Bol, the largest e-commerce platforms in the Netherlands (and Belgium), celebrated its 25th anniversary in 2024 with a sharpened focus on sustainable practices. For the tenth consecutive year, it was voted the most popular retail brand in the Netherlands. With a growing environmental and social footprint, Bol’s ESG strategy, now directly under the supervision of CEO Margaret Versteden – Van Duijn, has become a central pillar of its business operations.
Circularity and refurbished electronics
In 2024, Bol launched a dedicated proposition for refurbished electronics, starting with Apple iPhones, tablets, smartwatches and laptops. These devices come with a 2-year warranty and are provided by certified partners such as Fixje, Forza, Leapp and Renewd. In 2025, this range will be expanded to other categories and partners, aiming to establish Bol as the leading platform for sustainable alternatives by 2030.
Bol scales repair and reuse efforts
Repair, reuse and recycling are now standard parts of Bol’s returns and aftersales processes. In 2024, 159,000 defective items were sent in, with 90,000 successfully repaired and 69,000 recycled. Of all returned items, 70% were in perfect condition and resold, while 29% were redirected to resellers, second-hand shops like Het Goed and Reloved, or charities, through partners like BuyBay and Breezy Retourkansjes. Breezy Retourkansjes is a separate company and should not be confused with Breezy, Eastern Europe’s largest trade-in enabler and a well-known player in the global secondary mobile market.
In-store trade-ins still limited
Compared to retailers like MediaMarkt (60,000 trade-ins in 2024) and VodafoneZiggo (around 8,000), Bol is still at the beginning stages, having accepted only 2,000 devices for trade-in last year. The current trade-in programme is managed by Recommerce, but insiders suggest a new partner soon will take over.
Tackling emissions with science-based goals
Bol has committed to Science Based Targets. By 2030, it aims for 50% lower Scope 1 and 2 CO₂e emissions compared to 2018 and a net zero target by 2040. Already in 2024, direct emissions were down 91.8% from 2018 levels. For Scope 3, which includes product-related emissions and represents 99.94% of Bol’s footprint, the company has launched a Supplier Engagement Program targeting 250 top vendors.
Helping customers choose greener options
Bol promotes sustainable consumption through its ‘Goede Keuze’ (Good Choice) label, with over 1.5 million qualifying products online in 2024. Refurbished Apple iPhones and other electronics are now displayed alongside new ones on product pages to support conscious decisions.
Market
Trade-in
Repair
Refurbishing
