Generalizes on the best strategy to enter the market, e.g., visiting the country; importance of relationships to finding a good partner; use of agents.
  • Dutch buyers appreciate quality and service, but price is the most important element for market entry.

  • Assure that delivery dates are met and that after-sales service is available.

  • Launching products requires vigorous and sustained promotion, as it takes time for consumers to change their buying habits.  Products must be adapted to both technical requirements and consumer preferences.

  • It is not sufficient to label merely a product in conformity with national requirements in order to realize full market potential.

  • The Dutch market is highly competitive; the "golden key" to doing business is courtesy, especially in regard to replying promptly to requests for price quotations and orders.

  • Dutch business executives are generally more conservative than their U.S. counterparts.

  • Friendship and mutual trust are highly valued, and once trust has been earned a productive working relationship will follow.

  • U.S. exporters should maintain close liaison with their Dutch distributors and customers to exchange information. Periodic visits to the market are the best way to keep distributors apprised of new developments and to resolve problems quickly.

  • U.S. exporters should consider warehousing in the Netherlands for speedy supply and service to their Dutch and European customers.

  • Most Dutch people speak their minds and will not waste your time if they are not interested in your product.


Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting