The 100 companies with the best digital e-commerce experience

09 March 2020 3 min. read

New research has identified which companies in the Netherlands provide their customers with the best digital e-commerce experience. An overview of the 100 leading players – they provide their customers with an optimal digital experience across online, mobile and tablet channels, ensure that their product offering closely meets consumer demands and offer a seamless purchase process. 

Consumers are increasingly using the online channel to explore products and services, and to make their purchases. Illustrating the growth of online – today, the Dutch e-commerce market is worth more than €25 billion. At the same time, online and digitisation provide more convenience: it offers consumers the opportunity to compare, purchase and plan the delivery of products and services – 24x7, all at a time that suits them best. 

For companies, this new era of shopping means that they need to cater to the sky-high expectations of customers. They expect, among others, a website that is intuitive, fast and logical, a seamless omnichannel experience, and digitisation that meets all their shopping and after-sales needs. 

Which companies are most successful in meeting the needs of Dutch consumers? According to the ‘Digital Dominance Benchmark 2020’, a study conducted by Sia Partners, there are major differences in the digital offerings and convenience that companies offer. While some companies can pride themselves on a high digital e-commerce maturity – strong performance on aspects such as website, social channels, online video, search engine optimisation and apps – others lag behind hopelessly. 

More than 300 large companies and organisations in the Netherlands were assessed for the benchmark – meet the 100 players that offer the best digital e-commerce experience (three front runners per sector):

Financial sector

Banking: ING, Rabobank, ABN AMRO
Fintech: Tikkie, MoneyYou, Bux
Insurance: ANWB, Aegon, Nationale Nederlanden 


Luxury products: Massimo Dutti, Michael Kors, Hugo Boss
Fashion retailers: H&M, De Bijenkorf, Adidas
Cosmetics & beauty: Rituals, L’Oréal, Aveda
Non-food retail: Ikea, Marktplaats, Hema
E-commerce:, Zalando, Cool Blue 

Food & Beverage

Food & beverage: Heineken, Tony's Chocolonely, Campina
Supermarkets: Albert Heijn, Lidl, Jumbo 


Energy & utilities: Eneco, Green Choice, Essent
Oil & gas: Shell, Akzo Nobel, BP


Airlines: KLM, Ryanair, EasyJet
Airports: Schiphol, Düsseldorf Airport, Eindhoven Airport
Hotels & leisure: Marriott, NH Hotel Group, Ibis
Travel companies:, Tui, NS


Pharmaceutics: Merck, Janssen, Abbvie
Health insurance: De Friesland, Zilverenkruis, VGZ 

Other sectors

Automotive: Mercedes-Benz, Tesla, Volkswagen
Jobs: Indeed, Randstad, Young Capital
Kitchen appliances: Bosch, Siemens, Miele
Public services: Police, Municipality of Amsterdam, Central Government
Telecom: Ziggo, Tele2, T-Mobile 

According to Martin Hermsen, partner at Sia Partners and lead author of the research, online maturity and customer excellence are more important than ever in today’s digital age. “In a rapidly changing landscape, brands must keep pace with the demands and needs of consumers. The brands that can best match their product range to customer expectations while offering a seamless, digitised customer experience will have the largest chance of remaining successful.”