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Start selling at bol.com

Are you ready to take your first steps as a seller at bol.com? Then you will find everything you need for a smooth start on this page. We walk through every step from registration to your first sale. Already familiar with selling at bol.com? Then you will learn how to generate more sales on this page. But, before we start: why are more and more companies finding their way to bol.com?

Welcome to selling at bol.com.

Step 1: How does selling at bol.com work?

How does selling at bol.com work?

What is the buy-box at bol.com?

How does the commission system work?

Step 2: Is selling at bol.com something for you?

Are your products allowed at bol?

Is there an interesting market for your product?

Is your product already at bol.com or not?

Are you willing to bear the costs of bol.com?

Step 3: Start selling

How do you create a bol.com seller profile?

Adding items at bol.com: everything about the listing

How do you control the buy-box?

How should you approach your product launch at bol.com?

Tip 1: growth hack your first orders

Tip 2: Advertising at bol.com

Tip 3: The delivery of your sold products

Get started!

Welcome to selling at bol.com.

Since 2011, bol.com has been the platform par excellence that brings brands, retailers and wholesalers into contact with buyers.

85%

of the Flemish & Dutch population knows bol.com.

140 million

monthly visitors on the platform. Not bad!

34 million

unique articles are on the platform via 47,000 Belgian & Dutch sellers.

 

Staggering numbers. But their success on the BeNe market should come as no surprise to anyone. What is the formula for success?

  • You sell where your buyers are looking.
    Bol.com is the largest & busiest shop window in the BeNe region. Moreover, the platform still has enormous potential. For example, in the USA, we see that 63% of all product-related searches take place directly on Amazon. Belgium and the Netherlands will continue to follow this trend. In other words: more than half of consumers can no longer be found via Google! This shift is also starting to take place in Europe. Consumers are increasingly ‘Googling’ for products on online marketplaces such as bol.com.

 

  • Reach a new audience.
    The platform offers brands & products exposure to millions of customers in Belgium and the Netherlands. No less than 80% of Belgian & Dutch consumers discover new articles/ brands via an online marketplace.

 

  • The platform is commission-based.
    You can start an extra online store without any start-up costs and within a few clicks. You offer your product range for free and only pay when you sell a product. This way there are no fixed monthly or unexpected costs. You know exactly how much bottomline profit you have left at the end of the month.

 

  • You no longer have to set up your own webshop.
    The entire purchase process takes place on the state-of-the-art bol.com platform. Consumers buy in a reliable & trusted environment.Do you have no experience with online sales? Bol offers support in customer service, logistics, data analysis, inventory management, advertising, and financing… Did you know that they answer 75% of incoming calls within 30 seconds? Nice!

 

  • Putting your products in the spotlight is made easy. Bol.com has an integrated advertising tool. More on that later in this guide.

 

In short: the success of bol.com is no surprise to anyone. They respond perfectly to the market. They deliver quickly, have a functional website, and an immense product inventory.

In addition, the entire buyer’s journey is shifting from consumers to platforms such as bol.com. 46% of all online transactions worldwide take place on an online marketplace (e.g. Bol/Amazon/Zalando/..). In Belgium and the Netherlands, that number is only 12 and 16% respectively. There are therefore still great opportunities for companies that choose to sell on platforms such as bol.com.

Are you ready to future-proof your business?

Discover here how to start selling at bol.com.

 

Step 1: How does selling at bol.com work?

How does selling at bol.com work?

At the traditional market you can buy products such as flowers or fresh fish at various stalls. Online marketplaces (such as bol.com) are very similar: buyers can find a wide range of different products from different providers in one place.

There is, however, one fundamental difference. In an online marketplace, each unique product is only offered once, and that by different providers. Product pages at bol.com are therefore very similar to those of your own webshop. The big difference is that behind the shopping cart button there are different sellers.

Below we zoom in deeper on a product page of bol.com

  1. Name of the product.
    Make sure that your product name is recognizable to buyers and matches their search behaviour. The more recognizable the product name for the buyer, the faster they end up on your product page.
  2. A full picture of the product.
    Here too, recognisability is the most important factor. A photo of the product, out of the package, with a white background works best.
  3. Product variety.
    If your product is available in different colours, sizes, scents (eg for candles), a potential buyer can choose between the options here.
  4. The price.
    Here you will find the price of the supplier who won the buy-box. More on that later in this article.
  5. The buy-box/buy box.
    Here you can see from which party you buy this item when you add the product to your shopping cart. Are there multiple sellers? Then you can compare it a little lower on the product page. Although this is not done in 99% of the sales.

All information on the product page can be set via a product listing. Further on this page we go deeper into the listing of products. (Or click here and read more about it already)

What is the buy-box at bol.com?

The buy-box at bol.com determines which seller sells the  respective product. It is a crucial part of the platform, because there is only one product page for each product, and therefore only one buy-box.

In order to keep the quality of its platform at the highest level, bol.com rewards sellers with the best offer for the customer. That reward comes in the form of control over the buy-box. Because whoever controls the buy-box wears the crown and has the right to sell the product.

Still, multiple sellers can sell the same product. How is it determined to whom a sale is awarded?

 

 

Bol.com divides control over the buy-box over the different sellers of the product in question. Whoever is in control of the buy-box the moment a consumer adds the product to his or her  shopping cart, sells the product.

Only the ‘best’ seller may sell the product. The bol.com algorithm determines who wears the crown  and takes control of the buy-box. It relies on many factors for this. We will go into more detail about this later on this page. Or, click through now.

How does the commission system work?

When you win the buy-box, you get the right to sell the relevant product. This is also the moment when bol.com starts earning from you.

Being present on the platform is free: there are no entry costs, no recurring fees, … But you do pay a commission per product sold. The commission consists of two parts: a fixed amount, and a percentage of the sales price.

The correctness of these amounts and percentages is very price and product specific. Curious about the costs of your product? Then consult this table.

Step 2: Is selling at bol.com something for you?

Before you start at bol.com, it is best to find out whether it makes sense for your products to enter an online marketplace. We have formulated 4 essential questions for you on which you can base your choice!

Curious about where your biggest opportunities lie at bol.com?

Request a free Merkado opportunity scan.

Are your products allowed at bol?

You can’t just sell any product at bol.com. Of course, your products must comply with Belgian or Dutch legislation. In addition, bol.com has its own rules and prohibitions:

 

  • alcoholic beverages
  • single use plastic (cups, balloons, ..)
  • tobacco and smoking products (pipes, water pipes, e-cigarettes, ..)
  • 2nd hand articles (only books, music, and movies)
  • weapons (non-foldable blades and slingshots)
  • …

 

Not sure whether your products can be sold at bol.com? Then you can consult the complete list here.

Is there an interesting market for your product?

Bol.com is not ideal for any product. Other products are a match made in heaven for the platform. Ask yourself, based on the questions below, whether your product will sell well at bol.com:

Is there enough search volume on your products within bol.com?

How often do buyers currently search for your product? The greater your online search volume currently is, the greater the growth potential at bol.com.

Ideally, you will look for sales opportunities and identify ‘white & gray spots’. Products with a lot of search volume, and few providers.

Do you have many competitors who advertise at bol.com?

The more competitors you have for the same (type of) product, the higher the pay-per click of your advertisements. The more competitors, the more weight – and advertising budget – you will have to throw into the fray. Are you willing to do that?

Is your product not too expensive, so that consumers prefer to buy it physically?

An interesting issue. Because our gut feeling still tells us that buyers prefer to go to the physical store for larger, more expensive purchases. Nevertheless, it turns out that you can convince online buyers with a few extra efforts. With more expensive products, you ensure:

 

  • A good return policy
  • Insurance of the package
  • Lots and qualitative product information
  • Sufficient reviews

 

With this information you put buyers at ease. You completely remove the risk that they are stuck with a bad buy. So yes, more expensive products also sell online, provided you  inform and reassure the buyer enough.

What are the usp's of your product?

The competition at bol.com is fierce. How does your product stand out from the rest? Take, for example, a kettle. There are hundreds of kettles for sale at bol.com. But can yours determine the exact temperature? Is yours able to make tea at the same time? Does yours have a glass case?… This is how you distinguish yourself from the rest.

Is your market not saturated yet?

Do you get to the first page of bol with your product without a hitch? Make a targeted assessment of this, because that is where the potential and sales lie. There is a laundry list of influences that determine whether you make it to the first page:

 

  • pricing, 
  • ads, 
  • the usps of your product,
  • brand awareness,
  • Keep it up.

 

Fortunately, marketplace agencies like Merkado know perfectly how to play your cards to get you on the first page.

Do I have enough margin on my products?

With millions of visitors, Bol.com guarantees more traffic than if you were to build a webshop from scratch. There is, of course, a cost involved.

So part of the profit you make on products goes to bol.com. Are you still making enough profit after those costs to remain profitable?

Not sure if your product will sell well at bol.com?

Request a free Merkado scan, and we will map out all your opportunities.

Is your product already at bol.com or not?

This is an important question to ask yourself in advance. To sell a product at bol, you must first create a product listing. Either your item joins an existing listing (if someone else is already selling the same product at bol), or you create a new listing (if you’re the first or only seller).

It takes a little more work to create a new listing. But that also has its own advantages. This way  you are the only provider with your own listing. That is to say: no competition. However, you will have to complete all product information yourself. That takes some time, but if you ask us? The effort is worth the reward.

Are you not the only provider? Then you can upload your product quickly, but there is a chance that the consumer will not buy the product from you, but from another seller.

Every disadvantage has its advantage.

Are you willing to bear the costs of bol.com?

Selling your products at bol.com is  not free. So ask yourself if you think it’s worth the cost. There are two types of costs you can incur:

Cost per product sold

 

As mentioned before, if you sell at bol.com, you pay a fixed cost  + a commission per product sold. These rates are very product specific.

You can find the whole list here.

 

Logistical costs

 

The second cost is optional. You can choose to have your logistics supported by bol.com. Logistic support from bol.com helps you pack, deliver, and return your products. 

This relieves the burden: delivery is faster, you save yourself a lot of time, and the customer experience is better.

There is of course a price tag for the logistic help of bol.com. The costs are determined by the size and weight of your product. You can find all prices here.

Step 3: Start selling

Way to go! You are 100% convinced that you want to sell at bol.com.

What are you waiting for? Let’s set up your profile, upload your products and let the selling begin!

Do you already have a seller profile? Then skip this step, and directly go live with your first products.

How do you create a bol.com seller profile?

Every seller needs a seller account. You create it via this page. Be sure to keep all your company information at hand, so you can be registered in no time.

Unfortunately, you can’t start selling right away. Bol.com will first verify your company information. This normally takes 3 working days.

In the meantime, you can stay productive. For example, already add your products to the platform. The items you already add to your seller profile will then appear on the platform when your sales account is verified.

Let’s take a closer look at adding your articles.

List your products with the help of some bol.com experts?

Enlist Merkado's help.

Adding items at bol.com: everything about the listing

The listing is one of the most important efforts when building your sales profile. It determines what buyers see when they come to your product page. But, if you are not the first seller offering this product, you can simply subscribe to an existing listing.

If you are the first seller of a product, you do create a product listing. To do this, follow some guidelines and best practices.

First and foremost there is the basic information, it includes:

  • The name of your item.
  • The EAN number of your item.
  • A clear photo of your item.

 

Second, you have the mandatory information. The product category determines which additional mandatory information you must add. Make sure your product is linked to the correct product category. Otherwise it will not end up in the right place in the store. When you sell tea towels, for example, you do not want them to end up between food and drinks.

As soon as you have filled in the basic information and the mandatory information, your product can be added to the Bol Catalog. But it doesn’t stop there. There are a few more best practices for a ‘Champions-League level’ listing.

 

  • Optimize the product name

    Do your research: how do people search for you or a similar product? Which keywords have a large search volume? The greater the volume, the greater the chance that your product will sell.Make sure that the product name matches how your target group is searching. A good product titlelooks like this:[Brand] [Model] [product group] – [feature 1] – [feature 2]For example, a product name like “MS18m-20/21” will not work as well as “Moleskin 18 Months Agenda 2021/2022 – Weekly – Soft Cover (black)”.

 

  • Write the perfect product description

    The product name triggers search behavior, and images provide a good first impression. But it is the product description that convinces buyers. Pay close attention to spelling mistakes, these can lead to a conversion drop of up to 50%.Here you have the full attention of potential buyers. To convince them, describe what the product is for, what problems it solves, what convenience it brings, and so on.

 

  • Visualize your products

    For your main image, use an image that shows the entire product, and use a white background. In order to offer your buyer as complete a picture of the product as possible, upload at least 5 other photos. Show the product from different perspectives to get a complete picture.Do you want to go the extra mile? Then add a video of your product. This way, potential buyers can see perfectly what your product looks like, what it can do, and so on.

 

 

If you are the first seller of a product, your job is to list the product. The better your listing, the more you’ll sell.

However, it is possible that the product you want to sell is already at bol.com by another retailer. In that case, you do not create a listing of your product. There is, however, another challenge just around the corner. There can only be one seller for each product. How do you ensure that you  acquire the right to sell the product?

Bol.com determines this by giving sellers control over the buy-box. Fortunately, there are many ways you can make the algorithm work in your favor…

How do you control the buy-box?

Bol.com chooses which provider gets in control of the buy-box, based on three major criteria: price, delivery time and performance score. Do you score higher on these aspects compared to other sellers? Then bol.com will assign the buy-box of that product to you.

Let’s zoom in on what these criteria exactly mean…

 

The price of your product

Buyers often scour the internet to score the best price. They use Tweakers or visit test-aankoop for a comparative study.

Because bol.com wants to be a competitive platform, it rewards sellers with the lowest price for  a product. They are more likely to have control over the buy-box.

Is your first reaction now: ‘oh useful, I simply put my price 1 cent below that of my competitor.’? Then bol.com is one step ahead of you. To avoid a useless bidding war, the platform does not give you a competitive advantage for a minimal price difference.

Bol.com’s pricing policy says nothing about minimum prices. At the top of the price there will be guidelines.For example, a seller can never ask for more than the suggested retail price, even if they are the only seller of the product.

Delivery time

The faster you deliver your product, the better. The success of bol.com can largely be explained by an excellent customer experience. The delivery time of an order is an essential part of this.

The faster you as a seller get your product at the front door of your buyer, the happier the customer and the more bol.com will reward you for this. By the way, did you know that the best converting  products at bol.com are products with a delivery promise within 36 hours?

 

Based on this insight, bol.com rewards suppliers with a delivery time of 2 to 3 working days, or less. Short delivery times therefore equal  a higher chance of control over the buy-box and subsequently: more sales opportunities for you.

Of course, not every seller is equally well equipped in logistics. That is why bol.com offers logistical support. They also take care of the labelling, packaging, and shipping of your products. More about this later on this page.

 

Performance Score

Although the terms of delivery are important for bol.com, it speaks for itself for potential buyers. Thus, the performance score extends beyond that, and is therefore unsurprisingly the most complex of the three criteria.

To guarantee an excellent service, bol.com therefore invented their performance score. The performance score rates the level of your customer service to buyers. According to bol.com, good service includes:

A violation of any of these criteria will result in a strike. 7 strikes, and you’re out: you are no longer allowed to sell at bol.com. Bol.com gives you a warning first, and the opportunity to  improve yourself. So keep a close eye on where things go wrong, because a suspension is very  difficult to resolve.

A maximum cancellation rate of 2%

Buyers are tremendously disappointed when you cancel their purchase. That is why bol.com gives sellers a strike if they cancel at least three items in one week and their average cancellation percentage is higher than 2%.

Track & trace number for all orders

As a buyer, you want to know where your package is, and when the delivery person will ring the bell. A track & trace number is therefore an important contribution to a good sales service.

 

Telephone availability on 90% of all calls

Sometimes bol.com needs the help of sellers in handling customer questions, orders, or complaints. Therefore, they expect a 90% responsiveness to all call attempts during office hours.

Responsiveness to customer questions (dynamic norm)

If customers have questions about your product, you should be able to help them. Bol.com determines how quickly you should answer based on your number of products sold. But in general: within 24 hours and by telephone during office hours (9am-5pm).

A rating of 8 or more

Customers rely on reviews, and satisfied customers return. That is why bol.com enforces a lower limit of 8 out of 10 on their partner score to ensure that customers are satisfied with the services & products you provide on its platform.

Returns (dynamic standard)

The fewer returns the better: that saves you a lot of time & money. Based on how many items you sell, Bol.com considers what percentage of returned items it can tolerate.

An NPS score of ten or higher

In an NPS (Net Promoter Score) you measure how likely it is that a customer would recommend your product to someone else. This score ranges from -100, to +100. If you score under 10, you’re not doing too well.

Fortunately, bol.com is aware that new sellers are not yet at the desired level. That’s why it introduced the ‘growth start phase’ for sellers who sold less than 100 products. During this phase you cannot receive strikes, but you will receive feedback and guidance to do better.

In summary, there are three criteria that determine whether you are in control of the buy box: price, delivery time and performance score. However, not every criterion has as much influence as the other. Depending on your product type, there is a different weighting. Which criteria weigh more heavily is determined by customer behavior in relation to your product.

For example, the delivery time is more important for products that you use every day, and the argument ‘price’ is more decisive for products that are preceded by a lot of research (e.g. electronics).

The balance between the three criteria is a balancing act that you continue to monitor and adjust throughout your time at bol.com.

Merkado specializes in optimizing your sales at bol.com.

Do you want to be in control of the buy-box? Request a free initial interview.

How should you approach your product launch at bol.com?

Your products are online. Fantastic! Ask your grandmother to light a candle and the orders will start pouring in, won’t they?… Well, no. Unfortunately, that’s not the case.

The importance of a good start to your product sales is enormous. Without a good start you will miss the snowball effect of the bol.com flywheel. This is how it works:

When you have an increase in your conversion rate, you sell more. By selling more, you will end up higher in search results, and your product will receive more reviews and ratings. For that, bol.com thanks youIn return, Bol.com thanks you by increasing their exposure to potential customers. Customers now visit your product pages more often, increasing your conversion rate, and the circle is complete.

 

 

 

 

To get you tapped on the bol.com flywheel as quickly as possible, we share three secret pro-tips for your  first product launch at bol.com.

Tip 1: growth hack your first orders

Start quickly when you launch a product at bol.com. With a good start, the algorithm picks you up faster and that results in – drum roll please – more sales! (yes please). Make your product more attractive to bol.com at launch. Do you remember the three criteria bol.com uses to determine control over the buy-box? We have to be smart about that.

You have less control over the delivery time and the performance score. But, the price? You can handle that! Set the price of your product low at the start. Very low. Many sellers put their products online at the start at a loss. Sounds a bit crazy, yes. But, in the long run, not a bad investment.

With this price manipulation you sell more products at the start. A good test period to prove your delivery time to bol.com and to build up a good performance score. Once those two get it right, you pull the price back up without sacrificing buy-box control.

Tip 2: Advertising at bol.com

Besides a flaming product launch, you have a sea of opportunities to advertise your products. Efforts that make searchers at bol.com see, find and buy your products more often. Not a bad idea, right?

You can advertise via bol.com with ‘sponsored products’. This is very reminiscent of advertising on Google, where you target the search behavior of users. Similarly to Google, you can perform keyword research at bol.com to discover what terms you want to target.

The costs of sponsored products at bol.com depend on how often there is an interaction with the advertisement. A Cost-Per-Click (CPC) determines how much you spend on advertising costs. It’s a good thing you’ll never spend more than you intend to: you can seamlessly set your budget on the platform.

Keep in mind that pinpointing the right keywords for your ads at bol.com is very extensive and product-specific. We only mention it here for the sake of clarity.

Advertising at bol.com is very technical, and also yields little if you approach it wrong.

At Merkado you will find a team of specialists who will get the most out of your advertisements.

Tip 3: The delivery of your sold products

When a seller completes his or her purchase, there remains one obligation: delivery. And this one goes pretty smoothly! Because anyone who has paid attention knows that the delivery time has a major influence on the buy box.

As a seller, you have two choices for the delivery of sold products: either you arrange everything yourself,  or you enlist the help of bol.com. But what exactly does that help entail?

 

LVB: The logistic support of bol.com

 

If bol.com takes care of the delivery of your products, you no longer have to worry about your logistics process. Everything starts with the storage of your products in a bol.com warehouse. During sales, you only have to sit back and relax.

Bol.com will:

  1. Pick your sold products from the warehouse;
  2. pack & ship these products;
  3. take care of customer service when something goes wrong;
  4. take care of the return of certain products.

 

A whole laundry list of benefits, especially if you know that they offer same-day delivery. The  effect on your delivery time and performance score will therefore be immediately noticeable.  Good news if you compete for the buy box!

Of course, there is a price tag for that. What you owe bol.com depends on the size of your products. For each size there is:

  • a cost per item,
  • a cost per delivery,
  • and a stock cost per item per month.

 

You can find the exact rates here.

 

Are you still not sure whether it is cheaper to use the logistic support via bol.com? Then use  their handy comparison tool.

 

Convinced? You can register for logistics via bol.com via this link.

Get started!

Whether you want to start your adventure at bol.com yourself, or you enlist the help of a marketplace agency such as Merkado. We are confident that you will succeed.

But keep in mind, although we do give you a great bunch of knowledge on this page, it only is the tip of the iceberg. If you want to get the most out of your bol.com adventure, then:

 

  • First focus on products with the most growth potential;
  • Map the customer journey of your target group better;
  • Optimize your offer;
  • Learn to better analyze the effect of your changes on the platform.

 

Good luck, and bon voyage!

Enlist the help of a team brimming with bol.com experience?

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