Online spending by Dutch consumers reached €16.3 billion in the first half of 2023, as shoppers continue to look for ways to reduce costs and save money.
The latest figures from the Thuiswinkel Market Monitor, a study into online consumer spending in the Netherlands, shows that overall online spending remained stable in H1 2023, rising 2% on the same period last year.
“We see that consumers are spending less on products, both online and offline. They try to save money by postponing purchases, comparing prices and reducing their fixed costs,” said Marlene ten Ham, general manager at Thuiswinkel.org.
The study revealed that online purchases represented 31% of total expenditure and 11% of the total number of purchases made. While consumers spent 3% less online on products in the first half of 2023 than in the same period last year, the report shows that more is being spent on Sports & Recreation and DIY/Garden than last year.
“During the corona period, consumers invested in their home and working from home situation, so those purchases were already made. Consumers are now more likely to opt for events, days out or renovate things themselves. Compared to 2019, the period before COVID-19, Dutch consumers still spend more on online purchases. This may be due to price increases, but we also see that the online share of total spending is still higher than it was then,” ten Ham said.
Spending on holidays and events is growing
In particular, the online services sector also continues to grow. In the first half of 2023, 10% more was spent online on services than in the first half of 2022.
Driving growth figures for both expenditure and purchases are package holidays, individual airline tickets & accommodations, and events. In contrast, insurance showed a decline of 11% in spending and 20% in purchases, the report said.
“Consumers do not save on experiences, but on fixed costs such as insurance and telecom. Services are also increasingly purchased online, from 83% of total purchases in 2019 to 87% in 2023. When shopping online you can easily compare, both on offer and price,” Ten Ham said.
Cross-border purchases are increasing
Among the report’s other findings, consumers are increasingly making online purchases outside the Dutch market. The largest share of Dutch cross-border expenditure still goes to Germany (24%), but this has shown a downward trend in recent years. The UK, however, has shown an increase in the past year (from 8% to 11%), as has China (from 5% to 6%).
Rising smartphone use continues
Meanwhile, the number of purchases made via smartphones continues to rise, from 33% in the first half of 2022 to 35% in the first half of 2023. This is at the expense of the number of purchases made via tablets and laptops which have margnially declined.
