Etos
Popular Dutch health and personal care retailer providing beauty products, wellness items, and prescription support.
Etos at a glance
Etos is an e-commerce website and one of the most visited sites in Netherlands, currently ranked #74 in the country. It was founded in 1919 by Philips cooperative workers and is headquartered in Zaandam, Netherlands. Today Etos is owned by Ahold Delhaize. Our estimates put its audience at ≈ 4.5 million visits per month. The business earns money mainly through personal care retail sales. Its closest rivals include kruidvat.nl, hollandandbarrett.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 4.2 million / month | +2% |
| Q2 | ≈ 4.4 million / month | +3% |
| Q3 | ≈ 4.5 million / month | +3% |
| Q4 | ≈ 4.8 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
- ≈ 1.3 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 |
|---|---|---|---|
| etos | 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
- etos.nl
- Sector
- E-commerce
- Owner
- Ahold Delhaize
- Owner type
- Public company
- Founders
- Philips cooperative workers
- Founded
- 1919
- Headquarters
- Zaandam, Netherlands
- Employees
- 3,000+
- Ownership
- Ahold Delhaize controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $450 million annual revenue (est.)
- Languages
- Dutch
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $450 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Etos operates an online retail and marketplace platform focused on Netherlands. Popular Dutch health and personal care retailer providing beauty products, wellness items, and prescription support. Revenue comes mainly from personal care retail sales, supported by the other lines listed below.
- Personal care retail sales
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)
- #74 in this index
- Sector rank
- Leading e-commerce site in Netherlands
- Global rank
- 13300
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| kruidvat.nl | ≈ 2.7 million / month | #75 class competitor | — |
| hollandandbarrett.nl | ≈ 2 million / month | #76 class competitor | — |
What is Etos?
Etos (etos.nl) is an online retail and marketplace platform serving users in Netherlands. Popular Dutch health and personal care retailer providing beauty products, wellness items, and prescription support. It ranks #74 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Etos?
The site is operated by Ahold Delhaize, founded by Philips cooperative workers. The company was established in 1919 and is headquartered in Zaandam, Netherlands. It employs around 3,000+.
Traffic and audience
Traffic estimates place Etos at roughly 4.5 million visits per month, about 0.1 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 Etos makes money
Revenue comes primarily from personal care retail sales, alongside .
Competitors in Netherlands
Its closest rivals include kruidvat.nl, hollandandbarrett.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
- 1919
Etos is founded in Zaandam, Netherlands.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #74 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 Etos?
Etos is operated by Ahold Delhaize. Public company structure, based on public filings and press reporting.
Where is Etos headquartered?
Etos is headquartered in Zaandam, Netherlands.
When was Etos founded?
Etos was founded in 1919 by Philips cooperative workers.
How many employees does Etos have?
Etos employs approximately 3,000+ people.
What is Etos's revenue?
Etos's revenue: ≈ $450 million annual revenue (est.).
Who are Etos's competitors?
Main competitors in Netherlands include kruidvat.nl, hollandandbarrett.nl.
How does Etos make money?
Mainly personal care retail sales.
Is Etos publicly traded?
Etos's ownership: Public company.
How many visitors does Etos get?
Third-party estimates place Etos at roughly 4.5 million visits per month, mostly from Netherlands, with 76% mobile traffic.
Is Etos safe?
Etos is an established e-commerce site founded in 1919 and ranked #74 in Netherlands; use the official domain etos.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsetos.nl
- 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