Twinkle100 2026: what stands out and what are the conclusions?

Short answer: the Twinkle100 2026 shows a remarkably stable top. Bol is number one again, followed by Albert Heijn and Coolblue; only Amazon moves up (from 5 to 4). The real movement is further down: online gold dealers are growing fast, Chinese platforms show a mixed picture and specialist web shops are reaching the top 100. All while total online spending in the Netherlands fell slightly in 2025.

What is the Twinkle100?

The Twinkle100 is the annual ranking of the largest online sellers in the Netherlands. Trade magazine Twinkle compiles it with the Centre for Marketing Innovation of the Amsterdam University of Applied Sciences. The list actually contains 300 companies and is based on Dutch online revenue in the previous year. The 2026 edition therefore covers revenue in 2025. It was presented on 8 October 2026 at Shopping Today.

The 2026 top 10

Six of the ten are Dutch companies, just like last year. Apart from Amazon and Zalando swapping places, everyone holds their position.

What stands out?

1. The top keeps getting heavier

The top 10 together turn over about € 15 billion. All 300 companies combined about € 31.5 billion. The ten largest account for almost half. In 2015 the top 10 had € 3.4 billion in revenue; that has more than quadrupled in ten years.

2. Growth at the top while the market shrinks

Notably, total online consumer spending in the Netherlands fell 1% in 2025 to € 35.7 billion. Spending on products rose 2%, on services it fell 5%. Home & Living, household electronics and Food & Nearfood grew most. Big players are taking a bigger share of a market that isn't growing.

3. Gold is this year's story

Online gold dealers are climbing fast:

• Holland Gold from 17 to 13, with 50% revenue growth to about € 360 million.
• Goudwisselkantoor from 44 to 38.
• Goudzaken.nl makes the biggest jump: from 215 to 80, with € 64.5 million in revenue.

There are now three gold web shops in the top 100. You don't buy gold for fast delivery but out of a need for security. That people do this online says a lot about how much they now trust buying online.

4. Chinese platforms: no clear picture

AliExpress rises from 37 to 26, Temu drops from 32 to 34 and Shein stays at 47. Meanwhile cross-border shopping grew 9% to 44.8 million purchases, 31% of them in China. Dutch consumers buy from China more often, but not automatically from whoever advertises most.

5. Specialists reach the top 100

Bever (81), Brekz (83) and Pink Gellac (91) show you can reach the top 100 from one clear category, without the range or logistics of Bol or Amazon.

Conclusions for your own web shop

These are our conclusions from the figures. No predictions, just what you can do with them in practice.

1. You won't beat Bol or Amazon on scale. The top is stable and growing. Don't try to get broader, get better in your own niche. The specialists in the top 100 prove it works.
2. Trust drives growth. Gold trading grows in a category that is all about reputation and transparency. Reviews, clear terms, trust marks and clear information deserve as much attention as your ads.
3. Reach isn't loyalty. Temu advertises heavily and still drops. You can buy visibility; returning customers are earned with your offer and service.
4. A shrinking market calls for efficiency. When total spending doesn't grow, every visitor counts. It pays to work on your conversion and to calculate what an ad really returns, for example with our ad calculator.
5. Marketplaces remain a channel to take seriously. Bol and Amazon are both in the top 4. Want to know more about selling across channels? Read about Channable.

Caveats

• The list ranks by online revenue in the Netherlands. Profit, margin or growth aren't directly included.
• Not every company publishes figures; part of the revenue is estimated by the compilers. Look at trends rather than every euro.
• The full list of all 300 companies is only in the paid printed edition via twinkle100.nl. We base this on the published summaries.

Sources

• Twinkle / BBP Media, press release "Twinkle100 2026: gevestigde e-commerceorde blijft overeind, goudhandel rukt verder op" (8 October 2026)
• Marketingfacts, "De Twinkle100 laat zien waar de Nederlandse e-commerce echt in beweging is" (9 October 2026)
• Ecommercenews.nl, Twinkle100 2026 top 10 overview
• twinkle100.nl (consulted October 2026)

Frequently asked questions

Who is number one in the Twinkle100 2026?

Bol, with about € 5.05 billion in online revenue in 2025, followed by Albert Heijn and Coolblue.

Which year does the Twinkle100 2026 cover?

Dutch online revenue in 2025. The list always looks one year back.

What is the biggest climber?

Goudzaken.nl, from 215 to 80. In the top 10, Amazon is the only climber, from 5 to 4.

How big is the Dutch e-commerce market according to these figures?

Online consumer spending came to € 35.7 billion in 2025, 1% less than in 2024. The 300 companies on the list together turn over about € 31.5 billion.

Where can I find the full list?

The complete ranking of 300 companies can be ordered as a printed edition via twinkle100.nl.