In our marketplace portraits, we take a closer look at what our valued sponsoring partners have to offer. In today’s marketplace portrait bol, we take a look at the undisputed market leader in the Netherlands and Belgium. (sponsored)
bol – be the most loved platform
“Be our customers most loved platform by innovatively driving convenience and sustainability in shopping”: Under this motto bol has established itself as a Local Hero in the Netherlands and Belgium and is now the market leader in the region with a clear focus on customer satisfaction and innovation. The marketplace was founded in 1999 as Bertelsmann Online (BOL) and started with a range of 140,000 books. Even then, offering customers the option to pay by invoice was revolutionary. After its acquisition by Ahold in 2012 and its expansion into Belgium (Flemish-speaking region in 2010, French-speaking region in 2020), Bol developed into a versatile marketplace offering over 42 million products in 28 categories.
Important Milestones of bol
- 2011: Introduction of “Selling via bol”, which completed the transformation from a pure web shop to a marketplace.
- 2012: Ahold, which has been called Ahold Delhaize since 2016, acquires bol.
- 2020: Expansion to include fashion categories and entry into French-speaking Belgian regions.
With a clear focus on customer satisfaction and innovation, bol has established itself as a local hero in the region and is now the clear market leader.
Why bol for international retailers?
Bol offers international retailers an attractive opportunity to enter the Dutch and Belgian markets. With 13.6 million customers and 25 million monthly active users, bol provides a large target group with purchasing power.
Three main advantages for foreign retailers:
- Local expertise: Knowledge of regional consumer needs facilitates a successful market entry.
- Personalized support: Bol offers direct support and customized solutions for new merchants.
- Immediate access: Merchants benefit from an established customer base and the marketplace’s position as a regional market leader.
To access Bol.com, merchants must:
- have an EU business entity,
- have a minimum revenue potential of 500,000 euro in the first year (or 100,000 euro if they work with an integrator; see current offer below),
- have demonstrable experience with other marketplaces,
- be able to offer customer support in Dutch,
- and be integrated via a certified API partner.
Current offer for new retailers On BOL
Until February 28, merchants receive a 50 % discount on the commission for creating a bol account when they sign up through one of the integrators ChannelEngine, Rithum, Tradebyte, or Channable. In addition, partners receive a 50 % discount on variable commission until June 30, 2025.
Additional services and programs at bol
Bol supports merchants with a wide range of services:
- Returns management: retailers can purchase return labels at reduced rates through bol.
- Logistics via Bol (Lvb): a fulfillment service that enables super-fast deliveries. Orders placed before 23:59 usually arrive the next day.
- Retail Media: tools such as display advertising, social advertising and sponsored products increase product visibility.
Growth and future vision of bol
Bol achieved impressive sales of 5.8 billion euro in 2023 and has ambitious plans to further drive its growth. A key focus is on attracting international retailers to meet the ever-increasing demand from customers with a broader range of products. At the same time, the further development of retail media solutions is being driven forward, particularly “Sponsored Products”, to offer partners improved brand building opportunities. The refurbished category also plays an important role: bol focuses on sustainability and integrates ESG decisions into its day-to-day business, supported by B-Corp certification. In addition, the company is investing more in social selling to foster long-term and sustainable connections between customers and the platform.
Conclusion
For international retailers with an EU base, solid marketplace experience, and a focus on customer-centric services, bol offers the opportunity to tap into the Dutch and Belgian markets. With a proven fulfillment system, modern advertising solutions, and comprehensive support, bol is a promising partner for companies looking to expand into these markets.
For more information visit Bol.com.