Bol Belgium
The leading online store for Belgian and Dutch shoppers.
Bol Belgium at a glance
Bol Belgium is an e-commerce website and one of the most visited sites in Belgium, currently ranked #2 in the country. It was founded in 1999 and is headquartered in Utrecht, Netherlands / Belgian operations. Today Bol Belgium is owned by Bol (Ahold Delhaize). Our estimates put its audience at ≈ 35 million visits per month. The business earns money mainly through retail sales, marketplace commissions, advertising. Its closest rivals include amazon.com.be, coolblue.be, zalando.be.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 32.9 million / month | +2% |
| Q2 | ≈ 33.9 million / month | +3% |
| Q3 | ≈ 35 million / month | +3% |
| Q4 | ≈ 37.1 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 Belgium, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Belgium86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 10.5 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
- Belgium
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| bol belgium | 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 Belgium 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 Belgium
Company information
- Website
- bol.com
- Sector
- E-commerce
- Owner
- Bol (Ahold Delhaize)
- Owner type
- Subsidiary of a public company
- Founded
- 1999
- Headquarters
- Utrecht, Netherlands / Belgian operations
- Ownership
- Bol (Ahold Delhaize) controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Dutch, French
- 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 Belgium operates an online retail and marketplace platform focused on Belgium. The leading online store for Belgian and Dutch shoppers. Revenue comes mainly from retail sales, supported by the other lines listed below.
- Retail sales
- Marketplace commissions
- Advertising
- Select subscriptions
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Belgium
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Belgium)
- #2 in this index
- Sector rank
- Leading e-commerce site in Belgium
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| amazon.com.be | ≈ 21 million / month | #3 class competitor | — |
| coolblue.be | ≈ 15.7 million / month | #4 class competitor | — |
| zalando.be | ≈ 10.5 million / month | #5 class competitor | — |
What is Bol Belgium?
Bol Belgium (bol.com) is an online retail and marketplace platform serving users in Belgium. The leading online store for Belgian and Dutch shoppers. It ranks #2 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Bol Belgium?
The site is operated by Bol (Ahold Delhaize). The company was established in 1999 and is headquartered in Utrecht, Netherlands / Belgian operations.
Traffic and audience
Traffic estimates place Bol Belgium at roughly 35 million visits per month, about 1.2 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 Belgium makes money
Revenue comes primarily from retail sales, alongside marketplace commissions, advertising, select subscriptions.
Competitors in Belgium
Its closest rivals include amazon.com.be, coolblue.be, zalando.be.
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 Belgium is founded in Utrecht, Netherlands / Belgian operations.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #2 among the most visited websites in Belgium.
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 Belgium?
Bol Belgium is operated by Bol (Ahold Delhaize). Subsidiary of a public company structure, based on public filings and press reporting.
Where is Bol Belgium headquartered?
Bol Belgium is headquartered in Utrecht, Netherlands / Belgian operations.
When was Bol Belgium founded?
Bol Belgium was founded in 1999.
What is Bol Belgium's revenue?
Bol Belgium does not publish standalone revenue; income comes from retail sales, marketplace commissions, advertising, select subscriptions.
Who are Bol Belgium's competitors?
Main competitors in Belgium include amazon.com.be, coolblue.be, zalando.be.
How does Bol Belgium make money?
Mainly retail sales, marketplace commissions, advertising, select subscriptions.
Is Bol Belgium publicly traded?
Bol Belgium's ownership: Subsidiary of a public company.
How many visitors does Bol Belgium get?
Third-party estimates place Bol Belgium at roughly 35 million visits per month, mostly from Belgium, with 76% mobile traffic.
Is Bol Belgium safe?
Bol Belgium is an established e-commerce site founded in 1999 and ranked #2 in Belgium; 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 coverageBelgium 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