Learn the required fields, format specifications, and optimization strategies for Bol.com Product Feed feeds.
A Bol.com product feed is a structured data file used to create and manage product listings on Bol.com, the largest online marketplace in the Netherlands and Belgium. Product data is submitted through the Bol.com Retailer API or via CSV file uploads in the Bol.com Partner Platform (formerly known as the seller portal). Each product is matched to Bol.com's existing catalog using EAN codes (European Article Numbers), and sellers create offers against these catalog entries with their specific pricing, stock levels, and fulfillment details. Bol.com distinguishes between product content (managed at the catalog level) and offers (managed by individual sellers), which means your feed needs to handle both aspects depending on whether the product already exists in the Bol.com catalog.
Optimizing your Bol.com feed is critical for achieving high visibility and strong sales on the Dutch and Belgian market's dominant e-commerce platform. Bol.com's search algorithm considers product content quality, offer competitiveness, seller performance scores, and delivery speed when ranking products in search results. The platform places significant emphasis on its Content Score system, which rates the completeness and quality of your product information on a scale that directly impacts your search visibility. Products with higher Content Scores receive preferential placement in search results and category pages. Additionally, your offer data (price, delivery time, stock level) determines your eligibility for the Buy Box, which is the primary purchase mechanism on Bol.com and captures over 90% of all sales on shared product pages.
Bol.com supports product data submission through several channels: direct CSV uploads in the Partner Platform, the Retailer API v10 for automated integrations, and connections through approved integration partners like Channable, ChannelEngine, and EffectConnect. For larger sellers, the Retailer API provides the most flexibility and supports real-time inventory updates, order management, and product content submissions. The API uses a RESTful architecture with JSON payloads for most operations, though product content and offer feeds can also be submitted as CSV files. Bol.com processes offer updates (price, stock, delivery) within minutes, while product content changes may take up to 24 hours to be reviewed and published. Regular feed updates are essential to maintain accurate stock levels and competitive pricing, as Bol.com penalizes sellers for cancellations and late shipments with performance score deductions that can impact Buy Box eligibility and account standing.
Required and optional fields for your product feed
Key structural rules and formatting requirements for this feed type
Every product on Bol.com is identified by a valid EAN (European Article Number) code. Your feed must include the correct 13-digit EAN for each product. Bol.com uses the EAN to match your offer to an existing product in their catalog. If the EAN does not exist in the catalog, you will need to create the product content first through the content submission process. Invalid or unrecognized EANs will cause your offer to be rejected. Ensure EAN codes pass the check digit validation before submitting and verify them against the GS1 Global Electronic Party Information Register (GEPIR) database.
Bol.com uses specific delivery codes that indicate the promised delivery timeframe to the customer. The delivery code format differs between FBR (Fulfilled by Retailer) and LVB/FBB (Fulfilled by Bol.com) methods. For FBR, common codes include 24uurs-23 (next-day delivery if ordered before 23:00), 24uurs-22, 1-2d, 2-3d, 3-5d, and 4-8d. For Fulfilled by Bol.com, delivery codes are managed automatically. Using the fastest delivery code you can reliably fulfill improves your Buy Box chances and search ranking significantly.
Bol.com distinguishes between product content (title, descriptions, images, attributes) and offer data (price, stock, delivery, condition). Product content is shared across all sellers offering the same EAN, while offer data is specific to your seller account. When submitting via CSV or API, you may need to submit product content and offers separately. Product content updates go through a review process and may take up to 24 hours, while offer updates are processed within minutes. Focus on offer data for routine updates and product content for new product launches or content improvements.
Bol.com primarily serves the Dutch and Belgian markets, so all product content (titles, descriptions, attributes) should be written in Dutch. While Bol.com does support French for the Belgian market, Dutch content reaches the largest audience. Use proper Dutch spelling and grammar, including correct use of diacritics. Avoid machine-translated content, as it negatively impacts Content Scores and customer trust. For categories popular in Belgium, consider providing both Dutch and French content where the platform supports it.
Your CSV feed must use the exact column headers specified by Bol.com's data model for each product category. The file must be UTF-8 encoded to properly handle special characters common in Dutch and French product descriptions. Use semicolons as delimiters (the standard for European CSV formats). Each row represents a single product offer, and multi-value fields like attributes should use the pipe character (|) as an internal separator. Incorrect encoding or delimiter usage is one of the most common causes of feed processing failures.
Bol.com supports two fulfillment methods: FBR (Fulfilled by Retailer) where you handle storage, packaging, and shipping yourself, and FBB/LVB (Fulfilled by Bol.com) where Bol.com handles logistics from their warehouses. Each offer must specify the fulfillment method. FBB offers generally receive a ranking boost in search results and Buy Box competition due to Bol.com's guaranteed delivery speed, but require sending inventory to Bol.com's fulfillment centers and incur additional fees for storage and handling.
Proven strategies to improve your feed performance and product visibility
Bol.com's Content Score measures the completeness and quality of your product information. A higher Content Score directly improves your product's visibility in search results and category pages. Fill in all available attributes for your product category, provide both short and long descriptions, upload multiple high-quality images, and ensure your title is descriptive and keyword-rich. Check your Content Score in the Partner Platform under Content > Content Score and prioritize products with the lowest scores for optimization. Products with Content Scores above 80% receive significantly better search placement.
Delivery speed is one of the most important factors in Bol.com's Buy Box algorithm. Sellers offering next-day delivery (24uurs-23) have a significant advantage over those with longer delivery windows. Consider using Bol.com's Fulfilled by Bol.com (LVB) service for your best-selling products to achieve the fastest delivery times. If fulfilling yourself, ensure your logistics can consistently meet the promised delivery code to avoid performance penalties. Bol.com tracks on-time delivery rates and penalizes sellers who fail to meet their delivery promises.
Bol.com supports strikethrough pricing through the StrikeThroughPrice field, which shows the original higher price crossed out next to your current lower price. This creates a visual price anchor that can significantly improve conversion rates. The strikethrough price must be a genuine previous selling price to comply with the EU Omnibus Directive on consumer protection regulations. Additionally, use the BundlePrices fields to offer volume discounts, which Bol.com highlights prominently on the product page. Competitive pricing combined with visual promotions improves both Buy Box share and conversion rates.
Bol.com product titles should follow the pattern: Brand + Product Type + Key Attributes + Variant Details. Include relevant Dutch search terms that customers would use to find your product. Bol.com's search engine places heavy weight on title keywords. Keep titles descriptive but concise, avoiding promotional text or excessive punctuation. Include size, color, and other variant information in the title for product variants. Use the Dutch product category vocabulary rather than English terms to match local search behavior.
Bol.com has strict seller performance standards and heavily penalizes order cancellations. If a customer orders a product that you cannot fulfill due to inaccurate stock data, it results in a cancellation that negatively impacts your seller score. Update stock levels in your feed at least daily, and more frequently for fast-moving products. Set appropriate safety stock buffers when selling across multiple channels. Consider using the Retailer API for real-time stock synchronization. Maintain a cancellation rate below 2% to keep your account in good standing.
Bol.com supports bundle pricing, allowing you to offer volume discounts when customers purchase multiple units of the same product. This feature is particularly effective for consumable products, office supplies, and items commonly bought in bulk. Setting competitive bundle prices can help you win the Buy Box for quantity purchases and increase your average order value. Configure bundle prices through the BundlePricesPrice and BundlePricesQuantity attributes in your feed with tiered quantity breaks that incentivize larger orders.
Bol.com customers frequently use category filters to narrow search results. Each attribute you fill out makes your product eligible to appear when that filter is applied. For electronics, completing specifications like screen size, storage capacity, and connectivity options ensures your product shows up in filtered searches. Missing attributes mean your product is excluded when customers filter, regardless of its relevance. Review Bol.com's category attribute requirements and aim to complete 100% of both required and recommended attributes for maximum filter visibility.
Product images on Bol.com must be at least 500x500 pixels, with 1200x1200 pixels recommended for optimal zoom functionality. The main image should show the product on a white background without watermarks, logos, or promotional text. You can submit up to 8 additional images showing different angles, the product in use, packaging, and detail shots. High-quality images significantly improve conversion rates and reduce return rates, as customers can better assess the product before purchasing. Products with multiple high-quality images consistently receive higher Content Scores.
Frequent feed issues and how to resolve them
EAN not found in Bol.com catalog
This error occurs when the EAN code in your feed does not match any existing product in Bol.com's catalog. First, verify the EAN is correct and passes the check digit validation using a GS1 calculator. If the product is genuinely new to Bol.com, you need to create the product content first by submitting a content creation request through the Partner Platform or Retailer API. This process includes providing the title, descriptions, images, and category-specific attributes. Product content creation typically takes 24 to 48 hours for review. Once the product exists in the catalog, you can then create your offer against the EAN.
Invalid delivery code for the selected fulfillment method
Delivery codes must match the selected fulfillment method. For FBR (Fulfilled by Retailer), accepted codes include 24uurs-23, 24uurs-22, 1-2d, 2-3d, 3-5d, 4-8d, and 1-8d. For LVB/FBB (Fulfilled by Bol.com), the delivery code is managed automatically and should not be specified manually. Check the Bol.com Retailer API documentation for the current list of accepted delivery codes. Using a code that is faster than your logistics can support will lead to late deliveries and performance penalties that directly impact your Buy Box eligibility.
Content Score too low causing poor search visibility
A low Content Score means your product data is incomplete or does not meet Bol.com's quality standards. Check your Content Score in the Partner Platform and identify which attributes are missing or need improvement. Common issues include missing product images, incomplete descriptions, missing category-specific attributes (like Kleur, Maat, Materiaal), or titles that do not follow the recommended format. Focus on filling in all available attributes for your product category, adding at least 3 high-quality images, and writing detailed Dutch-language descriptions. Content Score improvements can take 24-48 hours to reflect after updates.
Offer rejected due to price below minimum or above maximum
Bol.com enforces price boundaries for certain product categories to prevent pricing errors. If your price is significantly below or above the expected range for a product, the offer may be rejected or flagged for review. Verify your price is correctly formatted as a decimal number without currency symbols (the currency is always EUR on Bol.com). Check for data errors such as decimal point issues (149.95 vs 14995). If your price is intentionally outside the normal range (e.g., a genuine sale or premium product), contact Bol.com Partner Support for a manual review.
API rate limit exceeded during feed submission
The Bol.com Retailer API enforces rate limits to prevent system overload. If you exceed the rate limit, you will receive a 429 (Too Many Requests) response. Implement exponential backoff in your API integration, starting with a 1-second delay and doubling with each retry up to a maximum of 60 seconds. For bulk operations, use the batch endpoints rather than individual product updates. Spread large feed submissions across time rather than sending all updates at once. Check the Retry-After header in the 429 response for the recommended wait time.
Stock synchronization delay causing overselling and cancellations
Stock synchronization delays between your warehouse management system and Bol.com can lead to overselling, which results in order cancellations that severely impact your seller performance score. Implement real-time stock updates using the Bol.com Retailer API v10 instead of periodic CSV uploads. Set up webhook notifications for new orders to immediately decrement stock in your system. Use a safety stock buffer of at least 2-5 units for products sold on multiple channels. If you sell on other marketplaces simultaneously, implement a centralized inventory management system that reserves stock across channels.
Key metrics that indicate how well your product feed is performing
Bol.com's proprietary metric measuring the completeness and quality of your product content on a percentage scale. Products with Content Scores above 80% receive significantly better search visibility. The score factors in title quality, description completeness, number and quality of images, and category-specific attribute coverage. Monitor Content Scores in the Partner Platform and prioritize improving products with scores below 60%, as these are likely being suppressed in search results.
The percentage of time your offer wins the Buy Box on shared product pages. Similar to Amazon, the Bol.com Buy Box is the primary purchase mechanism and winning it is essential for sales, capturing over 90% of purchases on shared listings. Key factors include price competitiveness, delivery speed, seller performance score, and stock availability. Sellers using LVB/FBB generally have an advantage. Track your Buy Box share in the Partner Platform analytics and compare it against your pricing and delivery settings to identify improvement opportunities.
A composite score based on your on-time delivery rate, cancellation rate, customer service response time, and return handling. Bol.com requires sellers to maintain minimum performance standards: cancellation rate below 2%, on-time delivery above 93%, and customer questions answered within 24 hours. Your performance score directly impacts your Buy Box eligibility and search ranking. Sellers with consistently poor performance may face account suspension. The score is recalculated weekly based on rolling 3-month performance data.
The percentage of product page views that result in a purchase. The average Bol.com conversion rate varies by category but typically ranges from 3% to 8%. Higher conversion rates indicate well-optimized product content, competitive pricing, and fast delivery options. Monitor conversion rates at the product level in the Partner Platform analytics and A/B test different titles, images, and descriptions to improve performance. Products with high Content Scores generally achieve better conversion rates.
The percentage of orders shipped and delivered within the promised delivery window. Bol.com requires a minimum on-time delivery rate of 93% to maintain good seller standing. This metric directly influences your seller performance score and Buy Box eligibility. Track delivery performance by carrier and adjust your delivery codes or shipping partners if specific routes consistently underperform. FBB offers are excluded from this metric as Bol.com handles fulfillment.
The percentage of delivered orders that are returned by customers. While returns are expected in e-commerce, high return rates indicate product data quality issues such as inaccurate descriptions, misleading images, or incorrect specifications. Bol.com tracks return rates per product and seller. Aim for return rates below the category average by ensuring product descriptions, images, and specifications accurately represent the product. Analyze return reasons to identify systemic data quality issues in your feed.
Step-by-step guide to creating and optimizing your product feed
Sign up for a Bol.com seller account at partner.bol.com. You will need a valid Dutch or Belgian VAT number, a European bank account (IBAN), and business registration documents. Complete the onboarding process including identity verification and business validation. Configure your shipping settings, return policy, and customer service details in the Partner Platform. Choose your fulfillment method: FBR (Fulfilled by Retailer) if you handle logistics yourself, or LVB/FBB (Fulfilled by Bol.com) if you want Bol.com to handle fulfillment. For API integration, generate API credentials in the Partner Platform under Settings > API Settings.
Create a CSV file with all required fields: EAN, Condition, Price, Stock, DeliveryCode, FulfillmentMethod, Title, ShortDescription, LongDescription, Brand, CategoryId, and MainImage. Write all product content in Dutch, using proper Dutch terminology and grammar. Include category-specific attributes like Kleur (Color), Maat (Size), and Materiaal (Material) to maximize your Content Score. Format prices as decimal numbers without currency symbols (Bol.com uses EUR). Set delivery codes that match your actual fulfillment capability. For products new to the Bol.com catalog, include complete product content with multiple images and all available attributes. Validate EAN codes before submission to avoid rejection.
Upload your CSV file through the Partner Platform under Content > Upload or submit it via the Retailer API v10 for automated processing. Product content submissions go through a review process that takes up to 24 hours, while offer updates (price, stock, delivery) are processed within minutes. After upload, check the processing report for errors and fix any rejected items. For API integration, implement the Retailer API endpoints for product content submission and offer management. Use the sandbox environment for testing before connecting to production.
Download our comprehensive checklist to maximize your visibility and sales on Bol.com, the largest marketplace in the Netherlands and Belgium. This guide covers every aspect of Bol.com feed optimization, from Content Score maximization and delivery code selection to Buy Box strategies and seller performance best practices.
Common questions about Bol.com Product Feed product feeds
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