Insights into the growth of Belgian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled

Economy Belgium is home to 11.35 million people with a total GDP of 466.37 billion USD and is ranked as the 37th richest country, according to the World Bank GDP per capita rankings. Belgium’s GDP per capita is currently 40,696 USD and is expected to reach 45,237 USD by 2021. Digital User Insights There are currently 6.76 million eCommerce users in Belgium, with an additional 1.49 million users expected to be shopping online by 2021. Four years from now, these 8.25 million eCommerce users will spend an average of 878.32 USD online.

Dividing internet usage into age groups gives a better picture of the Belgian eCommerce market – 91% of 16-24 year-olds, 91% of 25-34 year-olds, and 88% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing a 78% and 69% daily penetration rate, respectively.
Product Categories Total Belgian eCommerce revenue across all product categories is 5.29 billion USD, and is expected to grow to 7.24 billion USD by 2021. Fashion is currently the leading product category in Belgium, accounting for 2.42 billion USD market share, followed by Electronics & Media, which generates 1.35 billion USD in sales. By 2021, Fashion will still be the most purchased online category, with an estimated value of 3.38 billion USD, and second favorite, Electronics & Media, will have an expected worth of 1.65 billion USD.
Logistics In 2016, Belgium was ranked 6th in the World Bank Logistics ranking, above the UK, China, the US, Australia and Japan. Preferred Online Payments 32% of Belgian shoppers like to pay with credit card when shopping online, while 28% like to use debit card.
Where does Belgium buy from? The Netherlands supplies Belgium with 60.1 billion USD in imports – ranging from cars to diamonds. Belgium’s other key import partners are Germany (50.4 billion USD), France (36.8 billion USD), the US (33.8 billion USD) and Ireland (19.5 billion USD).
Internet and Device Usage Internet penetration in Belgium is currently 79.6%, and should reach 80% by 2021. Smartphone penetration is a little less (66.2%), but is projected to grow to 74.4% in the next four years. 90% of online shoppers in Belgium buy via desktop, a stark contrast to the amount of smartphone (2%) and tablet (5%) shoppers.
Marketing In 2016, 1.75 billion USD was spent on TV advertising in Belgium.
Social Media There are 5.7 million monthly active social network users in Belgium, thanks to Facebook, YouTube, Instagram and Google+, which are the most popular social networks.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.