{"id":6903,"date":"2022-02-15T09:23:18","date_gmt":"2022-02-15T08:23:18","guid":{"rendered":"https:\/\/nlmeas-tchicundo.savviihq.com\/?p=6903"},"modified":"2025-10-17T09:54:37","modified_gmt":"2025-10-17T07:54:37","slug":"twinkle100-2021-performance-benchmark","status":"publish","type":"post","link":"https:\/\/measureworks.nl\/en\/blog\/twinkle100-2021-performance-benchmark\/","title":{"rendered":"Twinkle100 2021 Performance Benchmark: From Fast to Slow \u2013 The Largest Online Retailers in the Netherlands"},"content":{"rendered":"\n

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\u20138%.<\/strong><\/p>\n\n\n\n

Curious about the web performance of the largest Dutch e-commerce companies? Each year, the editors of Twinkle Magazine<\/em> rank the Netherlands\u2019 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\u2019s ranking here]. Based on the Twinkle100, we rank the largest Dutch webshops on their performance \u2014 both in speed and Google\u2019s Core Web Vitals. In this blog, we walk you through the 2021 ranking that defines the new status quo in Dutch e-commerce.<\/p>\n\n\n\n

Research Criteria<\/strong><\/h2>\n\n\n\n

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 \u2014 for both desktop and mobile browsers. Measurements were conducted daily between 06:00 and 24:00 to avoid maintenance windows influencing results.<\/p>\n\n\n\n

Why a Twinkle100 Performance Benchmark?<\/strong><\/h2>\n\n\n\n

It\u2019s not just your own website\u2019s 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\u2019s, they are more likely to click away. The Twinkle100 performance benchmark is the perfect starting point for a competitive analysis.<\/p>\n\n\n\n

Top Twinkle100 Performers: Desktop<\/strong><\/h3>\n\n\n\n

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\u2019s 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.<\/p>\n\n\n\n

Top Twinkle100 Performers: Desktop Homepage<\/strong><\/h3>\n\n\n\n

As part of the research into top performers in the desktop category, we also looked at the fastest homepage performance.<\/p>\n\n\n\n

Top Twinkle100 Performers: Android<\/strong><\/h3>\n\n\n\n

We also looked at which online retailers performed best on mobile devices \u2014 split by Android and Apple. Albelli<\/strong> emerged as the best performer for Android phones \u2014 a huge leap considering the platform was ranked 29th last year!<\/p>\n\n\n\n

Top Twinkle100 Performers: iOS<\/strong><\/h3>\n\n\n\n

Nelson Schoenen<\/strong> topped the charts for iOS performance. Albelli also made a significant jump here, securing second place compared to a much lower rank last year.<\/p>\n\n\n\n

Want to Know How You Compare to the Competition?<\/strong><\/h2>\n\n\n\n

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\u2019s Core Web Vitals. With our benchmark reports, you will know exactly how well others are doing \u2014 so you can stay ahead of the competition!<\/p>\n","protected":false},"excerpt":{"rendered":"

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\u20138%. Curious about the web performance of the largest Dutch e-commerce companies? Each year, the […]<\/p>\n","protected":false},"author":2,"featured_media":13347,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6903","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"_links":{"self":[{"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/posts\/6903","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/comments?post=6903"}],"version-history":[{"count":18,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/posts\/6903\/revisions"}],"predecessor-version":[{"id":13351,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/posts\/6903\/revisions\/13351"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/media\/13347"}],"wp:attachment":[{"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/media?parent=6903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/categories?post=6903"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/measureworks.nl\/en\/wp-json\/wp\/v2\/tags?post=6903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}