Country Focus Netherlands
The Netherlands has a high-income market with a population of 17.3 million people. It is one of the most digitally advanced countries globally, with an internet penetration rate of 97%. Dutch consumers are early adopters of new technologies, and the consumer electronics (CE) market in the Netherlands is growing steadily. This report aims to provide consumer electronic brands with insights into the Dutch CE market and the key players in the industry. The report is divided into five chapters covering fun facts about the country, the market size and players, key opinion leaders and influencers, top brands per category, and Aqipa insights.
Fun Facts about the Netherlands
- The Netherlands is the world’s largest exporter of cheese, with Gouda and Edam being two of the most famous varieties. In fact, the country produces more than 800 million kilos of cheese each year.
- Amsterdam, the capital city of the Netherlands, is known for its extensive network of canals. These waterways were created in the 17th century to help with transportation and defense and are now a UNESCO World Heritage Site.
- The Dutch are famous for their love of bicycles, and it’s estimated that there are more bikes than people in the country. In fact, the Netherlands has more than 35,000 kilometers of dedicated bike lanes and paths.
- The Dutch are the tallest people in the world, with an average height of 1.84 meters for men and 1.70 meters for women. This is thought to be due to a combination of genetics, diet, and lifestyle.
- Dutch cuisine is much more than just cheese and stroopwafels. The country is known for dishes like bitterballen (deep-fried meatballs), stamppot (a hearty dish of mashed potatoes and vegetables), and poffertjes (tiny pancakes topped with butter and powdered sugar).
Overall market size and players
The CE market in the Netherlands was valued at €10.1 billion in 2020, with a projected growth rate of 4.6% from 2021-2026. The top categories in the Dutch CE market include smartphones, laptops, and TVs. The smart home market is also growing, with the Netherlands ranking in the top five smart home markets globally.
The biggest CE retailers in the Netherlands are listed in the table below, ordered by turnover and number of stores:
| Retailer | Turnover (in millions of euros) | Number of stores |
| Media Markt | 1.242 | 50 |
| Coolblue | 2.328 | 15 |
| BCC | 485 | 75 |
| Expert | 206 | 140 |
| EP-Electronic Partner | 456 | 85 |
The online business is crucial in the Netherlands, with 58% of consumers buying CE products online. Amazon entered the Dutch market in March 2020 and has since gained a 9.2% market share in the CE category. Bol.com, the largest online retailer in the Netherlands, has a 25% market share in the CE category.
Key opinion leaders and influencers
Social media influencers have become increasingly important in promoting CE brands in the Netherlands. The following are the main influencers and their number of followers:
- Enzo Knol – 2.5 million followers – has worked with Samsung, Sony, and JBL
- Kalvijn – 1.5 million followers – has worked with Huawei, Samsung, and Canon
- Gio – 1.4 million followers – has worked with PlayStation, Apple, and JBL
- Dylan Haegens – 1.3 million followers – has worked with Nintendo, Sony, and LG
- Nikkie Tutorials – 13 million followers – has worked with Maybelline and Marc Jacobs Beauty
In addition to social media influencers, several media titles in the Netherlands review CE products. The most important media titles include:
- Tweakers – a website that reviews consumer electronics and has a reach of 2 million unique visitors per month.
- Hardware.info – a website that reviews computer hardware and has a reach of 750,000 unique visitors per month.
- ComputerTotaal – a print and online magazine that reviews computer hardware and has a print run of 35,000 copies per month.
Top brands per category
The following are the top brands in each category of CE products in the Netherlands:
- Home Audio – Sonos, Bose, and JBL
- Headphones – Sony, JBL, and Bose
- Home Entertainment – Samsung, LG, and Philips
- Imaging and Action Cameras – GoPro, Sony, and DJI
- Small Home Appliances – Philips, Bosch, and Dyson
There are several homegrown CE brands in the Netherlands that stand out in their respective categories. These include:
- Philips: Philips is a Dutch multinational corporation that is headquartered in Amsterdam. The company specializes in manufacturing and marketing a wide range of consumer electronics, including televisions, headphones, home audio systems, and more. Philips is particularly well-known for its healthcare technology and lighting solutions.
- TomTom: TomTom is a Dutch company that produces GPS navigation devices and software. The company has expanded its product line to include sports watches and fitness trackers, and it is known for its high-precision mapping and real-time traffic updates.
- Princess Household Appliances: Princess Household Appliances is a Dutch company that specializes in producing small home appliances such as air fryers, blenders, juicers, and kettles. The company’s products are designed to be stylish, practical, and easy to use.
- Sitecom: Sitecom is a Dutch brand that produces computer networking equipment such as routers, switches, and network adapters. The company is known for its user-friendly products that are designed to make networking easy and accessible to everyone.
- Vogel’s: Vogel’s is a Dutch company that specializes in producing high-quality TV and speaker mounts, stands, and brackets. The company is known for its innovative designs and high-quality materials, which allow consumers to mount their TVs and speakers in a stylish and practical way.
Aqipa Insights
Due to the good infrastructure and the location at the North Sea, many goods enter Europe via the Netherlands. This is one special feature of doing business there. In addition, the favourable location policy of the Dutch government, together with the high level of education and language skills of Dutch employees, ensures that many foreign companies primarily settle in the Netherlands when they come to Europe.
Aqipa Netherlands is represented at all retailers and all major on-liners; Media Markt, BCC, Expert, Electronic Partner, Euronics, Audio Specialists, Bol.com, Coolblue and Wehkamp.
Dutch retail differentiates from other markets because there are many channels centralized in terms of purchasing which is limiting the number of decision point. This has its pros and cons.
The Dutch consumer is at the forefront when it comes to adopting new techniques, which also forces the retailer to be more active and lead the way in embracing new products and services.
The strength of Aqipa Netherlands is that we are present in almost all sectors of the Dutch market with diverse brands and different product. This means we are not dependent on one brand or customer and have a clear picture of the total market that we serve.
So if you are in the Netherlands and looking for the best brands in consumer electronics, Aqipa is definitely worth a visit. With their wide range of products and presence in five of the biggest markets in the country, you won’t be disappointed.
If you have any questions regarding our business in the Netherlands, don’t hesitate to reach out to our on-site expert guru Erik Uytewaal!
