Smulweb
One of the oldest and largest Dutch recipe-sharing platforms featuring user-submitted culinary ideas and menus.
Smulweb at a glance
Smulweb is a blogs & forums website and one of the most visited sites in Netherlands, currently ranked #86 in the country. It was founded in 1998 by Private Founders and is headquartered in Veghel, Netherlands. Today Smulweb is owned by Jumbo Supermarkten. Our estimates put its audience at ≈ 3.5 million visits per month. The business earns money mainly through digital display ads, grocery cross-promotion. Its closest rivals include ah.nl, leukerecepten.nl, 24kitchen.nl.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 3.3 million / month | +2% |
| Q2 | ≈ 3.4 million / month | +3% |
| Q3 | ≈ 3.5 million / month | +3% |
| Q4 | ≈ 3.7 million / month | +6% |
Traffic sources
- Organic search47%
- Direct33%
- Social12%
- Referral6%
- Paid2%
Audience & demographics
- Men58%
- Women42%
- Age 18-2429%
- Age 25-3432%
- Age 35-4419%
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
- ≈ 1.1 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 |
|---|---|---|---|
| smulweb | 1 | Very high | Dominant |
| forum | Top 10 | High | — |
| reviews | Top 10 | High | — |
| how to | 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
- ≈ 70% mobile
- Position in country
- Among the leading blogs & forums apps in Netherlands
Company information
- Website
- smulweb.nl
- Sector
- Blogs & Forums
- Owner
- Jumbo Supermarkten
- Owner type
- Private company
- Founders
- Private Founders
- Founded
- 1998
- Headquarters
- Veghel, Netherlands
- Employees
- 20+
- Ownership
- Jumbo Supermarkten controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $3 million annual revenue (est.)
- Languages
- Dutch
- Top traffic sources
- organic search, direct, social
Financials
- Revenue
- ≈ $3 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Smulweb operates a community, blog and forum platform focused on Netherlands. One of the oldest and largest Dutch recipe-sharing platforms featuring user-submitted culinary ideas and menus. Revenue comes mainly from digital display ads, supported by the other lines listed below.
- Digital display ads
- Grocery cross-promotion
Products & services
International presence
- Primary market
- Netherlands
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Netherlands)
- #86 in this index
- Sector rank
- Leading blogs & forums site in Netherlands
- Global rank
- 16100
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| ah.nl | ≈ 2.1 million / month | #87 class competitor | — |
| leukerecepten.nl | ≈ 1.6 million / month | #88 class competitor | — |
| 24kitchen.nl | ≈ 1.1 million / month | #89 class competitor | — |
What is Smulweb?
Smulweb (smulweb.nl) is a community, blog and forum platform serving users in Netherlands. One of the oldest and largest Dutch recipe-sharing platforms featuring user-submitted culinary ideas and menus. It ranks #86 among the most visited websites in the country in this index, within the blogs & forums category.
Who owns Smulweb?
The site is operated by Jumbo Supermarkten, founded by Private Founders. The company was established in 1998 and is headquartered in Veghel, Netherlands. It employs around 20+.
Traffic and audience
Traffic estimates place Smulweb at roughly 3.5 million visits per month, about 0.1 million per day. Around 70% mobile of sessions come from mobile devices, and visitors view about 6.4 pages per visit with an average session of 9 min.
How Smulweb makes money
Revenue comes primarily from digital display ads, alongside grocery cross-promotion.
Competitors in Netherlands
Its closest rivals include ah.nl, leukerecepten.nl, 24kitchen.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
- 1998
Smulweb is founded in Veghel, Netherlands.
- Growth phase
Expands its blogs & forums offering and moves to a mobile-first product.
- Today
Ranks #86 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
- Large archive of user-generated answers
- Active community with fast replies
- Strong long-tail search visibility
- Free participation
Cons
- Moderation quality varies by section
- Outdated threads rank in search
- Advertising density on popular pages
- Tone can be hostile to newcomers
Key statistics
Frequently asked questions
Who owns Smulweb?
Smulweb is operated by Jumbo Supermarkten. Private company structure, based on public filings and press reporting.
Where is Smulweb headquartered?
Smulweb is headquartered in Veghel, Netherlands.
When was Smulweb founded?
Smulweb was founded in 1998 by Private Founders.
How many employees does Smulweb have?
Smulweb employs approximately 20+ people.
What is Smulweb's revenue?
Smulweb's revenue: ≈ $3 million annual revenue (est.).
Who are Smulweb's competitors?
Main competitors in Netherlands include ah.nl, leukerecepten.nl, 24kitchen.nl.
How does Smulweb make money?
Mainly digital display ads, grocery cross-promotion.
Is Smulweb publicly traded?
No — Smulweb is not listed as an independent public company; it is operated by Jumbo Supermarkten.
How many visitors does Smulweb get?
Third-party estimates place Smulweb at roughly 3.5 million visits per month, mostly from Netherlands, with 70% mobile traffic.
Is Smulweb safe?
Smulweb is an established blogs & forums site founded in 1998 and ranked #86 in Netherlands; use the official domain smulweb.nl and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementssmulweb.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