How to expand your e-shop to Benelux?

Nowadays, e-commerce is becoming increasingly popular. Today, we’ll take a look together at the Benelux, a region of Western Europe. It consists of Belgium, the Netherlands and Luxembourg. Nearly 30 million people live in the Benelux region, and the official languages are Dutch and French. Most of the population lives in the Netherlands. What are the specific characteristics of each region? Why should you pay attention to the Benelux countries?

As mentioned in the introduction, the Benelux consists of three countries, of which the Netherlands has the largest market share. The shared history and linguistic proximity make this market open not only to regional retailers but also to those from across the EU. The e-commerce market is also mainly dominated by Dutch online retailers, who are also active in Belgium. Luxembourgers often buy online from Belgium, but also from nearby countries such as Germany and France.

Below you can see which types of products are most frequently purchased in each Benelux country:

Belgium – fashion, electronics and media, food and personal care, furniture and appliances, toys

Luxembourg – clothing, books and magazines, event tickets

Netherlands – clothing and sports equipment, travel and accommodation, event tickets, books, magazines, newspapers, homeware and appliances

At Benelux, most consumers prefer to shop online. Benelux residents prefer their favourite brands. Although they value behavioural biases such as social proof (marketing strategies that help to increase the credibility of a product and service) and facilitated decision making. Brands that are new or less familiar to consumers have more difficulty gaining market share.

In general, countries forming one region are expected to have the same or very similar behaviour and preferences. However, the opposite is true. The Dutch are a very self-conscious people. If you offer them the product they need right now and the price matches the quality, their decision-making will be very quick. In contrast, Belgians need to establish relationships when doing business. Luxembourg’s location is very close to Germany and France, which is also reflected in the buying behaviour of its inhabitants. As a result, you will only succeed with products that are of truly exceptional quality. On our blog, you will find an article on How to expand your e-shop to France, which you might find helpful when considering expanding to Luxembourg.

All three countries are united in particular by their emphasis on product quality. Whereas in the past customers were more concerned with the price of goods and services, today the emphasis is on quality.

Payment cards are the most popular form of payment in Belgium. The domestic payment card Bancontact, which is branded Maestro, is widely used in the country. The fact that the country has its own payment card may contribute to the popularity of their use for payments. Apart from the domestic card, the two main providers – Visa and Mastercard – dominate the market.

Bank transfers are the second most popular type of payment. This type of payment is particularly widespread in the Netherlands and Luxembourg. One of the factors contributing to the popularity of bank transfers in the Netherlands is the Dutch bank transfer system iDEAL. When entering the Dutch e-commerce market, you should carefully consider introducing payments via the iDEAL system. In Luxembourg, a popular bank transfer option is via the home-grown Digicash app.

There are several major delivery companies operating in the Benelux countries. As in other countries, residents of Belgium, the Netherlands and Luxembourg prefer fast delivery, drop-off, home delivery or free delivery. Given the growing interest in environmental issues, some customers prefer eco-friendly delivery options.

The most important delivery companies are PostNL in the Netherlands or Bpost in Belgium. Mondial Relay specialises in the delivery of parcels to delivery points mainly in Belgium and Luxembourg. Here are a few of the most prominent who deliver parcels within the Benelux:

DHL Parcel Benelux – offers a range of services including same day, overnight and drop-off delivery.

DPD Benelux – provides parcel delivery, express services and drop-off options.

GLS Benelux – provides fast and reliable parcel delivery, including international delivery.

The e-shop that is represented in all three Benelux countries is Bol.com. It offers a wide range of products, including electronics, books, home appliances, toys, fashion, cosmetics and household products. In addition to selling its own goods, Bol.com also provides a platform for other sellers, thus expanding its offering and increasing accessibility for customers. Other popular e-shops in the countries include:

Wehkamp.nl – Focuses on the sale of clothing, furniture, home accessories, electronics and health and beauty products.

Amazon – is one of the largest online retailers in the world. It focuses on selling books, fashion, toys, housewares, electronics, food, cosmetics, sporting goods and many other product categories. It also provides digital services such as music and video streaming, cloud storage and eBooks.

Coolblue – Primarily focuses on selling electronics and appliances.

Zalando – An e-shop that offers fashion, footwear and accessories for women, men and children.

Social networks – In all three Benelux countries, Facebook is the most popular social network. Especially in the Netherlands, Facebook ads are number one. Another popular platform is YouTube, so invest in high-quality video ads that will be attractive to local audiences.

Google Ads – has a strong position in the Benelux countries. Creating quality PPC campaigns will undoubtedly help you to establish yourself in the local market. Focus on creating relevant keywords and don’t forget to localise your ads. Our BlueWinston tool is an important tool for creating Google Ads campaigns. All you need to do is supply us with your ad texts in the given language and we can prepare pilot campaigns for you.

Price Comparisons – help consumers find the best deals and compare prices on products from different retailers. Especially local price comparison sites such as Tweakers, Vergelijk, Kieskeurig, TopCompare, Kelkoo or Shoppydoo are very popular. In addition, consumers in the Benelux countries often use international comparison sites such as Google Shopping, Amazon or eBay.

Local platforms – don’t forget to use local platforms and media such as Nu.nl in the Netherlands or De Standaard in Belgium. They can help you significantly with native advertising and display campaigns.

The expansion of your e-shop into the Benelux region represents a great opportunity to reach one of the most advanced e-commerce regions in Europe. With a population of almost 30 million people who prefer online shopping and a market dominated by high demands for quality products and services, expanding your business to Belgium, the Netherlands and Luxembourg will definitely be the right move.

As with any expansion into any country in the world, you should not miss out on a good and thorough analysis of the local market in the Benelux countries. Focus on localizing content, adapting payment methods and leveraging local delivery services. With an emphasis on quality and an understanding of your customers’ specific needs, you can significantly strengthen your market position and win loyal customers. If you are interested in the e-commerce market and are looking for a suitable country to expand to read about the Nordics region or Spain, for example.