Leading online supermarkets in the Netherlands, by market share 2015-2018

Supermarkets with the highest market share for online grocery shopping in the Netherlands from 2015 to 2018

by Raynor de Best, last edited Oct 17, 2019
Leading online supermarkets in the Netherlands, by market share 2015-2018 Albert Heijn, Jumbo and Picnic were the three biggest online supermarkets of the Netherlands in 2018, together taking up 90 percent of the market. The web shops of the country’s two largest supermarket chains reached market shares of 53 percent and 26 percent respectively, with the latter seeing an increase compared to 2017. Picnic (a Dutch online supermarket that allows customers to order groceries via an app, which will then be delivered for free) had a market share of 12 percent.
The Netherlands is increasingly into online grocery shopping…

There were no exact numbers on how many consumers in the Netherlands bought their food or groceries online. In 2017, 29 percent of Dutch households said they ordered groceries online at least once. This is the highest percentage within the European Union. The share of total supermarket revenue that is generated online also increased between 2015 and 2018.

… but there are also reservations

More than half of Dutch consumers said they never purchased food and beverages online, with 17 percent saying they did this between one and three times. The most cited argument not to buy food online was that there is a supermarket already close to home. Another reason was that consumers preferred to check the product’s quality before purchasing.
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Supermarkets with the highest market share for online grocery shopping in the Netherlands from 2015 to 2018

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Statistics on "E-commerce in the Netherlands"
  • Market overview: a) overall market size
  • Market overview: b) number of web shops
  • Online shopper demographics
  • Leading e-tailers
  • Selected product groups: a) fashion
  • Selected product groups: b) electronics
  • Selected product groups: c) online grocery shopping
The most important statistics
  • Selected product groups: d) food delivery (Takeaway, Deliveroo)
  • Cross-border e-commerce (i.e. Amazon, AliExpress)
  • Online and mobile payment methods
  • Delivery preferences
  • Online sharing platforms: Peerby, Etsy and Airbnb
  • Holiday shopping (Black Friday, Saint Nicholas, Christmas)
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