What: Dutch consumers embrace mobile and social commerce with 61% preferring smartphone shopping, while retailers face challenges in maintaining trust and service quality.

Why it is important: This trend highlights the critical balance retailers must strike between digital innovation and operational excellence, as consumer adoption of mobile commerce outpaces traditional retail infrastructure.

Social commerce is gaining significant traction in the Netherlands, with 61% of consumers considering smartphone shopping the most efficient method and 49% relying on social media for trend awareness. The generational divide is notable, with 70% of Gen Z favouring mobile purchasing compared to 36% of baby boomers. While 56% of consumers prefer personalised shopping experiences, making social commerce an ideal platform for targeted recommendations, retailers face substantial challenges in maintaining consumer trust and loyalty. Key issues include delayed deliveries (36% of social media shoppers), lack of product availability updates (30%), product discrepancies (24%), and technical platform issues (18%). These challenges are particularly critical as 77% of Dutch consumers prioritise delivery speed and options in their online shopping decisions.

IADS Notes: The Netherlands' social commerce trends reflect broader retail transformation patterns. January 2025 data shows payment methods evolving with AI-driven personalisation and enhanced security, while October 2023's future shopper report predicts 64% of spending will be online within 10 years. December 2024's holiday season demonstrated strong mobile commerce growth, with 55% of online spending via mobile devices, and January 2024's e-commerce sector outlook shows optimistic growth projections. These developments highlight how retailers are adapting to changing consumer preferences through enhanced digital capabilities while addressing security concerns and generational differences in adoption rates.

Rise of social commerce brings new challenges