This report is based on a survey of 2,000 respondents and aims to understand the buying preferences and behaviours of Dutch shoppers. Digital transformation in Retail is an ongoing process. However we see that most Dutch shoppers prefer to look and buy products in stores than online. A little more than a quarter (27%) prefers online shopping, while the West-European average is 40%. Nevertheless, customer preferences are slowly shifting towards online shopping. Almost three out of ten young people up to 35 years buy online at least once a week. The older the consumer, the lower the percentage. For example, a quarter of the 35 to 55 year olds and 13 percent of the 55+ shops online on a weekly basis.