Bol opens up to non-EU sellers for the first time
In a major expansion, Bol.com (Bol) has announced that it will allow sellers from outside the European Union to join its platform for the first time. This presents a major opportunity for businesses looking to get a foot into the Dutch and Belgian markets.
What is Bol?
Bol is the largest online retailer in the Netherlands, with more than 13 million customers and a market share of around 10% of the country’s entire online retail sector.
The platform has also built a steadily growing presence in Belgium, catering to both Dutch- and French-speaking consumers. Bol focuses mainly on non-food products, making it an ideal marketplace for sellers of books, electronics, toys, household goods and more.
Why is Bol opening up its platform to non-EU sellers?
Bol first opened its platform to third-party sellers in 2011, allowing local businesses to reach more customers online. However, with the recent surge of new low-cost platforms such as Shein and AliExpress entering the European market, competition for customer attention has intensified.
In response, as of July 2025, Bol has decided to broaden its seller base by welcoming non-EU businesses onto its marketplace.
By allowing non-EU sellers to join, Bol aims to broaden its product range and maintain its competitive edge in the Benelux market.
Bol has emphasised that it will continue to apply strict quality controls to ensure that products sold by non-EU sellers meet EU safety and consumer protection standards, helping to maintain trust with its large customer base.
Sellers must demonstrate that their products meet European safety, labelling and environmental requirements, as per legal requirements for selling in the Netherlands and wider EU.
Don’t forget other marketplaces – Amazon’s Pan-EU programme and more
Don’t forget – Amazon might not be number one in the Dutch market, but they are still a major player and are quickly catching up.
We previously reported that Amazon rolled out an important update to its Pan-European Fulfilment (Pan-EU) programme. As of 25 June 2025, the Netherlands became a mandatory marketplace for participation in the Pan-EU programme, joining the likes of Germany, France, Italy and Spain.
Pan-EU is Amazon’s cross-border logistics solution that simplifies multi-market selling within the EU. Sellers can send their inventory to one Amazon warehouse, and allow Amazon to handle distribution to other regional fulfilment centres automatically based on customer demand.
Although Amazon does not currently operate any warehouses within the Netherlands, you may still gain an advantage from obtaining a Dutch VAT number, such as the ability to store inventory locally in private warehousing solutions.
If you’re looking to sell on Bol, or other major platforms in the Netherlands such as Zalando, this might also be beneficial to your business.
And don’t forget – if you are selling to the Netherlands, you’ll need to comply with Extended Producer Responsibility (EPR) regulations, regardless of where you store your inventory. This includes the following categories:
- Packaging
- Batteries
- Waste Electrical and Electronic Equipment (WEEE)
Ongoing compliance with TBA Global
At TBA Global, we’re dedicated to helping businesses expand across the world. Our tailored compliance solutions include VAT registration and filing, Extended Producer Responsibility (EPR) compliance, product safety testing and certification (EU CE, Responsible Person), trademarking and much more.
Besides from offering a one-stop-shop compliance package for the Netherlands, why not also consider Belgium, or the many other EU countries? With our support, you can manage multiple registrations, keep up with ongoing reporting requirements, and stay ahead of regulatory changes – all through a single point of contact.
We’re here to give your business what it needs to get started and thrive. Get in touch with us today to find out how we can help you unlock new markets and opportunities.
