Bol
The largest general online store in the Netherlands and Belgium.
Bol at a glance
Bol is an e-commerce website and one of the most visited sites in Netherlands, currently ranked #1 in the country. It was founded in 1999 and is headquartered in Utrecht, Netherlands. Today Bol is owned by Bol.com B.V. (Ahold Delhaize). Our estimates put its audience at ≈ 95 million visits per month. The business earns money mainly through marketplace commissions from sellers, seller advertising and sponsored placements, delivery and fulfilment fees. Its closest rivals include amazon.nl, coolblue.nl, marktplaats.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 89.3 million / month | +2% |
| Q2 | ≈ 92.1 million / month | +3% |
| Q3 | ≈ 95 million / month | +3% |
| Q4 | ≈ 101 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
- ≈ 28.5 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 |
|---|---|---|---|
| bol | 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
- bol.com
- Sector
- E-commerce
- Owner
- Bol.com B.V. (Ahold Delhaize)
- Owner type
- Subsidiary of a public company
- Founded
- 1999
- Headquarters
- Utrecht, Netherlands
- Employees
- 2,500+
- Ownership
- Bol.com B.V. (Ahold Delhaize) controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Dutch
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Subsidiary of a public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Bol operates an online retail and marketplace platform focused on Netherlands. The largest general online store in the Netherlands and Belgium. Revenue comes mainly from marketplace commissions from sellers, supported by the other lines listed below.
- Marketplace commissions from sellers
- Seller advertising and sponsored placements
- Delivery and fulfilment fees
- Private-label and first-party retail margin
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)
- #1 in this index
- Sector rank
- Leading e-commerce site in Netherlands
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| amazon.nl | ≈ 57 million / month | #2 class competitor | — |
| coolblue.nl | ≈ 42.7 million / month | #3 class competitor | — |
| marktplaats.nl | ≈ 28.5 million / month | #4 class competitor | — |
What is Bol?
Bol (bol.com) is an online retail and marketplace platform serving users in Netherlands. The largest general online store in the Netherlands and Belgium. It ranks #1 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Bol?
The site is operated by Bol.com B.V. (Ahold Delhaize). The company was established in 1999 and is headquartered in Utrecht, Netherlands. It employs around 2,500+.
Traffic and audience
Traffic estimates place Bol at roughly 95 million visits per month, about 3.2 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 Bol makes money
Revenue comes primarily from marketplace commissions from sellers, alongside seller advertising and sponsored placements, delivery and fulfilment fees, private-label and first-party retail margin.
Competitors in Netherlands
Its closest rivals include amazon.nl, coolblue.nl, marktplaats.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
- 1999
Bol is founded in Utrecht, Netherlands.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #1 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 Bol?
Bol is operated by Bol.com B.V. (Ahold Delhaize). Subsidiary of a public company structure, based on public filings and press reporting.
Where is Bol headquartered?
Bol is headquartered in Utrecht, Netherlands.
When was Bol founded?
Bol was founded in 1999.
How many employees does Bol have?
Bol employs approximately 2,500+ people.
What is Bol's revenue?
Bol does not publish standalone revenue; income comes from marketplace commissions from sellers, seller advertising and sponsored placements, delivery and fulfilment fees, private-label and first-party retail margin.
Who are Bol's competitors?
Main competitors in Netherlands include amazon.nl, coolblue.nl, marktplaats.nl.
How does Bol make money?
Mainly marketplace commissions from sellers, seller advertising and sponsored placements, delivery and fulfilment fees, private-label and first-party retail margin.
Is Bol publicly traded?
Bol's ownership: Subsidiary of a public company.
How many visitors does Bol get?
Third-party estimates place Bol at roughly 95 million visits per month, mostly from Netherlands, with 76% mobile traffic.
Is Bol safe?
Bol is an established e-commerce site founded in 1999 and ranked #1 in Netherlands; use the official domain bol.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsbol.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