This year, 72 percent of Belgians made online purchases. According to Comeos, of all Belgians who are active online, eight in ten have bought online in the past year. No less than 94% say they will do so in the future. Ten years ago, only 58% of Belgian consumers shopped online. Nowadays, Belgian consumers purchase products online more regularly.
56% of Belgian consumers have bought something online at least once a month in the past twelve months. That is an increase of 20% compared to 2019. One in five online shoppers in Belgium buy from the internet at least once a week, and they do this mostly in the evening (60%). In addition, 2% even say they buy something online every single day.
M-commerce is still growing
Last year, four out of ten Belgians made an online purchase via their mobile device. Five years ago, that was only half. It is striking that the increase in purchases made on a mobile device is mainly a women’s affair, as it concerns 45% of women compared to only 36% of men who bought mobile phones in the past year. The usage of a mobile device is also popular with people under the age of 25, where 63% have purchased using mobile devices in the past twelve months.
Fashion still remains no. 1
All product categories have increased in the past year. Fashion still remains the undisputed number one. Of all Belgians who have made an online purchase in the past twelve months, 68% bought an article from the fashion sector. That is an increase of 7% compared to last year and almost 30% more than ten years ago. Relaxation comes in as second and Health & Beauty is a striking third. These products are growing very strongly and are even doing 19% better than last year.