The Bol Partner model, also known as 3P, means you operate as an external seller on Bol.com. Bol Retail, also known as 1P, means Bol.com purchases your products and sells them directly to consumers. Both models have clear strengths and limitations. In this guide you will learn how to choose the option that best fits your brand and long term marketplace strategy.
Revenue growth trend. Bol Partner vs Bol Retail
Over the past years the Bol Partner model showed stronger structural growth than Bol Retail. This was partly driven by Bol’s focus on attracting and supporting external sellers. In 2024 this trend shifted temporarily. Bol Retail grew faster due to a cleanup of low quality sellers who left the platform.
This shift created opportunities for strong brands. With fewer low performing sellers active, the competitive pressure in many categories decreased. High quality brands can now enter the partnermodel with a more favorable starting position. Bol continues to invest heavily in partner services such as advertising tools and logistics support which keeps the 3P model highly attractive.
Advantages and disadvantages of Bol Retail (1P)
Advantages
- Bol buys in bulk. You do not need to manage individual customer shipments. Bol handles procurement and distribution.
- Minimal operational changes. As a B2B organisation you often supply Bol in the same way you supply other wholesale customers.
- Strong reach. You benefit from Bol’s brand power, customer trust and marketing investments.
Disadvantages
- No control over pricing or promotions. Bol determines the retail price which may conflict with your brand or channel strategy.
- Limited assortment control. Bol decides which products to buy, so you cannot freely choose what you want to sell.
- Less brand control. You have less influence over how your brand is positioned or presented on the platform.
Advantages and disadvantages of Bol Partner (3P)
Advantages
- Full control over pricing and promotions. You decide the price and can react quickly to market changes.
- You control your assortment. You choose which products to sell without depending on Bol’s buying decisions.
- Brand presentation. You manage your content, images and product information which gives more control over brand experience.
- Direct customer contact. You can manage questions and complaints directly which helps improve customer satisfaction.
Disadvantages
- Additional operational responsibility. You handle stock, logistics and customer service unless you use Bol’s fulfilment services.
- Competition on the platform. External sellers may offer the same or similar products which can create price pressure.
- Platform dependency. You must comply with Bol’s rules and have less freedom than in your own webshop.
Hybrid strategy. Hard sellers via Bol Retail and long tail via Bol Partner
A hybrid approach can combine the best of both models.
Advantages
- Two models that complement each other. You sell top performing products through Bol Retail for stable volume and predictable purchasing, while using Bol Partner for long tail products where you want full control.
- More control where it matters. For your key brand items you maintain control over price, positioning and content through 3P, while high volume items move faster through 1P.
- Strategic flexibility. With both models active you can respond better to market trends, seasonality, stock levels and promotional opportunities.
If you want to scale your marketplace presence intelligently a hybrid approach can offer significant benefits.
Need help choosing the right model?
Do you want to find out which model fits your brand best or how a hybrid setup could support your marketplace growth
Get in touch with us and discover how to get the most out of Bol.com.
