Selling Online: The Complete Guide
From idea to first sale. Everything you need to know to successfully sell online in the Netherlands and Belgium.
The 7 steps to your first sale
A clear roadmap to start selling online
Choose your platform
WooCommerce (flexible), Shopify (easy) or Magento (large). Depending on budget and technical knowledge.
Compare platforms →Arrange hosting and domain name
Choose reliable hosting with SSL certificate. Register a catchy domain name that's easy to remember.
Compare hosting →Handle legal matters
Chamber of Commerce registration, terms and conditions, privacy policy, cookie notice and return policy. Required in NL/BE.
Set up payment methods
At minimum iDEAL for the Netherlands. Credit card, PayPal and Bancontact for Belgium are recommended.
Arrange shipping and returns
Choose shipping partner (PostNL, DHL, DPD). Set shipping costs. Determine return policy (14 days legally required).
Add products
Good photos, clear descriptions, prices including VAT, inventory management. First impression is crucial.
Start marketing
Social media, Google Shopping, email marketing. Start small and scale what works.
Step 1: Choose the right platform
Your platform choice determines your options, costs and growth. Here's a quick comparison.
WooCommerce
WordPress plugin, free and flexible
Best for:
WordPress users, those wanting full control, growth potential important
Shopify
All-in-one hosted platform
Best for:
Beginners, quick start without technical knowledge, focus on selling not technology
Magento
Enterprise e-commerce platform
Best for:
Large webshops (1000+ products), B2B, enterprise with tech team
Step 3: Legal obligations
If you sell online in the Netherlands or Belgium, you must meet certain legal requirements.
Chamber of Commerce registration (required)
You must register with the Chamber of Commerce. Cost: €51.95 one-time.
Chamber of Commerce number must be visible on your website (footer)
Terms and conditions (required)
Clear terms about prices, delivery, payment and warranty.
Templates available via Thuiswinkel.org or legal advisor
GDPR Privacy policy (required)
How you handle customer data according to GDPR legislation.
Must clearly state what data you collect and why
14-day return policy (required)
Customers have a legal 14-day cooling-off period for online purchases.
You may charge return costs to customer (max shipping costs)
Cookie notice (required with cookies)
If you use tracking cookies, you must ask for consent.
Google Analytics, Facebook Pixel etc. require cookie banner
Thuiswinkel Waarborg (optional)
Trust mark that builds confidence. Cost: €300 - €600/year.
Not required but increases conversion by 15-20%
Need help with legal matters?
Many platforms offer templates for terms and conditions and privacy policies. You can also get help:
- • Thuiswinkel.org: Templates and advice for webshops (€60/year membership)
- • LegalLoket: Custom legal documents from €149
- • Legal advisor: For custom work and complex situations (€150 - €300/hour)
Step 4: Set up payment methods
More payment options means more sales. But which are essential?
iDEAL (required NL)
Most used payment method in the Netherlands. 70% of customers pay with iDEAL.
Cost: €0.25 - €0.35 per transaction
Credit card (recommended)
For international customers and business purchases. Visa and Mastercard minimum.
Cost: 1.9% - 2.9% + €0.25
PayPal (optional)
Popular for cross-border sales. Customer doesn't need to share account details.
Cost: 2.9% + €0.35 per transaction
Bancontact (for BE)
Essential for the Belgian market. Comparable to iDEAL in the Netherlands.
Cost: ~€0.25 - €0.35 per transaction
Apple Pay / Google Pay
Fast and secure payment via smartphone. Growing popularity with younger audiences.
Cost: usually included with PSP
Buy now pay later (Klarna)
Increases conversion by 20-30% due to no immediate risk. For larger amounts.
Cost: 3.5% - 5% + fixed fee
Popular payment service providers (PSP)
Mollie
Most popular choice in NL. Easy integration, no monthly fees.
• iDEAL: €0.29
• Credit card: 2.9% + €0.29
• 10+ payment methods
MultiSafepay
Dutch PSP with many options. Good support.
• iDEAL: €0.35
• Credit card: 2.95% + €0.35
• 20+ payment methods
Stripe
International PSP. Best for credit card and subscriptions.
• iDEAL: €0.25
• Credit card: 1.9% + €0.25
• Developer-friendly
Step 5: Arrange shipping
Free shipping above a certain amount increases your conversion. But which shipping partner do you choose?
PostNL
Largest and most used in the Netherlands. Reliable with large network of pickup points.
• Package NL: from €4.20
• Package BE: from €8.95
• Mailbox package: from €3.50
• Track & trace standard
DHL
Good for international shipping. Fast delivery and worldwide network.
• Package NL: from €4.50
• Package EU: from €12.95
• ServicePoint network
• Business solutions
DPD
Competitive rates and good service. Predict service: customer chooses delivery time.
• Package NL: from €4.25
• Package BE: from €7.95
• Predict delivery
• Pickup network
Shipping cost tips
Free shipping works:
60% of customers expect free shipping. Set a threshold (e.g. free above €30) to increase your average order value.
Include shipping in price:
Include shipping costs in your product prices and offer "free shipping". This increases conversion by 15-25%.
Step 7: Marketing basics
A webshop without visitors sells nothing. These are your first marketing steps.
Social media (free start)
Instagram, Facebook, TikTok. Share your products, build a community. Organic reach is free.
Cost: €0 (organic) to €200+/mo (advertising)
Google Shopping
Products directly in Google search results. High conversion, pay per click.
Cost: From €100/mo advertising budget
Email marketing
Collect email addresses, send newsletters and offers. Highest ROI of all channels.
Cost: €10 - €50/mo (Mailchimp, Klaviyo)
SEO (search engine optimization)
Good product descriptions, fast website, blog articles. Free traffic long term.
Cost: €0 (DIY) or €500+/mo (agency)
Marketing advice for starters
Don't start with everything at once. Focus on 1-2 channels that fit your target audience:
- • Young audience (18-35): Instagram, TikTok, influencer marketing
- • Older audience (35+): Facebook, Google Shopping, email
- • B2B: LinkedIn, Google Ads, SEO
- • Niche products: Pinterest, YouTube, content marketing
Common mistakes by beginners
Learn from others and avoid these classic pitfalls
Too few product photos
One photo is not enough. Show your product from all angles. Minimum 3-5 photos per product. Good photos increase conversion by 30%.
Unclear shipping costs
70% abandon the cart due to surprising shipping costs. State costs clearly on product page and make them predictable.
No mobile optimization
60% of webshop visitors come via mobile. If your webshop isn't mobile-friendly, you lose more than half your sales.
Poor product descriptions
Never copy texts from suppliers. Write unique, specific descriptions that answer questions. Also helps your SEO.
Complicated checkout process
Every extra step costs 10% conversion. Make checkout as simple as possible. Allow guest checkout (no account required).
No trust signals
Trust marks, reviews, contact details and about-us page are essential. Customers won't trust you with their money otherwise.
Tips for successful online selling
Proven strategies to increase your sales
Collect reviews
Actively ask for reviews. 90% of customers read reviews before purchase. Products with reviews convert 200% better.
Use urgency
"Only 3 left in stock", "Sale ends in 2 days". Urgency increases conversion by 15-30%. Use it honestly.
Abandoned cart emails
70% abandon the cart. Send a reminder email. This brings back 10-30% of these customers. Pure profit.
Fast delivery
50% of customers choose faster delivery. Offer next-day delivery as an option. Orders before 10pm = delivered tomorrow.
Cross-selling
"Frequently bought together..." increases your average order value by 15-25%. Amazon does 35% revenue with this.
Measure everything
Google Analytics, conversion rate, average order value. You can only improve what you measure. Test and optimize.
Related information
Which platform to choose?
Compare WooCommerce, Shopify and Magento. Find the best platform for your situation.
What does a webshop cost?
Complete overview of all costs: hosting, platform, payments and more.
Compare webshop hosting
Find the best hosting for your webshop. Speed and reliability compared.
Ready to start selling online?
Start today with the right tools and knowledge.