HEMA
Iconic Dutch retail chain supplying private-label homeware, clothing, beauty products, and famous Dutch snacks.
HEMA at a glance
HEMA is an e-commerce website and one of the most visited sites in Netherlands, currently ranked #72 in the country. It was founded in 1926 by Arthur Isaac, Leo Meyer and is headquartered in Amsterdam, Netherlands. Today HEMA is owned by Parcom & Mississippi Ventures (Van Eerd family). Our estimates put its audience at ≈ 12.5 million visits per month. The business earns money mainly through direct retail e-commerce, in-store product sales, hema pas loyalty app. Its closest rivals include bol.com, action.com, blokker.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 11.8 million / month | +2% |
| Q2 | ≈ 12.1 million / month | +3% |
| Q3 | ≈ 12.5 million / month | +3% |
| Q4 | ≈ 13.3 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
- ≈ 3.8 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 |
|---|---|---|---|
| hema | 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
- hema.nl
- Sector
- E-commerce
- Owner
- Parcom & Mississippi Ventures (Van Eerd family)
- Owner type
- Private company
- Founders
- Arthur Isaac, Leo Meyer
- Founded
- 1926
- Headquarters
- Amsterdam, Netherlands
- Employees
- 17,000+
- Ownership
- Parcom & Mississippi Ventures (Van Eerd family) controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.5 billion annual revenue (est.)
- Languages
- Dutch
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1.5 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
HEMA operates an online retail and marketplace platform focused on Netherlands. Iconic Dutch retail chain supplying private-label homeware, clothing, beauty products, and famous Dutch snacks. Revenue comes mainly from direct retail e-commerce, supported by the other lines listed below.
- Direct retail e-commerce
- In-store product sales
- HEMA pas loyalty app
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)
- #72 in this index
- Sector rank
- Leading e-commerce site in Netherlands
- Global rank
- 4650
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| bol.com | ≈ 7.5 million / month | #73 class competitor | — |
| action.com | ≈ 5.6 million / month | #74 class competitor | — |
| blokker.nl | ≈ 3.8 million / month | #75 class competitor | — |
What is HEMA?
HEMA (hema.nl) is an online retail and marketplace platform serving users in Netherlands. Iconic Dutch retail chain supplying private-label homeware, clothing, beauty products, and famous Dutch snacks. It ranks #72 among the most visited websites in the country in this index, within the e-commerce category.
Who owns HEMA?
The site is operated by Parcom & Mississippi Ventures (Van Eerd family), founded by Arthur Isaac, Leo Meyer. The company was established in 1926 and is headquartered in Amsterdam, Netherlands. It employs around 17,000+.
Traffic and audience
Traffic estimates place HEMA at roughly 12.5 million visits per month, about 0.4 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 HEMA makes money
Revenue comes primarily from direct retail e-commerce, alongside in-store product sales, hema pas loyalty app.
Competitors in Netherlands
Its closest rivals include bol.com, action.com, blokker.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
- 1926
HEMA is founded in Amsterdam, Netherlands.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #72 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 HEMA?
HEMA is operated by Parcom & Mississippi Ventures (Van Eerd family). Private company structure, based on public filings and press reporting.
Where is HEMA headquartered?
HEMA is headquartered in Amsterdam, Netherlands.
When was HEMA founded?
HEMA was founded in 1926 by Arthur Isaac, Leo Meyer.
How many employees does HEMA have?
HEMA employs approximately 17,000+ people.
What is HEMA's revenue?
HEMA's revenue: ≈ $1.5 billion annual revenue (est.).
Who are HEMA's competitors?
Main competitors in Netherlands include bol.com, action.com, blokker.nl.
How does HEMA make money?
Mainly direct retail e-commerce, in-store product sales, hema pas loyalty app.
Is HEMA publicly traded?
No — HEMA is not listed as an independent public company; it is operated by Parcom & Mississippi Ventures (Van Eerd family).
How many visitors does HEMA get?
Third-party estimates place HEMA at roughly 12.5 million visits per month, mostly from Netherlands, with 76% mobile traffic.
Is HEMA safe?
HEMA is an established e-commerce site founded in 1926 and ranked #72 in Netherlands; use the official domain hema.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementshema.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