Multichannel selling is no longer a luxury but a necessity for Dutch online retailers. With consumers increasingly switching between platforms, presence on multiple channels is the key to growth. But how do you approach this smartly without drowning in complexity?
Why Multichannel Selling?
The Dutch e-commerce market is unique. Bol.com dominates as a marketplace, but more and more consumers also appreciate the personal touch of independent webshops. By combining both, you get the best of both worlds:
- Greater reach: Bol.com has millions of active buyers
- Brand building: Your own webshop for customer relationships
- Risk diversification: Not dependent on one platform
- Higher margins: Own shop = no commission
Dutch Sales Channels
Bol.com
With over 13 million active customers, Bol.com is undisputedly the largest Dutch marketplace. The advantages are clear: direct access to a huge audience, consumer trust, and a well-functioning logistics system. The downside: commissions of 5-17% and limited brand building opportunities.
Your Own Shopify Webshop
Your own webshop gives you complete control over your brand, customer data, and margins. Shopify is the most chosen platform in the Netherlands for this due to its ease of use and extensive app store. The disadvantage: you have to generate traffic yourself.
Amazon.nl
Amazon is steadily growing in the Netherlands but still lags behind Bol.com. It's interesting for sellers already active on other Amazon markets or those with products that perform well in Amazon search results.
The Ideal Combination for Dutch Sellers
- Bol.com for reach and volume
- Shopify for brand and margin
- BolSync to connect everything
Multichannel Challenges
Inventory Synchronization
The biggest headache: keeping track of inventory across multiple channels. Nothing is as damaging to your reputation as overselling - selling a product you no longer have. This requires real-time synchronization between all your channels.
Order Management
Orders come in via Bol.com, your webshop, maybe Amazon. Each channel has its own system, interface, and rules. Without a central hub, this quickly becomes unmanageable.
Consistent Customer Contact
Customers expect the same service, regardless of where they buy. This means consistent delivery times, the same return procedures, and uniform communication.
The Solution: One Central System
The key to successful multichannel selling is centralization. Use one system as your 'single source of truth' for inventory and orders. For most Dutch sellers, that's Shopify, for several reasons:
- Excellent inventory management
- Simple order processing
- Integrations with virtually all shipping platforms
- Apps for every conceivable need
From Shopify, you then connect your other channels. Bol.com orders come in automatically, inventory is synchronized in real-time, and shipments are confirmed automatically.
Practical Tips for Multichannel Success
Start Small
Don't start with five channels at once. Start with your webshop and one marketplace. Optimize this first before expanding.
Automate Where Possible
Manual order management doesn't scale. Invest early in automation - it pays for itself many times over.
Monitor Your Margins
Not every product is suitable for every channel. Low-margin products are often not profitable on Bol.com due to commissions. Keep a close eye on this.
Build Your Brand
Use Bol.com for volume, but invest in your own channels for the long term. Collect email addresses, build a social media presence, create loyalty.
"Multichannel selling is no longer a choice, it's a requirement. But with the right tools and strategy, it's easier than you think."
Getting Started
Ready to start multichannel selling? Begin by setting up your Shopify webshop as a central hub. Then connect your Bol.com account via BolSync. Within an hour, you'll have a fully automated multichannel system running.
Start Multichannel Today
Connect your Bol.com account with Shopify and manage everything from one place.
