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Online interior shopping on the rise: Home & living sectors to grow explosively by 2025

In the first quarter of 2025, Dutch consumers spent over €9 billion online, up 4% compared to the same period in 2024. This growth was mainly due to an 8% increase in spending on products, while spending on services fell by 2%. However, the number of online purchases decreased by 3% to 84 million, mainly due to a sharp 12% drop in purchases of services. The average amount spent per purchase rose 6% to €110, according to the Home Shopping Market Monitor, conducted by NielsenIQ on behalf of Thuiswinkel.org, Retail Insiders, PostNL and the Dutch Payments Association.

The growth in product spending was mainly driven by the Home & Living category, which showed a spectacular 46% increase. Consumers bought more cooking and kitchen utensils, household textiles and kitchen appliances online. Marlene ten Ham, Managing Director of Thuiswinkel.org, explains: 'Home & Living spending shows a clear shift from offline to online. The online share rose from 24% in Q1 2024 to 36% in Q1 2025.' The number of purchases in this category also increased (+2%), as well as in toys (+28%). In contrast, the number of purchases in Media & Entertainment (-18%) and DIY & Garden (-12%) fell.

In services, spending on insurance in particular fell (-12%), while ticket purchases for attractions and events decreased by 16%. The share of online retail within total spending grew from 31% to 33%, mainly thanks to products. Ten Ham stresses, 'Online shopping has long since ceased to be an addition to physical retail, but a full-fledged part of the buying process.'

Cross-border spending rose 6% to €1.2 billion, mainly due to growth in product purchases (+17%). The share of US online shops fell from 12% to 8%, partly due to geopolitical developments. Smartphone use in online shopping continued to grow, with 39% of all purchases via this channel. The use of iDEAL decreased slightly, while Klarna gained slightly in popularity.

Source: Thuiswinkel.org

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