Dutch prefer to choose European webshops, but price remains important factor 

More than half of the Dutch (51%) primarily buy online through Dutch or European webshops. Think Bol, Coolblue or Zalando. When it comes to delivery of their orders, almost six in ten Dutch people (58%) consider free or cheap delivery the most important. This is followed by delivery as fast as possible (18%), delivery at a time of their own choosing (16%) and sustainability (5%).

That's according to a survey of more than 500 Dutch people. The survey was conducted in May, a month when many Dutch people receive vacation pay and traditionally a period when consumers make more purchases.

Major support for European web shops

The Dutch seem aware of the pressure European online retailers are under. More than six in ten respondents (61%) say they would rather support European Web shops than non-European alternatives. In addition, 67 percent say it would be unfortunate if European Web shops disappeared due to competition from China or the United States.

The European e-commerce levy on packages from outside the EU to be introduced in July also seems likely to have an effect on consumer behavior. More than half of the Dutch (53%) say they would be more likely to order from European webshops if an additional levy of about five euros per package from outside the EU is introduced.

The results suggest that European webshops may gain ground when price differences are reduced by the e-commerce tax. When Chinese or American web shops are cheaper than European alternatives, almost four in ten Dutch people still choose the cheapest option.

Pieter Van den Broecke, EMEA Leader, Supply Chain Commerce Strategies at Manhattan Associates: “The results show that consumers clearly trust European web shops more, but that delivery costs still play a huge role in final purchasing behavior. For retailers there lies an important opportunity. By being smarter about fulfillment and delivery, they can reduce costs without directly compromising customer satisfaction. Consider, for example, consolidating orders, encouraging in-store pickup or pick-up points, or offering more flexible delivery options. In this way, retailers can keep delivery costs manageable as well as respond to consumers” need for convenience and reliability. This is precisely where European retailers can differentiate themselves from international price-fighters."

Albert van Roekel, Director Solutions Consultancy at Descartes: “The fact that price is the most important factor in delivery for nearly six in ten Dutch people puts additional pressure on retailers and logistics organizations to work more efficiently. At the same time, consumers do expect a reliable and transparent delivery experience. This is where we believe there is an important opportunity. With smart route planning, better bundling of deliveries and more real-time insight into transport flows, retailers can reduce their logistics costs without compromising on service. In addition, more visibility in the chain ensures that consumers are better informed about delivery times and the status of their delivery, which directly contributes to trust and customer satisfaction.”

Nicolas Urien, Head of Global Trade Advisory at Customs Support Group: “That Dutch consumers are increasingly consciously choosing European webshops shows that trust, transparency and origin are becoming more important in e-commerce. At the same time, price remains decisive for many consumers. The introduction of additional European duties on packages from outside the EU may therefore cause a major shift in how consumers make online purchases. For retailers, this means that supply chains, customs processes and compliance are increasingly becoming part of the competitive strategy. Companies that organize their international trade flows efficiently while providing transparency towards consumers will benefit the most in the coming years.”

Trust in European web shops much higher

The study also shows that Dutch consumers trust European webshops significantly more than Chinese platforms. For example, 73 percent say they trust the quality of products from European online shops more. Also, 77 percent have more confidence in the safety of products from European webshops. Furthermore, 71 percent say they trust European online shops more with personal data than Chinese online shops. European parties also have an advantage over American webshops: 65 percent trust European webshops more with personal data than American alternatives.

About the study

This survey was conducted by Factsnapp in May 2026 among 505 Dutch people aged 16 and older.