Short answer: The best Dutch Shopify online stores don’t win based on design alone. They eliminate hesitation before a purchase (trial periods, generous return policies), let customers customize their own products, and integrate online and brick-and-mortar stores.
Key Points
- Stoov increased its conversion rate from 2.2% to 2.8% in just one year after switching to Shopify Plus.
- Veloretti and Pink Gellac both saw a 15% increase in conversion rates following a site redesign centered around a product configurator.
- MR MARVIS and Filling Pieces use Shopify POS to manage their online and brick-and-mortar stores using a single inventory and customer database.
- A strong guarantee (30-day trial, 100-day return policy, lifetime warranty) is a common feature among nearly all the stores on this list.
- Not every store makes the most of everything: even the best online stores miss out on conversion opportunities.
How we selected the best Dutch Shopify online stores
Most lists of “beautiful Shopify online stores” focus solely on appearance. We looked at what an online store does to encourage visitors to make a purchase. Every online store on this list meets four criteria:
- Dutch brands with their own online stores on Shopify or Shopify Plus.
- Proven results or a clear approach, supported by a published case study or visible on the website itself.
- A practical lesson that also applies to smaller online stores.
- Across various industries: fashion, food, beauty, home, and mobility.
The figures in this article are based on case studies from Shopify, Klaviyo, and the agencies involved. These are results reported by the parties themselves. The observations regarding the websites were made in September 2026.
Overview: The 10 online stores in a single table
| Webshop | Industry | Strength | Proven results |
| Stoov | Home | 30-day trial, money-back guarantee | Conversion rate increased from 2.2% to 2.8% |
| Veloretti | Mobility | Bike configurator and test rides | +64% average order value, +15% conversion rate |
| Pink Gellac | Beauty | Member Prices and “Build Your Own Kit” | +15% conversion rate in the first month |
| MR MARVIS | Fashion | One platform for 25 stores and online shops | 25 stores on Shopify POS |
| Tony’s Chocolonely | Food | Design Your Own Chocolate Wrapper | A website that’s 2.5 times faster |
| Filling Pieces | Fashion | Drops Without Crashes | +25% order value via POS |
| Ekster | Accessories | Warranties and Bundles | 50,000+ five-star reviews |
| Daily Paper | Fashion | Dropshipping, lookbooks, and membership | Digital showroom on Shopify Plus |
| Susan Bijl | Accessories | Brand Story and Sustainability | International, in multiple currencies |
| CLUSE | Accessories | Gift guides and bundles | Online store in 6 languages |
The 10 online stores
1. Stoov: The trial period as a selling point
Stoov sells heated pillows and blankets. The brand switched from Lightspeed to Shopify Plus because the old platform had a limit on the number of products. As a result, Stoov couldn’t list its entire product range online.
What stands out:
- The USP bar lists three things: delivery in 1 to 4 business days, a 30-day money-back guarantee, and free shipping on orders of €74.95 or more.
- The Trustpilot score (4.4 out of more than 17,000 reviews) is displayed right on the homepage.
- Awards (Red Dot, German Design Award) and B Corp certification support the award.
Result: According to Shopify’s case study, the conversion rate rose from 2.2% in 2021 to 2.8% in 2022, an increase of 27%. The number of pillows sold grew from 10,000 in 2019 to 500,000 in 2022. Germany became the largest market, accounting for 50% of revenue.
Lesson for your online store: if you sell a product that people want to feel or try first, reduce the risk rather than lowering the price. A 30-day trial period costs less in margin than a discount and eliminates the real objection.
2. Veloretti: Let customers build their own bikes
Veloretti sells designer bikes and e-bikes starting at €2,599. At that price, almost no one makes a purchase without hesitating first. The online store is built as a headless Shopify solution using Next.js and Contentful.
What stands out:
- A multi-step configurator where the image updates instantly as selections are made.
- A product menu with images instead of text-based dropdowns.
- The “Book a Test Drive” button is located in the header, with more than 100 partner locations in the Netherlands.
- Click & Collect for €99, including full assembly and the first service.
- Pay in installments via Klarna and a lease option for employers.
Result: According to the agency’s case study, following the relaunch, the average order value increased by 64% and the conversion rate by 15%.
Lesson for your online store: the more expensive the product, the more the customer wants to see exactly what they’re getting. A configurator with visual feedback works like a salesperson in a store. Combine that with a physical opportunity to try it out, such as a test drive or a showroom.
3. Pink Gellac: Loyalty at the Heart of the Online Store
Pink Gellac introduced at-home gel manicures in 2013. As competition grew, the company underwent a rebrand and launched a new Shopify online store in 2026. It was built in 10 weeks to serve 8 European markets, in 4 languages and 3 currencies.
What stands out:
- Member prices are displayed on product pages and in search results.
- A digital membership card in Apple Wallet and Google Wallet.
- A color picker with texture samples and a “Build Your Own Kit” configurator.
- More than 25 automated email flows in Klaviyo, including welcome, post-purchase, and back in stock messages.
Result: According to the agency, in the first month after going live, add-to-cart rates increased by 14%, conversion rates by 15%, and gross revenue by 13%. Klaviyo’s case study shows that active loyalty program members spend three times as much as non-members.
Lesson for your online store: With a product that customers buy regularly, the profit comes from the second and third orders. Highlight the benefits of becoming a member right on the product page—not just after the purchase.
4. MR MARVIS: One Platform for Online and Brick-and-Mortar Stores
MR MARVIS started in 2015 as a brand for shorts and now has 25 stores, all of which run on Shopify POS. The brand sells “permanent” products that are available year-round, rather than seasonal collections.
What stands out:
- A Trustpilot score of 4.6 based on more than 51,000 reviews from the past six months.
- Free shipping and returns, a customer service phone number in the footer, and a separate page with size charts.
- Store employees can view the entire online inventory and arrange for orders to be delivered through any channel.
Result: MR MARVIS initially had a separate Shopify store for each currency or market. According to the CTO, this caused app costs to triple or quadruple. With Shopify Markets, that was reduced to a single store. According to the Shopify case study, the brand has been growing at a double-digit rate for more than ten years.
Lesson for your online store: If you sell in multiple countries, make sure you manage a separate store for each country. Every additional store means duplicate apps, duplicate content, and customer data scattered across multiple locations.
E-Expansion’s perspective: a review count “from the past six months” is more meaningful than a total score. It shows that the positive experiences are recent, not something from years ago.
Are you unsure whether your online store is ready for international growth?
Schedule a no-obligation consultation with E-Expansion.
5. Tony’s Chocolonely: Customers Create the Product Themselves
Tony’s Chocolonely switched from a custom-built platform to Shopify Plus. A single platform now serves three types of customers: consumers, business customers, and retailers.
What stands out:
- With the“wrapper creator,” you can design your own wrapper featuring a photo, name, or message, using templates for weddings and corporate events.
- Gift boxes for every occasion and tasting sets.
- Free shipping on orders of €50 or more, clearly displayed in a banner.
- The mission (to end exploitation in the cocoa industry) is prominently featured on the homepage.
- The brand’s colors correspond to the flavors, so you can quickly see which bar has which flavor on the product page.
Result: According to the agency’s case study, the website became 2.5 times faster. It operates in six markets with multiple currencies, and business customers can pay by invoice.
Lesson for your online store: Personalization turns a product that’s easy to compare into a gift with no comparable alternative. Customers no longer compare a personalized candy bar to one they find at the supermarket.
6. Filling Pieces: Ready for Peak Traffic
Filling Pieces sells sneakers and sportswear. Things went wrong on their previous platform (Adobe Commerce/Magento): during a 48-hour sale, the site crashed when it reached 10,000 concurrent visitors.
What stands out:
- Online stores, pop-ups, and brick-and-mortar stores all run on a single system via Shopify POS.
- The online store is available in multiple languages and currencies from a single Shopify backend.
Result: According to Shopify’s case study, the site has had no downtime since the migration. With Shopify POS, the average order value increased by 25%, and the training of new staff was 9 times faster.
Lesson for your online store: whether you work with dropshipping, collaborations, or major promotions, uptime is your most important conversion factor. An online store that’s down converts at 0%.
7. Ekster: warranties and bundles
Ekster sells smart wallets and accessories with trackers and ships worldwide in USD, EUR, GBP, and CAD.
What stands out:
- Three guarantees that keep coming up: free shipping, 100-day returns, and a lifetime warranty.
- Social proof on the homepage: more than 50,000 five-star reviews and more than 2 million customers.
- Bundles such as a wallet, tracker card, and money clip, with the regular price crossed out next to them.
- Product claims that are specific and measurable, such as “the world’s thinnest tracker” with the exact thickness listed.
Lesson for your online store: bundles increase order value the most when they form a logical combination. A wallet with a tracker solves a single problem. A random combination of products does not.
8. Daily Paper: Drops and Community
Daily Paper is a fashion brand from Amsterdam, founded in 2012. During the COVID-19 pandemic, the brand used Shopify Plus to set up a digital showroom for its Spring/Summer 21 collection, accessible by invitation only.
What stands out:
- Seasonal drops labeled “New” and “Coming Soon.”
- Lookbooks and “shop the look” sections that sell clothing items as complete outfits.
- A UNITE membership for loyalty and early access to new releases.
- Storytelling through collaborations and playlists, in addition to the products themselves.
Lesson for your online store: A “shop the look” section lets you sell multiple products at once. A membership with early access rewards your best customers without having to offer a discount.
9. Susan Bijl: A brand story that explains the price
Susan Bijl makes bags and accessories from recycled materials. The brand sells internationally in multiple currencies, with both Dutch and English versions of the online store.
What stands out:
- A clear positioning: timeless, high-quality products that encourage more conscious shopping.
- The “What We Like” blog section on the homepage, featuring stories about store openings and creators.
- A store locator and customer service options via email, phone, and business hours.
- Get 10% off your first order when you sign up for the newsletter.
Lesson for your online store: if you charge a higher price than the average in your category, explain why. Materials, manufacturing process, and durability make the price understandable.
10. Cluse: Gift-focused navigation
CLUSE sells watches, jewelry, and bags in 6 languages. A large portion of purchases are gifts, and the navigation is designed with that in mind.
What stands out:
- A dedicated“Gift Shop” sectionin the main menu, featuring gift boxes, bundles, and separate sections for “for her” and “for him.”
- Separate watch bands as their own category. This makes repeat purchases possible for a product you’d normally buy only once.
- Free shipping, a 2-year warranty, and Trusted Shops certification.
Lesson for your online store: look at why people buy, not just what they buy. If your product is often a gift, give those visitors their own entry in the menu.
What these online stores aren't doing well (yet)
Even the best online stores miss opportunities. Here’s what we noticed:
- No reviews on the homepage. Susan Bijl and CLUSE don’t display review scores on their homepages, while Stoov, MR MARVIS, and Ekster demonstrate just how effective that can be.
- Shipping terms aren’t immediately visible. At some stores, shipping and return policies are listed only in the footer. Unexpected costs are one of the most common reasons for abandoning an order.
- Trying to say too much at once. Brand stories, collaborations, playlists, and products sometimes compete for attention. That works for a well-known brand, but for a new online store, it costs conversions.
Checklist: What You Can Put Into Practice Tomorrow
| Technology | Example | Difficulty | For whom |
| Guarantee or trial period in the USP bar | Stoov, Ekster | Low | Every online store |
| Recent reviews on the homepage and product pages | MR MARVIS, Stoov | Low | Every online store |
| Show the threshold for free shipping | Stoov, Tony’s | Low | Every online store |
| Logical bundles with visible savings | Ekster, CLUSE | Medium | Online Stores with Complementary Products |
| Separate "Gifts" section in the menu | CLUSE, Tony’s | Medium | Products Often Given as Gifts |
| Member benefits displayed on the product page | Pink Gellac | Medium | Products that customers buy again |
| Product Configurator | Veloretti, Pink Gellac, Tony’s | High | Expensive or customizable products |
| Online and in-store on a single platform | MR MARVIS, Filling Pieces | High | Brands with brick-and-mortar stores |
Frequently asked questions
Which Dutch brands use Shopify?
These include Stoov, Veloretti, Pink Gellac, MR MARVIS, Tony’s Chocolonely, Filling Pieces, Ekster, Daily Paper, Susan Bijl, and CLUSE. They range from emerging D2C brands to brands with brick-and-mortar stores and international sales.
Is Shopify only suitable for big brands?
No. The techniques in this article—which require little effort (guarantees, reviews, shipping thresholds)—also work with a standard Shopify plan. Configurators, headless builds, and Shopify Plus are only necessary for higher volumes or more complex requirements.
What’s the difference between Shopify and Shopify Plus?
Shopify Plus is the plan for larger organizations, offering, among other things, more control over the checkout process, B2B features, and the ability to manage multiple stores under a single account. Stoov, Tony’s Chocolonely, Filling Pieces, and Daily Paper use Shopify Plus.
What is a headless Shopify online store?
With a headless online store, you use Shopify for products, inventory, and checkout, and build the front end separately using your own framework. Veloretti does this with Next.js and Contentful. It offers more freedom in design, but costs more to build and maintain.
Can I also link a physical store to Shopify?
Yes, withShopify POS. MR MARVIS uses it in 25 stores, and Filling Pieces saw a 25% increase in order value through POS.
Which tip from this article will deliver the fastest results?
Display your warranty, shipping terms, and review score prominently at the top of every page. It takes very little development time and addresses the most common concerns.
