Insights into the growth of Belgium eCommerce with Payment methods, target audiences, marketing, social media, economy and logistics all profiled
Belgium is home to just over 11 million people with a total GDP of 454 billion USD. GDP per capita is currently 40,688 USD and expected to reach 45,4944 USD by 2021.Belgium is ranked as the 27th richest country by the World Bank GDP per capita rankings.
Digital User Insights
There are currently 6.4 million eCommerce users in Belgium, with over 1.5 million new users shopping online by 2021. There will be 8.2 million eCommerce users by 2021, this will represent 87.7% of the total population. The average user spends 766 USD online, which will grow to 1872 USD by 2021.
In 2016, males outnumber female shoppers, with this evening out in the younger age groups. Younger shoppers are also more likely to shop online, with 1.6 million shoppers in both the 16-24 age group, and the 25-24 age group.
In 2021, the ratio of male to female shoppers is expected to remain the same, with new shoppers spread across all age groups.
Total ecommerce revenue across all product categories is 4.9 billion USD, expected to reach 7.1 billion by 2021. Fashion is currently the leading product category accounting for 2.3 billion USD market share. Electronics is the second leading product category accounting for 1.3 billion USD.
By 2021, fashion will continue to lead the charge, valued at 3.2 billion USD. Electronics will remain in second place, reaching 1.7 billion USD.
In 2016, Belgium ranked 6th in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 98% of Finland’s population reside in urban areas, this coupled with excellent logistics mean that cross border retail is relatively easy.
Preferred Online Payments
32% of online payments are made via credit card. Debit card is preferred by 30% of online shoppers when paying online. PayPal, and Bank transfer are two popular alternate payment methods.
Where does Belgium buy from?
The Netherlands supplies Belgium with 86.5 billion USD in imports. Other key import partners are Germany (63.1 billion USD), France (47.4 billion USD), the US (34 billion USD) and the UK (22.1 billion USD).
Internet and Device Usage
Internet penetration in Belgium is currently at 80.1%, and should reach 82.8% by 2021. Smartphone penetration is 59.2% and is projected to grow to 71.3% by 2021.
90% of online shoppers in Belgium shop online via desktop. 5% of shoppers make purchases via tablet, and just 2% made their most recent purchase via smartphone.
Total Marketing spend in Belgium has risen steadily in recent years with brands increasingly turning to TV and Digital. TV has grown to 1.5 billion USD market spend and leads the advertising spend categories. Newspaper is the second largest spend at almost 1 billion USD. Digital has increased year on year, with market spend currently at 231 million USD.
Belgium’s Social Media usage is high with 95% logging on to Facebook, 71.5% to both Instagram and YouTube. Other popular networks include Swarm, LinkedIn and Twitter.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.
*Insights derived from eShopWorld data, Statista, WorldBank, OECD and other industry sources.