BELGIUM E-COMMERCE INSIGHTS & HIGHLIGHTS
Belgium is the 24th world largest market for e-commerce with a revenue of €10.26 billion in 2020, with a decrease of 10% compared to the situation one year before, due to Covid-19 outbreak.
63% of the Belgian population have bought at least one product online in 2020, with a total spending of €7.5 million on the purchase of products. Last year the average Belgian online consumers have shopped more online but for a minor number of orders (126.8 million online purchases, with an average order amount of €81).
In fact, the closure of physical stores imposed by the government as a measure to contain the spread of Covid infections, brought people to shop even everyday products online.
Top e-commerce categories in Belgium in 2020:
- Fashion is the largest segment in Belgium in terms of revenue (31%)
- Electronics & Media (23%)
- Toys, Hobby & DIY (20%)
- Furniture & Appliances (15%)
- Food & Personal Care (11%).
The most growth occurred in 3 product categories: consumer electronics (+ 93%), household electronics (+ 92%), and computer accessories (+ 66%).
According to Be-Commerce, 2020 was also the year that the Belgian consumers got to know e-commerce for good: there were 200.000 new online shoppers in Belgium (consumers who bought online for the very first time).
Most of online purchases were done on a smartphone. Still, the laptop represents the most popular device for online shopping as it was used for 45 % of all e-commerce purchases, especially for bigger orders.