Top Brands on Dutch Marketplace Bol: A Deep Dive
When examining the 30 biggest brands on the Dutch e-commerce platform Bol, it becomes clear that while consumer electronics and domestic appliances lead in terms of turnover, brands in toys and personal hygiene dominate the quantity of sales. Additionally, brands directly sold by Bol itself command a significant 64 percent share of the platform’s total turnover. These insights are derived from a comprehensive analysis conducted by MarktMentor, a Dutch e-commerce data platform that helps sellers optimize their presence on Bol. The research delves into the turnover generated by the 10,000 largest brands on Bol, involving the analysis of data from over two million products between January 1st and August 31st of this year.
Bol’s Dominance in the Landscape
Bol, a renowned Dutch online marketplace, has established its platform to accommodate partner sellers. In the first quarter of the current year, partner sellers contributed to 65 percent of the company’s trading volume. Moreover, Bol maintains its own product offering on the platform. The analysis reveals that 22.4 percent of the top 10,000 brands are offered by both Bol and partner sellers. Strikingly, these brands collectively represent a substantial 64 percent share of the platform’s overall turnover. While Bol’s platform welcomes a growing number of partner sellers, these findings underscore the company’s enduring dominance.
Brand Categories in Focus
Brand categories such as computers, household items, and electronics are predominantly sold by Bol and partner sellers, with a respective 85, 79, and 77 percent representation. Collectively, these categories, along with brands in toys, beauty, baby products, personal hygiene, bikes, food, camping equipment, DIY supplies, children’s clothing, and men’s clothing, contribute to over half of the turnover generated by Bol and its partner sellers. Notably, when multiple partner sellers offer the same brand, they are often associated with categories like Animals and Garden. In contrast, brands exclusively offered by a single seller on the platform are frequently found in the Living and Erotica categories.
Samsung and Apple: Leaders in Turnover
Upon analyzing brands sold by Bol and its partners, Samsung and Apple emerge as the top two brands in terms of turnover, with Philips closely following in third place. Subsequent rankings include Lego, HP, Sony, Bosch, Pampers, Inventum, and Nintendo. Among the top 30 brands, only LifeGoods is not directly sold by Bol (it is exclusively sold by one partner seller and the brand itself).
Shifting Perspective: Sales Quantity
In examining sales quantity within the top 30, LEGO leads the pack, followed by Philips, Samsung, Pampers, Oral B, and Apple. What’s striking is the shift from brands generating high turnover in electronics to brands in the categories of toys and personal hygiene. This shift suggests that the dominance in turnover may be influenced by higher product prices within the electronics sector.
