Dutch online marketplace Bol.com had a highly successful year in 2024, setting a new record with €5.9 billion in net consumer online sales. The e-commerce platform’s revenue surged by 8.7%, reaching €3.1 billion. Notably, Bol generated more revenue from its direct sales than the combined total of all third-party sellers on its platform. This data suggests that Bol is shifting back to being an online store rather than primarily a marketplace.
From Marketplace to Direct Sales Growth
Originally launched as an online bookstore, Bol.com rapidly evolved into a comprehensive e-commerce platform. The company later pivoted to a marketplace model, emphasizing third-party sellers while stepping back from direct sales. However, recent figures indicate a shift in strategy.
Record-Breaking €5.9 Billion in Net Consumer Sales
Research conducted in 2023 showed that Bol’s direct sales accounted for 64% of the platform’s total revenue. That year, Bol’s total transaction volume increased by 4.9%. In 2024, its growth trajectory remained strong, with a 4.1% increase in transaction volume.
Bol’s net sales revenue, however, grew at a significantly faster pace than its overall transaction volume, rising by 8.7% to €3.1 billion. This trend underscores that Bol is outpacing its third-party sellers in growth. Two years ago, third-party vendors contributed approximately two-thirds (66% in Q2 2023) of Bol’s total transaction volume. Now, that share has dropped to nearly half. This decline is largely attributed to Bol’s increased direct sales, along with rising revenues from services such as advertising and logistics.
Decline in the Number of Third-Party Sellers
Bol’s parent company, Ahold Delhaize, has not disclosed specific revenue figures for these services. However, the number of third-party sellers on the platform has declined in recent years. While Bol had approximately 52,000 third-party sellers in mid-2023, this number dropped to 47,000 by the end of 2024. During this period, the platform expanded advertising options for its business partners.
Bol not only outpaced its third-party sellers but also surpassed the overall growth of the Dutch e-commerce market. This shift signals a significant transformation in Bol’s business strategy, reinforcing its dominance in the industry.
