The largest online store for many years has been Bol, followed by Albert Heijn and Coolblue. The German online clothing store Zalando has surpassed Amazon in fourth place. The top ten, which also includes the supermarkets Picnic, Jumbo, Ikea, MediaMarkt and Belsimpel, are jointly responsible for almost a quarter of the turnover of products purchased online in 2024. Wehkamp lost its place in the top ten.
‘Troop shop’ Temu joins forces with European suppliers to calm arguments with Brussels
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The rise in the rankings of the Chinese online store Temu is remarkable. According to the researchers, turnover has almost doubled to 166 million euros. Temu thus rises to 32nd place in the top 300. Ali Baba (43) and Shein (47) hardly changed places. According to previously published figures from Thuiswinkel.org, Chinese stores account for ten percent of the turnover of online sales in the Netherlands.
The researchers also point to the rise of online players in gold trading, thanks to the high gold price. This market is well represented with players such as Holland Gold (17), Goud Exchange Office (44) and Goudzaken.nl (215). Holland Gold had never even been included in the Twinkle 100 before.
Method
There is some room for discussion about the top 300. The ranking is ‘smart guesswork’ by e-commerce lecturer Jesse Weltevreden and other experts. “We have looked at all kinds of public sources and the Internet traffic that the sites generate and sometimes the proverbial ‘man in the raincoat’ whispers something to us,” says Weltevreden.
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The resulting figures have been submitted to the companies. But most of the top ten companies are unwilling to confirm the estimate. The compilers also accept double counting that can occur when brands sell products on platforms such as Bol. That can make a big difference: an estimated 60 percent of Bol’s turnover comes from other companies.
Experience
For the first time, Twinkle has also included a user experience score. This is based on measurements from Google that registers how quickly a page loads, whether the screen changes a lot and how quickly a site responds when you click on something.
