Leading online supermarkets in the Netherlands 2015-2020, by market share

Albert Heijn, Jumbo and Picnic were the three biggest online supermarkets of the Netherlands in 2020, although their combined market share decreased significantly. The web shops of the country’s two largest supermarket chains reached market shares of 28 percent and 15 percent respectively. Picnic (a Dutch online supermarket that allows customers to order groceries via an app, which will then be delivered for free) decreased from a market share of 23 percent in 2019 to a market share of 18 percent in 2020. The source mentions the top three were all declining due to strong growth among other online supermarkets. No names or figures were provided for these, however.

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.

Supermarkets with the highest market share for online grocery shopping in the Netherlands from 2015 to 2020

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Release date

June 2020



Survey time period

"In the middle of" April 2020

Number of respondents

2,000 respondents

Special properties

Households; The results have been weighted to represent the entire population

Supplementary notes

* The source mentions that the numbers provided for Picnic in 2015 and 2016 were both less than five percent.

The source does not specify the age of respondents or the used survey method.

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Statistics on "Online grocery shopping in the Netherlands"

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