Table of contents

Introduction

The Netherlands is e-commerce at its finest. 84% of Dutch internet users shop online - the highest rate worldwide (UNCTAD). Due to great logistics infrastructure, tons of digital talent and years of e-commerce experience make it both a thriving market and a perfect launchpad for new brands. But what brands are the winners and were growing the fastest?

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Conway Brand Radar ranks the Dutch top 100 consumer brands based on their digital performance metrics and customer experience quality. The ranking provides insights into which brands excel at digital commerce and what drives their success.

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Our analysis of 300+ brands in 2024 reveals a fascinating split between international powerhouses and strong domestic players.

Main findings from our research

• The big players are truly global. Tommy Hilfiger, G-Star RAW, and Suitsupply, and Ekster generate 98% of their traffic from international markets.
• The average Dutch consumer brand draws 46% of traffic from Dutch consumers
• Strong momentum: Half of analyzed brands achieved double-digit traffic growth in 2024
• Rising digital sophistication: Digital experience scores increased 13% to 3.8/5, showing maturity in customer experience