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How many Belgians were using e-commerce in 2024? That year, approximately 66 percent of the Belgian population reportedly bought something online within the three months preceding the survey, an increase of 2 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.