Leading online supermarkets in the Netherlands 2015-2023, by market share

Albert Heijn, Jumbo and Picnic were the three biggest online supermarkets of the Netherlands in 2023. The web shops of the country’s two largest supermarket chains reached market shares of 37 percent and 22 percent respectively. Picnic (a Dutch online supermarket that enables customers to order groceries via an app, providing free home delivery) grew from a market share of 18 percent in 2019 to a market share of 39 percent in 2023, thereby surpassing Albert Heijn as the leading online grocery company in the Netherlands. 

The Netherlands seem to be increasingly into online grocery shopping. Indeed, the share of total supermarket revenue that is generated online also increased in recent years. But there are also reservations - the brick-and-mortar supermarket still reigns supreme. According to a survey conducted in 2024, the most cited argument not to buy food online was that there was a supermarket located close to home. Another popular reason was that consumers preferred to check the product’s quality before purchasing.