Why will BOL in the Netherlands or Belgium give you more money than Amazon?
When planning to expand into western markets, many Polish entrepreneurs reflexively turn their gaze towards the Seattle-based giant. However, when analysing e-commerce in Europe, especially in the Benelux region, it is the Bol platform (which is the largest marketplace in the Netherlands) that deals the cards. If your goal is real margins and not just high turnover, it is worth understanding why the local e-commerce leader offers sellers better conditions for growth than Amazon.nl.
Publication date:
The e-commerce landscape in the Benelux: Bol.com's dominance over Amazon.nl in numbers
The Netherlands and Belgium are markets with huge potential, where e-commerce has a high level of maturity. Although Amazon has a presence in the Netherlands, selling on Bol.com for companies opens the door to a platform that is historically and culturally ingrained in customers’ minds, reaching millions of households in the Netherlands. Statistics show that e-commerce in the Netherlands and Belgium continues to record dynamic growth. Although Amazon has a presence in the region, selling on Bol.com for companies opens the door for sellers who want to reach loyal customers looking for products in categories such as home, kitchen or toys.
Comparison of cost structures: Bol.com vs Amazon.nl commissions 2026
When analysing Bol.com vs Amazon.nl commissions 2026, the key difference is the lack of fixed subscription fees for opening and running a shop on BOL. Bol.com is the leader in terms of the ‘pay when you sell’ model. While Amazon requires a monthly subscription, BOL bases its model on:
- A fixed fee per sale (dependent on the price range of the product).
- A percentage commission on the sale price.
For example, for electronics on BOL, the commission may be around 4.2% and for toys around 8.3%. This approach allows you to safely test your range without incurring fixed costs at the start. This makes it worthwhile to sell and test the range without risk, which simplifies the whole process of entering new markets.
Check out our returns and shipping service to the Netherlands, which meets the requirements of the BOL marketplace: Shipping and Returns to the Netherlands
Consumer psychology in the Netherlands and Belgium - why does the local leader win trust?
The Dutch and Belgians are extremely attached to local solutions. A marketplace in the Netherlands and Belgium such as BOL wins trust with its excellent customer service in Dutch and its specific approach to quality. Customers in the Netherlands and Belgium prefer platforms that ‘speak’ their language – literally and figuratively. It is therefore a key aspect to provide customer service at the highest level. The Bol platform offers an environment where shoppers feel safer than on global sites, which translates into higher conversions for sellers.
Density of competition: How to compete in the Bol marketplace?
Amazon often becomes an arena for price battles, but marketplace Bol focuses on quality. To compete successfully on platforms such as Bol.com, it is not enough just to have a low price. The BuyBox system promotes sellers who care about the quality of their offer and speed of delivery.
This allows sellers from all over the European Union offering unique goods to avoid a ‘race to the bottom’. This makes it worthwhile to sell premium products, building a stable position in the market, rather than fighting for cents of margin.
Analytical tools and the Price-star system: how does Bol.com support retailers' margins?
The platform offers much more than just shelf space. Marketplace Bol provides a range of sales support tools, including systems for trend monitoring and price optimisation (e.g. Price-star). These solutions help retailers to compete effectively in the market, keeping their offerings attractive while maintaining satisfactory margins, which is essential for stable business growth.
Expansion from Poland to the Benelux market: legal requirements, VAT and barriers to entry
Expanding westwards seems difficult for many companies, but simplified registration rules have now been introduced. Crucially, sellers from any EU country no longer need to have a registered business in the Netherlands. This opens up a huge opportunity for sellers from Poland who want to reach out to sellers across the EU (specifically the western part of the EU ).
Despite the facilitation, the process still requires formalities:
- Having an active VAT-OSS number.
- Registration with WEEE systems (batteries, packaging).
- Provision of service in Dutch.
It is worth remembering that e-commerce in the Benelux is governed by its own tax laws, but working with an agency makes the process transparent.
Advertising strategies and the Bol Select system - how to increase conversions by 30%?
Statistics show that the Belgian e-commerce market is set to grow, so the battle for customers in the Netherlands and Belgium requires the right strategy. Implementing products into the Bol Select programme is the easiest way to increase conversions (by up to 30%).
The marketing potential of the platform is also key. The Sponsored Products system allows you to precisely drive traffic to your offers, which is essential to establish an online presence in the Netherlands and Belgium.
International logistics and returns for bol.com sellers
If you only need international returns handling, check our dedicated solution: Shopreturns – we provide local return addresses, verification, consolidation and reporting, fully aligned with bol.com and other marketplace requirements.
If you are looking for a complete international logistics setup including cross-border shipping and compliant local returns, contact us. At Global24, we support marketplace sellers operationally, from first parcel to scaled cross-border distribution:
Do you want to be up to date?
Subscribe to the newsletter
Subscribe to the CROSS-BORDER LETTER newsletter! Learn about news, tricks and secrets in foreign logistics. Check how to sell abroad and achieve more benefits.
