Large international online platforms have grown rapidly in the Netherlands in recent years. However, local players still dominate the market. According to the latest Twinkle100, AliExpress, Shein and Temu are not among the ten largest online retailers in the country. Far from it. Amazon has also taken a step back, in both turnover and ranking.
Annually, online retailers in the Netherlands are ranked in the Twinkle100. This is a publication by ecommerce trade magazine Twinkle. For years, the list was led by Dutch online marketplace bol. The list includes 300 companies, which have reported their online sales (excluding returns and VAT, including marketplace sales) for last year in the Netherlands. If they did not report their numbers, the sales numbers were estimated.
Growth of 6.4%
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The total turnover of the 300 largest online retailers in the Netherlands increased 6.4 percent in 2024. It reached almost 29.5 billion euros. That is more than the recorded total online consumer spending on products in that same year. According to the latest Thuiswinkel Market Monitor, that amounted to 21.4 billion euros.
A total of 29.5 billion euros in online revenue
One explanation for the higher total is the fact that platform sales in the Twinkle100 count for both the marketplace and the sales partner. It is clear that the three hundred companies in the publication together control a very large share of the market.
The new top 10
With Bol, Albert Heijn, and Coolblue, the top of the Twinkle100 is mostly Dutch, just like last year. Three other Dutch companies are lower in the top 10: Picnic, Jumbo, and Belsimpel. Last year, there were seven national players in the top 10: wehkamp has dropped out, as has Apple. Ikea and MediaMarkt are back in the top ten, together accounting for more than 13.4 billion euros in online sales.
The top 10 of the Twinkle100 2025 (for the 2024 financial year) is as follows:
| Nr. | naam | Omzetbedrag | |
| 1. | – | bol | 4.674.000.000 |
| 2. | – | Albert Heijn | 2.068.000.000 |
| 3. | – | Coolblue | 1.538.600.000 |
| 4. | ⬆️ | Zalando | 1.040.000.000 |
| 5. | ⬇️ | Amazon | 1.000.000.000 |
| 6. | – | Picnic | 880.000.000 |
| 7. | – | Jumbo | 724.000.000 |
| 8. | ⬆️ | Ikea | 512.000.000 |
| 9. | ⬆️ | MediaMarkt | 505.000.000 |
| 10. | ⬇️ | Belsimpel | 468.510.000 |
Zalando has climbed to fourth place, where it was two years ago. Amazon surpassed Zalando last year, but has now taken a step back. Last year, the American company was also estimated to have higher sales (1.2 billion euros).
In Germany, Amazon is by far the largest ecommerce player, with over 15 billion euros in sales and over 52 billion euros in total trading volume. In Dutch ecommerce, the tech giant has to settle for fifth place in the Twinkle ranking.
Chinese platforms
In 32nd place, Temu is the highest-ranking Chinese player in the Twinkle100, with an estimated turnover of 160 million euros in the Netherlands. AliExpress (37th with 150 million euros) and Shein (48th with 114 million euros) follow behind. Temu, which no longer sees its Dutch customer base growing, has climbed 23 places on the list.
Temu, AliExpress and Shein are not included in the top 30
AliExpress, which claims to have over 12 million Dutch users, is six places higher than last year. Shein grew in terms of revenue, but dropped one place in the ranking. Last year, the growth of foreign platforms in the Twinkle100 was striking, but according to the new list, the growth rate of many foreign players has now slowed considerably.
Alternative ranking
ECDB, a publisher of ecommerce statistics, recently published a top 100 list of online retailers in the Netherlands in 2024. The German company uses transaction data for this ranking. One striking feature of this ranking is that Picnic, as an app-only player, was not listed. Supermarket chain Dirk (which has a shopping basket but no ordering option on its website) is on the list.
Major differences
There are major differences between the two rankings, especially with regard to the assessment of international players: there are no Chinese companies in the Twinkle100 top 10, while the ECDB list includes no fewer than three: AliExpress, Shein, and Temu.
