Beauty and personal care e-commerce in the Netherlands - statistics & facts

Cosmetics, creams, and body care are increasing their online market share. Now that fashion and food have manifested themselves as established e-commerce categories in the Netherlands, beauty and personal care products are next to appear on digital shelves. The online sales revenue of this FMCG category in the Netherlands was estimated to amount to just over two billion U.S. dollars in 2024. Rapid growth is forecast until 2029, when the market value is expected to breach the three billion dollar mark.
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Published by Xin Ou, Dec 17, 2025

Key insights

Revenue
*bn USD
Leading segment
Personal care
Penetration rate
****%

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