Amazon Becomes Belgium’s Second-Largest Online Retailer

Amazon has quickly strengthened its foothold in Belgium, becoming the country’s second-largest online retailer only three years after debuting its dedicated Belgian storefront. The company is now preparing a major investment push aimed at expanding delivery capabilities and boosting its local presence.

Belgian Logistics Hub Ready for Growth

Amazon recently confirmed plans to pour over €1 billion into the Belgian market between 2025 and 2027. Speaking to Gazet van Antwerpen, country manager Eva Faict explained that the company’s first Belgian logistics center — opened in Hoboken in 2022 — is central to this strategy.

Approximately 100 workers keep the site running, split evenly between full-time employees and temporary staff. Operating mostly at night, the team handles parcels arriving from Amazon facilities in Germany and France, preparing them for delivery. Fourteen external carriers handle the last leg to customers. Faict notes that the Hoboken site has ample capacity to scale up as demand grows.

Same-Day Delivery on the Horizon

A major part of Amazon’s forthcoming investment is geared toward faster delivery. The company plans to introduce same-day services for selected high-turnover items — everyday essentials such as toiletries and baby products — as it tries to win over a larger share of Belgian consumers.

To support this, Amazon is rolling out its own fleet of cargo bikes in major cities, starting with Antwerp, aiming to shorten delivery times while reducing emissions.

Challenging Market Leader bol

New research from the University of Antwerp indicates that Amazon has surpassed Coolblue to become Belgium’s number two ecommerce player. Only a few years ago, Amazon ranked third or fourth in several major product categories.

Despite this rise, bol continues to dominate the market, generating roughly 2.5 times Amazon’s Belgian revenue.

Growth Plans Extend Beyond Belgium

Faict also manages Amazon’s operations in the Netherlands, where the company is pursuing a similarly aggressive expansion. Amazon has earmarked over €1.4 billion for the Dutch market across a three-year period, signalling that the company sees long-term growth potential in both countries.

Source: ecommercenews.eu