Selling online during the Holidays: how to succeed with bol
The end-of-year period is the highlight of the year for webshops and marketplaces. Consumers are looking for the best deals, the nicest gifts, and flawless delivery. For sellers, this brings both opportunities and challenges. How can you make the most of Black Friday and Christmas? And what role does the Global Trade Item Number (GTIN) play in all this?
In a conversation with Tim van der Hagen, Manager Platform Quality Excellence, and Bram Vromans, Country Lead Belgium at bol, we got a unique look at how bol supports its selling partners.
About bol and online selling
Bol has grown into one of the biggest online marketplaces in the Benelux. It connects thousands of selling partners with over 13 million active customers. For many businesses, both small and large, selling through bol has become an essential part of their commercial strategy.
The holiday season is the absolute peak. During Black Friday, Saint Nicholas and Christmas, the demand for popular products increases sharply. For sellers, good preparation is not a luxury — it's a must. Tim van der Hagen puts it clearly: "If you make the right choices now for your assortment and logistics, you’ll benefit later. During the holidays, there’s often no room left for adjustments or improvisation."
Preparation pays off
Your sales strategy depends on the holiday. Black Friday is all about sharp discounts and fast deals, while Christmas is more focused on gifting and experience.
It’s important to start preparing well in advance. On the Partner Platform, bol provides sellers with tips and videos to run successful campaigns. "Now is the time to start," Bram emphasizes.
Your Holiday Checklist:
- Don’t forget to register your GTIN in My Product Manager – this prevents issues and strengthens your sales position.
- Ensure strong product presentation: clear titles, images, specifications, and possibly videos.
- Keep in mind cultural differences between Belgium and the Netherlands (keywords, timing, gift preferences).
- Monitor and adjust: analyse your sales data and keep optimizing.
- Join bol’s promotional campaigns.
- Begin your preparations 6 to 8 weeks before the campaign starts.
Why the GTIN matters
Using the Global Trade Item Number (GTIN) is strongly recommended, and it’s required for all branded products. More and more product categories – like food and toys – are also making GTIN use mandatory. So it’s best to always use a GTIN.
Benefits of using a GTIN:
- Correct product linking: A valid GTIN links your product to existing data, including images and descriptions.
- Better visibility: Products with a correct GTIN appear higher in search results and benefit from existing popularity.
- Avoid issues: Without a registered GTIN, products may be taken offline or your listings may disappear.
- Protection against GTIN hijacking: Only the rightful owner can use the number, which prevents misuse.
Tip from Tim: “For sellers offering bundles or gift sets during the holidays, it’s essential to register a correct, unique GTIN for each bundle.”
Advice from bol’s experts
With a well-prepared assortment, clear product presentation, correct GTIN registration, and realistic logistics planning, sellers can truly stand out. As Bram nicely sums it up: “Take the time to do it properly. It may seem like extra work now, but in the long run, it really pays off.”
