Every second counts when it comes to conversion. The faster your website, the higher the conversion rate! Research and our own client cases show that every second beyond 3 seconds of load time can reduce conversions by an average of 3–8%.
Curious about the web performance of the largest Dutch e-commerce companies? Each year, the editors of Twinkle Magazine rank the Netherlands’ biggest online retailers in the Twinkle100. For the eleventh year in a row, MeasureWorks has measured the performance of the Twinkle100. Check out [last year’s ranking here]. Based on the Twinkle100, we rank the largest Dutch webshops on their performance — both in speed and Google’s Core Web Vitals. In this blog, we walk you through the 2021 ranking that defines the new status quo in Dutch e-commerce.
Research Criteria
The goal of this research is to measure performance as experienced by end users at home. So, we use real browsers (Chrome, WebPageTest.org) and simulate an average Dutch internet connection with a download speed of 17 Mbps and upload speed of 5 Mbps — for both desktop and mobile browsers. Measurements were conducted daily between 06:00 and 24:00 to avoid maintenance windows influencing results.
Why a Twinkle100 Performance Benchmark?
It’s not just your own website’s performance that matters. Increasingly, performance is being compared to that of your direct competitors. For consumers, previous experiences are a key reference point for forming first impressions of your website. If your landing page is slower than the competition’s, they are more likely to click away. The Twinkle100 performance benchmark is the perfect starting point for a competitive analysis.
Top Twinkle100 Performers: Desktop
During testing, we simulated a first-view scenario. First-view measurements load web pages without cookies and with an empty cache. The DNS cache is also cleared. This gives an accurate view of a new visitor’s experience and the browser-server interaction. For returning visitors who have accepted cookies, performance can often be worse due to the volume of third-party scripts loaded. Below you will find the best performers on desktop.
Top Twinkle100 Performers: Desktop Homepage
As part of the research into top performers in the desktop category, we also looked at the fastest homepage performance.
Top Twinkle100 Performers: Android
We also looked at which online retailers performed best on mobile devices — split by Android and Apple. Albelli emerged as the best performer for Android phones — a huge leap considering the platform was ranked 29th last year!
Top Twinkle100 Performers: iOS
Nelson Schoenen topped the charts for iOS performance. Albelli also made a significant jump here, securing second place compared to a much lower rank last year.
Want to Know How You Compare to the Competition?
Are you curious how your webshop performs in terms of speed and how much revenue you could be losing? Download our performance benchmark. At MeasureWorks, we measure the performance of Dutch websites every day. We assess whether a site performs well based on Google’s Core Web Vitals. With our benchmark reports, you will know exactly how well others are doing — so you can stay ahead of the competition!
