Brand Radar: Top 100 Dutch consumer brands in 2024
Our analysis of 300+ Dutch consumer brands in 2024 provides insights into which companies excel at digital commerce and what drives their success.
Introduction
The Netherlands is e-commerce at its finest. 84% of Dutch internet users shop online - the highest rate worldwide (UNCTAD).
Great logistics infrastructure, tons of digital talent and years of e-commerce experience make it both a thriving market and a perfect launchpad for new brands.
But what brands are the winners and were growing fastest?
Conway Brand Radar ranks the Netherlands' top 100 consumer brands based on their digital performance metrics and digital experience. The ranking provides insights into which brands excel at digital commerce and what drives their success.
Dive into our complete database of the top Dutch consumer brands, with detailed metrics on traffic, growth, and digital experience.
Main findings from our research
Our analysis of 300+ brands in 2024 reveals a fascinating split between international powerhouses and strong domestic players.
The big players are truly global. Tommy Hilfiger, G-Star RAW, Suitsupply, and Ekster generate 98% of their traffic from international markets.
The average Dutch brand draws 46% of traffic from domestic consumers.
Strong momentum: Half of the analyzed brands achieved double-digit traffic growth in 2024.
Rising digital sophistication: The average digital experience score increased by 13% since last year to 3.8/5, showing maturity in customer experience.
Fashion dominates: Apparel, shoes & accessories represent 47% of top brands.
Sustainability mainstreams: Nearly one-fourth of brands are B-corp certified, marking sustainability's evolution from differentiator to standard.
So, what makes Dutch e-commerce leaders stand out from the rest?
Let's take a closer look.
Key market dynamics
01 Apparel dominance: the rise of menswear
Apparel rules Dutch e-commerce with 47 brands in our top 100. While Tommy Hilfiger and G-Star RAW show steady growth, Suitsupply is having a stellar year with 37% more traffic.
The Netherlands has become a key market for menswear. We're seeing over 10 premium menswear brands span out across price points - think of it as a red ocean that Suitsupply helped create.
The winners are brands that go all-in on modern shopping experiences. Look at MR MARVIS (52% traffic growth, 2.27% conversion) and ETQ Amsterdam (90% growth). Meanwhile, brands sticking to old-school approaches are falling behind.
02 E-Bikes: back to basics
2024 brought a plot twist in the e-bike world. After VanMoof's bankruptcy in August 2023, and Stella’s in November 2024, shoppers might be skeptical of tech-first bike brands. The numbers tell the story: VanMoof's traffic dropped 61%, and QWIC's (which also went bankrupt) fell 79%. Meanwhile, traditional bike maker Cortina sees a whopping 800% traffic boost.
03 Sustainability: the new normal
Gone are the days when sustainability was special - now it's expected. A solid 23% of the top 100 brands are B-Corps, and the numbers keep growing.
New sustainable brands are crushing it: Mother's Earth (launched late 2022), Ecostyle (154% growth), and Naïf (132% growth) lead the charge. With so many market leaders getting B-Corp certified, the Netherlands is where Europe tests its green commerce future.
Explore our deep dives per category ↴
Our deep dives reveal what drives success in premium menswear, bikes & e-bikes, sustainability, modern furniture, and next-gen baby brands.
Category overview across the Top 100:
Fastest Growing Dutch Consumer Brands
The data across all the analyzed brands, not only the TOP 100.
New Market Entrants (Launched in 2023)
An emerging trend: sustainability is becoming a powerful growth driver, particularly in everyday categories like home goods and personal care.
Established Brands
All these brands have achieved substantial scale (42K-180K monthly visitors) while maintaining high growth rates - a rare combination that suggests their business models have found strong product-market fit while still having room to expand.
Looking ahead: who will win the e-com game in 2025?
As we analyze the trends across Dutch consumer brands in 2024, three key factors emerge that will likely determine success in 2025:
01 Trust over hype
The post-pandemic digital gold rush is over. Consumers are gravitating towards stable, responsible brands with clear purposes - notice how traditional bike manufacturers are gaining ground after tech-forward players stumbled.
This shift isn't just about product quality, nor simply about sustainability; it's about consistent delivery on brand promises.
02 Beyond Digital Basics
Dutch brands score well on digital experience (3.8/5 average), but yesterday's innovations are today's basics. Video content integration, chatbots, subscriptions, product quizzes, referral programs - these are just table stakes now.
The real differentiators are emerging elsewhere:
Building communities around genuine, multi-channel connections, not just loyalty schemes.
Integrating lifestyle content naturally into commerce experience.
Creating seamless flows online & offline.
Smart brands understand that retail vs DTC isn't a strategic choice - they're just channels with different strengths. Take Suitsupply’s approach (5/5 DXP score) - their success comes from understanding that their customers need both digital efficiency and human reassurance.
03 The real AI challenge is boring (but critical)
While everyone talks about AI transformation, success in 2025 will depend on boring fundamentals.
Before implementing AI, brands need solid foundations:
Clean, structured data collection.
Clear grasp of purchase patterns.
Understanding of customer decision points.
Only with these basics in place can brands deliver truly meaningful experiences:
Hyper-personalization.
Dynamic pricing.
Predictive search that actually works.
How we can help
Conway & Co is the ‘on-demand CTO’ for modern consumer & retail brands with ambition.
Gain a deep understanding of the technical state of your company that aligns your business strategy and digital capabilities.
The winners in 2025 won't be the ones with the most innovative features or the coolest tech. They'll be the ones that built genuine trust, created memorable experiences across all channels, and did the hard work of building solid data infrastructure to scale intelligently.
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