is a leading inspirational e-commerce network that helps stores and e-retailers that sell products and/or services, businesses and their employees to be more successful. We offer relevant and practical solutions with our Thuiswinkel Waarborg, Thuiswinkel Business & Shopping Secure trustmarks, Thuiswinkel Reviews, legal tools, advocacy, market research and our Thuiswinkel e-Academy learning platform.

Much more than a trustmark for e-retailers 

Consumers mainly know us through our Thuiswinkel Waarborg, a trustmark that assures consumers they’re dealing with a reliable, safe e-retailer and that can only be obtained after passing a thorough certification process. It is no coincidence that 93% of consumers know our logo and 72% are more likely to buy from an online store bearing our trustmark.

As an advocacy group, we do more than just issue trustmarks: we stand up for the interests of Dutch and foreign e-retailers and assist our members with free legal advice, research and our network, as well as by sharing knowledge through our ShoppingTomorrow platform. On top of that, we provide valuable business tools and created the successful Thuiswinkel Waarborg Reviews. Through the Thuiswinkel e-Academy, we help our members employees learn the tricks of the trade. 

The members of has more than 2,000 members who sell online products and services to consumers. Together, our members represent more than 70% of consumer spending in the Netherlands. They come from every conceivable industry, such as travel, apparel, consumer electronics, insurance, sports, toys, homeware, brown and white goods, dating, IT and software. Thanks to the diversity of its members, is a leading partner for policymakers, stakeholders and political decision-makers.

The history of

On December 20, 2000, 38 companies joined forces to found, marking the formal merger of two existing associations, the Dutch Mail Order Association and the Association of Online Retailers. The two organizations decided to continue as a new advocacy group for all physical and digital stores in the Netherlands: is an association

As we’re an association, we do not have a profit motive, which means the fees we charge are only used to fund activities and initiatives to benefit our members. Our events are funded by ticket sales and sponsorships. We even set up a separate foundation for the Thuiswinkel Awards: Stichting Nationale Thuiswinkel Awards.

Members of have a say in how the association is run through the General Assembly. The association’s policy is set by the board, which consists of CEOs of member stores, as elected by the members. Our CEO, Marlene ten Ham, is responsible for the general management of

Members can also help decide our advocacy positions by serving on various digital committees dedicated to relevant digital commerce issues, such as e-commerce, payment, privacy, fraud, security and logistics.

Our members must adhere to our Articles of Association and our Internal Regulations. in Europe 

To be able to influence European rules and regulations and to work towards a positive business climate, has joined up with about 20 other national advocacy groups in Ecommerce Europe

Winner of the 2014 Mans Lejeune Award won the prestigious Mans Lejeune Award in 2014. In its report, the judging panel stated that is “one of a kind in Europe, and perhaps even in the entire world [...], representing e-commerce as a whole, rather than a particular sector or industry.” emerged victorious from a shortlist of 10 organizations. " has distinguished itself by taking a cross-sector approach to the role of associations, acting as a 'horizontal', themed network of branches rather than single, 'vertical' branch organization."