I don't think Americans actively object to doing business with foreign companies, but many aren't really used to it, so may balk if anything seems unexpectedly

I don't think Americans actively object to doing business with foreign companies, but many aren't really used to it, so may balk if anything seems unexpectedly foreign. For example, if the checkout process is in Euros or includes a bunch of instructions about VAT, conversion will probably drop. But if the overall experience seems "normal", few people care where the business is incorporated. That said, there may be other issues I'm not qualified to comment on. For example, if your business complies with U.S. law but not Dutch law, then I have no idea whether incorporating & operating it from the Netherlands will cause you trouble. Not being based in the U.S. may also make it more difficult to use U.S.-based payment processors.