Netherlands: most sold products online 2023 | Statista

In 2023, fashion was the most purchased category online in the Netherlands. That year, over half of Dutch consumers bought clothing, shoes, and accessories online. With roughly 48 percent of shoppers purchasing movies and series online, streaming services ranked second.

Share of individuals shopping online in the Netherlands from 2020 to 2023, by type of product or service

Characteristic	2020	2021	2022	2023
Clothing, shoes and accessories	48.4%	59.3%	53.5%	57%
Movies and series via streaming service	41.7%	45.8%	46.3%	47.9%
Internet or telephone subscriptions	30.4%	35.4%	38.7%	44.4%
Cinema tickets and cultural events	28.7%	7.9%	33.9%	42.4%
Meal delivery	35.4%	46.9%	42.8%	41.5%
Music via streaming service or downloads	32.2%	35.1%	37%	39.9%
Other goods	26.8%	31%	25.8%	30.3%
Cosmetics, perfume and beauty products	21.4%	29%	26.6%	29%
Sporting goods	22.9%	27.8%	26.1%	27.5%
Furniture, home accessories and garden items	23%	30.1%	24.7%	24.2%
Food and beverages	17.7%	25%	24%	22.6%
Printed books, magazines and newspapers	21.2%	25.7%	21.4%	21.4%
Computers, tablets and mobile phones	21.7%	24.3%	22.1%	21.1%
Cleaning products and care items	14.5%	21.2%	26.6%	21%
E-books, online magazines and newspapers	16.3%	17.8%	18.2%	19.3%
Medicine and vitamins	14%	18.4%	18.5%	19.2%
Electronics and home appliances	17.2%	21.7%	18.4%	17.7%
Online games, games or downloads	16.7%	16.6%	16.6%	16.5%
Computer software or software upgrades	14.9%	15.1%	14.6%	15.1%
Toys and baby equipment	12.9%	16%	14.4%	14.5%
Other paid apps	8.8%	8.9%	9.9%	11.7%
Sports event tickets	6.9%	2.1%	8.5%	10.4%
Vehicles or vechile parts	8.7%	10.9%	9.9%	10%
Paid health or sports apps	4%	5.5%	5.2%	5.8%

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Release date

October 2023

More information

Region

Netherlands

Survey time period

2020 to 2023

Number of respondents

5,000 respondents

Age group

12 to 74 years old

Special properties

not including people in institutions, facilities and shelters

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

Multiple answers were possible.

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