While the average e-commerce business’ revenue rose by 16%, online retailer Fietsenwinkel.nl saw its revenue increase by an astounding 70%. An impressive achievement, especially considering that the Dutch bicycle market is saturated. According to CEO Bastiaan Hagenouw the secret lies in a combination of attractive prices, excellent online findability and high-quality after-sales service.
While the market for electric cars is developing with difficulty, electronic bicycles have hit the scene and are making a major impression. “Nearly one in three of all bicycles sold in the Netherlands is an e-bike,’’ says Bastiaan Hagenouw of Fietsenwinkel.nl, an online bicycle retailer which is part of the International Bike Group (IBG). “It’s a fast-growing segment, so therefore the total market in euros is still growing. E-bikes now account for a considerable share of our revenue.”
Some people claim the Netherlands lags 50 years behind the rest of the world, but when it comes to bicycles this couldn’t be further from the truth. “The Netherlands is a frontrunner in Europe in this segment,’’ says Hagenouw. “Bicycles are now also becoming increasingly popular in other countries, in part because they offer a convenient and inexpensive way to avoid traffic congestion. The European market rose by 8% last year. That’s why we have expanded our operations to Belgium, Denmark and Sweden – countries that are very much like the Netherlands, so it’s relatively easy to use the same market approach there.”
Until mid last year, Fietsenwinkel.nl was still part of a chain of 16 physical bicycle stores. These stores have now been taken over by a Belgian chain, which means Hagenouw can dedicate his full attention to growing Fietsenwinkel.nl. He continues: “Sooner or later you have to choose what management areas to focus on. It’s our ambition to build a first-in-class omnichannel company [a customer approach in which a retailer uses both physical stores and website and social media, Ed.].
