In the interview, Oscar shares how bol is adapting to a changing market and shifting customer needs: “We’re seeing that consumer expectations are evolving. People are increasingly aware that amazing products are available from all over the world. We want to make sure they have no reason to shop anywhere else but bol.”

Bol is pursuing a strategy built on three pillars:

1. A comprehensive assortment
Bol welcomes carefully selected international selling partners, including those outside the EU, and is also adding international brands to its own product range. This way, the assortment grows—without compromising on quality or reliability.

“Quality isn’t just a promise, it’s a requirement,” says Oscar. Every partner and supplier undergoes strict screening. We work with our own quality team and external experts who know local markets well, ensuring the offer always fits bol – and our customers.

2. A personalised shopping experience
Using smart technologies such as AI, bol continues to refine the customer journey. From improved search functionality to personalised suggestions and accessible customer service – convenience, enjoyment and service remain top priorities.

3. Being present where the customer is
Bol is expanding its presence on social platforms like Instagram and TikTok, sharing authentic content from real customers and creators. This ensures bol remains the go-to shop for younger generations too.

Looking ahead means moving forward
With these steps, bol is shaping the future of online shopping in the Netherlands and Belgium. By continuing to listen to both customers and partners, we’re strengthening our position as market leader – and growing together in an increasingly international marketplace.

The full interview with Oscar can be read here on the NRC website.