The Steady Rise of E-commerce in Belgium: A 2023 Snapshot

Table of Contents

  1. Introduction
  2. The Growth of Belgian E-commerce
  3. The Most Sought-After Online Purchases
  4. The Imperative for Belgian Sellers to Embrace Marketplaces
  5. Conclusion
  6. FAQ

Introduction

Did you know that Belgian consumers spent a whopping 16.3 billion euros online in the past year alone? That marks an impressive growth of nearly 11 percent compared to 2022. In today's fast-evolving digital landscape, these numbers not only highlight a significant shift in consumer habits but also underscore the burgeoning potential of e-commerce in Belgium. This upward trend, fueled primarily by an increase in sales of online services like package holidays, presents a unique opportunity for retailers and service providers alike. Through this blog post, we'll dive deep into the dynamics of Belgian e-commerce, exploring the factors that contributed to its growth, the most popular online purchases, and why Belgian sellers should harness the power of marketplaces. By the end, you'll have a comprehensive understanding of the current state of e-commerce in Belgium and the insights to navigate its promising future.

The Growth of Belgian E-commerce

The recent report by Becom, the Belgian e-commerce federation, sheds light on an illuminating trend. E-commerce in Belgium surged by 10.7 percent in 2023, a growth rate that comfortably surpasses the country's inflation rate of 2.3 percent in the same year. This signifies not just an expansion in the volume of transactions but also highlights a shift towards a more digital-centric consumer behavior. A substantial €4.8 billion increase in online purchases compared to five years ago in 2019 indicates that about a quarter of all Belgian spending is now happening online.

Interestingly, the boom isn't attributed to an increase in the purchase of physical products or clothes but rather a spike in online services procurement. "We are seeing a full recovery in online spending on services", remarked Greet Dekocker, managing director at Becom. For the first time since the COVID-19 period, there's been a substantial resurgence in the digital purchase of services like package holidays and airline tickets, totaling 8 billion euros. This marks a significant milestone, reflecting nearly 68 percent of all services transactions now occurring online.

The Most Sought-After Online Purchases

The types of services and products Belgian consumers are spending on reveal changing priorities and interests. In 2023, there was a notable 28 percent increase in spending on package holidays, totaling 3.5 billion euros. This was closely followed by purchases of airline tickets and accommodations, and although clothing still made it to the top three, it saw a slight decline of 1.8 percent. These statistics not only highlight the sectors witnessing the highest consumer interest but also where potential market opportunities lie for businesses.

The Imperative for Belgian Sellers to Embrace Marketplaces

With the proliferation of e-commerce, the Belgian online marketplace scenario has become increasingly vibrant. By the end of 2023, Belgium hosted 63,202 online stores, accumulating a domestic turnover of 13.3 billion euros while exporting services and products worth 2.5 billion euros to international consumers. This burgeoning digital marketplace presents a ripe opportunity for Belgian sellers to expand their reach, both locally and globally.

Dekocker's suggestion for Belgian retailers to become active on marketplaces is a strategic move designed to tap into the growing e-commerce trend. Testing product ranges on these platforms could yield an average turnover increase of 23 percent, as indicated by entrepreneurs who've already ventured into these waters. Given that one in three Belgians begins their online shopping journey on a marketplace, enhancing the representation of Belgian traders on these platforms could significantly amplify their visibility and accessibility to consumers.

Conclusion

The e-commerce landscape in Belgium is on an upward trajectory, driven by a marked shift towards online services and a recovering post-pandemic market. The surge in spending on travel-related services, a marginal interest in clothing, and the strategic shift towards marketplace participation outline a dynamic and evolving e-commerce ecosystem. For businesses and entrepreneurs, understanding these trends and adapting to the digital consumer’s preferences will be critical in leveraging the full potential of Belgium's e-commerce growth. As we move forward, fostering innovation, enhancing online engagement, and creating seamless shopping experiences will be key in sustaining and amplifying this growth trajectory.

FAQ

Q: What caused the growth in Belgian e-commerce in 2023? A: The growth was primarily driven by an increase in online services sales, like package holidays, rather than the purchase of products or clothing.

Q: How much do Belgian consumers spend online, and how does it compare to previous years? A: In 2023, Belgian consumers spent 16.3 billion euros online, marking an 11 percent increase compared to 2022 and a €4.8 billion increase compared to 2019.

Q: What are the top three online purchases in Belgium? A: The top three online purchases were package holidays, airline tickets and accommodations, and clothing, in that order.

Q: What role do marketplaces play in the Belgian e-commerce sector? A: Marketplaces are increasingly significant, with one in three Belgians starting their online shopping journey on these platforms. They offer a huge opportunity for Belgian sellers to increase their turnover and visibility.

Q: What advice is given to Belgian retailers concerning e-commerce? A: Belgian retailers are advised to become active on marketplaces to leverage the growing e-commerce trend, improve their turnover, and enhance their representation in the online shopping sphere.