Bol.com and AliExpress welcoming new sellers – what you need to know

As the European and UK markets continue to evolve, leading platforms are opening their doors to a broader range of sellers, creating new pathways for international expansion. 

In a significant strategic move, Bol.com – the leading online marketplace in the Netherlands and Belgium – is now welcoming non-EU sellers for the first time. Meanwhile, AliExpress has launched an hourly delivery service in the Greater London area, targeting local suppliers of household products, food and drink. 

Why this matters 

Bol.com: broadening access in Benelux 

Bol’s decision to admit non-EU sellers, even for a limited trial, reflects its strategy to expand product diversity and counter rising competition from global players like AliExpress and Temu (who are also broadening their reach in the UK through local sellers). 

Launching in July 2025, the pilot marks a pivotal shift in the European marketplace landscape. It offers a compelling opportunity for international sellers – especially from China and the United States – to access the high-value, digitally advanced Benelux region. However, entry comes with requirements: 

• All goods must be fulfilled from within the EU to ensure fast, reliable delivery. 
• Sellers must comply with strict quality, invoicing and regulatory standards. 

This pilot could lead to the platform’s broader opening, making early preparation and strategic planning essential for non-EU sellers. 

AliExpress: redefining fulfilment in the UK 

AliExpress’s new hourly delivery service positions the platform as a one-stop shop for UK customers seeking rapid access to everyday essentials. Unlike Bol.com’s limited trial, this is a full launch with immediate onboarding opportunities for new local suppliers. 

Early adopters like Hungry Panda – a grocery and delivery service – are already participating. UK-based sellers with relevant product ranges should assess the potential of joining, especially given the benefits on offer, such as increased visibility, logistical support and accelerated delivery infrastructure. 

Why the UK – and Greater London – matter 

While Bol.com provides a valuable gateway into continental Europe, the UK remains one of the most mature and influential e-commerce markets in the region – and Greater London is at its core. 

• Market density and digital maturity: With a population of over 9 million, London combines high mobile commerce adoption with consumers who expect speed, convenience and product variety. 
• Logistics readiness: The capital is supported by a dense last-mile delivery ecosystem, strategically located urban fulfilment centres, and proximity to international ports and airports – all crucial for hourly delivery models. 
• Strong consumer spending: UK consumers are among Europe’s highest spenders per capita online (PDF), making the market highly attractive for sellers of fast-moving consumer goods. 
• Platform diversification: In the post-Brexit landscape, UK shoppers increasingly engage with platforms that support domestic sellers and tailored fulfilment, which aligns well with AliExpress’s local-first model. 

For UK-based sellers, joining AliExpress’s new service presents an opportunity to expand reach without leaving home – ideal for grocery, household, and day-to-day essentials providers. 

Why Bol.com – and the Benelux region – matter 

Bol has over 13 million active customers and more than 50,000 registered sellers, most of whom are local to the Benelux region. The platform holds a dominant share in categories such as books, electronics, household goods, and toys. 

What sets Bol.com apart is the deep trust it has earned from Dutch and Belgian consumers, who often prefer regional platforms over global players like Amazon. 

The Benelux market offers significant strategic value: 

• High internet penetration: Over 94% in both the Netherlands and Belgium, with strong uptake in mobile commerce and online payments. 
• Digital readiness: Dutch consumers are early adopters of e-commerce, while Belgians are increasingly active online and on mobile. 
• Infrastructure excellence: The region boasts world-class logistics, with access to Rotterdam (Europe’s largest port) and major fulfilment hubs across Belgium and the Netherlands. 
• Proximity and accessibility: For non-EU sellers, it represents a stable, accessible entry point into continental Europe. 

Top 3 considerations for non-EU sellers expanding into the EU 

1. VAT and customs 

Entering the EU market requires full EU VAT compliance. For Bol.com, sellers must: 

• Register for VAT in the Netherlands, and potentially in Belgium, depending on fulfilment operations 
• Obtain an EORI number to import goods 
• Understand and utilise OSS/IOSS schemes to streamline cross-border VAT obligations 

The Netherlands has one of Europe’s most efficient VAT regimes, with monthly filings for most non-resident traders. AVASK supports sellers with VAT registration, OSS/IOSS setup, and ongoing compliance management.

For marketplaces like Bol.com, which require all orders to be fulfilled from within the EU, AVASK and sister company KATA Global Logistics handle the compliance and the freight.

2. Self-billing (for certain platforms) and e-invoicing 

Bol.com operates a self-billing model for non-EU sellers. The platform issues VAT invoices on your behalf, which must be accurately reconciled in your accounting system. With the EU’s push toward mandatory e-invoicing through the ViDA rollout, sellers must be audit-ready and compliant with national requirements.

3. Product compliance 

All goods sold on Bol.com must meet EU product standards, including: 

• CE marking for electronics, toys, and household items 
• Extended Producer Responsibility (EPR) obligations for regulated categories (for example, packaging, cosmetics, batteries, and WEEE goods) 

With EPR product and packaging requirements expanding throughout Europe and the UK, AVASK can support sellers in meeting their environmental compliance obligations.

👉 Read more about understanding the EPR regulations.

Ready to explore new avenues for trade? 

For businesses exploring entry or expansion into the European or UK markets, these new openings present a significant opportunity – but one that requires preparation, compliance, and infrastructure alignment, which AVASK can support you with. 

With strategic guidance and operational support, sellers can position themselves for success in the Benelux region and the UK via Greater London – two of Europe’s most attractive e-commerce markets.