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Ecommerce in Belgium: everything you need to know

Everything you need to know about ecommerce in Belgium: trends, insights, data, and tips from industry experts.

Everything you need to know about ecommerce in Belgium: trends, insights, data, and tips from industry experts.

19. 11. 2024

How do average Belgians view the economic situation in their country? And what does that mean for their shopping behaviour? Do Belgian consumers still shop at brick-and-mortar stores, or are they going digital? What do they expect from a webshop, and what makes them come back to buy again? What makes them abandon shopping their cart?

So many questions. Fortunately, we have answers.

As part of the European Ecommerce Report 2025, we surveyed 10,000 online consumers from Belgium, the Netherlands, France, Germany, and the United Kingdom. With an even distribution between men and women, socio-economic backgrounds, and age groups, the research offers a crystal clear picture of current trends and expectations.

In this article, we dive into the results from 2,000 Belgian consumers to show how they shop online and what they expect retailers to offer. This can help you to optimise conversion, drive revenue, and build loyalty.

How do Belgian consumers feel about the economy

First, we asked Belgian consumers how they feel about their country’s economic situation. 

Sentiment regarding the current economic situation in Belgium has slightly improved: 30% of Belgian consumers are positive about their country's economy, compared to 25% last year. However, some Belgians remain cautious, with 41% of respondents having a negative view of the economy.

This caution seems to translate into more mindful shopping behaviour. Now, just under half of Belgian consumers (47%) search for the lowest price when shopping online.

43% now do more research before purchasing an item, 39% buy discounted items more often, and more than one in three Belgians (36%) wait for the sales period to make purchases. These trends suggest that consumers are budgeting more carefully and are now more selective in how and when they buy.

When examining shopping behaviour, Belgian consumers embrace digital channels, with 46% of respondents shopping online more. That said, brick-and-mortar remains an essential part of the shopping experience, with over a third shopping in a physical store more. Just under a quarter of Belgians shop online and offline equally.

Chun Kay Tang, Mollie Sales Lead Belgium: “The fact that Belgian consumers are handling their budgets more cautiously and becoming more price-conscious doesn’t have to be a deal-breaker. You can still implement strategies to attract price-conscious consumers and boost your sales: discounts or attractive seasonal deals should appeal, as will loyalty programs that provide better value to regular customers. You can also provide added value with excellent customer service and free shipping.”

The economic outlook in Belgium

Although sentiment about Belgium's current economic situation has slightly improved, the outlook for the next 6 to 12 months is more mixed. 

42% of surveyed consumers expect the economy to improve, a slight decrease from 47% in 2023, with a further 37% anticipating stability, and 22% bracing for an economic downturn.

Despite divided opinions on the future of the Belgian economy, the willingness to shop online has remained stable: 44% of consumers plan to spend even more online, while 35% expect their online spending to remain unchanged in the coming year. Just over one in five respondents (21%) plan to spend less online.

Chun Kay: “Despite Belgian consumers having mixed economic expectations, their willingness to shop online remains robust. Many consumers plan to spend more online in the coming months, showing that there is still plenty of growth potential for ecommerce businesses. However, businesses may need to be more proactive to succeed.” 

Belgium’s most popular online payment methods

It’s no surprise that Bancontact remains, by far, the most popular payment method, with an impressive 73% of respondents preferring this quintessentially Belgian payment method. Debit and credit cards (41%) and PayPal (39%) complete the top 3 favourite payment options.

It’s also worth noting the popularity of the KBC/CBC payment button, which 18% of consumers named as their preferred payment method, compared to 8% for the Belfius payment button. Digital wallets like Google Pay (5%) and Apple Pay (8%) are at the bottom of the list and seem to have significantly declined in popularity (with 14% and 15%, respectively, in 2023).

The popularity of buy now, pay later (BNPL) payment methods like Klarna seems to be evening out:

  • 14% of Belgian consumers regularly use BNPL (vs. 11% in 2023).

  • 13% use it occasionally (vs. 21% in 2023).

  • 39% have never used it as a payment option.

The fact that Belgian consumers are less inclined to buy on credit could signal that they are handling their money more cautiously, and it will be interesting to see how Belgian shoppers use BNPL in the future. (For more, go to our guide on BNPL usage and trends). 

Our survey again shows that offering the right payment mix is essential to converting Belgian shoppers. In fact, in a separate question, 91% of consumers said having their preferred payment available when shopping online was important.

Chun Kay: “For webshops operating in Belgium, it’s crucial to continue offering popular payment methods like Bancontact, debit and credit cards, and PayPal. A local option like the KBC/CBC payment button can also help convert browsers into buyers. For webshops with a high average order value, Alma can be an interesting BNPL option. E-commerce companies selling food or ecological products can enable customers to pay by meal vouchers or eco vouchers. In Belgium, this is an extra asset to increase your turnover.”

What Belgian consumers expect from webshops

Whether it’s the ability to check out quickly as a guest, free shipping, or short delivery times, consumers now expect to be offered tailored, seamless experiences. But how can you provide this? To help, we asked Belgian shoppers to rank the importance of different retailer capabilities when they’re shopping online.

More than four out of five respondents (84%) prioritise excellent customer service and support, with a fast, efficient checkout process (83%) in second place and offering preferred payment methods (81%) and free shipping (81%) in joint third place. Compared to other European markets, the demand for free shipping is relatively high, indicating that additional costs can be a significant barrier to converting customers in Belgium.

Compared to the Netherlands, Germany, France, and the UK, Belgian consumers place relatively more importance on loyalty programs and discounts (66% vs. 61% across all surveyed markets) and transparency about corporate social responsibility (61% vs. 57% across all markets). Efficient delivery times are less important than in other countries (68% vs. 75% across all markets).

This brings us to a hot topic in ecommerce: should you charge customers for returns or not? Although free returns are preferred, Belgian consumers have a nuanced opinion on this subject. 

While 18% of respondents will avoid stores with paid returns, 19% say it does not impact their purchasing decision. Almost two-thirds of consumers (63%) are less likely to buy from a webshop that charges for returns but don’t rule out a purchase entirely. 

For a detailed analysis and tips about offering free returns, go to our dedicated guide. 

 Chun Kay: “The Belgian online shopper has high demands for webshops, with service, an efficient checkout process, and flexible payment options as top priorities. Notably, there’s a strong focus on free shipping, contrasted with a nuanced stance on paid returns. Want to keep Belgian customers happy? Invest in customer support, keep your checkout process simple, offer various payment methods, and consider eliminating shipping costs to maximise your chances for success.”

How to drive repeat purchases in Belgium

If you want to build loyalty and encourage repeat purchases from Belgian consumers as an ecommerce business, free shipping (88%), available payment methods (88%), and a high-quality website (88%) are not just nice-to-haves, but crucial factors.

Competitive prices (87%) and free returns (84%) are also common reasons to choose a webshop again.

When it comes to communication, 80% of Belgians value being able to communicate with a company through various channels (email, chatbot, phone), and 79% are motivated to repurchase from retailers that offer support in their language. Finally, positive reviews (75%) and loyalty programmes (74%) are also good ways to encourage shoppers to return to your webshop and buy again.

Chun Kay: “To stimulate customer loyalty among Belgian consumers, you can focus on free shipping and competitive prices, but it’s also a good idea to critically assess your webshop. Can the navigation of your website be simpler? Are shoppers able to quickly check out as guests? Do you offer enough payment method choices at checkout? Do you offer support in your customers’ language? Through which channels can they reach you? Successful loyalty programmes can strengthen the relationship with your customer and contribute to a lucrative long-term connection.”

How Belgian consumers shop online

We now have a better understanding of online shoppers' expectations, how their behaviour might evolve in the coming year, which payment methods they prefer, and how to stimulate customer loyalty in Belgium. 

In this section, we take a closer look at the path consumers take to purchase and how they find products.

Although international marketplaces like Amazon or eBay attract a significant portion (44%) of shoppers, more than half of Belgians (54%) use search engines like Google to find their favourite product, and 40% go directly to a brand's webshop to purchase a product, suggesting these shoppers are more intentional in their search.

Belgians are also guided by the opinions of others: more than a third (36%) read reviews before making a purchase, and 26% seek advice from friends or family. Unlike Germany, the Netherlands, and the UK, comparison sites and influencers have little impact on Belgians, a trend that also stood out in last year’s data.

As mentioned earlier, the physical store is certainly not dead. Still, it is evolving into more of a showroom for many shoppers: a quarter of respondents (24%) check out products in-store before ordering them online, demonstrating the importance of a seamless omnichannel experience, where online inspiration and offline purchases go hand in hand.

Chun Kay: “For ecommerce players active in Belgium, it’s crucial to optimise visibility in search engines, which you can achieve by boosting your SEO efforts. Positive reviews and customer ratings can also persuade more consumers to choose your webshop. You can embrace the growing popularity of the omnichannel model by aligning physical and online channels with click-and-collect options where customers place an order online and pick it up in-store.”

What inspires Belgian customers to buy?

Once consumers have found their way to your webshop, the first hurdle has been cleared. But, how do you then turn those visitors into paying customers?

The top three factors that convince Belgian consumers to make a purchase are discounts offered when leaving a webshop (42%), emails or newsletters from a brand they like (35%), and seeing items they previously marked as favourites (31%). These are all examples of what is also known as 'nudging' in ecommerce, where subtle influences help to guide the consumer's purchasing decision.

Where Belgians eventually place their order is primarily determined by the total cost. For more than half of respondents (52%), the lowest price plays a decisive role (vs. 43% last year), followed by free shipping (46%). 

However, not all factors are related to cost, with 41% of Belgian consumers preferring a seller or site they know and trust (compared to 27% last year). This sharp increase suggests that consumers are increasingly considering the security of familiar names and brands in the vast landscape of online stores.

Chun Kay: "The increasing price-consciousness of Belgian consumers seems to be the common thread throughout this research. More than half of those surveyed buy from the webshop offering the lowest price. However, Belgians are beginning to place more importance on the familiarity and trustworthiness of a webshop. "If your business doesn't compete on price, instead try to build trust in other ways, such as by adding customer reviews or trust badges on your homepage. This can reassure consumers that they're buying from a reliable company. "As an online seller, you can also partner with a payment provider to ensure payment security, help you comply with the latest regulations, and optimise your checkout process. This should all make it easier to convert shoppers."

Why Belgian shoppers abandon their shopping carts

It’s not always clear why some shoppers abandon their carts at the last minute. However, it’s essential to identify and address the underlying triggers, and test different approaches, to ensure your conversion rate doesn’t suffer unnecessarily.

While concerns about payment security (49%) or the absence of preferred payment methods (41%) plays an important role, unexpected costs top the list. No less than 55% of Belgian consumers say they drop out of a purchase when they see high shipping fees or taxes at checkout. This ties in with our earlier finding that free shipping is one of the main reasons consumers choose a particular webshop.

If a payment card is declined during the payment process (35%), it significantly increases the likelihood of the purchase being abandoned. Similarly, if a webshop shares personal data with third parties (31%), it can also lead to purchase abandonment.

Finally, the requirement to create an account (23%), complex processes (27%) or slow checkout (22%) are common frustrations that can hinder your conversion.

Chun Kay: “The reasons why Belgian shoppers abandon their shopping carts highlight the importance of transparent communication, both about additional costs and how you handle personal data. Speed, efficiency, and security are also crucial for Belgians. These can distinguish between a full cart and a missed opportunity, so avoid unnecessary steps in your checkout process. “A reliable payment provider can help optimise payment options for your target audience, alleviate concerns about payment security, and implement tools to prevent declined payments.”

How Belgian shoppers use social media

Like other European consumers, many Belgian shoppers use social media to gather more information about a product. YouTube (43%), Facebook (39%), and Instagram (37%) are the most popular platforms for product research. 

LinkedIn is also relatively popular, with 27% of respondents using the platform for research, which contrasts with neighbouring countries like the Netherlands (16%) and France (17%). TikTok is also growing in popularity, with 22% of consumers using the platform to discover products, compared to 11% last year.

When it comes to purchasing products via social media (‘social commerce’), Facebook (36%), YouTube (33%), and Instagram (31%) once again lead the list. However, Belgians lag slightly behind other countries like the UK, Netherlands, and France, where shopping via social media seems more entrenched. 

Notably, despite TikTok's growing popularity in the discovery phase, only 11% of consumers say they also purchase products through the platform.

 Chun Kay Tang, Mollie Sales Lead Belgium: “Social media is an indispensable link in the customer journey. If your business is active in Belgium, YouTube, Facebook, and Instagram are the most important channels. Still, it might be worth also experimenting with video content on TikTok to increase awareness. Since social media is mainly accessed via smartphones, it’s important to focus on optimising the mobile shopping experience. In any case, social commerce in Belgium has plenty of room for further growth compared to other European countries.”

What have we learned?

Our survey of Belgian consumers has revealed some clear trends regarding their shopping behaviour and expectations. Here are the key takeaways:

  • Economic sentiment: Consumer confidence in Belgium is recovering slightly, but many Belgians are handling their budgets more carefully, leading to more conscious shopping.

  • Shopping behaviour: Consumers have become more price-sensitive and focused on finding the best deals. They do more research beforehand and increasingly wait for discounts or sales periods.

  • Sales channels: Online shopping is here to stay, but physical stores also retain their value. Most consumers shop both online and offline. Omnichannel is the way to go.

  • Payment methods: Bancontact remains the undisputed favourite in Belgium, while the use of Buy Now, Pay Later appears to be stagnating. Since 91% of consumers expect to pay with their preferred payment method in a webshop, offering a broad mix of payment options remains crucial.

  • Customer loyalty: Free shipping and returns, various payment methods, competitive prices, and excellent service are key to encouraging repeat purchases. A user-friendly website can also help to retain customers.

  • Abandoned shopping carts: High shipping costs, missing payment methods, and concerns about security are the most common reasons why Belgian online shoppers abandon their purchases.

  • Social commerce: YouTube, Facebook, and Instagram are most often used to find product information, while TikTok’s role is growing. Shopping via social media has room for further growth in Belgium.

Here's Stefanie Richheimer, Mollie VP Benelux, on the data: "Our research shows that opinions on the state of the Belgian economy are divided. The Belgian consumer remains cautious, which results in more conscious shopping behaviour, where price plays a decisive role. Yet, Belgians also value service, efficiency, and flexibility. 

"Three key takeaways I gathered from the results? First, while online shopping is 'here to stay', brick-and-mortar stores remain a crucial part of the shopping experience, highlighting the importance of an omnichannel strategy. Second, Bancontact remains the undisputed favourite among Belgians. Third, as many as 91% of Belgian consumers expect webshops to offer their preferred payment methods. So, a broad mix of local and international payment options is essential for the ongoing success of your ecommerce business."

How Mollie helps Belgian ecommerce businesses grow

Here at Mollie, we’re on a mission to make payments and money management effortless for every business in Europe. We do that with a single platform that streamlines every payment process, from converting customers to settling your accounts.

Here’s what it offers:

  • 35+ payment methods. Quickly activate all popular local and international payment methods to help every customer pay the way they prefer.

  • Secure payments. Protect your business and build customer trust with a payment solution that meets the highest security standards.

  • Personalised checkout. Build trust with shoppers and maximise conversion with an optimised checkout.

  • The Mollie Dashboard and app: Manage transactions, process refunds, get insights, and accept payments – anytime, anywhere.

  • Fraud prevention: Protect your business and boost your revenue with customisable fraud tooling.

You also get: 

  • Easy integration with all major ecommerce platforms.

  • Excellent customer support to quickly resolve any issues.

  • Transparent rates with no lock-in contract.

We also provide a range of other financial solutions, such as in-person payments, invoicing, business financing, and more.

Ready to simplify your payments and finances? Discover how online payments with Mollie can help your business.

About the research

We partnered with leading research agency Coleman Parkes to survey 10,000 European consumers who shop online (at least one online purchase in the last month, though 66% had bought something in the previous week). 

The research was conducted online in July and August 2024.

The research was conducted across the Netherlands, Belgium, the UK, Germany, and France, with 2,000 surveys conducted in each market. To get a true representation of consumers in the research sample, a mix of age ranges, genders, and income brackets was included.

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How do Belgian consumers feel about the economy

The economic outlook in Belgium

Belgium’s most popular online payment methods

What Belgian consumers expect from webshops

How to drive repeat purchases in Belgium

How Belgian consumers shop online

What inspires Belgian customers to buy?

Why Belgian shoppers abandon their shopping carts

How Belgian shoppers use social media

What have we learned?

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MollieRastEcommerce in Belgium: everything you need to know
MollieRastEcommerce in Belgium: everything you need to know
MollieRastEcommerce in Belgium: everything you need to know
MollieRastEcommerce in Belgium: everything you need to know