Action
Fastest-growing non-food discount retailer originating in Holland, selling household goods and DIY products.
Action at a glance
Action is an e-commerce website and one of the most visited sites in Netherlands, currently ranked #108 in the country. It was founded in 1993 by Gerard Deen, Rob Wagemaker and is headquartered in Zwaagdijk-Oost, Netherlands. Today Action is owned by 3i Group. Our estimates put its audience at ≈ 14.5 million visits per month. The business earns money mainly through physical discount retail sales, digital weekly promotion publishing. Its closest rivals include hema.nl, blokker.nl, kruidvat.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 13.6 million / month | +2% |
| Q2 | ≈ 14.1 million / month | +3% |
| Q3 | ≈ 14.5 million / month | +3% |
| Q4 | ≈ 15.4 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Netherlands, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Netherlands86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.3 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Netherlands
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| action | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Netherlands web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Netherlands
Company information
- Website
- action.com
- Sector
- E-commerce
- Owner
- 3i Group
- Owner type
- Private equity
- Founders
- Gerard Deen, Rob Wagemaker
- Founded
- 1993
- Headquarters
- Zwaagdijk-Oost, Netherlands
- Employees
- 68,000+
- Ownership
- 3i Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $10.0 billion annual revenue (est.)
- Languages
- Dutch, English, German, French
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $10.0 billion annual revenue (est.)
- Ownership
- Private equity
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Action operates an online retail and marketplace platform focused on Netherlands. Fastest-growing non-food discount retailer originating in Holland, selling household goods and DIY products. Revenue comes mainly from physical discount retail sales, supported by the other lines listed below.
- Physical discount retail sales
- Digital weekly promotion publishing
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Netherlands
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Netherlands)
- #108 in this index
- Sector rank
- Leading e-commerce site in Netherlands
- Global rank
- 3850
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| hema.nl | ≈ 8.7 million / month | #109 class competitor | — |
| blokker.nl | ≈ 6.5 million / month | #110 class competitor | — |
| kruidvat.nl | ≈ 4.3 million / month | #111 class competitor | — |
What is Action?
Action (action.com) is an online retail and marketplace platform serving users in Netherlands. Fastest-growing non-food discount retailer originating in Holland, selling household goods and DIY products. It ranks #108 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Action?
The site is operated by 3i Group, founded by Gerard Deen, Rob Wagemaker. The company was established in 1993 and is headquartered in Zwaagdijk-Oost, Netherlands. It employs around 68,000+.
Traffic and audience
Traffic estimates place Action at roughly 14.5 million visits per month, about 0.5 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Action makes money
Revenue comes primarily from physical discount retail sales, alongside digital weekly promotion publishing.
Competitors in Netherlands
Its closest rivals include hema.nl, blokker.nl, kruidvat.nl.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1993
Action is founded in Zwaagdijk-Oost, Netherlands.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #108 among the most visited websites in Netherlands.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Action?
Action is operated by 3i Group. Private equity structure, based on public filings and press reporting.
Where is Action headquartered?
Action is headquartered in Zwaagdijk-Oost, Netherlands.
When was Action founded?
Action was founded in 1993 by Gerard Deen, Rob Wagemaker.
How many employees does Action have?
Action employs approximately 68,000+ people.
What is Action's revenue?
Action's revenue: ≈ $10.0 billion annual revenue (est.).
Who are Action's competitors?
Main competitors in Netherlands include hema.nl, blokker.nl, kruidvat.nl.
How does Action make money?
Mainly physical discount retail sales, digital weekly promotion publishing.
Is Action publicly traded?
No — Action is not listed as an independent public company; it is operated by 3i Group.
How many visitors does Action get?
Third-party estimates place Action at roughly 14.5 million visits per month, mostly from Netherlands, with 76% mobile traffic.
Is Action safe?
Action is an established e-commerce site founded in 1993 and ranked #108 in Netherlands; use the official domain action.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsaction.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNetherlands and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos