The ultimate online shopper 2012 lives in Utrecht

Much online shopping in Eelderwolde and Hemmen too

The ultimate online shoppers of the Netherlands live in Utrecht, according to studies by PostNL. After Houten (2010) and Almere (2011) it is the Cathedral City’s turn to be declared ‘Online Shopping City 2012’ by PostNL. It is remarkable that the relatively small towns of Eelderwolde (province of Drenthe) and Hemmen (province of Gelderland) are also listed in the top 15.

Utrecht has the highest score for the combination of average number of online purchases per household, the willingness to shop online and the number of parcels delivered. PostNL performs the Online Shopping City of the Netherlands study every year prior to the Lucky Dip Days, an initiative to stress the convenience of online shopping and reward online shoppers.
In the first half of 2012, the average consumer made five online purchases on average, according to the annual Thuiswinkel Markt Monitor (online-shopping market monitor) – a year-on-year increase of 7%. PostNL delivers most parcels ordered online in Utrecht. The Hague is the runner-up in online shopping. Almere, last year’s Online Shopping City, takes third place. The residents of Piaam (Province of Friesland) and Voorst Oude IJsselstreek (province of Gelderland) bring up the rear; they are last on the annual list of online shoppers.

Online Shopping City 2012 – Top 15

  1. Utrecht
  2. The Hague
  3. Almere
  4. Eindhoven
  5. Amsterdam
  6. Amersfoort
  7. Zoetermeer
  8. Houten (province of Utrecht)
  9. Leiden
  10. Rotterdam
  11. Eelderwolde (province of Drenthe)
  12. Haarlem
  13. Breda
  14. Den Bosch
  15. Hemmen (province of Gelderland)

Online shoppers are rewarded

From 15 October till 4 November, all online shoppers can use a PostNL bar code to take a lucky dip via the special website: The prizes vary from discount codes to espresso machines and free shoes for half a year. In addition, all participants have a chance to win the first prize: a Volkswagen Up. On Monday, 15 October, the first of the Lucky Dip Days, lucky dips can also be taken in the street in Utrecht. A well-known lady presenter will be cycling with a mobile lucky dip in the city to the online shopping street of the Netherlands, which will be announced on 15 October.