Perfect Content to Boost Sales in the Online DIY Market

Which gaps and inconsistencies in content can we spot on NL retailers?

Content DIY online

Strong Product Page Content is what will spur Online Growth for DIY Tools & Home Improvement Brands.

In 2020 Dutch online purchases in the DIY & Home Improvement sector increased by more than 80%.

It's a challenge to give online shoppers the product experience used in the DIY/hardware store. Consumers are often not so sure about their purchases, and support and expertise are needed.

Correct and complete product content representing an online consulting service, ready to provide the guidance and support shoppers are looking for, will spur online growth for Tools & Home Improvement brands.


For this report, SiteLucent analyzed several content criteria on +12.000 product detail pages in April 2021. We looked at product content on,, Gamma, and three other leading online retail sites in the Netherlands across the popular Tools & Home Improvement categories.

Find out which gaps and inconsistencies in the content we spotted on NL retailers.

Online DIY markets