Belgium as an E-commerce Expansion Destination: A Guide for Polish Companies

The Belgian Market in Numbers

Belgium ranks among the largest e-commerce markets in the world. Already, almost 80% of Belgians regularly buy online, and the value of these transactions in 2023 reached over 16 billion euros, placing the country in the European heavyweight category. Forecasts indicate stable, year-over-year growth up until 2028.

It might seem that with nearly 65,000 registered online stores, the market is saturated. Nothing could be further from the truth. Online trade is still just a fraction of all Belgian retail. This shows that there is huge room for growth here, much like an undeveloped plot in the city center. Success, however, is not guaranteed – it requires careful adaptation to the expectations and habits of local consumers.

Belgium, or Two Markets in One: Flanders and Wallonia

Treating Belgium as a homogeneous market is a fundamental oversimplification and a fast track to failure. The key to understanding this country is its division into two main regions: Dutch-speaking Flanders in the north and French-speaking Wallonia in the south.

This division is not just a matter of language, but of deep cultural and consumer differences:

• Language localization is absolutely crucial. Running a store exclusively in English is insufficient. Having versions in Dutch and French is essential. The same applies to customer service – emails and phone calls in the customer’s native language build a level of trust that cannot be overstated.
• Shopping preferences are different. The residents of Flanders are culturally and commercially closer to the Dutch. This is where the Bol.com platform and PostNL courier services are hugely popular. In contrast, the residents of Wallonia look towards France, which translates into their choices and expectations, meaning the French e-commerce market heavily influences their consumer behavior.

Ignoring this duality is like trying to sell the same product in Poland and Spain using the exact same marketing strategy.

Who is the Belgian Consumer? Profile and Shopping Preferences

Do Belgians buy only local products? It’s a complex question. On the one hand, they value domestic brands; on the other, they are extremely open to goods from abroad. Data confirms that up to 4 out of 10 residents of this country regularly make purchases from stores in other European Union countries. This is an important signal for Polish companies planning deliveries to EU clients.

What drives them to do this? Above all, the search for unique products. However, price, although important, is not always the main factor. Belgian customers are willing to pay more if the purchasing process is transparent and the logistics are reliable.

Analyzing the structure of Belgian e-commerce reveals clear trends. The biggest piece of the pie consists of products related to hobbies and recreation. Right behind them are electronics and fashion. Belgians also eagerly buy furniture, household appliances, and cosmetics.

The Role of Sustainability

Like other consumers in Western Europe, Belgians attach increasing importance to sustainability. Eco-friendly packaging, transparency regarding the delivery’s carbon footprint, or the ethical origin of products can become important differentiators and purchasing arguments, especially for younger generations.

Delivery: Convenience, Speed, and… Paradoxes

Belgians value comfort. As many as 74% of them prefer delivery straight to their door. The national postal operator, bpost, has a strong position, but other key players such as PostNL (especially in Flanders), DPD, and DHL also operate successfully on the market. Pick-up drop-off (PUDO) points are also gaining increasing popularity. Giving the customer a choice in the form of an interactive map of pick-up and drop-off points can significantly increase the attractiveness of the offer.

Here we encounter a certain paradox. Even though Belgians expect fast and reliable delivery, they are very reluctant to bear extra costs for it. Having to pay a shipping fee is one of the most common reasons for cart abandonment. The challenge, therefore, is to find the golden mean. Streamlining logistics processes becomes crucial here, allowing for cost reductions without quality loss, ensuring that optimally planned international shipments do not excessively burden the store’s margin.

The return policy is equally important. A complicated procedure can effectively discourage future purchases. Modern systems allow for full control over the execution of returns, which builds customer trust and loyalty.

Payments: Trust Above All

When it comes to payments, Belgians prioritize security and local habits. The absolute leader and standard, the lack of which is a serious mistake, is Bancontact (formerly Mister Cash).

Digital wallets, such as PayPal, and payment cards are also very popular. The key to success is offering several proven and recognizable payment methods.

How to Reach the Belgian Customer? Marketing and Communication

Merely having an excellent product and optimized logistics is not enough. You also need to be found. Marketing in Belgium, much like the store itself, must be bilingual and culturally tailored.

• SEO: Search engine optimization on google.be must be conducted in parallel in Dutch and French, taking into account the different keywords used in both regions.
• Social Media: Facebook and Instagram are still the most popular platforms for building brand awareness and running campaigns.
• Shopping Occasions: Besides global events like Black Friday, Belgium has its own regulated sales periods called Solden, which take place in January and July. These are crucial moments in the retail calendar.
• Price Comparison Websites: Platforms like Vergelijk.be or Kieskeurig.be are popular tools for many consumers, so it is worth considering a presence there.

Where to Sell? The Power of Popular Marketplaces

Instead of building recognition from scratch, many sellers decide to enter existing platforms. In Belgium, the absolute giant, especially in Flanders, is Bol.com. The dedicated Amazon.com.be site also holds a strong position, as does Zalando in the fashion category. The choice of the right channel depends on the specifics of the product and the target audience.

Formalities and Regulations

The good news is that Belgian consumer law is harmonized with EU regulations. This means that the rules regarding the right of return or warranty are almost identical to those in Poland.

However, taxes are a key issue. Although you can register for VAT locally, for most companies selling to several EU countries, the VAT OSS (One-Stop-Shop) procedure is a much simpler solution. It enables settling all EU VAT through a single Polish tax office after exceeding the threshold of 10,000 euros in total sales to EU countries.

It is also worth remembering the regulations regarding packaging and its recycling (e.g., the obligation to register in the Fost Plus system). Professional solutions for business and e-commerce make it easier to organize these processes.

Want to Sell Abroad? Explore the Map of Polish Exports

Belgium is a promising destination, but it is just one of many. Before you make a decision, check where Polish companies are already successfully selling and what challenges they face. It is worth analyzing different expansion paths – for example, entering the southern, Slovak e-commerce market, choosing wealthy consumers offered by e-commerce in Sweden, or deciding to start selling on a receptive English-speaking market, such as the Irish e-commerce market.

Download the free Alsendo report and find out:

• Which countries are currently the most popular export markets.
• What logistical barriers entrepreneurs encounter.
• How to effectively develop international sales based on hard data.

Key Takeaways

• Belgium represents a mature e-commerce market with high potential. Almost 80% of Belgians buy online, and transaction value is steadily growing. Success requires understanding the division into Flanders and Wallonia, which implies the necessity of bilingual localization (Dutch and French) and adaptation to regional preferences.
• The Belgian consumer is demanding, values quality, and is open to foreign products. Free, fast, and reliable delivery is expected, preferably straight to the door. Offering preferred local payment methods, such as Bancontact, and ensuring seamless logistics processes are crucial.
• Effective communication and marketing must be bilingual and culturally tailored. SEO and social media campaigns should be run in parallel in both languages. It is also important to factor in local sales periods (Solden) and utilize simplifications like VAT OSS for tax management.

Sources

• https://ecommercenews.eu/ecommerce-in-europe/ecommerce-belgium/
• https://cross-border.pl/country/belgia/
• https://ecommercedb.com/markets/be/all
• https://www.paazl.com/blog/the-e-commerce-market-in-belgium-in-2024/
• https://www.geopost.com/en/expertise/e-commerce-trends/e-shopper-comparison-tool/?chart_category=1&chart_question=1

Alsendo