-> Linkedin post
Code Red at Bol? Are shockingly low search volumes cause for concern?

A dataset of 2.5 million search terms over a period of 4 years always painted a surprisingly stable picture… until now!

Since the beginning of this year, we’ve seen an unprecedented nosedive: the total search volume for relevant keywords has dropped to a low we haven’t seen in FOUR YEARS!

This raises urgent questions:
1. Is Bol.com losing ground to encroaching giants like Amazon and Temu, or to emerging AI shopping platforms like ChatGPT? Has the titanic battle for the Dutch e-commerce market truly erupted, and is the big, blue giant now faltering?
2. Or is Bol.com‘s recent aggressive blocking of bots the cause? Is the platform becoming so ‘clean’ that it unintentionally (mis)interprets legitimate, measurable activity as bot traffic? And what does this mean for the visibility and accessibility of millions of products?
3. Are there other reasons I’m overlooking?

This is no small ripple in the pond; this is a shift that could disrupt the Dutch e-commerce market. The data doesn’t lie. We are on the verge of a potentially drastic shift in the online retail landscape.

Are there things I’m overlooking?

What do you think? Are we witnessing the demise of a Dutch icon, or a temporary, self-created dip? I’m curious about your perspective!

I want to thank everyone tremendously for the great support! All reactions, likes, scheduled meetings, emails with questions, feedback, and suggestions are greatly appreciated. I’m doing my best to keep up with everything.

Thanks again, on behalf of me and primni.com!

— UPDATE NOVEMBER 1 —


-> Linkedin Post
Update: “Code Red” at Bol? It turned out to be an error by… Bol itself!

Last month, many marketers, entrepreneurs, and analysts were startled by the numbers: a freefall in search volumes at Bol.com that we hadn’t seen in 4 years.

But what did we find?
It wasn’t a structural decline at all. The cause lay with… Bol itself.
Due to an error in their systems, incorrect data was being transmitted.

And how did they announce this?
Not with a clear warning, blog, or press release.
Not with a clear explanation of the impact.
But… with a concise, dry statement that “a small mistake” had been made.

Why this is NOT helpful

– Thousands of partners, advertisers, and analysts rely on this data daily.
– In a market as competitive as e-commerce, incorrect figures can lead to wrong decisions.
– Transparency is crucial – and that’s where Bol truly falls short on this point.

It could have been a perfect opportunity to show:
– That they acknowledge mistakes.
– That they communicate what is correct.
– That they take partners seriously.

Instead, doubt lingers for many: “How reliable is that data anyway?”

The lesson I learn from this

Data is powerful, but only as strong as the source that provides it. If even a market leader like Bol.com can make such crucial mistakes and communicate them so minimally, it says something about how critical we all need to be.

Thanks for all the reactions and conversations sparked by my previous post. It reconfirmed: we WANT reliable data, but we also need to stay on top of it.

What do you think? Should you expect a market leader in the Netherlands to communicate this more transparently and proactively, or is a “small mistake” just business as usual?

I’m very curious about your reaction.

I’ve talked and speculated incredibly much with, among others, Stef Wijnberg about this topic, thanks Stef Wijnberg for pointing out this update:

— UPDATE NOVEMBER 2 —

-> Linkedin post
Code Red at Bol, search volumes finally resolved!

Those who have followed my LinkedIn over the past months know that the declining trend in Bol’s search volumes concerned me. For months, they were a mystery due to the trend, fuel for speculation and discussion with fellow entrepreneurs. We pondered the causes and shared our findings.

Until a message on the developer portal surprised me: a “small mistake” that was now said to be resolved. A bit too low-radar for such a crucial data source, I thought. My frustration culminated in a LinkedIn post with a critical tone towards Bol.com, because this data is leading for many partners!

What followed was an enlightening phone call with Daan van Outeren. An open and honest conversation in which he explained what was going on and admitted that communication could be better. His sincere apologies were appreciated.

And now for the good news: the problem has been solved! This week, all sales partners will be informed, and we can once again rely on accurate data. It’s great to see that they are listening and taking action.

Finally, I would like to apologize for the sharp tone of my previous post. Frustration can sometimes get the better of you, and it was not my intention to unnecessarily cast Bol.com in such a negative light.