Controlled scaling for quality assurance and trust
Since the introduction of refurbished products on the platform in November 2024, the product range has gradually expanded. Oscar Hundman, Chief E-commerce Officer, explains: “We see good growth month after month, but we deliberately choose controlled scaling: only sales partners who meet our strict quality standards can become refurbished partners. This selection process takes considerably more time than admitting regular sales partners, but that's precisely why we keep the bar high. At bol, everything revolves around reliability and quality, and this is reflected in our refurbished offering. Customers are always in good hands with us.”

Motivation for choosing refurbished
Bol is clearly seeing growing interest in refurbished products. Extensive customer research among 1,300 Dutch and Flemish electronics buyers shows that two out of three consumers would consider refurbished, especially in the categories of phones, tablets, and desktops. Game consoles and cameras are also rapidly gaining popularity. The main reason for choosing refurbished is the lower price (80%), followed by sustainability (48%). At the same time, concerns about quality are a barrier: 36% wonder how long a product will last and 30% whether it will function properly.

However, current data from bol shows that customers are just as satisfied with refurbished products as with new items. The number of customer inquiries compared to a completely new range is the same, and the return rate is within the same margins. To further strengthen trust, all refurbished products from bol come with a standard two-year warranty.

Refurbished as a valid alternative and part of the Back to School campaign
To encourage consumers to choose refurbished, bol.com is offering these products as part of its regular range. This summer, refurbished products are also part of bol's Back to School campaign, "The store for smooth starters." With this campaign, bol aims to make the transition to the new school year as smooth as possible for families and students. The campaign focuses on refurbished products under the banner "As good as new, but repackaged," presenting them as a more conscious and affordable alternative for the new school year. Phones, tablets, and laptops are particularly popular, with the highest search volumes and relevance for back-to-school shopping.

"The start of a new school year can be quite expensive: from new school supplies to that indispensable laptop. Why buy everything brand new? With our refurbished range, you get products that are as good as new, but at a more affordable price. Smarter for your wallet and a more conscious choice," says Oscar. "Our goal? To make refurbished available in all categories where possible."