Spullen selling on bol.com is for thousands of entrepreneurs in the Netherlands and Belgium an attractive way to generate online revenue. With more than 13 million active customers and over 33 million items the platform offers huge opportunities - but also strong competition. In this complete guide you’ll learn step by step how to successfully sell stuff on bol.com, which products sell best, what it costs and how to avoid common mistakes.
Why sell stuff on bol.com?
Bol.com is by far the largest online sales platform in the Benelux. In 2025 the platform achieved a gross merchandise value (GMV) of over 6 billion euros. For sellers this means direct access to millions of potential customers, without having to build your own webshop. The platform handles the payment infrastructure, provides marketing tools and has a strong logistics network via Logistiek via Bol (LVB).
Private vs. business: what’s allowed and what’s not?
An important distinction when selling stuff on bol.com is the difference between private and business selling. Bol.com only allows business sellers on the platform. This means you must be registered with the Kamer van Koophandel (KvK) and have a valid BTW number. Private selling via bol.com is not possible - for that you can turn to Marktplaats or Vinted.
| Feature | Business selling (bol.com) | Private selling |
|---|---|---|
| KvK registration required | Yes | No |
| BTW number needed | Yes | No |
| Consumer right of return | 14 days statutory | No obligation |
| Invoicing required | Yes | No |
| Platform | Bol.com partnerplatform | Marktplaats, Vinted |
| Commission | 5–17% per sale | None or low |
| Professional tools | Yes (SDD, ads) | Limited |
| Scalable | Yes, unlimited | Limited |
Step-by-step start selling stuff on bol.com
Setting up a seller account is simpler than many think. Follow these five steps to have your first product live within a week:
Step 1: Register with the KvK
Register as a sole proprietorship or BV at the Kamer van Koophandel. You’ll receive your KvK number and BTW number within a few days. A sole proprietorship is the fastest to set up and has the lowest costs.
Step 2: Create a sales account
Go to the bol.com partnerplatform and create a sales account. You’ll need: KvK number, BTW number, IBAN account number and a valid ID. Within two business days you’ll receive a verification code by mail.
Step 3: Conduct product research
Before you start selling stuff on bol.com, it’s crucial to research which products have potential. Use a product tracker and the product database to analyze which items have high demand but low competition. Watch margins, sales volume and seasonal patterns.
Step 4: Create a strong listing
A good product listing consists of a keyword-rich title, professional images and a compelling description. Use the Listing Generator AI to create optimized titles and descriptions. Provide at least five product images on a white background.
Step 5: Set logistics and shipping
Choose between shipping yourself or Logistics via Bol (LVB). With LVB, bol.com stores your inventory and handles shipping and returns. This costs extra, but saves a lot of time and can improve your ranking by allowing faster delivery times.
Which items sell well on bol.com?
Not every product is suitable for bol.com. The most profitable categories combine high demand with acceptable margins. Below is an overview of popular categories and their characteristics:
| Category | Average commission | Competition level | Margin potential |
|---|---|---|---|
| Home & Sleep | 10–12% | Medium | High |
| Garden & DIY | 10–15% | Medium | High |
| Baby & Child | 8–12% | High | Medium |
| Sport & Leisure | 8–12% | Medium | Medium |
| Pet | 8–10% | Low | High |
| Toys & Hobby | 8–15% | Seasonal | High (Q4) |
| Electronics & Accessories | 5–8% | Very high | Low |
| Books & Office | 12–17% | High | Low |
Use the Keyword Verkenner to analyze search volumes per category and discover niches with little competition. Products priced between €20 and €80 often offer the best balance between margin and sales volume.
What does it cost to sell items on bol.com?
bol.com uses a commission model with no monthly subscription fees. You only pay when you actually sell. The commission consists of two parts:
| Cost item | Amount | Explanation |
|---|---|---|
| Fixed commission | €0,30 per sold item | Applies to all categories |
| Variable commission | 5–17% of sale price | Depends on product category |
| LVB storage | €3,60–€11,70 per m³/month | Only when using LVB |
| LVB shipping | €2,95–€5,95 per package | Depends on dimensions |
| Sponsored Products | €0,10–€2,00+ per click | Optional, CPC-based |
| Return costs | Variable | Depends on product and category |
Always calculate your net margin beforehand with the Zoloo Winstcalculator to avoid selling products at a loss. Take into account purchase price, shipping costs, commission and BTW.
Product presentation: how to score points
When selling items on bol.com, your product presentation is decisive. bol.com gives each product a quality score from ‘weak’ to ‘very strong’. The higher your score, the more discoverable you are. Focus on these three elements:
Product title
The title is the first thing customers see and has a big impact on your ranking. Use relevant keywords, mention distinguishing features (brand, colour, size, material) and keep the title under 150 characters. Avoid keyword stuffing - bol.com penalises this.
Product images
Research shows that 93% of buyers make a purchase decision based on product images. Use at least five photos on a white background, show the product from different angles and add lifestyle photos. Images should be at least 1200x1200 pixels.
Product description
76% of customers read the product description before buying. Keep it short, concise and convincing. Mention the main benefits, technical specifications and use bullet points for readability. Use the Listing Generator AI for optimized texts.
Service standards: what you need to meet
Bol.com measures your performance weekly against strict service standards. If you consistently fail to meet them, you risk a suspension. The main standards are:
- Customer questions: answer within 24 hours
- Cancellations: process within 24 hours
- Delivery time: ship within the promised period (1–8 business days)
- Returns: process within 24 hours of receipt
- Phone availability: business days 09:00–17:00
- Tracking code: always include a track & trace
Use the Customer Support AI to automatically answer customer questions and reduce your response time. The Zoloo sales dashboard gives you real-time insight into your service performance.
Logistics: ship yourself or LVB?
One of the biggest choices when selling items on bol.com is your logistics approach. Both options have pros and cons:
- Ship yourself: more control over packaging and shipping time, lower costs at low volumes, but time-consuming and no ranking advantage
- LVB (Logistics via Bol): bol.com handles storage, shipping and returns. You benefit from faster delivery times, higher customer satisfaction and a ranking advantage. Use the LVB Box Size Checker to optimise your LVB costs
For beginners, shipping yourself is often the best start. Once you process more than 50 orders per month, LVB becomes interesting because of time savings and scale advantages.
Six common mistakes when selling items on bol.com
Many new sellers make the same mistakes. Avoid these pitfalls:
- Not doing product research: without data you choose products based on feeling instead of demand and margin. Always use a product database to support your choice.
- Too low margins: don’t forget to factor in the fixed commission (€0,30), variable commission, shipping costs and VAT. A €10 product with 15% commission nets only a few euros.
- Poor product images: unclear or blurry photos scare customers away. Invest in professional product photography or use a lightbox.
- Ignoring service standards: bol.com suspends sellers who consistently perform below the standard. Monitor your performance weekly via the Seller Data Dashboard.
- Not advertising: on bol.com organic visibility is limited for new products. Consider Sponsored Products to generate your first sales and reviews.
- Stock not in order: if a product is ‘out of stock’, you lose your position in search results and the buy box. Keep a close eye on your inventory levels.
Growing and automating with the right tools
Once your foundation is set, it’s time to scale. The following tools help you grow your bol.com business efficiently:
- Product Tracker — Monitor your sales and those of your competitors
- Keyword Explorer — Discover high-volume, low-competition keywords
- Ranking Checker — Track your position in the bol.com search results
- Sales Dashboard — View your revenue, profit and trends in one overview
- Profit Calculator — Calculate your net margin per product
- E-mail Campaigns — Automatically request reviews from your customers
- Automatic Invoicing — Generate VAT-compliant invoices without manual work
With a Zoloo-account you can start right away with a 14-day free trial. Also follow the Zoloo course for bol.com sellers to quickly master the basics.
Frequently asked questions about selling items on bol.com
Is it hard to start selling items on bol.com?
No, creating a seller account is easy and you can be live within a week. The toughest part is finding the right products - with solid product research and the right tools this is doable.
How much does it cost to start?
Creating a seller account is free. You only pay commission when you sell. Additionally budget for purchase costs for your initial stock (minimum €200–€500 for a test batch), possible LVB fees and optional advertising budget.
Can I sell items on bol.com if I’m under 18?
Yes, there is no minimum age to start a business. You do need permission from your parents or guardian, who are fully liable for your business activities until you turn 18.
Which items am I not allowed to sell on bol.com?
Products subject to specific laws and regulations are excluded, such as medicines, weapons, tobacco and alcohol. Counterfeit products are also prohibited. Always consult bol.com’s partner regulations for the current list of restricted items.
How much can I earn selling items on bol.com?
This varies greatly. Beginners often earn €200–€1,000 per month, while experienced sellers generate tens of thousands of euros in revenue. Your earnings depend on product choice, margins, sales volume and marketing effort. Use the Zoloo sales dashboard to track your growth.
Conclusion
Selling items on bol.com offers a unique opportunity to build a profitable e-commerce business with relatively low start-up costs. The key to success is a combination of solid product research, optimized listings, compliance with service standards and the use of the right tools. Start with a limited assortment, test what works and scale based on data. With Zoloo you have everything you need to become successful. Also check our library for more tips and guides.
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