Exporting to the Netherlands: the main trade risks and opportunities

• Excellent connections via land, water and air

Like Belgium, the Netherlands occupies an attractive strategic location in the centre of Europe, with direct access to important markets such as Germany and France (and of course Belgium, one of its most important trading partners). The high-quality (transport) infrastructure, with excellent connections via land, water and air, makes the Netherlands an excellent location for import and export companies.

• Innovation

The Netherlands is one of the most innovative countries in the world. This is evident from its high scores in the field of innovation on the World Economic Forum's (WEF) Global Competitiveness Index. The Netherlands has a strong innovative ecosystem with many startups, scale-ups and research institutes. This makes it an attractive environment for companies that want to innovate and collaborate with other parties. Dutch companies are also leaders in developing new products and services. They're also good at implementing new technologies.

International companies often use the Netherlands to introduce new goods and services. It is a small, compact country. Distances are short and, on the digital front, the country has the fastest broadband speeds in Europe (internet penetration rate of more than 95%). Consumers and customers are right at their fingertips. Businesses and consumers also reap the benefits of (innovative) digital services. Furthermore, the Netherlands has a prosperous population with relatively high levels of disposable income. They are educated and critical consumers. This can help companies improve products and services.

• Sustainability

The Netherlands is a forerunner in the field of sustainable development. The country has set ambitious targets for reducing CO2 emissions and transitioning to a circular economy. Dutch companies are leaders in developing green products and services.

• Knowledge-intensive economy

The Netherlands has a knowledge-intensive economy with high levels of education and research. This makes the country attractive for high-end business activity.

In negotiations, the Dutch like to get straight to the point. While in many other cultures it is customary to get to know each other well first. The Dutch are therefore often perceived as direct and blunt. Where many countries are familiar with a clear (strict) hierarchy, the Dutch attach much less importance to it. Entrepreneurship is about getting things done. Any idea (from everyone) is welcome. The Netherlands has a consensus culture in which goals are achieved through consultation.

Trust plays an important role in doing business for Dutch entrepreneurs. They like to see 'what kind of meat they have in the tub'. They want to meet the business partner and be able to look them in the eye. The style of negotiating is clearly different than in many other countries. Negotiations take place very quickly. Make quick decisions, don't waste time, don't delay. Agreements with Dutch people are often strictly time-bound. A few minutes of social talk, after which the bull is grabbed by the horns almost immediately.