Online retail: The Dutch care about sustainability and trustworthiness

Is your online shop trusted by consumers? Does it have an
environmentally friendly approach?

Today, trustworthiness and sustainability are keywords for consumers in
choosing their preferred online shop. Dutch customers particularly adhere
to this when shopping online. Recently, the Ecommerce Foundation conducted
research in the Netherlands revealing interesting consumers trends
preferring trustworthiness and environmentally friendly online shops!

All about…

Retailers such as, Albert Heijn, and Amazon are in the top 10
list in the Netherlands. However, although it may be hard to believe that
Amazon lags behind in online shopping anywhere, it is nowhere near first
place in the Netherlands! One of the main reason is that Amazon wanted to
concentrate on bigger markets, rather than focusing on a relatively small
country such as the Netherlands. is the oldest online retailer in the Netherlands, established by
Bertelsmann in March 1999. The international headquarters is in Zaandam, in
the province of North Holland. It had the opportunity to grow further and
further, without having to deal with big competitors such as Amazon and

The main qualities of this are:
· strong brand assets and
· the ability of evoking positive emotions among consumers.

Consumers of all age groups perceive a high trustworthiness feeling
while purchasing on, but younger consumers and men are the
principal buyers. Additionally, women are more likely to switch to other
retailers when checking specific categories, such as “fashion” and
“beauty”. This is something that should be aware of and take action
on if they want to remain competitive in the ecommerce market. The
supremacy of in the online market is strengthened also by the
payment method iDeal, which the Dutch are massive fans of!

What about Amazon?

Amazon is well-known around the world and is known to be a reliable
marketplace with legitimate retailers. However, Amazon must be aware that is firmly established within the hearts, minds, and wallets of
Dutch consumers, particularly when it comes to perceived prices,
trustworthiness and positive feelings.

Sustainability, packaging, and delivery processes are nowadays a
hot-topic when ordering online and trying to follow a zero-waste path
(something pretty trendy in the online space). Retailers typically have a
section on their website explaining their policies, including return
policies/procedures, as well as generally the terms & conditions of
purchasing (have you thought to have one as well?). To be sure, this would
enhance the interests of customers and increase conversion! In fact, more
than half of 18-24-year-olds are willing to spend more for sustainable

In 2025, hopes to be climate neutral. What does this mean? First
of all, they have set a new focus of reducing their direct footprint to 0
grams of CO2 emission per ecommerce package! Moreover, wants to
achieve a 100 percent level of cardboard recycled or impact-loss in

Amazon has a quite similar goal, but its time span is longer. They set
an ambitious goal to complete 50 percent of all Amazon shipments with net
zero carbon by 2030. It is understandable that their size has influenced
this objective, but a more “local” e-shop may find it more feasible to
pursue this goal with a much sooner date.

Even though Amazon has a history of commitment to sustainability
(Frustration Free Packaging; Ship in Own Container, as well as investment
in the circular economy), its CO2 emissions would unlikely be equal to 0
because of cross-border shipments.

An interesting policy adopted by is to expand the product
information section to reduce overall returns (and therefore reduce waste).
Customers having a greater understanding of the product they want to buy
are more likely to make the right choice and therefore avoid returns.

More than 24 percent of packages are delivered by bike or by
foot (mostly in residential areas). When this is not feasible, it is
possible to deliver using one of the 700 green gas vans available.

Both Amazon and use wind energy, solar panels and reusable
packaging to reduce their carbon footprint as much possible.

Improving packaging, adopting a more sustainable delivery process and
relying on renewable energy will surely increase your conversion in your
own webshop! By following the model set out by well-known and liked brands
and marketplaces, smaller online stores can hope to compete with big
ecommerce players like Amazon and

If you want to learn more about ecommerce in the Netherlands, you can
read the light version of the newest Ecommerce Foundation Ecommerce Report:


By Ludovica Quaglieri. The Ecommerce Foundation is an independent
organization, initiated by worldwide national ecommerce associations,
online- and omnichannel selling companies from industries such as retail,
travel and finance. By combining collective goals and efforts, the
Ecommerce Foundation is able to realize projects that could not be realized
on an individual basis. We facilitate the development of practical
knowledge, market insights andservices for which individual institutions,
retail and ecommerce associations and B2C selling companies do not have the
(financial) resources and/or capabilities for. We offer several services
such as the EcommerceWiki, National Ecommerce Reports, Safe.Shop and
Scamadviser in order to foster global digital trade.


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