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Overview
ANWB, the Royal Dutch Touring Club, is one of the best-known organisations in the Netherlands, with more than five million members. Besides roadside assistance, travel and insurance, it runs a webshop at anwb.nl for travel, mobility and outdoor products. Since September 2024 the webshop has included ANWB Marketplace, where selected outside sellers can sell to ANWB's customers. For a brand in travel, camping, cycling, car accessories or outdoor gear, it is a trusted way to reach Dutch shoppers.
Who is behind ANWB
ANWB is a Dutch members' association with more than 5.2 million members and visitors across its digital channels. Its retail business sells everything for "carefree travel": car and bike accessories, camping gear, luggage, clothing and gadgets, alongside ANWB's own range.
ANWB Marketplace
ANWB launched its marketplace on 18.09.2024, built on Mirakl and integrated into the existing webshop. At launch it added thousands of products from 15 selected sellers to ANWB's own range of about 6,000 products. ANWB's e-commerce team has said the range reached 35,000 SKUs and that it aims to keep doubling it, with more external sellers in key strategic categories. ANWB plans to link marketplace products to its own expertise, independent tests and advice, to help members choose.
How selling on ANWB works
- Curated. ANWB uses strict selection criteria for both sellers and products.
- Online only. Marketplace products are sold only through anwb.nl, not in ANWB's stores.
- The seller ships. Orders are delivered directly by the seller, who also handles customer service and returns, with refunds settled in Mirakl.
- Dutch and euros. The webshop runs in Dutch, and product content must meet ANWB's quality standards.
- Fees. Integration partners report a monthly fee plus a fixed amount and a commission of about 10% to 13% per sale. The exact terms are in the seller agreement.
Why ANWB matters for brands
ANWB has one of the strongest brand identities in the Netherlands, and its members trust its advice. Its marketplace is still young and selective, so brands that fit its travel and outdoor focus face less competition than on large general marketplaces.
How eBrands looks at ANWB
eBrands works with brands on marketplaces across Europe and North America. If you have a travel, outdoor or mobility brand and want to see how ANWB could sit alongside the channels you already use, we are happy to talk it through.
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