Snapchat and TikTok unveil new ad and shopping tools in the Netherlands

Snapchat introduced Sponsored Snaps in the Netherlands, an advertising format that appears between conversations in the inbox and is clearly marked as sponsored. The ads do not generate push notifications and disappear if not opened. The platform, with over 6 million Dutch monthly users, reports a 226 % increase in click‑through rate and a 59 % rise in conversions within seven days, with 85 % of users finding the ads relevant. KLM was among the first Dutch advertisers to run a campaign using the format.

TikTok Shop launched in the Netherlands, allowing users to purchase products directly within the app. The service relies heavily on creators, requiring brands to engage dozens to hundreds of creators, provide product samples, and run live‑shopping streams. Experts stress that success demands a long‑term commitment of 12‑18 months and a tightly curated assortment of 10‑15 items. Brands pay a commission to creators through an affiliate program, and industry leaders emphasize that a solid creator strategy is essential for e‑commerce growth on the platform.