💡 Why sell on bol?
#1 Marketplace in the Netherlands & Belgium
bol is the leading online marketplace in the Benelux region, trusted by millions of active shoppers.
👀 Massive Brand Awareness & Reach
Gain visibility for your products on a platform that customers know and trust, increasing your conversion rates.
📈 Boost Your Sales Across Multiple Categories
From consumer electronics and home goods to toys and fashion, bol offers an established marketplace for a wide range of products.
🤝 Reliable Partner for Growth
Benefit from bol's established logistics, dedicated customer service options, and powerful marketing solutions to scale your business.
Register with bol
Register as a seller to publish and sell your products on bol.
To distribute your products on bol, check that your product catalogue contains the data normally required by Lengow.
bol Seller Requirements
Important Onboarding Notice
Do not initiate the onboarding process or configure live catalogue feeds on bol before verifying that your organisation meets these core seller and logistical conditions. Failing to meet them may prevent account approval or cause store deactivation.
Local Sellers (Netherlands & Belgium)
To open a standard domestic account on bol, a Dutch or Belgian company registration number is mandatory. Contact your bol account manager or the bol Partner team to receive your onboarding link and begin registration.
International Sellers (Outside the Netherlands & Belgium)
If you are based outside the Netherlands or Belgium, you can sell on bol as an International Seller by contacting zakelijkverkopen@bol.com to get in touch with their International Business Development team.
International sellers must strictly fulfil the following criteria before connecting:
- Company Registration: Your business must be legally registered in the European Union (EU), the United Kingdom, or China.
- VAT Number: You must hold a valid VAT number issued by an EU Member State.
- Regulatory Compliance: All products and business operations must fully comply with Dutch, Belgian, and EU consumer and product regulations.
- Performance Standards: You must maintain bol's required service levels and high customer satisfaction scores.
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Multilingual Customer Service:
- Telephone support must be provided in English.
- Email customer support must be provided in Dutch.
- Delivery Promise: Deliveries to end consumers in the Netherlands and Belgium must arrive within a maximum of three business days. The delivery promise configured in your Lengow feed must strictly reflect two to three business days.
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Logistics Solutions: To meet this timeframe, international sellers must fulfil orders via:
- Logistics via bol (LvB) or an official bol-certified 3PL.
- A local or regional warehouse located in the Netherlands, Belgium, or Germany capable of meeting the 3-day delivery window.
Catalogue Language
All data in your catalogue must be submitted in Dutch (titles, descriptions, attributes, etc.) to create new product listings on the marketplace.
Contact bol
bol's Partner service can be contacted by email at zakelijkverkopen@bol.com.
Technical documentation and partner guidelines are available on the bol Partnerplatform.
Add the bol Channel in Lengow
Add a bol channel catalogue in your Lengow account.
We recommend defining a Segment within your product catalogue to only configure and distribute the items you want to sell on this channel.
This channel allows you to sell products in the Netherlands or Belgium:
For bol Belgium, select the appropriate channel based on the language of your product listings (French or Dutch):
- bol (BE_nl) → Choose this channel if your product titles and descriptions are in Dutch.
- bol (BE_fr) → Choose this channel if your product titles and descriptions are in French.
Prevent Duplicate Orders
If you manage several bol channels for multiple countries within a single bol shop, avoid order duplication by deactivating order retrieval on all but one bol channel in Lengow.
Let's Get Started!
Always follow the standard procedure to configure a channel in Lengow, as detailed in this guide.
The subsequent articles focus on the settings and attribute mappings specific to bol.
Click on "Next" below to continue reading.
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