Why 5,000 Belgian SMEs Choose This E-Commerce Giant

Dr. Niklas Richter · 2026-09-17

Ever wonder how a marketplace platform actually works for small and medium-sized businesses? Not just in theory, but in the messy, real-world scramble to get noticed and grow? Bram Vromans, the Country Manager for bol.com in Belgium, sat down to pull back the curtain. He's the guy steering the Belgian strategy for the largest e-commerce platform in the Netherlands and Belgium. His journey took him from consulting for giants like Telenet, Essent, and IKEA to the front lines of digital retail. And he's got some counterintuitive insights for entrepreneurs. ### How to Find Your Spot on a Crowded Marketplace First off, let's talk about the myth of being the cheapest. Bram explains that you don't have to win the race to the bottom to win the sale. The algorithm behind the coveted "buy box"—that prime spot where customers click 'add to cart'—looks at way more than just price. Think reliability, shipping speed, and customer reviews. It's about trust, not just a low number. So, how do you find your opening? Look for the missing pieces. Scan the marketplace for gaps in the assortment—products customers are searching for but can't easily find. That's your green light. Spot that gap, and you can move in fast, often without competing on price alone. It's about being smart, not just cheap. ### When a Marketplace Makes Your Own Shop Stronger Here's a twist you might not expect. Using bol's checkout system on your *own* independent website can actually make your shop more credible to customers. It leverages the instant recognition and trust of the big platform's brand. It's like having a respected friend vouch for you at the door. Bram also breaks down what makes a marketplace "smart" versus just being a big, dumb digital mall. A smart one uses technology like AI not just for flashy chatbots, but deep in the logistics, personalizing the homepage, and managing inventory. It should make selling simpler for you, not more complicated. ### Staying Local in a Global Game For a company that's primarily Dutch-speaking, maintaining a strong Belgian identity is a conscious choice. Bram shares a funny, relatable blunder: using the phrase "bakkie koffie" (a very Dutch way to say 'cup of coffee') in a Belgian marketing campaign. It didn't land. It's a small lesson in the big challenge of cultural nuance, even within similar markets. Their presence at major events like the Rock Werchter festival, with physical stores and an exclusive stage, shows this blend—using a massive platform to create local, tangible experiences. The core takeaway? Success on these platforms isn't just about listing your products. It's about understanding the hidden rules, finding strategic gaps, and building customer trust in a way that even strengthens your own brand. It's a tool for growth, if you know how to use it. As Bram puts it, the goal is to help entrepreneurs reach their full potential, not just make another sale. That shift in mindset might be the most valuable insight of all.