Retail entrepreneurship: later is now
Maite opened with a reality that resonates with anyone running a retail business: entrepreneurship in retail is hard work. Every order has to be earned. Every extra step or mistake directly impacts margins. And the competition is always just one click away.

A year ago, AI and social commerce were still big question marks at Webwinkel Vakdagen. At the time, we were asking questions such as: What will AI mean for retail? and Is social commercereally relevant for the Dutch retail market? Today, we know theanswer: later is now.

The numbers don’t lie
Consumer shopping behaviour is changing faster than ever, and the numbers clearly show it.

• 57% of Dutch consumers now use AI tools such as ChatGPT instead of traditional search engines when researching products.
• 60% of Gen Z purchases products via social media. TikTok now has more than 200 million monthly users in Europe.

Search behaviour has fundamentally changed
Search behaviour has changed for good. Consumers no longer search only using keywords and filters. They want an experience that feels more like talking to friends: “I saw these great sneakers; how can I find them in my size?”

Where customers used to search based on specifications, they now take a photo, ask a question in natural language and expect an immediate, relevant answer. Technologies such as image recognition and conversational AI make this possible. Keywords are not disappearing, but they are no longer the starting point for everyone, every time.

For entrepreneurs, this shift comes on top of an already challenging market with thin margins, high costs and intense competition. That requires adaptation, but it also creates opportunities.

Two major opportunities for entrepreneurs
The changing customer journey creates two clear opportunities:

1. Serving customers better than ever
Consumers expect fast, relevant answers, comparisons and context. Those who deliver on this build both trust and conversion.

2. Telling a stronger product and brand story
New technology makes it possible not only to show products, but also to tell the story behind them: why a product or brand fits this moment, this style or this need.

What will always matter
No matter how the customer journey evolves, customers continue to base their choices on a strong and relevant assortment, a fair price, quality they can trust, delivery that lives up to expectations and service that inspires confidence.

This is the craftsmanship of entrepreneurs, and the foundation that keeps customers coming back, even in a market full of alternatives.

Transparency and context become critical
In a world where AI assistants and algorithms provide advice before a customer clicks a button, assortment, pricing and delivery times become radically transparent. Comparisons are faster and more visible than ever.

At the same time, customers are not just looking for products, but for context:
What fits me? This occasion? This outfit?

That calls for richer content: visuals that show different use cases, complete and clear product information, stories for various moments of use, and data that is easily readable by AI.

How bol helps entrepreneurs grow
To continue winning and accelerating in this customer journey, entrepreneurs need a partner who understands and applies technology. This is how we continue to be the starting point for shopping together. Examples include the Gift Finder, which helps customers find the right gift faster, and Spot & Shop, where customers upload a photo of what they are looking for. Coming soon is the Shopper Agent. This tool offers customers personalised advice, enabling us to better understand their needs and support them more effectively. At the same time, it empowers entrepreneurs to tell their product and brand stories much more strongly.

In addition, bol is committed to helping partners grow through programmes and tools such as:

• Groeibeloning, a growth rewards programme that recognises strong entrepreneurship in a radically transparent market.
• Tools like the Content Uploader, which allow entrepreneurs to easily add richer, AI‑readable product and contextual data.
• bol.checkout, which lowers the barrier to conversion, even beyond bol. Webshops using this solution see customers move to purchase more often in one go. In 2026, this solution will also be rolled out in Belgium.

Growing smarter together
With “Growing Smarter Together,” Maite invited entrepreneurs to continue combining their entrepreneurship and resilience with the innovation power of the bol platform. Collaboration runs deep at bol and forms the foundation of what we have built together with thousands of entrepreneurs. In one of the most competitive markets in Europe, we have grown together into a place where people in the Netherlands and Belgium start their shopping journeys. This success was driven by the combination of your expertise and our platform.