Starting a Shopify Store in the Netherlands: A Complete Guide

The number of online entrepreneurs keeps steadily increasing, as it has become one of the most flexible and interesting sources of income for people all over the world. Did you know, though, that the country you do business from actually has a massive impact on your potential future growth and success? That is why many foreign entrepreneurs choose to set up a business in a different country, one that is stable economically and politically and has a good reputation for doing business in general. The Netherlands is one of such countries, which is why we made it our expertise to assist foreign entrepreneurs to establish a presence in the country.

We can assist you with various things, our main service being the establishment of Dutch companies. Next to that, we also offer services that can help you along the way, such as opening a Dutch bank account, various financial and legal services, offering assistance with obtaining necessary visas and permits, and so on. We always work with a predetermined fixed fee that we will discuss with you, so you know what you can expect. If you have any questions or would like to see if we can help you, please feel free to contact us anytime. We are always ready to help you out with any idea or issue you might have.

The number of e-commerce businesses in the Netherlands is constantly increasing 

The e-commerce sector in the Netherlands has experienced quite some growth during recent years. For example, at the end of 2024, the country had over 100,000 online stores, with 99,990 of these companies identifying online retail as their main activity. This represents a 4.1% increase from the previous year, highlighting the sector's fast expansion. Financially, the Dutch e-commerce market can certainly be called substantial. In 2023, the industry was valued at €34.7 billion, marking a 3% rise from 2022. 

Projections suggest continued growth, with estimates reaching €36.54 billion in 2025 and €57.03 billion by 2030. This reflects a compound annual growth rate (CAGR) of 9.31%. This growth is further proven by consumer behavior, since in 2022, a whopping amount of 13.9 million Dutch shoppers made 347 million online purchases, which totaled over $36 billion. While this indicates a slight decrease from 2021, it still highlights the vastness of the e-commerce landscape in the Netherlands. Overall, the Netherlands' e-commerce sector continues to thrive, with increasing numbers of online stores and substantial consumer spending. This, in turn, is solidifying its position as a leading European e-commerce hub.

What type of e-commerce business would you like to start?

When you start a Shopify store, you generally intend to sell something to someone. This might be something unique you craft or make, such as handmade items. You can choose to sell these to individuals, companies, or both. You can also buy goods from someone else and sell them for profit. Or you can combine those two tactics. We always strongly advise you to pick a category of goods that you have some kind of affinity with, as this will make managing your business much easier and fun. If you already have some experience with a certain type of good, this will work in your favor, as customers will be able to see that and trust you more.

Next to that, starting an e-commerce business in the Netherlands is an exciting opportunity due to its strong digital infrastructure, favorable business environment, and growing online consumer base. There are various types of e-commerce businesses you can start, and each comes with its own unique opportunities and challenges. Understanding the different options can help you determine the best fit for your goals and target audience. We will list the various types below for your convenience.

1. Business-to-Consumer (B2C)

The most common and popular e-commerce model is Business-to-Consumer (B2C), where businesses sell products directly to individual consumers. This is the traditional e-commerce format, commonly seen in sectors such as fashion, electronics, and home goods. In the Netherlands, B2C has become increasingly attractive due to the high internet penetration and consumer willingness to shop online. If you start a Shopify store in the Netherlands, this will probably be the format you will use.

2. Business-to-Business (B2B)

B2B e-commerce involves selling products or services to other businesses. This model is popular for wholesalers, manufacturers, or suppliers offering bulk goods or specialized services. In the Netherlands, B2B e-commerce is growing rapidly, especially in industries like logistics, industrial equipment, and office supplies. The advantage of this model lies in larger transaction volumes and longer-term client relationships.

3. Consumer-to-Consumer (C2C)

Consumer-to-Consumer (C2C) platforms enable individuals to buy and sell from each other, often via third-party websites or apps. Examples include platforms like Etsy and the Dutch ‘Marktplaats’, which is popular in the country. Starting a C2C marketplace can be an excellent option if you want to create an online community where users can engage in peer-to-peer transactions.

4. Subscription-based e-commerce

A subscription-based e-commerce model provides customers with regular deliveries of products or services, often on a recurring basis. This model has become increasingly popular in sectors like beauty, food, fitness, and entertainment. Examples include companies like HelloFresh and Butternut Box, offering meal kits for humans and pets alike, or Stitch Fix, providing personalized fashion services. This model provides steady and predictable revenue, making it an appealing option for entrepreneurs.

5. Drop-shipping

Drop-shipping is a business model where an entrepreneur sells products without holding inventory. Instead, when a customer places an order, the entrepreneur purchases the item from a third-party supplier, who then ships the product directly to the customer. This is an ideal choice for new entrepreneurs in the Netherlands looking to start with low capital investment and avoid the complexities of managing stock. This business model has proven to be successful during the past decades and continues to do so.

6. Marketplaces and aggregators

Starting an e-commerce business by becoming a marketplace or aggregator allows you to bring together multiple sellers and buyers in one place. Examples of this model include platforms like Bol.com or Amazon. Aggregators typically focus on niche industries or specific product categories, providing an opportunity for businesses to enter markets with established demand but still low competition. This option requires the necessary know-how and plenty of experience in the e-commerce sector.

7. Digital products

Selling digital products such as e-books, software, online courses, and music can be a highly profitable and scalable business model. Unlike physical goods, digital products do not require shipping, and there is also no need for any inventory management. Many entrepreneurs in the Netherlands choose this route due to the relatively low overhead costs and global market reach. So, as you can see, the Netherlands offers a variety of e-commerce opportunities, whether you're focused on direct sales, building a subscription service, facilitating peer-to-peer transactions, or selling digital products. Understanding the strengths and challenges of each business model will guide you in creating a business that aligns with your skills, resources, and long-term goals.

Why choose Shopify over other options?

Shopify has become increasingly popular, next to other options such as WordPress and WooCommerce or large platforms such as Amazon. Even though every one of these options has its pros and cons, many of our clients tell us that Shopify is a great way to sell goods internationally, with a trusted third party that they can rely on. Below, we have outlined 5 of the most named reasons why Shopify is a great choice when choosing to become an e-commerce entrepreneur.

1. Ease of use

Shopify is known for its user-friendly interface, which makes it particularly easy for both beginners and experienced sellers to set up and manage an online store. It doesn’t require any technical knowledge or coding skills, which allows entrepreneurs to focus on their business without getting bogged down by complex setup processes. You can basically just start and set up a store without any technical knowledge, which makes selling products and goods much more accessible to the public.

2. Customization options

Shopify offers a wide variety of customizable themes and templates that can help you, as a seller, create a store that matches your unique brand's identity. Additionally, the Shopify App Store provides countless third-party integrations that allow for more advanced customizations, whether it's adding a new payment method, integrating with marketing tools, or optimizing for SEO. This makes Shopify a very versatile option that you can adapt to your specific preferences and wishes.

3. Scalability

Shopify is designed to grow with each business simultaneously. Whether you’re just starting out or already running a large enterprise, Shopify offers solutions that can scale with your needs. From basic plans for small shops to advanced features for enterprise-level sellers, Shopify has a plan to fit almost any business size or type. So if your business grows in time, and you acquire more and more clients, Shopify offers you all the tools to keep up with this growth and stay on top of things.

4. Secure and reliable

Shopify takes good care of security and reliability for you by offering SSL certificates for secure transactions and ensuring your store is PCI-compliant. This is especially important for businesses that handle sensitive customer data. Shopify's reliable hosting and 99.9% uptime mean that your store will remain online without interruptions. Since the Netherlands is a European Union (EU) member state, you will need to comply with the General Data Protection Regulation (GDPR) if you start a business here, and these functions will help you immensely with achieving this. You can read more about the GDPR in this article we posted a while ago.

5. 24/7 customer support

Shopify offers round-the-clock customer support via multiple ways, such as live chat, e-mail, and phone, ensuring that online sellers can get help whenever they need it. This exceptional support is especially useful for those who may encounter issues or have questions during the store setup or daily operations, helping them resolve issues quickly to avoid downtime. These features combine to make Shopify a top choice for online sellers looking for a secure, customizable, and scalable e-commerce platform.

The steps to create and start a Shopify store explained in detail

Starting a Shopify store is fairly straightforward, even for beginners. The steps you have to take are well documented and explained, which makes it possible for people who don’t know much about technology to set up an online store. Below, we have added a step-by-step guide to creating and launching your Shopify store for your convenience.

1. Sign up for Shopify

Obviously, the very first step will entail creating an account if you want to start a Shopify store. Go to the Shopify website: www.shopify.com, and click on the "Start Free Trial" button. You then create your account by entering your email address, choosing a password, and providing the name for your store. Shopify will guide you through the rest of the basic information, like your address and contact details. You can then opt for the trial period to see whether you like Shopify and if it suits all your needs. Once the trial period is over, you’ll need to choose a subscription plan. Shopify offers several plans depending on the size and needs of your business.

2. Pick a theme for your store

Once you have created an account, you can pick a theme by accessing the Shopify theme store. From your Shopify dashboard, go to "Online Store" and then to "Themes." When choosing a theme, you should be aware of the fact that Shopify offers free and paid themes. You can select a theme that fits your brand’s aesthetic and business needs. Since there are a lot of different themes to choose from, you should have no issues finding something to your liking. After selecting your theme, you can further customize it with the theme editor. You can, for example, adjust the layout, colors, fonts, and upload your logo to make your store look the way you envision.

3. Set up your store’s navigation

Once you have your theme installed, it’s time to look at the finer details of your page. Every internet page needs a menu, and the same goes for your online store. To create menus, you will need to go to "Online Store" and then "Navigation" to set up your main menus and submenus. You should neatly organize categories like products, collections, shipping information, and contact details for easy navigation for your customers. Also make sure to add important pages like "About Us," "Shipping Policy," and "Terms of Service" under the "Pages" section in the "Online Store" settings.

4. Add products to your store

Once you have the foundation in place, you can begin adding the actual goods or products you aim to sell via Shopify. To start this process, you will need to navigate to "Products" from your Shopify dashboard. You can then add product information by clicking "Add Product" and filling in all relevant details, such as the product name, its description, pricing, SKU (Stock Keeping Unit) and product images. Try to group similar products together by creating collections for an easier browsing experience by customers. Also interesting: if your products come in multiple options (like size or color), you can create product variants.

5. Set up payment methods

Your clients will obviously need to be able to pay for the goods they order in your store; otherwise, you will make no profits. To make this possible, you can go to "Settings" and then to "Payments." You can then choose the specific payment providers you want to use. Shopify supports a variety of payment gateways, like Shopify Payments, PayPal, and credit card. You can now set up your preferred payment method. Also, make sure to decide whether to collect sales tax based on your location and where you are selling. Shopify can calculate taxes automatically based on your location or business requirements.

6. Set up shipping

Once you have your products online and customers can pay for your products, you need to make sure there are solid shipping options available. To configure shipping zones and rates, you need to go to "Settings" and then "Shipping and Delivery." You should create shipping zones based on the countries or regions you plan to ship to. You will also need to set shipping rates, which are defined based on factors such as weight, price, or delivery times. You can also integrate with shipping carriers like USPS, UPS, and DHL for real-time shipping calculations.

7. Customize your store’s domain

Next to the name of your store, you can also choose a separate domain name. A custom domain name will definitely make your store look more professional, which will provide you with better chances for success. You can buy a domain through Shopify or connect an existing one you already own. You then link the domain after purchasing or connecting your domain. You also need to make sure it’s set as your primary domain so customers can easily find your store.

8. Test and launch your store

After all these steps, you are basically ready to go as everything has been set. We nevertheless advise you to always test and preview your store. So before going live, preview your store to see how it looks on different devices, such as a desktop, tablet, and mobile. Then you can place a test order: go through the checkout process yourself to ensure everything works, from adding products to completing payment. Once that is done, you can launch the store. Please note that initially, your store will be password protected. To open it up to the public, go to "Online Store" and "Preferences" and remove the password. Once your store is live, make announcements via social media, email newsletters, and other marketing channels to let people know about your new online store.

9. Promote and market your store

Once your store is online, you will need to take some extra measures to make sure people actually know that your store exists and will visit it. There are multiple ways to go about this, for example, SEO optimization. Ensure your store is optimized for search engines by adding relevant keywords, meta descriptions, and alt texts to images. You can also choose to use Shopify apps, as they offer various marketing apps like email campaigns, social media integrations, and discount tools that can help you drive traffic and sales. Also, make sure to continuously track your store’s performance. You can use Shopify’s built-in analytics to track your store’s performance and identify areas where you can improve, so your business will be able to grow steadily.

By following these steps, you’ll be well on your way to launching a successful Shopify store. Whether you're selling products or services, Shopify offers the tools and support to help you grow your business. Please also note that Intercompany Solution’s accounting department is specialized in accounting for e-commerce and webshops. We have experience with Amazon, Shopify, Bol.com, and many more platforms. Feel free to contact us for more information.

Intercompany Solutions can set up your Dutch business for you in just a few business days

Since our core business is about establishing Dutch companies, we have successfully implemented a straightforward process that enables any foreign entrepreneur to set up their Dutch company in just a few business days. You will need to hand in some information and documents, such as a valid ID, a company name, and a valid Dutch registration address. Once we have incorporated your company at a notary public, we then go to the Dutch Chamber of Commerce to register your new Dutch company in the Trade Register. Once this is finished, you will get your official registration number and VAT number and can start selling via your Shopify account!

The many different services we can offer you

We can understand that navigating Dutch business laws can be complicated for any foreigner. Intercompany Solutions has assisted hundreds of foreign entrepreneurs from over 50 different nationalities. Our clients range from small one-person startups to multinational corporations and everything in between. Our processes are aimed at foreign entrepreneurs, and, as such, we know the most practical ways to assist with your company registration. We can assist with the full package of company registration in the Netherlands:

• Company establishment in the Netherlands
• Opening of a local bank account
• Application for VAT or EORI number
• Application for a variety of permits
• Application for a visa or start-up permit
• Startup assistance
• Financial services
• Administrative services
• Secretarial services
• Legal assistance
• Tax and financial services
• Media
• General business advice

We are constantly improving our quality standards to continually deliver impeccable services. 

Intercompany Solutions can assist you with everything regarding your Dutch business

Whether you want to start a Shopify store, need help with your periodical tax returns, or just need some professional advice, we are always here for you to help you sort out whatever you need to sort out. We have many years of professional expertise within the field of Dutch business establishment and growth and will gladly use this expertise to help you create a successful Dutch business. If you want to start an online store, please feel free to contact us anytime for in-depth advice. We will assist you in any way we can.