Share of shoppers buying groceries online in Belgium 2023, by generation

Published by
Koen van Gelder,
May 15, 2024
In Belgium, Millennials are the most eager to buy their groceries online. According to a survey carried out in April, May, and June of 2023, nearly one in four consumers in the country aged between 25 and 40 years old would buy grocery products via e-commerce. Gen Z and Gen X were not far behind.

Share of shoppers buying groceries online in Belgium in 2nd quarter 2023, by generational cohorts

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Release date

November 2023

Region

Belgium

Survey time period

Q2 2023

Number of respondents

1,000*

Supplementary notes

*19,293 consumers participated to the survey in 18 countries, The exact number of respondents in Belgium is unknown.

The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.

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