Spending on the online purchase of products and services grew by 13 percent last year. Online accounts for almost a quarter of total spending on products and services. The growth is leveling off.
The turnover of Dutch webshops amounted to 22.5 billion euros in 2017, of which 12.7 billion euros worth of products. Online now accounts for nearly 10 percent of the entire retail sector and, when services are included, the share of online is 24 percent. Growth was mainly in health products, food and garden products. The figures come from GfK, which conducted an investigation commissioned by Thuiswinkel.org and in collaboration with PostNL.
The growth of 13 percent in 2017 in online spending is lower than in 2016, when growth was 22 percent. The number of spending at web shops amounted to 201.7 million, which was 17 percent more than the year before, but here too growth is declining.
Consumers increasingly use their smartphone for online spending. In the fourth quarter of 2017, 28 percent of online buyers used the smartphone with at least one purchase. In the fourth quarter of 2016, that was 21 percent. The use of the tablet for this remained stable at 24 to 25 percent. With regard to the total online spending in 2017, the laptop was used the most. Here the share of the smartphone is only 7 percent.
GfK also noted that in the fourth quarter the number of purchases via the internet was higher, but the average price was lower: 120 euros in the first quarter of 2017 compared to 78 euros in the fourth quarter. This occurs among others in the categories Consumer Electronics, Toys and Household Electronics. The researchers think that this is partly due to the increasing popularity of discount days such as Singles Day and Black Friday.