In a nutshell:
January in the Netherlands and Belgium is not a quiet transition period. It is a clearly defined sale window that sellers can actively use for growth. On bol, strong demand impulses, lower competition, and stable logistics converge. This creates an ideal mix to boost visibility, clear stock, or launch new assortments. Sellers who plan early, localise effectively, and align their campaigns with bol’s promotional calendar can turn January into a strategic advantage for expansion into NL and BE.
⏱ Time to Read: appr. 6 min
Growth Driver January: How Sellers Can Make the Most of bol’s Sale Window
While January is considered a calmer phase after the intense holiday season in many European markets, the situation looks very different in the Netherlands and Belgium. The traditionally strong discount weeks – known as sale or solden – have shaped consumer behaviour for years and drive significant demand right at the start of the year.
For marketplaces like bol, the region’s most important online retail destination, this period has long become an integral part of commercial planning. Brands and sellers use the weeks in January not only to clear remaining stock. They also introduce new assortments and reach a price-sensitive audience.
The result: a month once seen as an in-between period is increasingly turning into a strategic window for growth. This is especially true for international sellers looking to expand into the Netherlands or Belgium.
Why January in NL and BE is so attractive
A clear consumer focus on discounts
After the holidays, many shoppers actively search for deals. Gift cards are being redeemed, and post-holiday markdowns are expected. Platforms like bol support this behaviour with well-structured sales campaigns. Brands can leverage these demand impulses by aligning early with campaign calendars.
Less competition – more visibility
Brands and sellers who position their offers strategically at the start of the year often benefit from a visibility advantage. While some market participants are still returning to routine, international sellers can already capture increased attention. Monitoring bol’s campaign calendar helps align commercial efforts with key promotional periods.
Logistical relief after the peak
After an unpredictable December, shipping networks stabilise.For brands and sellers delivering to the Netherlands or Belgium via bol, this can result in more reliable delivery times. This is a decisive factor for conversion, ratings, and repeat purchases. Those who deliver reliably during a sale period gain twice: short-term through better performance and long-term through improved customer trust.
Five steps to make the most of January
1. Align your assortment with demand
In January, customers are particularly price-sensitive. International sellers can use this phase to highlight items that are easy to discount or that offer a strong value proposition. On bol, visibility increases significantly for products with clear price advantages, especially for bestseller variants, bundles, or in categories like fitness, home organisation, or wellness.
2. Set up campaigns early
To maximise reach during the sale/solden phase, campaigns in the partner area should be prepared early. bol’s campaign calendar shows when promotions are scheduled. Sellers who register in advance often benefit from additional exposure in banners, landing pages, or email campaigns.
3. Optimise logistics and service
Even though January is calmer than December, reliable delivery times remain crucial. For selling on bol, stock levels, shipping processes, and return workflows should be stable and predictable. Strong performance during discount periods has a direct positive impact on rankings and the likelihood of winning the Buy Box.
4. Localise consistently
For audiences in the Netherlands and Belgium, localised content is essential. Product titles, descriptions, and texts should be available in Dutch – and in French for Belgium where needed. Well-localised product pages consistently show higher conversion rates on bol.
5. Tailor your messaging to the January phase
Messages such as “Make the most of the new year with great prices” or “Start the year strong with special January offers” work particularly well during the sale/solden period. The clearer the reference to this seasonal buying impulse, the more likely customers are to convert quickly.
Want to know more? Then check out episode 119 of our podcast “Let’s talk Marketplace”! In it, the traditional plant protection specialist Neudorff report on how a digital offshoot becomes a speedboat, why in-house logistics is part of the core business, and how it is possible to go live on bol in less than three weeks.
Strategic advantages for German sellers
German sellers enjoy a strong reputation in Belgium and the Netherlands: reliability, product quality, and well-known brands are important purchase arguments. On bol, this becomes even more powerful in January, when competitive prices meet high quality perception.
In addition, January is an ideal opportunity to introduce products that receive less attention before or after the holiday season. For sellers with remaining stock from Q4 or new assortments for Q1, this period offers an excellent timing advantage.
👉 Pro tip: Sellers achieve the best results when preparing their January strategy as early as autumn – including campaign setup, pricing, and localised product content.
Entry into the Netherlands & Belgium
Those who are not yet selling via bol will find strong conditions in 2026:
• The largest marketplace in the region – high reach in both countries.
• Digitally savvy consumers – strong online purchasing power and marketplace adoption.
• Multilingual seller support – assistance via phone, email, or chat.
• Integrated logistics solutions – streamlined processes for cross-border operations.
👉 Become a partner now: Sellers looking for support with campaigns, pricing, or logistics can find resources and planning tools in bol’s Partnerplatform. Get more information right here!
👉 Or watch our webinar with bol again: Patricia Lay, Partnership Growth Manager at bol, and Hassan Imran, E-Commerce Manager at Neudorff eCommerce, provide concrete and practical guidance on getting started with bol. Click here to watch the recording!
Key Learnings
January on Bol offers a rare combination of strong demand, high visibility, and predictable operations – an ideal time window for sellers aiming to grow in the Dutch and Belgian markets. With the right preparation, the sale/solden period becomes a clear strategic advantage.
• In NL & BE, January is a high-impact discount period that significantly boosts demand and purchase intent.
• Bol provides structured promotional frameworks that well-prepared sellers can use for additional visibility.
• The calmer logistics phase after December enables more reliable delivery and better performance.
• Localised content and well-targeted campaign messages improve conversion substantially.
• German sellers can combine strong quality perception with competitive price signals and stand out effectively.