Recovery of physical stores after COVID-19
After the dip during the COVID-19 pandemic, physical fashion stores have recovered strongly. According to figures from Statistics Netherlands (CBS), the turnover of clothing stores in 2025 is about 36% higher than in 2021. Shoe stores saw an increase of 27% over the same period.
Online sales by Dutch providers show the opposite trend: after strong growth during the pandemic, revenue declined by 16% between 2021 and 2025. This is partly a correction following the exceptional peak during lockdowns, when consumers massively shifted to online shopping.
Online market stabilizes
When both domestic and foreign webshops are included, total online spending on clothing and footwear appears to be stabilizing. Clothing sales are slightly declining, while footwear is showing modest growth.
The share of online purchases also remains fairly constant: about one-third of all clothing is bought online, while for shoes this share is as high as 57%. This indicates a mature market in which further growth will mainly come from competition.
Share of Dutch webshops declines
Within this stable online market, the playing field is shifting. Dutch webshops are losing ground to foreign providers. In 2025, Dutch parties account for 82% of online spending on clothing, compared to 87% in 2022. Their share in the number of items sold has also declined.
Chinese platforms gaining ground rapidly
Chinese webshops in particular are growing rapidly. Their share in online clothing spending increased from 2% in 2021 to nearly 5% in 2025. In terms of volume, their share is even above 9%, which can be explained by their low pricing.
This pricing strategy puts pressure on the margins of Dutch retailers. New developments, such as the arrival of JD.com with the Joybuy platform in the Netherlands, are likely to further intensify this competition.
Other foreign players, such as German and Scandinavian webshops, maintain a stable share but are growing less quickly than Chinese platforms.
Challenges for Dutch retailers
Despite growth in physical stores and stable online sales, challenges remain significant. Consumers expect more than ever: online inspiration, fast delivery, easy returns, and a wide assortment. This requires continuous investment in IT, data analytics, and logistics.
At the same time, low prices from foreign competitors are putting pressure on margins. As a result, companies must operate more efficiently and make strategic choices.
Scaling up and new collaborations
Many retailers are seeking economies of scale through mergers, acquisitions, or chain formation to reduce costs and support investments. New forms of collaboration are also emerging, such as shared logistics networks or participation in large platforms.
For some brands, it is attractive to use existing infrastructures of larger players rather than organizing everything themselves.
Further consolidation in the high street
The number of physical fashion stores has been declining for years, while chain formation is increasing. Nevertheless, at the beginning of 2026, the Netherlands still has nearly 13,000 fashion stores. This points to a saturated market in which further consolidation is likely.
Mid-sized players in particular are struggling to remain independent due to the combination of high costs, limited growth, and strong international competition.
Small players focus on niche and quality
For smaller retailers, the solution lies not in scale, but in differentiation. By focusing on specific target groups, unique products, or high-quality service, they can distinguish themselves from large chains and international webshops.
Precisely through clear positioning and strong local connections, these players can remain relevant in an increasingly competitive market.
Source: ABN Amro
Photo: Shutterstock
