Scalable growth with data and feed power

Advertising on Bol

Bol is the marketplace platform of the Netherlands and Belgium. With millions of active customers, it offers brands and retailers direct access to a huge audience ready to buy. But to grow structurally on Bol, you need more than an account and a few listings. At Follo, we develop smart, data-driven strategies to elevate your performance on Bol to the highest level. From product feed and content to advertising and dashboards. And with FolloEngine, we steer in real-time on what works — and what doesn't.

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Standing out in a crowded marketplace starts with data and strategy

Bol marketing with performance in its DNA

Bol is not a webshop, but a competitive ecosystem where algorithms, price, content, and availability determine whether you are shown — or your competitor. That's why we always start with a performance analysis: what is your position, how do you score per category, which products perform — and why?

Based on that, we develop a marketplace strategy that fits your assortment, margin, and brand ambition. We optimize product content, smartly manage campaigns, and ensure your brand is visible and distinctive within the Bol platform.

Whoever wins the buy box receives the order.

Selling on Bol in 5 steps

Strategy

We define your positioning on Bol: the role the channel plays in your overall revenue mix, which categories and products are most promising, how you want to approach pricing and margin, and the level of buy box competition you want to take on. This is where we connect your Bol approach to your broader marketplace strategy.

Integration

Onboarding is often time-consuming. We make sure your products go live quickly and accurately through integrators such as ProductFlow and ChannelEngine. We review your current tech stack and choose a solution that is scalable, supports multiple channels and aligns with Bol’s technical requirements.

Operations and logistics

You can ship orders yourself or choose Logistics via Bol. In both cases, delivery times, stock levels, returns and service performance are crucial for your ranking. We help you set up processes that meet Bol’s Service Level Agreements so logistics becomes a driver of growth rather than a limitation.

Content

Strong Bol content improves both discoverability and conversion. We structure titles around 70–100 characters, create product descriptions that are clear and unique, complete all product specifications accurately and monitor the quality score of your product data. This reduces the risk of rejections and strengthens your organic ranking.

Advertising

With Bol Sponsored Products and the Mabaya advertising platform, we increase your visibility at the top of search results. We build campaigns based on search behaviour, product performance and stock status, and optimise using ROAS, ACOS or margin. This turns advertising into a growth accelerator instead of a cost driver.

Bol advertising: campaigns that work and scale

Bol Sponsored Products is a powerful way to place your products at the top of search results and drive more traffic to your product pages. You pay on a CPC basis, meaning you only pay when someone clicks your ad. Budgets can be set per campaign, per day or per month, giving you complete control over your spend.

Successful Bol campaigns rely on the right keywords, the right products and the right bidding strategy. Together we determine which search terms you want to appear on, which products you want to prioritise and how we structure campaigns based on performance, stock availability and seasonality. With the new Mabaya advertising platform, you gain deeper insight into search terms and campaign results, allowing you to adjust your campaigns much more effectively. Our specialists use these insights to optimise continuously, ensuring that increased traffic leads not only to direct revenue but also to an organic boost in the rankings.

We differentiate based on margin, seasonality and click behaviour. Through FolloEngine, we analyse which products convert best by device, region or audience and align your bidding strategy accordingly. This ensures your campaigns scale efficiently and deliver sustainable returns.

Logistics via Bol (LvB)

Logistics via Bol, also known as LvB, is Bol’s own fulfilment service. It allows you to outsource most of your logistics: you send your stock to Bol’s warehouse, after which Bol handles packing, shipping, part of the customer service and part of the financial processing. For many brands, this saves time, physical storage space and staffing costs.

To start, you need a business seller account. If you manage multiple brands, you can create separate accounts under the same company details. Bol requires complete business information, including Chamber of Commerce and VAT numbers. The registration process takes around three weeks and cannot be accelerated due to platform-wide waiting lists. Once approved, you receive an activation link and can complete the remaining setup, such as store information, financial details and return settings. Products can be added individually or in bulk and will only go live once Bol has verified them. The final step is activating your account using the code sent to your business address by mail.

Together we assess whether LvB is the right fit for your brand. We look at your volumes, margin structure, seasonal patterns and international plans. We guide you through the registration process for the partner programme, help you set up your account and ensure that all business details and tax information are correct. This way, you can be confident that your logistics setup supports your visibility and performance rather than limiting it.

Feed optimization across multiple channels

FolloEngine

Your product feed is the core of your success on Bol. With FolloEngine, we link your feed data to current search trends, platform insights, and social search behavior. This way, we automatically enrich your data with the elements that Bol finds important — and that convince your customer. We optimize among others:

Titles and descriptions based on Google & Bol search data
Category classification based on clicks and conversions
Image selection and USPs tailored to purchase intent
Stock, price, and delivery time from real-time data

Through this feed enrichment, your visibility in Bol's rankings increases and you boost the conversion chance — without extra manual work.

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Together we build lasting success

Positioning: from seller to brand

Although historically Bol was mainly a price platform, the need for brand recognition and experience is growing. More and more brands are building their own brand experience on Bol — from A+ content to clear product structures and customer communication. At Follo, we strategically guide this process. We determine which products you show where, how your brand remains consistent within Bol, and how you use reviews, Q&As, and customer data for branding and conversion.

Bol as part of your total marketplace approach

We do not treat Bol as a separate channel, but as an integral part of your marketplace and e-commerce strategy. With FolloEngine, we map Bol performances alongside other channels such as Amazon, Zalando, and your own webshop.

From strategy to support

The benefits of bol.com marketing with Follo

Optimal findability

Maximum visibility with bol.com SEO and ads. Our specialists optimize your product pages and set up targeted advertising campaigns for optimal results.

Data-driven strategy

Data-driven approach with continuous monitoring and optimization of your performance. We use analytics to continuously refine your strategy.

Measurable results

Directly measurable results with higher conversions and more revenue. We focus on ROI and help you achieve concrete sales goals.

Expert guidance

Personal support from experienced bol.com specialists. We proactively think along and are ready to assist you with advice and help at every step.

Why advertise on Bol with Follo?

With more than 300 clients in e-commerce and retail, we know how to grow structurally on Bol.com. We combine technology, strategy, and execution in one process. Thanks to FolloEngine, you get real-time insight, can switch faster, and build a marketplace approach that truly yields results.

We work for brands in fashion, FMCG, interior, tech, healthcare, and more — and build scalable structures that work for today and tomorrow. Whether you're just starting or want to push forward with advertising and scaling: we help you build a Bol strategy that delivers growth — and keeps performing.