Selling on Bol.com: Complete Step-by-Step Guide for 2025

Want to start selling on bol.com? You’re not alone. The platform grows every year and gives entrepreneurs a unique chance to reach millions of customers without building your own webshop. Whether you’re a new entrepreneur or already have e-commerce experience, selling on bol.com can be an excellent way to boost your revenue. In this comprehensive guide we’ll walk you through the whole process step by step: from registration and product research to logistics, marketing and profit optimisation.

Why sell on bol.com in 2025?

Bol.com is the largest online marketplace in the Netherlands and Belgium. With more than 13 million active customers and over 100 million monthly visits the platform offers a reach you can hardly match with your own webshop. In 2024 more than 44 million items were offered by thousands of selling partners. The platform continuously invests in marketing, SEO and technology, from which you benefit directly as a seller.

The benefits of selling on bol.com at a glance:

• Enorm reach: Access to millions of potential customers without your own marketing budget
• Trust: Consumers trust bol.com as a brand, which raises conversion
• Logistics support: Option to use Logistiek via Bol (LvB)
• Low barrier: No subscription fees, you only pay commission on sales
• Growing platform: Bol.com constantly expands with new categories and markets

Step 1: Register as a seller on bol.com

Registration with the KvK

Before you can start selling on bol.com, you must be registered with the Kamer van Koophandel (KvK) in the Netherlands or the Belgian business register. You need a valid BTW number. This also applies if you want to start as a sole trader or ZZP’er. Registration costs a one-time €75 at the KvK and is arranged within a day.

Create a selling account

After your KvK registration you create a business selling account on the Partnerplatform van bol.com. You’ll need: your KvK number, BTW number, a business bank account (IBAN) and a valid ID. Within two working days you’ll receive a verification letter with a code to activate your account. From that moment you can immediately list products.

Starting as a minor?

Are you under 18 but still want to become an entrepreneur? That’s possible! There is no minimum age for starting your own business in the Netherlands. You do need written permission from your parents or guardian. They remain legally liable for your business until you turn 18.

Step 2: Product research - the foundation of success

The majority of sellers who fail on bol.com share one thing: they haven’t done solid product research. Product research is the process where you analyze which products are in demand, how much competition there is and whether you can achieve a healthy margin. Without this step, selling on bol.com is like shooting in the dark.

What should you look at when doing product research?

• Zoekvolume: How many people search monthly for this product on bol.com?
• Concurrentie: How many other sellers offer the same product?
• Verkoopprijs: What is the average selling price and what is your purchase price?
• Commissie: Which commission percentage does bol.com apply for this category?
• Seizoensgebondenheid: Does the product sell year-round or only in certain periods?
• Reviews: What do customers say about similar products? What improvements are possible?

With the Zoloo Product Database you can filter by revenue, number of sellers, category and more in seconds. The Zoloo Product Tracker then lets you follow the sales data of specific products over time, so you can spot trends and seasonal patterns.

Niche vs. popular products

A common mistake is choosing extremely popular products with hundreds of competitors. In many cases it’s smarter to pick a niche: a specific product segment with less competition but enough demand. Think of specialized kitchen tools, eco-friendly items or accessories for particular hobbies.

Step 3: Find suppliers and purchase

Once you know which products you want to sell, the next step is finding reliable suppliers. There are several ways to source products:

• Groothandels: Dutch and European wholesalers deliver products with relatively short lead times. Think of platforms like Orderchamp or local wholesalers.
• Private label: You buy a generic product (often from Asia) and sell it under your own brand. This offers higher margins but requires more upfront investment.
• Dropshipping: You sell products without holding inventory. The supplier ships directly to the customer. Note: bol.com has strict delivery-time requirements for dropshipping.
• Eigen productie: You make the products yourself, for example handmade items, prints or artisanal goods.

When selecting suppliers, it’s important to consider reliability, lead times, minimum order quantities and product certifications (CE marking, food safety, etc.). Always request samples before placing a large order and compare multiple suppliers on price, quality and delivery time. Read more about finding good suppliers in our comprehensive supplier article.

Private label: your own brand on bol.com

A popular strategy when selling on bol.com is building your own brand (private label). You purchase products from manufacturers and sell them under your own brand name. The benefits are significant: higher margins because there’s less price competition, brand recognition among customers, and more control over product presentation. Building a brand does require a larger initial investment for things like packaging design, product photography and brand registration. In the long run, private label is often the most profitable approach for serious bol.com sellers.

Step 4: Optimize your product page

A good product page is crucial for your success when selling via bol.com. The three main elements are your product title, product images and product description.

The perfect product title

Your product title is the first thing potential customers see and directly influences your discoverability. A good title includes:

• The brand (if applicable)
• The product type
• Key features (color, size, material)
• Relevant keywords

Use the Zoloo Keyword Verkenner to discover which search terms your potential customers use. Avoid keyword stuffing: bol.com can rank your product lower if you cram too many keywords into the title.

Product images that sell

Research shows that 93% of online shoppers base their purchase decision on product images. Invest therefore in professional photos. Bol.com advises at least 3 images per product: a main image on a white background, a lifestyle photo in use situation and a detail photo. Use a resolution of at least 1200x1200 pixels.

A convincing product description

Although 76% of customers read the product description, most sellers keep it short and generic. Make the difference by:

• Mention the main benefits (not just features)
• Answer frequently asked questions
• List technical specifications clearly
• Incorporate relevant keywords naturally

With the Zoloo AI Listing Generator you can generate an optimized product description in minutes that both convinces customers and scores well in the search results of bol.com.

Step 5: Understanding commissions and costs

When selling via bol.com you pay a commission per sold item. This commission consists of two parts: a fixed amount and a variable percentage of the sale price.

The variable commission varies greatly by category. For example you pay only 4.1% for power tools, while jewelry has a 20.7% commission. Use the Zoloo Winstcalculator to calculate exactly beforehand what you keep per product after deducting all costs. Also read our extensive article about bol.com commission for a complete overview per category.

Step 6: Arrange shipping and logistics

Bol.com offers two ways to ship your products:

Own shipping

You store products in your own warehouse (or at home) and ship them yourself via PostNL, DHL or another carrier. This gives you maximum control but costs more time. Note the delivery promise: bol.com expects you to deliver products within the indicated delivery time, usually 1-3 business days.

Logistics via Bol (LvB)

With LvB you send your stock to the bol.com fulfillment centre. Bol.com takes care of storage, packing, shipping and the customer service for returns. Benefits of LvB are: faster delivery times (often next day), higher ranking in search results, and less operational work. Drawbacks are the extra costs for fulfillment and storage. Use the Zoloo LvB Box Size Checker to calculate the costs in advance.

Comparison own shipping vs. LvB

Step 7: Meet the service standard

Bol.com measures the performance of all sellers weekly against strict service standards. If you don’t meet these standards, Bol.com can temporarily suspend your account. The main standards are:

• Customer questions: Answer within 24 hours
• Cancellations: Process cancellation requests within 24 hours
• Delivery time: Deliver within the promised delivery time (1-8 business days)
• Returns: Process returns within 24 hours of receipt
• Phone availability: Available on weekdays 09:00-17:00
• Track & trace: Always add a valid track & trace number

Bol.com gives each product a quality score from 'weak' to 'very strong'. Always aim for at least 'strong' to be well visible in the search results.

Step 8: Boost marketing and visibility

Bol.com Sponsored Products

With Sponsored Products you can make your products appear higher in the search results of bol.com. You pay per click (CPC). This is an effective way to get new products visible quickly. Use the Zoloo Chrome Extensie to get instant insight into your competitors' sales data.

Collecting reviews

Reviews are essential for your conversion and ranking on bol.com. Products with 10+ reviews sell up to 3x better than products without reviews. Use the Zoloo E-mail Campagnes to automatically send review requests to customers after they receive their order.

Optimizing ranking

Your ranking on bol.com is determined by factors such as sales speed, reviews, price competitiveness, delivery time and product quality score. Continuously monitor your ranking with the Zoloo Ranking Checker and adjust your strategy where needed.

Step 9: Pricing strategy and winning the buy box

When multiple sellers offer the same product, bol.com decides who wins the buy box: the seller whose offer is directly visible next to the 'Add to cart' button. Winning the buy box is crucial, as most customers buy from the buy box winner.

Factors that influence the buy box:

• Sale price (including shipping costs)
• Delivery time
• Seller performance (service standard)
• Stock level

A dynamic pricing strategy helps you stay competitive without sacrificing your margins. Also take seasonal price fluctuations and competitors' actions into account. It’s wise to set a minimum price that keeps you profitable at all times. Also read our article about costs when selling on bol.com to get a complete picture of all costs.

Step 10: Automate and scale

As you grow, manual management of your bol.com account becomes increasingly time-consuming. Automation is the key to scalable selling via bol.com. These are the main processes to automate:

• Facturatie: Use Zoloo Automatic Invoicing to automatically generate and send VAT invoices
• E-mailmarketing: Automate review requests and customer communication
• Prijsbeheer: Set rules for automatic price adjustments
• Voorraadbeheer: Keep your stock levels automatically up-to-date
• Sales monitoring: Track your revenue and performance in real-time with the Zoloo Sales Dashboard

With Zoloo you get all the tools you need to manage and scale your bol.com business professionally. From product research to customer communication, everything in one platform.

Common mistakes when selling on bol.com

To give you a flying start, we share the most common mistakes new sellers make:

1. Geen productonderzoek doen: Blindly choosing products without analysing the market almost always leads to losses.
2. Te lage marges: Not including all costs in your calculation (commission, shipping costs, BTW, returns) causing you to end up losing money.
3. Slechte productfoto's: Amateurish photos drastically lower your conversion rate.
4. Servicenorm negeren: Responding too late to customer questions or returns can lead to suspension of your account.
5. Geen reviews strategie: Waiting for reviews to appear organically instead of actively sending review requests.
6. Niet automatiseren: Doing everything manually for too long, preventing you from scaling.

Frequently asked questions about selling on bol.com

Is it hard to start selling on bol.com?

No, the registration process is relatively simple. Once you are registered with the KvK and have a BTW number, you can create a sales account within a few days. The real work starts afterwards: product research, finding suppliers and optimizing your product pages. With the right preparation and tools like Zoloo Product Database you can accelerate this process significantly.

How much does it cost to start selling on bol.com?

The creation of a sales account at bol.com is free. You only pay commission when you actually sell a product. The startup costs mainly consist of your KvK registration (€75), product purchase and possibly packaging material. So you don’t need a large investment to start, which makes the platform ideal for budding entrepreneurs.

What can I sell on bol.com?

Bol.com offers more than 25 main categories, from electronics and books to garden items and beauty. Over 44 million products are available. There are rules for certain products: food must meet strict requirements, and items such as weapons, drugs and counterfeit goods are prohibited. Use the Zoloo Product Database to quickly filter for profitable categories.

Can I also sell from Belgium via bol.com?

Yes, bol.com is open to sellers from both the Netherlands and Belgium. You need a registration with the Belgian business register and a Belgian VAT number. The registration process is similar to that for Dutch sellers. As a Belgian seller you automatically also reach the Dutch market, which greatly expands your potential customer base.

How much commission do I pay when selling via bol.com?

The commission on bol.com consists of a fixed amount (€0,20 to €2,48 depending on the product price) and a variable percentage that varies by category (average 12.4%). In some categories such as power tools you pay only 4.1%, while jewelry costs 20.7%. Calculate your exact commission with the Zoloo Winstcalculator and read our complete commission overview.

How can I increase my revenue on bol.com?

There are several strategies to boost your revenue: invest in SEO-optimized product titles and descriptions, actively gather reviews via automated email campaigns, use Sponsored Products for more visibility, optimise your prices to win the buy box, and consider Logistics through Bol for faster delivery times. Monitor your performance with the Zoloo Sales Dashboard to make data-driven decisions.

Is dropshipping allowed on bol.com?

Yes, dropshipping is allowed on bol.com, but strict conditions apply. You must meet the same delivery promises as regular sellers. The product must arrive at the customer within the stated delivery time, and you must have a Dutch or Belgian return address. Moreover, you as the seller are responsible for customer service, even though a third party ships the product. Many sellers therefore choose a hybrid model with their own stock for best-sellers and dropshipping for the longer tail assortment.

Conclusion: start selling on bol.com today

Selling on bol.com is one of the most accessible ways for an entrepreneur to start online or expand an existing business. The platform offers huge reach, reliable infrastructure and extensive support for sellers. The key to success lies in solid preparation: good product research, an optimized product page, a smart pricing strategy and the right tools to automate your processes.

With Zoloo you have all the tools to professionally manage your bol.com business from start to scale. From product research and profit calculations to ranking monitoring and automated invoicing. Try Zoloo today with a 14-day free trial and discover how you can sell more on bol.com.