bol
Generalbol.com
The number one marketplace in the Netherlands and Belgium.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
🇳🇱 Western Europe · Last checked November 2026
Marketplaces in the Netherlands: where to sell in 2026, and what it takes
The marketplaces that matter in the Netherlands are bol, Amazon.nl and Kaufland.nl. Selling there means a local-language listing, a VAT registration (or OSS), EPR registrations (Afvalfonds Verpakkingen (packaging), WEEE and batteries) and customer service in Dutch. SAWA is live in the Netherlands. As Merchant of Record, we handle all of it in our name.
the Netherlands at a glance
the Netherlands: the short version
The Netherlands is SAWA's home market. bol dominates, Amazon.nl is the challenger and Kaufland.nl opened in September 2026, so the choice of lead marketplace matters more than anywhere else.
SAWA is live in the Netherlands. That is the proof: we are already the legal seller there, with accounts in good standing, so you do not start from zero.
| Language | Dutch |
|---|---|
| Currency | Euro |
| Standard VAT rate | 21% |
| Lead marketplaces | bol |
| EPR | Afvalfonds Verpakkingen (packaging), WEEE and batteries |
| SAWA | Live: we sell here today |
The marketplaces
The marketplaces that matter in the Netherlands
A short, curated list. We left out the niche sites that pad other lists; the category table further down covers those.
Amazon.nl
Generalamazon.nl
General marketplace.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Kaufland.nl
Generalkaufland.nl
General marketplace, launched in September 2026.
Good fit if you want reach across categories and a shopper base that already trusts the platform.
Zalando
Fashionzalando.nl
Fashion.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
Wehkamp
Fashionwehkamp.nl
Fashion and home.
Good fit if you sell fashion, shoes or accessories and want a fashion-first audience.
By category
Niche and category marketplaces
| Marketplace | Category | What it is |
|---|---|---|
| fonQfonq.nl | Home & DIY | Home and living |
| MediaMarktmediamarkt.nl | Electronics | Electronics |
| Blokkerblokker.nl | Home & DIY | Home |
| Decathlondecathlon.nl | Sports | Sports |
| About Youaboutyou.nl | Fashion | Fashion |
| Beslist.nlbeslist.nl | Price comparison | Price comparison and marketplace |
| Marktplaatsmarktplaats.nl | Classifieds & auctions | Classifieds |
Rules before revenue
VAT, EPR and compliance in the Netherlands
Selling abroad is simple, until the rules start. This is what applies in the Netherlands. Last checked November 2026: rules and rates change, so confirm with an adviser before you act on them.
VAT: 21% standard rate
Holding stock in the Netherlands, for example through a marketplace fulfilment programme, requires a local VAT registration. Shipping from another EU country means reporting through the One-Stop Shop (OSS) once cross-border B2C sales pass €10,000 a year, and the the Netherlands rate then applies. Sellers outside the EU usually need a VAT registration or fiscal representation as well.
EPR: producer responsibility
Dutch packaging producer responsibility runs through Afvalfonds Verpakkingen: producers report the packaging they place on the market and pay a contribution. Electronics (WEEE) and batteries have their own schemes.
Language and labelling
Dutch-language listings and instructions are what shoppers expect on bol. The GPSR responsible-person details must be available in Dutch.
Returns and consumer law
EU consumer law gives shoppers 14 days to withdraw from a distance purchase, and marketplaces in the Netherlands expect returns to be handled quickly and in the local language. Product liability and the GPSR responsible person stay with the legal seller.
Sources: European Commission VAT rates database; national producer responsibility registers. Marketplace lists are curated from our own market knowledge and checked November 2026.
Which first?
Which marketplace first in the Netherlands?
By category
- General: bol, Amazon.nl and Kaufland.nl
- Electronics: MediaMarkt
- Fashion: Zalando, Wehkamp and About You
- Home & DIY: fonQ and Blokker
- Sports: Decathlon
By brand stage
A new brand in the Netherlands starts with one anchor marketplace and learns what converts before it adds a second. A brand with a proven range adds the category leader and the local favourite. Whichever you pick, steer on profit, not on revenue: marketplace fees, advertising and VAT/EPR all come off the sale before it becomes your payout, and the SAWA Console shows every line.
With SAWA
Selling in the Netherlands with SAWA
Want to sell in the Netherlands without registering for VAT and EPR yourself? SAWA is the legal seller, and your brand and stock stay yours. We are live in the Netherlands today.
- 01
Ship on consignment
You send stock. It stays yours until the moment of sale.
- 02
We list, advertise and sell
As Merchant of Record, we are on the invoice and carry VAT, EPR and product liability.
- 03
You get paid
A payout in euros on a fixed schedule, with every line visible in the live console.
FAQ
Selling in Netherlands: your questions
What is the biggest marketplace in the Netherlands?
bol is the dominant marketplace in the Netherlands. Rankings differ by category, so check the electronics, fashion and home lists on this page before you choose where to start. In the Netherlands the language of the listing is Dutch.
Can I sell on bol from outside the Netherlands?
Usually yes, but every marketplace sets its own seller requirements and they change. Expect to need a company that can invoice in the EU, VAT and EPR registrations, and a listing in the local language. If SAWA sells for you as Merchant of Record, the registrations and the listing sit with us and your brand and stock stay yours.
Do I need a Netherlands VAT number to sell to consumers there?
If you hold stock in the Netherlands, for example through a marketplace fulfilment programme, you need a local VAT registration. If you ship from another EU country, you report the sales through the One-Stop Shop (OSS) once your cross-border B2C sales pass €10,000 a year, and the the Netherlands rate of 21% applies. SAWA registers and remits in its own name.
What is EPR in the Netherlands?
EPR is extended producer responsibility: whoever first places packaging, electronics or batteries on a national market is responsible for collecting and recycling them, and pays for it. Dutch packaging producer responsibility runs through Afvalfonds Verpakkingen: producers report the packaging they place on the market and pay a contribution. Electronics (WEEE) and batteries have their own schemes.
How does SAWA sell in the Netherlands?
You ship your stock to SAWA on consignment. We list, advertise and sell as the legal seller, handle customer service and returns, and pay you out in euros. VAT, EPR and product liability are ours, and you follow every line in the SAWA Console.
Free brochure
Discover your payout and profit margin
Download the SAWA offer and see step by step what is left of your gross sales: your payout, your profit margin, what we take over and how the partnership works.
Get more info
Let's take your brand international.
Tell us briefly about your brand and range. We'll work out what MoR delivers for you and get back to you within one business day.
Prefer email? hello@wearesawa.com
Keurenplein 41, 1069 CD Amsterdam, The Netherlands