2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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2019 Rank # | 2018 Rank #

Big Mover




The Netherlands has positioned itself well as the European headquarters of global marketplaces.

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Marketplace Expansion Index Rank

Up 4 Spots from 2018 Index Rank of #12


  • Pro-sharing economy government and regulatory environment
  • Robust payments infrastructure
  • English-speaking population, attractive destination for expats


  • Pro-sharing economy government and regulatory environment Low rates of freelance employment
  • Government supported marketplaces offers stiff competition for private marketplaces
  • Small addressable opportunity and fragmented talent pool

Facts You Can't Forget


For Hire: The Netherlands ranks fifth in Europe when it comes to the number of self-employed in its labour market.


Does this Translate? Localization of products is not critical—90 percent of Dutch speak English, which is the highest percentage in Europe outside of the UK.


Keeping Things Balanced: According to the 2018 OECD Better Life Index, the Netherlands ranks number one in the world for work/life balance, making it a very popular destination for expat workers.

Ranking Highlights

For our full explanation, visit our methodology page



The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.



You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity


This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.



The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"The OECD said the Netherlands should close the gap between staff and freelancers by cutting tax breaks and introducing better social security for self-employed workers."

"Freelancers in the Netherlands are finally starting to benefit from the growing economy. This year the average hourly rate paid to a freelancer is 46 euros, 7 percent higher than last year, according to a study by Hoofdkraan.nl."

"The current size of the gig economy in the Netherlands is relatively small: 0.4 percent of the working population (34,000 workers) is active as worker in the gig economy. Of this, approximately one third is involved in food delivery."