{"id":120811,"date":"2025-06-19T10:38:59","date_gmt":"2025-06-19T08:38:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=120811"},"modified":"2025-06-19T10:45:49","modified_gmt":"2025-06-19T08:45:49","slug":"nederlander-koopt-minder-maar-besteedt-meer-online","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/nederlander-koopt-minder-maar-besteedt-meer-online\/","title":{"rendered":"Nederlander koopt minder, maar besteedt meer online"},"content":{"rendered":"\n

In het eerste kwartaal van 2025 hebben Nederlandse consumenten minder vaak online gewinkeld, maar w\u00e9l meer uitgegeven. Opvallend: ze besteedden meer aan producten en minder aan diensten. Wat valt daaruit te leren?<\/p>\n\n\n\n

Producten trekken de kar<\/h2>\n\n\n\n

Het aantal online aankopen daalde in het eerste kwartaal met 3% tot 84 miljoen transacties, terwijl de totale online bestedingen juist met 4% stegen naar 9,3 miljard euro. Daarmee ligt het gemiddeld besteed bedrag per aankoop op 110 euro, een stijging van 6% ten opzichte van een jaar eerder. Zo blijkt althans uit de nieuwste editie<\/a> van de Thuiswinkel Markt Monitor.<\/p>\n\n\n\n

De toename in online uitgaven is volledig toe te schrijven aan producten (+8%). Opvallend is de sterke groei binnen ‘Home & Living’, waar de bestedingen met liefst 46% stegen. \u201cKook- en keukengerei, huishoudtextiel en keukenapparatuur \u2013 vooral koffiezetapparaten en pannen \u2013 zijn fors vaker online aangeschaft\u201d, aldus de onderzoekers, die ook verwijzen naar de (tijdelijke) verdwijning<\/a> van Blokker<\/strong>. E\u00e9n van de andere uitblinkers is speelgoed, waarvan het aantal online aankopen met 28% toenam.<\/p>\n\n\n\n

Tegelijkertijd daalde het aantal online aankopen van diensten met 12%. Tickets voor attracties, festivals en evenementen lieten een krimp van 16% zien, en ook verzekeringen zagen de online verkoop met 12% teruglopen. De bestedingen aan diensten liepen in totaal met 2% terug, ondanks een lichte stijging bij losse vliegtickets en accommodaties (+4%).<\/p>\n\n\n\n

Minder bestellingen, hogere bedragen<\/h2>\n\n\n\n

De gegevens suggereren dat consumenten minder vaak online kopen, maar bij elke aankoop meer uitgeven. Het aandeel van online in de totale winkelbestedingen is gestegen van 31% naar 33%, terwijl het aandeel in het aantal aankopen stabiel blijft op 11%. Die discrepantie duidt erop dat aankopen gemiddeld duurder worden of dat per bestelling meer producten worden gekocht.<\/p>\n\n\n\n

De rol van de smartphone wordt daarin steeds dominanter: inmiddels wordt 39% van de online transacties via een smartphone gedaan, een toename van vier procentpunt ten opzichte van een jaar eerder. Het gebruik van desktops en laptops daalde daarentegen licht.<\/p>\n\n\n\n

Opvallend is ook de afname van cross-border aankopen bij Amerikaanse webshops. Die zagen hun aandeel dalen van 11% naar 8%. In absolute termen betekent dit een daling van 24%. Europese webshops winnen aan terrein, met name Belgische (+22%) en Franse (+11%) platforms. Consumenten lijken vaker Europese boven Amerikaanse aanbieders te verkiezen in een geopolitiek gevoeliger tijdperk.<\/p>\n\n\n\n

Nieuwe groei- en focuskansen<\/h2>\n\n\n\n

De Nederlandse e-commercemarkt vertoont kortom duidelijke tekenen van volwassenheid. De coronapiek ligt achter ons, maar het gemiddelde bestedingsbedrag per online transactie blijft stijgen. Tegelijkertijd verschuiven consumentenvoorkeuren richting producten met een hogere ticketwaarde. De groeikansen liggen voor webwinkels dus vooral in productinnovatie, promotiestrategie\u00ebn en klantgemak via mobiel \u2013 minder in volume, meer in waarde.<\/p>\n","protected":false},"excerpt":{"rendered":"

In het eerste kwartaal van 2025 hebben Nederlandse consumenten minder vaak online gewinkeld, maar w\u00e9l meer uitgegeven. Opvallend: ze besteedden meer aan producten en minder aan diensten. 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