In 2024, Belgian consumers spent a total of €17.4 billion on online purchases, reflecting a 6.7% increase compared to the previous year. This is a jump of over €1 billion from 2023’s €16.3 billion. For the first time ever, a quarter of all consumer spending in Belgium took place online.
While the year-on-year growth was slightly lower than the 11% increase seen in 2023, the data confirms that Belgium’s e-commerce sector is still on an upward trend.
The number of online transactions reached 179 million, a 5% rise from the year before—adding roughly 8 million new transactions. The average order value was approximately €97.
“We noticed a surge in online orders during the second half of the year. Back-to-school shopping, Black Friday, and the holiday season were key contributors,” said Greet Dekocker, Managing Director at Becom.
An estimated 96% of Belgians aged 15 and over made at least one online purchase in 2024. Notably, online purchases accounted for 25% of all consumer spending, a milestone for the local market.
When it comes to the most purchased categories, clothing led the way with 32.3 million transactions. This was followed by online games and gambling (24.4 million) and media or streaming services (18.1 million). Other sectors gaining traction online include insurance, toys, and tickets for public transport.
Travel emerged as a key driver of online spending. Package holidays alone brought in €4 billion, while airfare accounted for €2.3 billion. Clothing purchases followed with €1.7 billion spent.
“Belgians are becoming more confident with shopping online, and as a result, they’re spending more,” Dekocker added. “While inflation—at 4.3% last year—played a role, the broader trend shows that ecommerce is becoming deeply embedded in consumer behavior. From local webshops to global marketplaces, Belgians are embracing digital shopping.”
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