Why 5,000 Belgian Small Businesses Are Selling on Bol.com

Dr. Niklas Richter · 2026-09-17

### From Consultant to Country Manager: Bram Vromans' Journey Bram Vromans is the Country Manager of Bol Belgium. His path took him from consulting to Telenet, Essent, and IKEA, and now he's responsible for the Belgian strategic agenda of the largest e-commerce platform in the Netherlands and Belgium. In this conversation, he explains how Bol actually works for Belgian SMEs and how you as an entrepreneur can spot missing assortment on Bol and act on it immediately. ### How Bol Works for Belgian SMEs Bol is more than just a marketplace. It's a platform where small and medium-sized businesses can reach millions of customers. But how do you get started? Bram breaks it down: - **Listing your products**: It's straightforward, but you need to understand the algorithm. - **The buy box**: This is the box on a product page where customers can add the item to their cart. The algorithm decides which seller gets that spot. It's not just about price; it's about performance, customer service, and delivery speed. - **Not the cheapest**: You don't have to be the cheapest to rank high. Bol rewards good service and reliability. ### The Buy Box Algorithm Explained The buy box is crucial. It's where the sale happens. Bram explains that the algorithm considers several factors: - **Price**: Competitive, but not necessarily the lowest. - **Delivery time**: Faster is better. - **Customer ratings**: High ratings boost your chances. - **Stock availability**: If you're out of stock, you lose the buy box. So, if you're an entrepreneur, you need to optimize these factors to win the buy box. ### When a Marketplace Makes Sense (and When It Doesn't) Not every business should jump on a marketplace. Bram advises: - **If you have a niche product**: A marketplace can help you reach a broader audience. - **If you want to test new products**: It's a low-risk way to gauge demand. - **If you have a strong brand**: You might want to focus on your own webshop to maintain control. But there are downsides: competition, fees, and less control over the customer experience. ### Bol Checkout: Making Your Own Webshop More Credible One of the perks of selling on Bol is that you can use the Bol checkout on your own webshop. This means customers can pay with their Bol account, which builds trust. It's like having a seal of approval from a major platform. ### AI in Everything from Logistics to Chatbot Bol uses AI extensively. From predicting demand to optimizing logistics, AI is behind the scenes. The chatbot on the website helps customers, and AI even curates the homepage. It's all about making the experience smoother for both sellers and buyers. ### Bol at Rock Werchter: Two Stores and an Exclusive Stage Bol's presence at Rock Werchter is a big deal. They set up two stores and an exclusive stage. It's a way to connect with a younger audience and show that Bol is more than just an online store. It's a brand that's part of the culture. ### Staying Belgian in a Dutch-Dominated Company Bol is originally Dutch, but it wants to stay Belgian in Belgium. That means local campaigns, local partnerships, and understanding the Belgian market. Bram shares a funny blunder: a campaign that used the Dutch phrase "bakkie koffie" (a cup of coffee) didn't resonate well in Belgium. It's a reminder that localization matters. > "You can't just copy-paste from the Netherlands. You have to speak the language of the locals." – Bram Vromans ### Final Thoughts for Entrepreneurs If you're a Belgian entrepreneur, Bol offers a powerful way to grow. But it's not a set-it-and-forget-it solution. You need to understand the platform, optimize your listings, and provide great service. And remember, you don't have to be the cheapest – just the best. For more episodes, visit the website. Subscribe and give 5 stars if you find these conversations valuable. Thanks to our partners: - Teamleader - Victus Sales – Download their free sales guide. - Blackbird Business: guides entrepreneurs through strategic training and trajectories to reach their full potential. More info on their website.