The verdict in three sentences
For an Amsterdam consumer brand already sold through retail, choosing an ecommerce agency in 2026 means buying a profitable direct sales channel, and a realistic budget sits between EUR 12,000 and 45,000 excl. VAT for 50 to 200 products, delivered in 8 to 16 weeks. The right partner shows up when you apply a 100 point scoring grid the same way to every candidate, rather than trusting the best pitch deck. Any agency that cannot show live stores with iDEAL, Benelux shipping and clear account ownership should be dropped, whatever its price.
What the project really costs in the Netherlands
Set your own range before you compare anyone. Figures below are 2026 estimates for a mid-sized Dutch brand, excluding ad spend and product photography.
| Scope | Products | Typical platform | Build budget | Timeline | Monthly support |
|---|---|---|---|---|---|
| Store on an adapted theme | 50 to 80 | Shopify | EUR 12,000 to 18,000 | 8 weeks | EUR 200 to 300 |
| Custom theme, NL and EN | 80 to 120 | Shopify or WooCommerce | EUR 18,000 to 28,000 | 10 to 12 weeks | EUR 300 to 450 |
| Subscriptions and gift boxes | 100 to 200 | Shopify with apps | EUR 25,000 to 35,000 | 12 to 14 weeks | EUR 400 to 550 |
| B2B portal for retailers and horeca | 100 to 200 | Custom WooCommerce or headless | EUR 32,000 to 45,000 | 14 to 16 weeks | EUR 450 to 700 |
| Replatforming an existing store | 50 to 200 | Depends on stack | EUR 15,000 to 35,000 | 8 to 12 weeks | EUR 200 to 550 |
Three Dutch specifics change the scope. iDEAL is the default payment method for most Dutch shoppers, so it must sit first at checkout next to cards and Bancontact for Belgian buyers. Parcel networks are dense and customers expect next day delivery and pickup point options, which means a proper carrier integration rather than a flat rate. Finally, Dutch consumers read reviews closely, so a review widget and clear returns terms (14 day withdrawal period under EU rules) belong in the first release.
The 100 point scoring grid
Shortlist three or four agencies, score each one right after the meeting with two people from your side, then average.
| Criterion | Points | What earns full marks |
|---|---|---|
| Comparable references (consumer brand, Benelux, iDEAL) | 20 | At least 2 live stores with measurable results |
| Business understanding (retail pricing, margin, logistics) | 15 | Questions about margin and fulfilment before design |
| Quality of the written proposal | 15 | Work packages in days, assumptions, exclusions, weekly plan |
| Delivery method and acceptance testing | 10 | Staging environment, test plan, 2 correction rounds |
| Performance and technical SEO | 10 | Committed mobile speed targets, redirect plan |
| Ownership and exit terms | 10 | Accounts, domain, theme and data in your name |
| Maintenance and support | 10 | Written service levels, response times, fixed monthly fee |
| Price consistency | 10 | Within your range, no hidden options |
Below 60, drop the agency. Between 60 and 75, ask for a revised proposal. Above 75, negotiate timeline and support terms rather than price, because a 10% discount on the build often turns into shortcuts in testing.
Which kind of provider? A specialist ecommerce agency fits projects above EUR 18,000 with subscriptions or a B2B portal. A general digital agency in Amsterdam can work if it has shipped real stores. An experienced freelancer can handle a themed store around EUR 12,000, provided you plan a backup for support. Kolonell is one option among specialist teams for brands that want a single partner for build and follow up, with support plans at EUR 38, 76 or 115 a month.
Red flags to spot in meetings
| Red flag | What it reveals | Recommended response |
|---|---|---|
| Fixed price before any discovery workshop | Recycled quote from another client | Ask for days per work package |
| No live ecommerce references | Mostly brochure sites | Score 0 out of 20 on references |
| Store or hosting accounts in the agency's name | Lock-in if you part ways | Demand an ownership clause |
| iDEAL treated as an optional extra | Little Dutch market experience | Make it a core requirement |
| No redirect plan for the old site | Google traffic loss at launch | Make it a contractual deliverable |
| Support billed only by the hour | Unpredictable running costs | Ask for a fixed monthly plan |
Mini case study
Illustrative example, fictional company: Sanne, managing director of a cookie and snack brand in Amsterdam with 40 staff, receives three proposals for a 110 product store with gift boxes.
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- Agency A: EUR 16,000, 8 weeks, score 57/100 (no iDEAL references, accounts in agency name). Dropped.
- Agency B: EUR 29,000, 12 weeks, score 83/100, support EUR 400 a month.
- Agency C: EUR 23,500, 11 weeks, score 72/100, hourly support estimated at 6 hours a month at EUR 90.
Over 3 years, B costs 29,000 + 36 × 400 = EUR 43,400. C costs 23,500 + 36 × 540 = EUR 42,940, with a variable bill. The real gap is EUR 460 over 3 years while the score gap sits on testing and exit terms, so Sanne picks B and negotiates an extra testing week.
FAQ
How long does agency selection take?
Allow 4 to 6 weeks: one week for the brief, two weeks for proposals and one to two weeks for meetings and scoring. Starting in May leaves room to launch before the December gifting peak.
How many agencies should I invite?
Three or four. Beyond that, each agency invests less in its proposal, which weakens the 15 points you give to proposal quality.
Shopify or WooCommerce for a Dutch food brand?
Shopify suits most stores of 50 to 200 products, on a monthly subscription whose public price varies by plan. WooCommerce makes sense for a complex B2B portal, with higher support costs of EUR 300 to 700 a month.
Do we need a full specification before quotes?
A 4 to 6 page brief is enough: products, logistics, payment methods, languages, integrations. Without one, quotes for the same need often differ by more than 100%.
What budget should we keep for launch?
Keep 15% to 25% of the build budget for photography, the first three months of ads and fixes. On EUR 25,000, that means EUR 3,750 to 6,250.
Let's scope your project. Send us your product count, logistics constraints and target launch date, and we will reply with a scope, an indicative budget in EUR and a timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.