The Netherlands is an interesting country to do business in, and can also serve a stepping stone to other European countries
As of 2024, the Netherlands has a population of approximately 17.67 million people.
The Netherlands boasts a robust economy, ranking as the 18th largest in the world. A significant portion of the EU’s natural gas comes from the Netherlands. The country’s GDP per capita is impressively high at around $48,860, reflecting its economic strength.
Amsterdam, the capital, is the most populous city, followed by Rotterdam and The Hague. The country’s terrain is notably low-lying, with a significant portion below sea level.
Finding new clients requires a clear offering and to-the-point communications. The decisive part is getting to the right person first by phone, which is still difficult to do in English. Therefore translated introductory materials and a Dutch intermediary will be essential. Once you have a meeting, you can do further explanation yourself.
No matter where you are, people speak at least basic English and if you try to utter some words in Dutch as a foreigner, you mostly will get a response in English. This common knowledge of English has many advantages:
It’s also very well accepted to have agreements in English and there is no need to translate them in Dutch to make these legally binding.
The internet broadband penetration is one of the highest in the world, thanks to the phone and coax networks that are all around the country. The Dutch are also very much open to online sales and it is easy and cheap to arrange payment for the goods and services you sell though the internet. There is no specific preference for Dutch products, if you have a good deal, you’ll be able to sell it.
Alfred Griffioen, founder of Exporteers
In the past 15 years me and my colleagues have approached hundreds of agents, distributors, importers and retailers worldwide for brand owners aiming to sell their products abroad. In 2012 a call was enough to get a meeting. Today, you first have to send your pitch — and then hope that someone will answer.
The distributors needed to reach your clients already work with your competitors. They have invested in marketing, stock and sales, and they are making money. Asking them to switch to you means asking them to start all over again.
My experience is that if you only send a website or product catalogue, answers are rare. Numbers make the difference. Show expected volumes, margins, sales effort and investment. Show that there is a business case for them, not just for you.
Even if your business is really international, it may be wise to set up local website translations and check whether your text aligns with the culture.
With regards to content, my personal experience is that if you have a successful blog topic in one language, it is likely to do well also in other languages. Don’t reinvent the wheel, just make a proper translation.
First of all you may have to pay import duties or settle VAT. This can be complex if you don’t have your own legal entity in the country.
There may also be non-financial bariers, like certifications or approvals to be obtained. Especially for food, cosmetics or medicine this may be the case. Check this in advance, even before you invest in your marketing.
Almost every country or trade block in the world has its own detailing on the international HS-code list. With our report you strongly reduce the risk on misclassifications, delays and higher custom duties than expected.
Tell us what you want to ship and where to and we ask you all relevant questions to get to the most likely code.
First determine who can be the end-users for your product or service. From who do they purchase now? Interview a number of key players in the value chain how they perceive your offering and ask them who is your competition. Only then you can position your product or service and effectively approach potential buyers.
Yes, we can certainly do that, because we have experienced business developers in the country. Of course it is important that your product is good, well documented and you have discovered the best sales processes already in your home country.