E-commerce user penetration in Belgium 2010-2023

How many Belgians were using e-commerce in 2023? That year, approximately 65 percent of the Belgian population reportedly bought something online within the three months preceding the survey, an increase of two percentage points compared to the previous year. Along with penetration, the share of e-commerce in total retail sales also increased considerably during this period. Between 2012 and 2021, e-commerce saw its participation in retail sales in Belgium double.

E-commerce in Belgium: a regional perspective

Looking at the country's regional split, predominantly Dutch-speaking Flanders has the highest e-commerce penetration, at 69 percent, as opposed to 58 percent in French-speaking Wallonia. A digital divide also exists across the two regions regarding the share of enterprises receiving online orders: close to 29 percent of Flemish companies received online orders in 2023 versus 20 percent for those based in Wallonia.

Domestic versus international sellers

While most e-shoppers make online purchases from domestic sellers, cross-border online shopping remains a significant driver of e-commerce activities in Belgium. The Dutch marketplace bol.com was the leading online store in the European country, with net e-commerce sales hitting the 768 million U.S. dollars mark in 2022. Dutch e-commerce site Coolblue and German fashion retailer Zalando followed, generating revenues of 561 million and 368 million U.S. dollars, respectively.