Belgian ecommerce reaches €18.3 billion, with most online spending going to foreign platforms

Belgian consumers spent €18.3 billion online in 2025, marking a 5.4 percent increase compared to the previous year. More than 9 in 10 Belgians now shop online, showing that ecommerce has become firmly embedded in consumer habits. However, a significant share of this spending is flowing outside the country, with foreign marketplaces and cross-border platforms capturing much of the growth.

Online spending continues to grow in Belgium

According to the latest Market Monitor from Becom, Belgium’s ecommerce federation, online spending in the country rose from €17.4 billion in 2024 to €18.3 billion in 2025. The year before, Belgian consumers had already increased their online purchases by 6.7 percent compared to 2023. That growth also marked an important milestone, as online purchases accounted for a quarter of all consumer spending in Belgium for the first time.

Clothing and shoes lead online purchases

Fashion remains the strongest ecommerce category in Belgium. In 2025, consumers spent €2.7 billion online on clothing and shoes. Electronics followed with €1.7 billion in online revenue, while fast-moving consumer goods, including food and beauty products, reached €1.26 billion.

Marketplaces play a major role in Belgian ecommerce

Online marketplaces continue to attract Belgian shoppers thanks to their wide product ranges and easy buying experience. Greet Dekocker, managing director of Becom, explained that consumers quickly find their way to these platforms because they make the purchasing process accessible and intuitive.

This trend is also being shaped by new shopping habits. Nearly 3 in 10 Belgian consumers, or 29 percent, said they sometimes use AI when making online purchases. That is 8 percentage points higher than in 2024. Social media is also influencing ecommerce behavior, with 36 percent of consumers saying it affects their purchasing decisions.

Most growth benefits cross-border online stores

Although Belgian online spending is rising strongly, the domestic ecommerce sector is growing at a slower pace. Becom reported that Belgian ecommerce itself increased by around 3.43 percent, suggesting that a large part of the additional spending is going to foreign online stores.

This creates a clear opportunity for international ecommerce companies looking at Belgium as a cross-border market. Belgian consumers are already comfortable buying online, are active on marketplaces, and are increasingly open to purchasing from foreign platforms.

Chinese platforms continue to gain ground

Becom pointed to the rapid growth of Chinese platforms such as Shein and Temu, which are reportedly expanding by 20 to 30 percent annually. These platforms attract consumers with very low prices, but Becom warned that product quality can be poor and that some items may even pose health risks.

The federation argues that these companies create unfair competition for Belgian online retailers, especially when products do not meet European safety and compliance standards.

Becom calls for stronger government action

The Belgian government has already proposed a €2 levy on parcels imported from outside the European Union in an effort to reduce the growing influx of low-cost shipments. However, Becom believes more action is needed.

The federation is calling for stricter customs checks and faster removal of unsafe products from online platforms. According to Becom, stronger enforcement is necessary to protect consumers and ensure fair competition for Belgian ecommerce businesses.