Starting an online store in 2026: a complete guide for beginners
Starting an online store is a logical step for many entrepreneurs in the digital age. Whether you want to expand your existing physical shop or start completely online, an online store offers enormous opportunities. In this complete guide we take you step by step through everything you need to know to successfully start an online store in the Netherlands.
Starting an online shop can seem overwhelming at first. There is a lot involved: from the legal aspects and product sourcing to choosing the right platform and setting up payment methods. But with the right preparation and knowledge you can go live with your own online store within a few weeks.
In this article we cover all the essential steps you need to take when you start an online store. We look at the legal requirements, product selection, platform choice, payment providers, shipping and marketing. By the end of this guide you will have a clear plan to launch your online store successfully.
Step 1: legal requirements for your online store
Before you actually start an online store, you have to comply with a number of legal obligations. In the Netherlands there are specific rules for online entrepreneurs that you need to know.
Registration with the Chamber of Commerce
The first step in starting an online store is registering with the Chamber of Commerce (KvK). This is mandatory as soon as you offer products or services structurally and with a view to profit. On registration you receive a KvK number that you have to display on your website.
You can choose between different legal forms:
- Sole proprietorship: the simplest form, ideal for starters. You are personally liable.
- General partnership (VOF): for collaboration with one or more partners.
- Private limited company (BV): offers limited liability but requires more administration and a minimum start-up capital of €0.01 since 2023.
Applying for a VAT number
When you start an online store and your expected turnover is above €20,000 per year, you are required to register for VAT with the tax authority. You then receive a VAT number (VAT identification number) that also has to be displayed on your website.
With a VAT number you can:
- Charge VAT to customers
- Reclaim input tax on business expenses
- Trade within the EU with other VAT-liable businesses
Terms and conditions and a privacy statement
Every online store is required to have terms and conditions. These describe the rights and obligations of both you and the customer. Important topics are:
- A 14-day cooling-off period (a legal right for online purchases)
- Return policy and costs
- Delivery times
- Payment conditions
- Liability
- Dispute resolution
In addition you need a privacy statement (GDPR-compliant) in which you explain which personal data you collect, why and how long you keep it. This is mandatory under the General Data Protection Regulation (GDPR).
Cookie notice and consent
If you use tracking cookies (for example for Google Analytics or the Facebook Pixel), you have to inform visitors about this and ask for consent before you place cookies. A cookie banner is the standard solution for this.
Step 2: choosing products for your online store
A crucial part of starting an online store is deciding what you are going to sell. Your product choice can make the difference between success and failure.
Market research and niche selection
Start with thorough market research. Which products are popular? Where is there demand? And more importantly: where can you add value? It is often smarter to focus on a specific niche rather than casting a wide net.
Consider these factors in your product choice:
- Profit margin: how much do you earn per product after deducting costs?
- Competition: how saturated is the market?
- Target audience: who are your potential customers?
- Seasonal influences: can the products be sold all year round?
- Shipping costs and complexity: are the products easy to ship?
Sourcing: where do you get your products?
There are various ways to obtain products:
1. Dropshipping: you sell products that a supplier ships directly to your customers. Advantage: no stock needed. Disadvantage: lower margins and less control over quality and delivery times.
2. Wholesale: you buy products in bulk from wholesalers and manage the stock yourself. This gives higher margins but requires an upfront investment and storage space.
3. Own production: you make products yourself or have them produced. This offers maximum control and differentiation but requires more expertise and investment.
4. Print-on-demand: mainly for clothing, mugs and posters. Products are only made after an order comes in.
Step 3: choosing the right online store platform
The choice of your online store platform determines functionality, ease of use and scalability. When you start an online store you have several options.
Popular online store platforms
WooCommerce (a WordPress plugin): the most flexible option. Fully customizable and infinitely extensible with plugins. Ideal if you also want to do content marketing through a blog. With Theory7 WooCommerce hosting you get servers optimized especially for WooCommerce hosting online stores.
Shopify: an all-in-one solution that is very user-friendly. Monthly costs from €29. Good for beginners who want to start quickly without technical knowledge.
Lightspeed: a Dutch provider with a strong focus on omnichannel (online plus physical shop). Pricey but professional.
CCV Shop: also a Dutch party with a complete package. Starter package from €30/month.
What do you need from an online store platform?
When making your choice, pay attention to these features:
- Product variants (sizes, colors)
- Stock management
- Discount codes and promotions
- Integration with payment providers
- Shipping options and tracking
- SEO-friendly URLs and metadata
- Mobile-friendly (responsive design)
- Reporting and analytics
If you choose free online store software, make sure you have reliable hosting. With Theory7 web hosting you get WordPress and WooCommerce pre-installed with all the necessary security measures and optimizations.
Step 4: payment providers and payment methods
Dutch consumers have clear preferences when it comes to payment methods. If you want to start an online store successfully, you have to offer the right payment options.
Essential payment methods in the Netherlands
These payment methods are must-haves for Dutch online stores:
| Payment method | Popularity | Target audience |
|---|---|---|
| iDEAL | 70% of online payments | All ages |
| Credit card (Visa/Mastercard) | 15% | Mainly B2B and international customers |
| PayPal | 8% | Online shoppers, international payments |
| Bancontact | Popular in Belgium | Belgian customers |
| Pay later (Klarna, Riverty) | Growing | Younger consumers |
iDEAL is absolutely indispensable in the Netherlands. Without iDEAL you miss an estimated 70% of potential sales.
Payment Service Providers (PSPs)
You cannot offer iDEAL or other payment methods directly; you need a Payment Service Provider. Popular choices are:
Mollie: a Dutch provider, very user-friendly. No fixed costs, only transaction fees (€0.29 + 0.29% for iDEAL). A perfect choice for starters.
MultiSafepay: also Dutch, somewhat more extensive. From €9.95/month or pay-per-transaction.
Stripe: an international player with strong technology. 1.4% + €0.25 per transaction.
Adyen: for larger online stores, worthwhile from around €10,000 turnover per month.
As a starter opening an online store, Mollie is often the best choice because of the low entry threshold and easy integrations.
Step 5: arranging shipping and fulfillment
A good shipping strategy is crucial for customer satisfaction. According to research, shipping is one of the most important factors in online purchases.
Comparing shipping partners
The main shipping parties in the Netherlands:
PostNL: the market leader with mailbox parcels from €3.95 and packages from €7.50 (business rate). A broad distribution network with PostNL points.
DHL: strong international shipping. Competitive rates for packages. A reliable tracking system.
DPD: good prices, especially for larger volumes. The Predict service (delivery time prediction) is appreciated.
Budbee/Trunkrs: specialists in evening delivery. Ideal for a working target audience.
Shipping costs: free or paid?
There are various strategies:
- Free shipping: increases conversion but costs money. Consider free shipping above a certain order value (€50-€75).
- Fixed shipping costs: for example €4.95 per order. Transparent and simple.
- Passing on the actual costs: fair but can lead to cart abandonment with higher costs.
Tip: test different strategies and analyze the effect on your conversion and profitability.
Outsource fulfillment or do it yourself?
As a starter opening an online store, you usually do the fulfillment (order picking, packing, shipping) yourself. But as you grow you can outsource this to a fulfillment partner such as:
- Sellevate
- Waredock
- Montapacking
This saves time but costs €3-€6 per shipment in fulfillment costs on top of shipping costs.
Step 6: marketing your online store
Building an online store is one thing, attracting visitors and customers is another story. Marketing is essential when you start an online store.
Search engine optimization (SEO)
SEO provides free organic traffic from Google. Important SEO tactics for online stores:
- Product page optimization: unique product descriptions (do not copy from the supplier), relevant keywords, good images.
- Category pages: add 200-300 words of text with keywords.
- Content marketing: start a blog with buying guides, how-to articles and product reviews.
- Technical SEO: fast loading time, mobile-friendly, an SSL certificate, a good URL structure.
Reliable hosting is crucial for SEO. Slow websites rank worse in Google.
Google Ads (SEA)
With Google Shopping and search ads you can be immediately visible to people searching for your products. You pay per click (CPC - cost per click).
Budget for beginners: start with €300-€500/month and optimize based on results. Focus on products with good margins.
Social media marketing
Instagram and Facebook are powerful channels for online stores, especially in fashion, interior and lifestyle. TikTok is growing fast among younger audiences.
Strategies:
- Organic posts: share product photos, behind-the-scenes content, customer reviews.
- Instagram/Facebook Ads: targeting based on interests and behavior, retargeting of website visitors.
- Influencer marketing: collaboration with influencers in your niche.
- Social shopping: sell directly through Instagram Shop or Facebook Shops.
Email marketing
Email is still one of the most profitable marketing channels. Important email campaigns:
- Welcome email: new subscribers get a discount code.
- Abandoned cart: remind customers of an abandoned shopping cart (recovers 10-15% of abandoned orders).
- Product recommendations: based on previous purchases.
- Newsletters: new products, promotions, content.
Tools: Klaviyo, Mailchimp, Brevo (formerly Sendinblue).
Step 7: customer service and return policy
Good customer service is a competitive advantage. Dutch consumers expect quick responses and smooth return processes.
Communication channels
Offer multiple contact options:
- Email: standard, aim to respond within 24 hours.
- Phone: especially important for more expensive products.
- Live chat: increases conversion by 15-20%. Visitors can ask questions directly.
- WhatsApp Business: popular in the Netherlands for customer contact.
Return policy
Legally, consumers have a 14-day cooling-off period for online purchases. Make returning as easy as possible:
- Clear instructions on the website
- Include a return label or make it available digitally
- Quick refund (within 14 days of receiving the return)
Who pays the return costs? You may decide this yourself. Free returns increase conversion but cost money. Many online stores let the customer pay the return costs (€4-€7).
Step 8: analytics and optimization
After the launch the real work begins: measuring, analyzing and optimizing. Install analysis tools from day one.
Important metrics
Keep track of these KPIs:
- Conversion rate: the percentage of visitors who buy (on average 1-3% for online stores).
- Average order value (AOV): how much does a customer spend on average?
- Cart abandonment rate: the percentage of visitors who put items in the cart but do not check out (on average 70%).
- Customer acquisition cost (CAC): how much does it cost to acquire one customer?
- Customer lifetime value (CLV): how much does a customer spend in total?
Tools for analysis
- Google Analytics: free and essential for website statistics.
- Google Search Console: insight into search performance and technical issues.
- Hotjar: heatmaps and recordings of user behavior.
- Platform analytics: WooCommerce, Shopify and others have built-in reporting.
Frequently asked questions about starting an online store
How much does it cost to start an online store?
The costs of starting an online store vary widely. At a minimum you need: a domain name (€10-€15/year), hosting (€5-€30/month), and possibly a paid platform (€25-€100/month). On top of that come costs for stock, marketing and possibly web design. A realistic starting budget lies between €1,000 and €5,000 depending on your ambitions and product choice.
Do I need technical knowledge to start an online store?
No, these days you can start a professional online store without programming knowledge using platforms such as Shopify or WooCommerce. The platforms offer drag-and-drop editors and pre-built templates. For customization and optimizations technical knowledge can help, but it is not required to get started.
Which platform is best for beginners who want to start an online store?
For absolute beginners Shopify is often the easiest because of its all-in-one approach. If you want more flexibility and better SEO options, WooCommerce (WordPress) is the better choice. WooCommerce is free software but does require good hosting. Start with what suits your technical level and budget.
Do I have to charge VAT to my customers?
If your turnover exceeds €20,000 per year, you are required to charge VAT. You then charge 21% (or 9% for certain products such as books and food) VAT to your customers and pay this to the tax authority. Below €20,000 you can make use of the small businesses scheme (KOR) and you do not have to charge VAT.
How do I attract customers to my new online store?
In the beginning you combine paid and organic marketing. Start with Google Ads or social media advertising for immediate visibility. At the same time, build up your SEO through good product descriptions and content marketing. Make use of social media, email marketing and consider collaborations with influencers. Be patient: it takes 6-12 months to build up organic traffic.
Conclusion: ready to start your online store?
Starting an online store is a challenging but rewarding venture. With this guide you have a complete plan to set up your online shop: from legal matters and product sourcing to platform choice and marketing.
The most important success factors are: careful preparation, focus on a specific niche, excellent customer service and continuing to optimize based on data. Do not expect immediate success, but see your online store as a growth project.
Start today with the first step: register with the Chamber of Commerce, choose your products and platform, and launch your online store. With dedication and the right strategy you can build a profitable online business within a few months.
Sources and references
- WooCommerce - Official documentation (woocommerce.com)
- Autoriteit Persoonsgegevens - GDPR information (autoriteitpersoonsgegevens.nl)
- Chamber of Commerce (kvk.nl)
