Selling on Bol.com: All You Need to Know to Get Started

  • 7 min read

The eCommerce industry in the Netherlands, with predicted revenue of over $26 million in 2023, is going to grow to a projected almost $37 million revenue by 2027. In Belgium in 2023, the eCommerce predicted revenue is going to reach almost $10 million, making it the 29th largest eCommerce market in the world. 

In other words, the Netherlands and Belgium market is huge.

So, how do you get a slice of that market?

The best approach is to list your products on the most popular eCommerce platform in those two countries. That means submitting your product feed and selling your products on Bol.com. 

This is because Bol.com is the biggest shopping website in the Netherlands, with a turnover that is about 50 percent higher than its closest competitor. In Belgium, Bol.com is the biggest online marketplace as well.


What is Bol.com?

Bol.com is an online marketplace and store serving consumers in the Netherlands and Belgium. This means it operates in a similar way to Amazon as it sells directly to consumers as well as offering its platform as a marketplace that other online retailers can list products and sell on.

what-is-bol.com

The products available from third-party retailers on Bol.com include both new and second-hand goods. It is based in the Netherlands and has a turnover of more than €5,5 billions.

It is part of the Royal Ahold Delhaize NV group of companies and it is the most sustainable ecommerce brand according to Sustainable Brand Index. It was chosen as the best online store in both the Netherlands and Belgium.  

Bol.com lists around 41 million products. The categories it offers include: 

  • Books
  • Music, Movie & Games
  • Computers & Electronics
  • Toys, Hobby & Party
  • Pregnant, Baby & Todler
  • Beautiful & Healthy
  • Clothing, Shoes & Accessories
  • Sports, Outdoor & Travel 
  • Office & School
  • Eat Drink 
  • Living, Cooking & Household
  • DIY, Garden & Animal 
  • Car, Motorcycle & Bicycle 

Bol.com vs Amazon - How are they different?

While both Bol.com and Amazon are prominent players in the e-commerce industry, there are notable differences that distinguish these two platforms:

  • Origin: Bol.com is a Dutch company primarily serving the Netherlands and Belgium, while Amazon is a global corporation with a presence in numerous countries.
  • Product Range: Although both offer an extensive range of products, Bol.com has a stronger focus on Dutch-language books, while Amazon offers a broader global product selection.
  • Local vs Global: Bol.com has leveraged its local knowledge and focus to build strong relationships with local suppliers. In contrast, Amazon operates on a global scale, leveraging its vast logistics network and operations.
  • Price War: Amazon often uses aggressive pricing strategies to capture market share, potentially leading to local price wars, as seen in the Benelux region.
  • Service: Bol.com strongly emphasizes customer service, with a dedicated customer service team and locally targeted services, while Amazon's customer service operates on a more global level.
 

Amazon

Bol.com

Origin

Global

Dutch

Product Range

Extensive range

Extensive range

Books

Global

Dutch only

Suppliers

Global

Local

Customer service

Global

Local

Bol.com vs Amazon Comparison 


Why Should you start selling on Bol.com?

Bol.com is one of the largest and most widely used eCommerce websites in the Netherlands and Belgium. It says it has 13 million customers visiting yearly.

This is the main benefit of Bol.com – the size and potential of the marketplace. 

On top of that, Bol.com offers a range of additional services to help merchants fully optimize their listings, such as fulfillment services where Bol.com handles the shipping of your products.

It is also possible to link a Bol.com merchant account with your internal sales system, plus it offers a partner service that merchants can use to get answers to questions as well as for support and advice.

bol partner platform

Here are some more reasons why you should start selling on bol.com:

1. Affiliate Program

Bol.com also runs an affiliate program. As with all affiliate programs, the one at Bol.com extends the reach of both the main platform and, potentially, your individual products. In other words, it helps to find buyers for the products you sell.

bol.com-affiliate-marketing

Bol.com Affiliate Program | Bol.com

2. Effective advertising

What's more, Bol.com offers Sponsored Product Solutions, which is an effective advertising strategy that enables sellers to prominently display their products to potential customers on the bol.com platform. By leveraging this solution, sellers can boost the visibility of their products, driving increased traffic and ultimately enhancing sales. The cost of using the Sponsored Products service is based on a Cost-Per-Click (CPC) model, meaning sellers only pay when a customer clicks on their sponsored product. The CPC rate is determined by the seller's bid amount, with higher bids leading to improved product visibility.


adventages-of-sponsored-products-on-bol

The advantages of sponsored products | Bol.com

3. Customer-friendly return and cancelation policy

Another compelling reason to sell on Bol.com is the implementation of the platform's customer-friendly bol.com return policy and cancellation process. If a customer is not satisfied with a product, Bol.com's return policy allows for the item to be returned within 30 days of receipt, as long as the product remains in its original state and packaging. Some products even benefit from an extended return period of up to 60 days under the bol return policy. 

Cancellations are also made hassle-free, with customers having the ability to cancel any time before the product is dispatched. Digital products can also be un-ordered, provided the downloading has not commenced. This efficient approach to returns and cancellations, known as the bol.com return policy, enhances customer satisfaction, thereby contributing to a more positive selling experience for vendors on Bol.com.

4. Wide range of payment methods 

Another advantage that enhances the appeal of bol.com for sellers is the extensive range of bol.com payment methods available to customers. These include iDEAL, credit card options like Visa, Mastercard, American Express, Bancontact, PayPal, Bol.com gift cards, in-term payments, and direct debit. By accommodating a diverse array of payment options, bol.com caters to varied customer preferences and simplifies the shopping process, making it an attractive marketplace for potential sellers.


What is bol select?

Bol.com Select, or simply Bol Select, is a premium subscription service designed to enhance the shopping experience for customers, simultaneously offering unique advantages to merchants. Joining the Bol Select program allows sellers to tap into a broader customer base who benefit from services such as free and expedited delivery on eligible items. This increased visibility can potentially lead to heightened sales and greater profitability. 

Pricing for Bol Select is dependent on various factors, including product category, size, and weight, and it's crucial for merchants to understand these nuances to ensure cost-effective participation. Bol Select does come with certain expectations; merchants are required to maintain high service standards, particularly regarding delivery and returns procedures. 

This program differs significantly from a standard bol.com account, offering a more premium service with the potential for increased customer reach and sales. Thus, Bol Select presents an enticing opportunity for merchants looking to expand their business on the bol.com platform.

bol-select-benefits

Bol select benefits | bol.com


What is the buy box on bol.com?

The "Buy Box" on bol.com, also known as "koopblok", plays a crucial role in influencing customer purchasing decisions. Situated prominently, the Buy Box features the offer that customers see by default when they view a product, leading to a higher probability of purchase.

Several factors determine which seller's product gets placed in the Buy Box:

  • Delivery performance: This includes delivery speed, on-time delivery rate, and track and trace rate.
  • Return performance: The number of returns and the reason for returns can affect the Buy Box eligibility.
  • Price: A competitive price can significantly increase the chances of winning the Buy Box.

For sellers, securing the Buy Box can lead to increased visibility, higher sales, and an improved reputation among customers. It's worth noting that bol.com encourages competition among sellers for the Buy Box, as it leads to improved services and better customer experiences. Therefore, consistent performance and competitive pricing are key to winning the Buy Box on bol.com.


Getting Started with Bol.com

Before getting started with Bol.com, you will need a Dutch or Belgian VAT number. You must also be registered for a minimum of 10 weeks with either:

Once you have met the above requirements, you're ready to go.

Starting to sell on bol.com is a straightforward process that involves the following steps:

  1. Create your account: Navigate to the bol.com partner platform and click on 'Become a partner'. Fill out the necessary details to set up your account.

  2. List your products: Once your account is set up, you can start listing your products. Make sure to provide detailed descriptions and high-quality images to attract potential customers.

  3. Set your prices: Decide on the pricing for your products. You can set your prices, but keep the competition and customer demand in mind.

  4. Manage your inventory: Keep track of your stock levels to ensure you can fulfill all orders in a timely manner.

  5. Ship your products: Once a customer makes a purchase, you are responsible for shipping the product. Bol.com provides various options for shipping; choose the one that suits your business best.

  6. Provide customer service: Customer satisfaction is crucial for success on bol.com. Be ready to answer any customer questions and handle any issues that might arise.

  7. Analyze and optimize: Bol.com provides sellers with detailed performance analytics. Use these insights to adjust your strategy, optimize your listings, and grow your sales.


Product Feed Specification

The products in your product feed must fit into one of the categories mentioned above. 

Bol.com categorizes product information into three levels:

  1. Basic: This includes the EAN number, product group, and title.
  2. Mandatory: All attributes must be filled in as this information is crucial for customer purchases. Completing both basic and mandatory information allows your item to be listed online.
  3. Optional: Filling additional optional information offers customers the comprehensive data they may need to finalize their purchase decision.

Once changes are made, you have to wait up to 8 hours for them to be processed and visible on Bol.com. Note different product groups require specific characteristics, and each product will need different information.

Click me

 


Fees and Charges

Setting up a store and listing your products is free on Bol.com. The only fees you pay are when customers buy your products. Exactly what you are charged depends on the type of product you sell, but there are always two elements to the fee:

  • A fixed charge, regardless of the price
  • A percentage of the sale

If you are a non-Dutch seller, the percentage element of the fee will be excluding VAT. 

The fixed charge ranges from €1 to €3. The percentage of the sales price you will be charged ranges from five percent to 17 percent (jewelry has a percentage of 25 percent, although it is not currently possible to list products in the Jewellery category).

Here is an example from the Toys category. Most toys have a fixed fee of 1 euro and a percentage of sale charge of 15 percent. So, if you sell a toy for €50, the Bol.com fee will be:

  • €1 fixed charge
  • €7.50 (15 percent of €50)
  • The total charge, therefore, is €8.50, leaving you with €41.50

To check the products you sell, visit the Bol.com website with a full list of fees and charges.


Bol.com Optimisation Tips

The standard optimization tips that apply to other marketplaces apply to Bol.com as well– making descriptions interesting, using high-quality images, keeping your feed up-to-date, etc. 

In addition, you should also take steps to ensure you meet the specific and well-documented minimum standards of service that Bol.com requires. If you don’t do this, you will not sell as much, plus you might be removed from the platform. 

Bol.com closely monitors the performance of merchants and encourages them to constantly work to improve their scores. This performance mostly relates to delivery times and levels of customer service.

For example, it wants merchants to have a maximum of two percent of orders canceled. In addition, you must ship all customer orders using track and trace and you must also achieve the target of a minimum of 98 percent of orders delivered on time.

Other minimum standard requirements include:

  • Having a returns policy that allows customers to return purchased items free of charge within 30 days
  • Answering customer questions within 24 hours
  • Responding to cancellation requests within 24 hours
  • Make yourself available during the standard working day, which is between 9 a.m. and 5 p.m. Netherlands/Belgium time.
  • Delivering orders as promised with a maximum delivery time of eight days
  • Processing return shipments within 24 hours

Conclusion

There is a simple equation to do when considering Bol.com – if you have identified the Netherlands or Belgium, particularly the Netherlands, as a potential growth opportunity for your business, you must consider Bol.com as an option.

It has the biggest reach, plus a wide range of tools to help you trade successfully.

Grow Your eCommerce Store by Expanding to New Channels:

Getting Started with Selling on MyDeal

Sell with Awin - Beginner's Guide

Sell on Wish - Beginner's Guide  

Sell on Fruugo - How to Get Started?

Sell on Idealo - Beginner's Guide

Sell on Criteo - Beginner's Guide

Sell on Amazon - Beginner's Guide

Sell on eBay - Beginner's Guide

Get listed on OnBuy - Beginner's Guide  

Bonanza vs. eBay: Head to Head Comparison
Click me

About DataFeedWatch

DataFeedWatch by Cart.com is the top-rated global product feed management platform that enables eCommerce brands, retailers, and digital agencies to drive multichannel growth. Merchants on both custom solutions and popular shopping carts, like Shopify, WooCommerce, and Magento (among others), can choose from 2000+ integrated shopping channels, affiliate networks, and marketplaces in 60 countries (such as Google, Facebook, Criteo, Amazon, and more). Major global brands like adidas, Decathlon, and KENZO have used DataFeedWatch to improve product performance across channels and expand to new markets. Sign up for a free trial today and receive guided onboarding to get started.

Made with   by 

Write for Us