The Belgian e-commerce market has experienced steady growth in recent years, from generating around eight billion euros in 2015, to more than 16 billion in 2023. In the same vein, Belgium has seen a significant increase in internet shoppers over the last decade, used by nearly two-thirds of the population in 2023. As more and more Belgians turned to online shopping, the e-commerce share of retail sales in Belgium also picked up pace over the period.
Language, a driver for online shopping
With two main languages: Flemish-Dutch in the north (Flanders) and French in the south (Wallonia and parts of the Brussels-Capital region), linguistic differences influence online shopping preferences. It can be seen, for instance, in the ranking of most popular online retailers among Belgians, led by the Dutch Bol.com and coolblue.be. Meanwhile, the international e-commerce giant Amazon only came in fifth place among the top online retailers in Belgium in 2022. Furthermore, both regions show disparities in terms of e-commerce penetration. In 2023, while 69 percent of individuals in Flanders had placed an order online, in Wallonia, this figure was 58 percent.
Bol.com: the leading online marketplace
The leading online store in both Belgium and the Netherlands, Bol.com was founded in 1999 as an online bookstore in the Netherlands “Books OnLine” (BOL). In 2004, the company expanded its product offering beyond just books, including electronics, toys, music, and film in its portfolio. It wasn’t until 2010 that Bol.com started its cross-border activities in the Dutch-speaking part of Belgium, Flanders. More than a decade later, Bol.com boasts more than 25 million average monthly visitors in Belgium and over 5.5 billion euros in revenues.
Total revenue of e-commerce sales in Belgium from 2015 to 2023
(in billion euros)
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BeCommerce, & GfK, & Internetkassa.nu, & Gondola - Retail Facts & Trends. (March 20, 2024). Total revenue of e-commerce sales in Belgium from 2015 to 2023 (in billion euros) [Graph]. In Statista. Retrieved October 30, 2024, from https://www.statista.com/statistics/827819/online-shopping-expenditure-in-belgium/
BeCommerce, und GfK, und Internetkassa.nu, und Gondola - Retail Facts & Trends. "Total revenue of e-commerce sales in Belgium from 2015 to 2023 (in billion euros)." Chart. March 20, 2024. Statista. Accessed October 30, 2024. https://www.statista.com/statistics/827819/online-shopping-expenditure-in-belgium/
BeCommerce, GfK, Internetkassa.nu, Gondola - Retail Facts & Trends. (2024). Total revenue of e-commerce sales in Belgium from 2015 to 2023 (in billion euros). Statista. Statista Inc.. Accessed: October 30, 2024. https://www.statista.com/statistics/827819/online-shopping-expenditure-in-belgium/
BeCommerce, and GfK, and Internetkassa.nu, and Gondola - Retail Facts & Trends. "Total Revenue of E-commerce Sales in Belgium from 2015 to 2023 (in Billion Euros)." Statista, Statista Inc., 20 Mar 2024, https://www.statista.com/statistics/827819/online-shopping-expenditure-in-belgium/
BeCommerce & GfK & Internetkassa.nu & Gondola - Retail Facts & Trends, Total revenue of e-commerce sales in Belgium from 2015 to 2023 (in billion euros) Statista, https://www.statista.com/statistics/827819/online-shopping-expenditure-in-belgium/ (last visited October 30, 2024)
Total revenue of e-commerce sales in Belgium from 2015 to 2023 (in billion euros) [Graph], BeCommerce, & GfK, & Internetkassa.nu, & Gondola - Retail Facts & Trends, March 20, 2024. [Online]. Available: https://www.statista.com/statistics/827819/online-shopping-expenditure-in-belgium/