Originally launched as an online bookstore, today it is a generalist e-commerce platform with over 12 million active customers and millions of products available across more than 30 categories. It is particularly relevant for Italian sellers wishing to enter the Benelux markets without setting up a local e-commerce site, leveraging the brand’s strong reputation and advanced partner services.
Key Features and Services
- Over 30 product categories (electronics, books, home, toys, beauty, packaged dry food, etc.).
- Open marketplace for third-party sellers through the Bol.com Plaza programme.
- Dashboard for managing catalogue, orders and logistics.
- Dynamic pricing tools, analytics and reporting.
- API integrations to connect e-commerce platforms or ERPs.
Turnover
In 2023, Bol.com recorded a GMV exceeding €5 billion, confirming its leadership in both the Dutch and Belgian markets.
Permitted Products
Allowed: fast-moving consumer goods and generalist products (electronics, books, home and furniture, fashion, toys, beauty, packaged non-perishable food, pet supplies, etc.).
Not allowed: fresh and perishable products, alcohol, tobacco, prescription medicines and categories prohibited under EU regulations.
Accessibility for Italian Businesses
Italian companies can sell on Bol.com if they have a legally registered entity within the European Union (no longer mandatory to set it up specifically in the Netherlands or Belgium). A valid VAT number is required, along with compliance with EU regulations on product safety, labelling and traceability, and the ability to ensure proper VAT invoicing.
For international sellers, a minimum sales potential of approximately €500,000 in the first year is required. In many cases, integration via certified API partners is also necessary for catalogue and order management.
Countries and Markets
Bol.com operates mainly in the Netherlands and Belgium, where it holds an undisputed leadership position in the B2C e-commerce sector.
Fees and Commissions
Registration on Bol.com is free, with no fixed membership fees. Commissions are charged only on completed sales and vary by product category, combining a fixed fee per item (from €0.20 to €3.00) with a percentage of the sale price. On average, the percentage ranges from 3% to 17%, with some categories reaching up to 25% (e.g. jewellery, media, books).
From 7 May 2025, Bol.com introduced a reduction in commission fees in specific product categories to make the channel more competitive for partners.
Additional optional service costs include:
- Logistics via Bol.com (LvB): storage, handling, shipping and return fees based on item weight and volume.
- Retail Media Group: Bol.com’s advertising programme, enabling Sponsored Products campaigns, brand stores and paid banners.
Payment Systems
Customers can pay through local methods traditionally accepted in the Netherlands and Belgium, such as iDEAL, Bancontact, credit cards and gift cards. Some additional options (such as PayPal) may be available depending on category/product, but are not guaranteed for all transactions.
Sellers receive payments from Bol.com periodically, net of commissions. Since 2024, the standard schedule is two payouts per month for new partners; alternatively, a monthly option is available.
Advertising
- Bol.com Retail Media Group service with display formats, Sponsored Products and dedicated brand stores.
- Ability to run targeted campaigns by category, keyword and purchasing behaviour.
- Detailed reporting on performance and generated sales.
Logistics Services
Bol.com offers two main logistics models for sellers:
- Logistics via Bol.com (LvB): sellers send their stock to Bol.com’s warehouses, which handle storage, shipping and returns. This service ensures fast delivery times in the Netherlands and Belgium, including next-day delivery for orders placed within certain time slots. Bol.com manages shipping and returns directly, while sellers remain responsible for product information and part of customer service.
- Self-delivery: sellers manage logistics, shipping and returns independently. In this case, they must comply with Bol.com standards on delivery times and customer service, ensuring products are deliverable in the Netherlands and Belgium within the promised timeframe (typically 1–8 working days, depending on category and chosen shipping method).
In both cases, meeting delivery and customer experience standards is essential to maintain strong reputation and visibility on the platform.
Customer and Seller Support
Bol.com requires high standards of customer service: sellers must respond to customer enquiries within 24 hours and offer simple return policies within 30 days.
Previously, customer service had to be provided exclusively in Dutch, but since 2024 greater flexibility has been introduced: in many cases, English is also accepted, provided that response quality and times meet the platform’s SLAs.
Sellers have access to the Bol.com Partnerplatform, through which they can manage catalogue, orders, logistics and advertising campaigns, as well as access technical and commercial support, practical guides, training materials and an online community.
Onboarding always takes place via the Partnerplatform and includes a fiscal and commercial verification of the company (registration number, valid VAT ID, business code). For international sellers, a minimum sales potential of approximately €500,000 in the first year is also required.
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