E-commerce in Belgium: trends, behavior, and figures
Belgium continues to strengthen its position as a leader in the European e-commerce sector. With an estimated turnover of 17.4 billion euros in 2024 and expected growth to 24 billion euros in 2025, Belgian digital commerce demonstrates remarkable resilience and innovative strength. These growth figures place Belgium far above the European average and make our country an attractive market for both local entrepreneurs and international players.
What is e-commerce and why is it growing so fast in Belgium? E-commerce, also known as online commerce or digital sales, includes all commercial transactions that take place electronically. In Belgium, the sector benefits from excellent digital infrastructure, a multilingual population and strong consumption habits. The combination of these factors makes Belgium unique in Europe for webshop development and online sales.
Belgian e-commerce in figures: record year 2024
How many webshops are there in Belgium? The figures for 2024 speak volumes about the health of the Belgian e-commerce sector. According to the annual Market Monitor and E-commerce Barometer from Becom, Belgian consumers made online purchases for 16.3 billion euros, an increase of 10.7% compared to 2023. This growth was particularly visible in the services sector, which recorded an impressive increase of 20%.
The sector now has 63,202 webshops in Belgium, an increase of 10.5% compared to the previous year. These Belgian webshops together generated a turnover of 13.3 billion euros, which shows that the average webshop in Belgium is becoming increasingly professional. This makes Belgium one of the most dynamic markets for online sales in Europe.
“Belgians are increasingly finding their way to marketplaces. Belgian traders are often underrepresented there, which means that a part of the growth in our country goes to foreign players. Belgian traders should therefore become even more active on such platforms.”
Growth figures that impress
How does Belgium perform compared to other European countries? The success of Belgium in e-commerce becomes clear when we compare the figures with neighboring countries. Small Belgian companies of which at least 1% of turnover comes from online channels represent 25.2% of the market. This is more than double that of France (11.2%) and even surpasses the Netherlands (24.2%) and Germany (18.4%).
The story is similar for medium-sized enterprises: 40.2% of Belgian companies generate at least 1% of their turnover online, compared to only 26.7% in the Netherlands and 24.3% in Germany. These figures confirm that Belgium is a leader in the digital transformation of the retail sector and an attractive market for webshop entrepreneurs.
Technological innovations that shape the sector
AI and personalization as a game changer
The integration of artificial intelligence in e-commerce platforms is still in its infancy, but the impact is already noticeable. Belgian webshops are increasingly investing in AI-driven personalization, chatbots and automatic product recommendations. These technologies not only increase the conversion rate, but also significantly improve the customer experience.
For companies that want to benefit from these developments, an AI audit is a logical first step. This analysis helps entrepreneurs understand where AI can have the most impact on their business operations. In addition, AI training is becoming increasingly important to prepare teams for the digital transformation.
Mobile commerce continues to grow
With 58% of all online purchases being made via smartphones, Belgium has become a mobile-first market. The average 5G download speed of 280 Mbps in urban areas supports a seamless mobile shopping experience and contributes to this growing trend.
Voice commerce and conversational AI
Although not yet mainstream, we are seeing increasing interest in voice commerce and conversational AI. Belgian e-commerce players are experimenting with chatbots and voice assistants to improve the customer journey. Voice search optimization is becoming increasingly relevant, especially now that consumers are getting used to voice-activated searches via smartphones and smart speakers.
These technologies can be particularly valuable for optimizing the conversion rate of webshops. Companies that invest in AI content creation can automate and personalize their product descriptions and customer service.
Sustainability as the new norm
The focus on sustainability is no longer a nice-to-have, but an absolute necessity. Belgian webshops rate themselves an average of 6.5 out of 10 for sustainability, with the aim of achieving 7.9 out of 10 by 2024. This ambition translates into concrete actions:
86% of webshops bundle shipments into one package
66% use reusable or recyclable packaging
79% use sustainable filling material
"The sustainability level of our Belgian e-commerce sector is promising, and the potential to become an extremely sustainable sector is there."
Greet Dekocker, Managing Director Becom
“With the new association, we want to take the next step for the Belgian e-commerce sector. Together, we want to build a broader vision in which the digital economy is given every opportunity.”
Consumer behavior and preferences
How do Belgians pay online and what do they buy the most? Consumer behavior in Belgium shows interesting patterns that are crucial for webshop owners to understand.
Payment behavior
Bancontact remains the dominant payment method with a 78% market share, followed by the rise of digital wallets such as the new Wero mobile wallet. The introduction of buy-now-pay-later services is gaining ground, especially among younger consumers.
Product categories that are doing well
The most popular product categories for Belgian online shoppers are:
Package tours: 4 billion euros (23% of total online spending)
Airline tickets and accommodation: 2.3 billion euros
Clothing: 1.7 billion euros
Shoes and accessories: 832 million euros
Food: 1.2 billion euros
Cross-border shopping remains popular
A remarkable feature of the Belgian e-commerce market is the strong focus on cross-border shopping. Belgian consumers spent 5.5 billion euros on purchases from foreign webshops, which amounts to 34% of their total online spending. The Netherlands (32%) and France (22%) are the most popular destinations.
Challenges and opportunities for 2025
What opportunities and challenges do webshop owners see in Belgium? The e-commerce sector faces important developments that offer both opportunities and challenges for entrepreneurs.
Marketplaces as a growth opportunity
One of the main challenges for Belgian webshops is their underrepresentation on major marketplaces. Only a limited number of Belgian retailers are active on platforms such as Amazon, bol.com, and Zalando. For entrepreneurs who do take this step, it means an average of 23% more revenue.
However, operating successfully on marketplaces requires a well-thought-out strategy. Performance marketing becomes essential to create visibility among the competition. In addition, SEO optimization is crucial for better rankings in marketplace search engines.
Technological innovation
The coming years will be characterized by further integration of:
Augmented Reality (AR) for product visualization
Virtual Reality (VR) for immersive shopping experiences
Blockchain for supply chain transparency
Internet of Things (IoT) for smart logistics
For entrepreneurs who want to implement these technologies, AI automation offers a practical entry point. By automating repetitive tasks, companies can focus more on innovation and customer experience.
Logistics and fulfillment
Belgium has one of the densest networks of pick-up points in Europe, with more than 7,465 PUDO locations and parcel lockers. In 2024, 1,260 new lockers were added (+40%), with plans to double the capacity by 2025.
International comparison and position
Where does Belgium stand in the international e-commerce ranking? Belgium occupies a unique position within the European e-commerce landscape. With a predicted spend of $2,850 (≈ €2,600) per online shopper per year in 2025, Belgium is among the top in Europe. This high per capita spending, combined with the strong infrastructure and multilingual population, makes Belgium an attractive test market for international retailers and an ideal location for webshop development.
Shopify and platforms: making the right choice
For entrepreneurs who want to get started in e-commerce, choosing the right platform is crucial. Shopify dominates with 29% of the market, followed by Wix with 20%. However, setting up a Shopify webshop requires strategic planning and technical expertise.
ClickForest offers full support for Shopify start-up and migration, from the concept phase to live launch. In addition, Shopify conversion optimization is essential to get the most out of your webshop. The latest Shopify app trends show which tools can make the difference.
Trends that will define the sector
Social commerce is growing explosively
Social commerce, where sales take place directly via social media platforms, is expected to grow to $8.5 trillion worldwide by 2030. Facebook remains the dominant platform for older consumers, while Instagram is popular with Gen Z.
AI chatbots and customer service
During Black Friday 2024, AI chatbots led to an 1,800% increase in traffic to retail websites and resulted in 9% higher conversion rates. This technology will become mainstream in 2025.
Fast deliveries are becoming standard
The demand for same-day delivery increased by 20% in 2024, with 68% of shoppers citing faster delivery options as the biggest influence on their purchasing decisions.
SEO and marketing in the e-commerce world
The digital visibility of webshops is becoming increasingly important. SEO optimization for e-commerce has become essential, where traditional search optimization is supplemented with GEO strategies for AI search engines.
Local SEO for Belgian companies plays an important role, especially since many consumers search for local products and services via their smartphones. The evolution from SEO to GEO has become inevitable with the rise of AI-driven search engines.
For a holistic approach, ClickForest offers CRO services that focus on improving conversion rates. The combination of SEO and AI creates new opportunities for smart content strategies.
AI applications that transform e-commerce
Automation and efficiency
AI applications in e-commerce are revolutionizing the way webshops operate. From automated customer service to intelligent inventory planning, AI increases efficiency and reduces operational costs.
Personalized experiences
AI-driven marketing strategies make it possible to offer each customer a unique experience. This personalization not only increases the conversion rate but also improves customer loyalty.
Mobile optimization: an absolute must
With almost 60% of all online transactions via mobile devices, mobile optimization is no longer an option but a requirement. Webshops that don't think mobile-first risk losing a large portion of their potential customers.
The complete guide to mobile optimization shows that speed, user-friendliness, and conversion elements are crucial for success. For Shopify users, an SEO checklist is indispensable to correctly configure technical aspects.
Performance marketing and advertising
Performance marketing is becoming increasingly important for e-commerce success. The choice between Google Ads and Facebook Ads requires in-depth knowledge of your target audience and their online behavior.
Google Ads optimization can make the difference between profitability and loss. At the same time, performance marketing in the AI era is becoming increasingly advanced with conversational commerce and personalized advertising.
For companies that want to outsource their advertising campaigns, ClickForest offers lead generation services and Shopify marketing that are specifically tailored to e-commerce needs.
Future prospects 2025 and beyond
Growth forecasts
The Belgian e-commerce market is predicted to achieve an average annual growth of 7.42% between 2025 and 2030. This growth is driven by:
Further digitalization of traditional retailers
Increase in cross-border trade
Innovation in payment and logistics
Growing acceptance of new technologies
Challenges that remain
Despite the positive outlook, challenges remain:
Competition from international platforms
Cybersecurity and privacy protection
Sustainability demands from consumers
Talent shortage in technical roles
Opportunities for entrepreneurs
There are plenty of opportunities for new entrepreneurs:
Niche markets that are still underexploited
B2B e-commerce with great growth potential
Sustainable and local products
Innovative service concepts
Those who want to seize these opportunities can start with a digital marketing analysis to determine the right strategy. For companies that want to optimize their advertising strategy, a funnel-based approach is essential.
The benefits of a digital marketing expert are becoming increasingly clear as the complexity of online marketing increases. Companies that opt for support can focus on their core business while experts manage the technical aspects.
Conclusion
Belgium has established itself as one of the most dynamic e-commerce markets in Europe. With strong growth of 10.7% in 2024 and prospects pointing to further expansion to 24 billion euros in 2025, the sector offers enormous opportunities for entrepreneurs who are willing to invest in innovation and customer experience.
The combination of a well-educated, multilingual population, excellent logistics infrastructure and strong digital adoption makes Belgium an ideal test market for new e-commerce concepts. Companies that invest in mobile optimization, AI-driven personalization and sustainable practices will be best positioned to benefit from this growing market.
“You can have many machines and systems and be the biggest in the world, but you have to understand locally what consumers want. If you understand those nuances, you get very close to that customer.”
The future of e-commerce in Belgium looks bright. Entrepreneurs who make the right investments today in technology, customer experience and sustainability will be the winners in this rapidly evolving market tomorrow.
Ready to grow in the Belgian e-commerce market? ClickForest helps entrepreneurs at every step of their digital transformation, from AI implementation to complete Shopify solutions and performance marketing. Book a meeting to discover how your company can benefit from the growing e-commerce opportunities in Belgium.
Frequently asked questions about e-commerce in Belgium
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Belgium has 63,202 active webshops in 2024, an increase of 10.5% compared to 2023. These Belgian webshops together generated a turnover of 13.3 billion euros. From micro-enterprises to large e-commerce players, the Belgian e-commerce landscape is diverse and growing.
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The average Belgian online shopper spends approximately €2,600 per year online, which is one of the highest figures in Europe. An increase to €2,850 is predicted for 2025, which underlines the great potential of Belgian digital commerce.
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Bancontact dominates with 78% market share, followed by digital wallets and buy-now-pay-later services. The new Wero mobile wallet is gaining ground among younger consumers.
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Very important - 58% of all online purchases in Belgium are made via smartphones. Webshops without mobile optimization miss out on a large portion of their potential customers. A mobile optimization audit can help identify where improvements are needed.
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Package tours lead with 4 billion euros, followed by airline tickets and accommodation (2.3 billion euros) and clothing (1.7 billion euros). Food and shoes/accessories complete the top 5. Specific SEO strategies are needed for each category.
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Belgian consumers spent 5.5 billion euros at foreign webshops in 2024, accounting for 34% of their total online spending. The Netherlands and France are the most popular destinations. This demonstrates the importance of structured data for international visibility.
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The biggest challenges are competition from international platforms, underrepresentation in marketplaces, cybersecurity, sustainability requirements, and finding technical talent. Zero-click searches pose a new challenge for organic visibility.
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Social commerce is growing explosively, with Facebook as the dominant platform for older consumers and Instagram popular with Gen Z. The gross merchandise value reached $800 million in 2022. LinkedIn marketing is becoming increasingly important for B2B sales.
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AI is becoming increasingly important for personalization, chatbots, and automatic product recommendations. AI chatbots generated 1,800% more traffic and 9% higher conversion rates during Black Friday 2024. AI copywritinghelps with creating personalized content.
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The Belgian e-commerce market is expected to grow by 7.42% per year between 2025 and 2030, driven by further digitization, cross-border trade, and technological innovation. E-commerce innovations continue to transform the sector.
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The main trends are AI-driven personalization, mobile commerce growth, sustainable logistics, social commerce expansion, and voice search optimization. Belgian webshops that adopt these trends early will have a competitive advantage.
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Start with market research, choose the right platform (Shopify has 29% market share), focus on mobile optimization, integrate local payment methods such as Bancontact, and invest in SEO and performance marketing. Professional support can make the difference between success and failure.
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Sources and references
Belgian e-commerce statistics and market development:
Becom: "Belgians spent 16.3 billion euros on online purchases last year" - https://becom.digital/nl/belg-deed-afgelopen-jaar-voor-163-miljard-euro-107-aan-online-aankopen/
Landmark Global: "Top 10 essential facts about Belgian e-commerce 2025 edition" - https://landmarkglobal.com/eu/en/news-insights/top-10-essential-facts-about-belgian-e-commerce-2025-edition/
Ecommerce News Europe: "E-commerce in Belgium: complete market analysis 2024" - https://ecommercenews.eu/ecommerce-in-europe/ecommerce-belgium/
European e-commerce trends and comparative analysis:
ESC Business Consulting: "E-commerce trends in Belgium and the Netherlands EU report 2023" - https://esc.be/e-commerce-trends-in-belgie-en-nederland-eu-raport-2023/
Mordor Intelligence: "Belgium e-commerce market analysis growth forecast and report insights" - https://www.mordorintelligence.com/industry-reports/belgium-ecommerce-market
VLAIO: "E-commerce and bustling centers where are the opportunities" - https://www.vlaio.be/nl/vlaio-netwerk/de-vitrine/e-commerce-en-bedrijvige-kernen-waar-liggen-er-kansen
Sustainability and environmental impact in e-commerce:
Thuiswinkel.org: "Trends for sustainable e-commerce for 2024" - https://www.thuiswinkel.org/kennisbank/kennisartikelen/dit-zijn-de-trends-voor-duurzame-e-commerce/
Sendcloud: "Sustainability in e-commerce: what can you do as a webshop" - https://www.sendcloud.be/duurzaamheid-in-e-commerce-sector/
TechPulse Business: "The ecological impact of e-commerce" - https://business.techpulse.be/analyse/275558/e-commerce-ecologische-impact/
Mobile commerce and technological innovations:
Shopify: "10 mobile commerce trends to watch in 2024" - https://www.shopify.com/enterprise/blog/mobile-commerce-future-trends
Sition: "E-commerce trends 2025: 14 insights for webshops" - https://www.sition.nl/insight/de-e-commerce-trends-voor-2025-waar-moet-je-als-webshop-op-letten/
