E-commerce trends Belgium: the future of online shopping

E-commerce, also known as online commerce, is the buying and selling of products and services via the internet. In Belgium this digital trade market is growing explosively, with online spending rising to a record 18.3 billion euros in 2025, up 5.4% on 2024 (17.4 billion euros). This continued growth places Belgium above the European average and makes our country one of the most dynamic e-commerce markets in the world.

For entrepreneurs wanting to benefit from this growing market, Belgium offers unique advantages: a well-educated, multilingual population, excellent digital infrastructure and strong consumption habits. The combination of these factors creates ideal conditions for webshop development and online sales, both for local entrepreneurs and international players wanting to enter the Belgian market.

Which e-commerce trends define 2026 in Belgium?

Trend	What it is	What to do with it now
Mobile-first	More than half of purchases happen via smartphone	Test your mobile checkout and loading speed
TikTok Shop	Since 15 June 2026 webshops sell directly in the TikTok app	Register as a seller and connect your product catalogue
AI personalisation	Product recommendations and chatbots based on customer behaviour	Start with an AI audit of your data and tooling
Local payment methods	Bancontact is by far the most popular online payment method	Integrate Bancontact alongside cards and wallets
Sustainability	Customers expect conscious shipping and packaging	Bundle shipments and communicate your approach
GEO alongside SEO	AI search engines like ChatGPT answer product questions	Make your content citable with structured data

What is e-commerce and why is it growing so strongly in Belgium?

E-commerce encompasses all commercial transactions that take place electronically via websites, mobile apps, social media platforms or online marketplaces. For entrepreneurs, e-commerce means more than just a digital shop, it is a complete business model that enables 24/7 sales to customers worldwide.

How do you start a webshop in Belgium? The foundations begin with understanding the local market. The multilingual nature of the Belgian population facilitates cross-border commerce, while platforms that support multilingual functionality and local payment methods such as Bancontact significantly outperform. Belgium has high digital literacy and strong purchasing power, which translates into intensive online shopping behaviour: in 2024, Belgians placed 179 million online orders together, averaging around 97 euros per order (Becom Market Monitor).

How is the Belgian e-commerce market performing in figures?

The latest Becom figures show the health of the Belgian e-commerce sector. In 2025 Belgian consumers spent 18.3 billion euros online, a record and up 5.4% on 2024. At the end of 2023 Belgium had 63,202 active webshops, 10.5% more than a year earlier; by the first half of 2024 that number had stabilised at around 64,000 (Becom Market Monitor). Data firm Tembi, which only counts webshops with recent sales activity, arrives at around 20,500 with that stricter definition. Of small Belgian companies, 25.2% generate at least 1% of turnover from online sales, more than double France (11.2%) and higher than the Netherlands (24.2%) and Germany (18.4%) (FPS Economy/Eurostat, 2022).

“Belgians are increasingly finding their way to marketplaces. Belgian traders are often underrepresented there.”

— Greet Dekocker, Managing Director Becom

Cross-border shopping remains a unique characteristic of the Belgian market. Belgians spent 5.5 billion euros at foreign webshops (around 34% of their online spending). Conversely, Dutch (32%) and French (22%) shoppers are the largest foreign customers of Belgian webshops (Becom, 2023). For local entrepreneurs this means both a challenge and an opportunity for expansion into neighbouring markets.

Why are mobile commerce and platform choice decisive?

Mobile commerce is the new reality in Belgium. With more than half of online transactions now happening via mobile devices and the smartphone being the most-used purchasing device (trade.gov, Becom Market Monitor), Belgium is a mobile-first market. For webshop owners this means that mobile optimisation is essential for success.

Why do Belgian entrepreneurs choose Shopify? Shopify is one of the most popular webshop platforms thanks to the combination of ease of use, Bancontact integration and multilingual functionality. Shopify webshop setup is a strategic investment that facilitates growth. The latest Shopify app trends show that especially apps that combine AI and automation are popular for personalisation and efficiency.

What does TikTok Shop change for Belgian webshops?

TikTok Shop launched in Belgium on 15 June 2026, together with the Netherlands, Austria and Poland (TikTok Newsroom). More than 4.3 million Belgians use TikTok, and they can now buy directly in the app: via tagged products in videos and livestreams, and via the Shop tab that works as a marketplace. With ‘Sell Across Europe’, Belgian webshops can additionally sell in markets where TikTok Shop has been active for longer, such as France, Germany, Italy and Spain.

This launch does not come out of nowhere: 36% of Belgian consumers say social media influences their buying behaviour (Becom Market Monitor, 2025). How to approach this practically with Shopify, from product sync to in-app checkout and the affiliate programme, is covered in our guide on live shopping and TikTok Shop.

Which SEO and marketing strategies work for Belgian webshops?

Visibility in search engines determines the success of every webshop. E-commerce SEO requires a specific approach with focus on product pages, category structure and technical optimisation. For Belgian webshops, local SEO plays an important role, where the multilingual nature requires strategic choices for Dutch, French or both languages.

Which marketing strategy delivers the best ROI? Performance marketing is becoming crucial, with the choice between Google Ads and Meta Ads depending on audiences and product types. Google Ads optimisation is evolving through AI integration, while SEO evolves towards GEO for AI search engines like ChatGPT.

Structured data plays a crucial role in modern SEO. Well-implemented structured data helps search engines and AI tools understand your pages better and can improve your visibility in rich results.

How do you improve conversion and customer experience?

Conversion optimisation is the art of converting more visitors into customers. For Belgian webshops, specific factors are crucial: trusted payment methods such as Bancontact (by far the most popular local payment method), clear shipping options and multilingual customer service. The latest developments in CRO with AI and personalisation show how technology can improve the customer experience through dynamic product recommendations and AI-driven chatbots.

“We see our customers as invited guests at a party, and we are the hosts. It is our job to make every important aspect of the customer experience a little bit better every day.”

— Jeff Bezos, founder Amazon

What role do sustainability and social commerce play?

Sustainability is becoming a competitive advantage for modern webshops. In the 2021 SafeShops sustainability barometer, Belgian webshops rated themselves on average 6.5 out of 10 for sustainability, with concrete actions: 86% bundled shipments, 66% used reusable packaging and 79% worked with sustainable filling material. Sustainable e-commerce strategies are becoming a must-have rather than a nice-to-have.

Social commerce is growing worldwide to around $2.1 trillion in 2026, with double-digit annual growth (Mordor Intelligence); our social commerce strategies cover the platform-by-platform approach. For Belgian entrepreneurs, LinkedIn marketing for B2B sales is becoming increasingly important, while the rise of zero-click searches brings new challenges for organic visibility.

“We do not strive to chase revenue as the primary driver of our company. Shopify has been about supporting merchants since its founding, and we have always prioritised long-term value over short-term revenue opportunities.”

— Tobias Lütke, CEO Shopify

How do you get started with e-commerce in Belgium?

How long does it take to start an e-commerce business? With professional support, a basic webshop can be online within 4-6 weeks, but full optimisation requires 3-6 months. What does starting a webshop in Belgium cost? Costs range from €500 for a basic setup to €10,000+ for enterprise solutions.

Essential steps:

• Market analysis and strategy, Start with an AI audit and competitive analysis
• Platform selection, Shopify setup with Bancontact support
• Technical foundations, SEO basics and mobile optimisation
• Content and marketing, AI for content creation and local SEO
• Team training, AI training for effective technology adoption

Belgium offers unique opportunities for e-commerce entrepreneurs who are willing to invest in quality, innovation and customer experience. With the right strategy, local companies can grow into regional market leaders.

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 conversation to discover how your business can benefit from the growing e-commerce opportunities in Belgium.