Brand Radar: our methodology

Important to understand: We split the companies on this list in consumer brands (sell their own products) and retail brands (sell the products of other brands). These retail brands will be added later in 2025. Also, be aware that the growth you see in this database is website traffic growth, not revenue growth. Traffic as a metric can also grow for the wrong reasons like customer complaints or even bankruptcy.

Our scope & selection criteria

The Conway Brand Radar focuses exclusively on Dutch consumer brands with a direct online presence on the web.

Our selection criteria:

• Manufacturers of consumer goods (excluding retailers or marketplaces like Bol.com)

• Active online sales channels with branded websites

• Headquarters in the Netherlands (like Ikea or Tommy Hilfiger)

We began by analysing over 300 prominent Dutch consumer brands through research, industry knowledge, and network recommendations. The final Top 100 ranking was determined by October 2024 traffic volume, with 65K monthly visitors as the minimum threshold. The consumer brands below this threshold are included in our Honourable Mentions list.

Ranking & traffic analysis

• All the traffic data is sourced from Semrush

• Primary ranking based on October 2024 traffic volume

• Year-over-year growth calculated by comparing average traffic volumes between 2023 and 2024 (through October)

• Domestic market share determined by Netherlands traffic versus total global traffic

Performance metrics

• Purchase conversion rate is an estimated percentage of sessions that ended with a checkout. This data is derived from Semrush and is indicative only since we do not have access to internal systems of these companies.

• Average time on site, pages per visit, and bounce rates sourced from Semrush analytics.

• Identification of the commerce platform in their tech stack is estimated through Build With (70-80% confidence level) and is indicative only since we do not have access to internal systems of these companies.

Our classification & DXP scoring

1. Brands categorised into six main sectors of the market:

• Apparel

• Shoes & Accessories

• Beauty & Health

• Baby & Children

• Sports & Hobbies

• Home Goods & Furniture

• Electronics

2. B-Corp certification verified through official B-Corp company directory

3. Digital Experience Score (DXP) rated on a 1-5 scale:

• 1 - Poor digital experience

• 2 - Mediocre experience

• 3 - Acceptable standard

• 4 - Good implementation

• 5 - Excellent execution

The DXP scoring considers multiple factors:

• Online customer experience quality

• UX/UI implementation

• Omnichannel integration

• Customer service accessibility

• Content and community engagement

• Brand expression through digital channels

Limitations of our data access

While we strive for accuracy, certain metrics like purchase conversion rates and commerce platform identification should be considered directional rather than definitive. Our analysis combines quantitative data with qualitative expert assessment to provide the most comprehensive view possible of Dutch digital commerce excellence.

Missing data

In some cases, the data was not possible to retrieve. Therefore there are empty spaces in the dataset.