-Commerce You’ve Probably Overlooked

When people think of European e-commerce, they often picture Amazon Germany, France, or the UK. But there’s one marketplace quietly dominating two of Europe’s richest, most digital-savvy countries: Bol.com. And if you're not paying attention to it, you're missing out on one of the most underutilized entry points into the European market.

This article takes you deep into the numbers, features, user behavior, and rise of Bol.com—so you can understand not just what it is, but why now is the perfect time to build your presence on the platform.

A Short History of Bol.com

Founded in 1999 in the Netherlands as a subsidiary of Bertelsmann (a German media giant), Bol.com originally launched as an online bookstore, modeled loosely on Amazon. By 2002, it had already become the largest online book retailer in the Netherlands.

In the years that followed, it transformed into a full-scale e-commerce marketplace. It expanded categories from books to consumer electronics, toys, personal care, home goods, and more. By 2011, Bol.com opened up its platform to third-party sellers, allowing external merchants to sell directly to Bol.com customers.

In 2012, Bol.com was acquired by Ahold Delhaize, one of Europe’s biggest supermarket conglomerates (which also owns Albert Heijn). That acquisition solidified Bol.com’s integration into the Dutch-Belgian economy and allowed for seamless distribution through both online and physical networks.

Who Uses Bol.com?

Bol.com primarily serves the Netherlands and Flanders (northern Belgium). The average Bol.com shopper is:

• Between 25–55 years old

• Urban or suburban

• Dutch-speaking (hence the importance of native-language listings)

• Used to fast delivery, strong customer service, and Dutch payment systems like iDEAL

But unlike Amazon, where customers are used to imported goods and slow deliveries, Bol.com buyers expect domestic sellers. That’s why creating the illusion (or reality) of being a local business is crucial. Read more about how we managed to make this possible for one of our clients!

Features That Make Bol.com Unique for Sellers

1. No monthly seller fees: You only pay a commission per sale (ranging from 5–15% depending on category).

2. Built-in customer trust: Bol.com handles invoicing, payment processing, and customer disputes.

3. Flexible fulfillment: You can use their logistics network (LVB - Logistiek via Bol - currently unavailable) or ship orders yourself.

4. Extensive seller dashboard: You get real-time insights into sales, traffic, and returns.

5. Bol.com Ads (sponsored products): You can run CPC ads directly within the platform.

Many of these systems are simpler and cheaper than Amazon, especially for new sellers. Learn how we can deliver your products for you with our All In One Brand solution!

The Present: Bol.com in 2024

In 2024, Bol.com is doubling down on automation, seller onboarding, and logistics. The company has launched AI-based product matching and fulfillment optimization tools, as well as expanded pickup and return locations through Ahold stores. New seller categories include:

• Health & wellness

• Home fitness

• Premium pet care

• Niche home appliances

• Local food & beverage producers (integrated with Albert Heijn)

Additionally, Bol.com has begun partnering with non-EU sellers using Dutch intermediaries — opening the door to global expansion.

Why Most People Still Haven’t Heard of It

Ironically, Bol.com is almost unknown outside of the Dutch-speaking world. Its website and onboarding flows are almost entirely in Dutch. There's little international marketing, and no major global events showcasing the platform. That’s why most non-Dutch businesses have never considered it.

But those who do? Often find a market with less competition, high trust from buyers, faster returns on investment, and a stable and reliable infrastructure.

How We Help You Enter the Bol.com Ecosystem

At Tradelink International, we specialize in helping foreign businesses break into the Bol.com marketplace the right way. We set up your Dutch BV, get you a legal virtual office, register your VAT number, create a Dutch IBAN, and build your Bol.com seller account — all within 4–6 weeks.

If you're not ready to handle it yourself, we can even list, store, and fulfill products on your behalf through our own verified Bol.com seller account.

Either way, we help you tap into a highly lucrative, low-competition market that most global sellers are still sleeping on.

Bol.com is not just another Amazon clone. It's a uniquely positioned marketplace with loyal customers, strong infrastructure, and a rapidly growing seller ecosystem. If you're serious about entering Europe without drowning in competition, Bol.com is the best-kept secret you can act on today.

Ready to Expand into Europe with Tradelink International?

We offer full setup packages for international businesses looking to sell on Bol.com—with legal support, Bol.com account creation, and Dutch IBANs included.