Benelux consists of three monarchies: Belgium, Netherlands, and Luxembourg. The name Benelux is a consolidation of the shortages from the three member countries. All three countries are doing a good job in the case of the economy. But what about e-commerce?
In this text, you will find information about e-commerce in all three countries. We will start by covering the situation in Belgium. Let’s dive in.
E-commerce in Belgium
Overview
Belgium’s e-commerce landscape has experienced notable growth, reflecting the country’s robust digital infrastructure and consumer adaptability. The market is projected to generate approximately $10,074.4 billion in revenue, positioning Belgium as the 32nd largest e-commerce market globally, just ahead of Singapore. This upward trend is expected to continue, with forecasts indicating a compound annual growth rate (CAGR) of 6.3% from 2025 to 2029, potentially reaching a market volume of $12,882.3 billion by 2029.
The sectoral distribution within Belgium’s e-commerce market is diverse. The Hobby & Leisure segment leads, accounting for 26% of the total revenue. This is followed by:
- Electronics at 21%,
- Fashion at 17.6%,
- Furniture & Homeware at 11.7%,
- DIY at 8.8%,
- Care Products at 8.7%,
- and Grocery comprising 6.2%.
In terms of platform usage, WooCommerce hosts approximately 30.25% of Belgian online stores, totaling around 26,270 stores. Shopify follows with a 19.95% share, supporting about 17,320 stores. Custom Cart platforms account for 14.82%, equating to approximately 12,870 stores.
Consumers behavior
Belgians appreciate the comfort of shopping and the price. They enjoy shopping 24/7 and saving time thanks to online websites. They also love to compare prices. That is why if you want to win Belgians’ hearts, your e-commerce needs to have reasonable and clear pricing, and all included costs, such as shipping, etc., and delivery – as fast as possible.
Belgian consumers exhibit a strong inclination towards online shopping. In the first half of 2024, 89% of Belgians bought something online. In 2023, the Flanders region had the highest user penetration rate in the country – 69%! This trend is underpinned by a high internet penetration rate, with 96.4% of individuals aged 16 to 74 connected to the internet.
The convenience of online shopping, coupled with competitive pricing and promotional offers, significantly influences purchasing decisions. Notably, 22% of consumers favor gift card promotions over other types, and 53% prioritize low prices and free shipping as critical factors in their shopping journey.
Payment methods
The payment landscape in Belgium is characterized by a blend of traditional and digital methods, reflecting both consumer trust and technological advancement. Bancontact stands as the most preferred payment method, favored by 73% of consumers. This preference is followed by credit cards (41%) and PayPal (39%). Interestingly, payment options like the KBC/CBC are on 4th place, with 18% of consumers opting for this method, compared to 8% for the Belfius payment button.
Despite the global rise of digital wallets, their adoption in Belgium appears to be stagnating. Google Pay and Apple Pay have seen a decline in popularity, with usage dropping to 5% and 8% respectively, down from 14% and 15% in 2023. The ‘Buy Now, Pay Later’ (BNPL) model, popular in many markets, seems to be plateauing in Belgium (14%), suggesting a cautious consumer base that prefers traditional payment methods.
The digital payments market in Belgium is projected to reach a transaction value of $47.03 billion in 2025. This growth is fueled by the increasing adoption of contactless payments and mobile banking solutions, reflecting a shift towards cashless transactions. However, it’s noteworthy that cash usage has declined by approximately 49% from 2012 to 2020, and is forecasted to reduce by an additional 26.5% by the end of 2025.
Social media
As of January 2025, there were 8.98 million social media users in Belgium, accounting for 76.4% of the total population. Facebook, Instagram, and YouTube are the most utilized platforms for product discovery and information. Specifically, YouTube boasts 8.98 million users, while TikTok has 3.71 million users aged 18 and above, covering 39.1% of the adult demographic.
The rise of social commerce is evident, with consumers increasingly making purchases directly through social media platforms. This trend is particularly pronounced among younger demographics, who value seamless shopping experiences integrated within their social media interactions.
Logistics
Efficient logistics are the backbone of Belgium’s e-commerce sector. The country benefits from a strategic location in Western Europe, with robust infrastructure supporting both domestic and cross-border e-commerce activities.
The Belgian government has implemented regulations to promote transparency and sustainability in e-commerce logistics. One notable measure requires online retailers to offer at least two delivery options at the time of purchase and to disclose the CO2 emissions associated with logistics. This initiative aims to make e-commerce more eco-friendly and aligns with the growing consumer demand for sustainable practices.
E-commerce in the Netherlands
Overview
In 2024, the Netherlands’ e-commerce market was valued at approximately $39.36 billion, with projections indicating a substantial increase to $81.94 billion by 2032, corresponding to a compound annual growth rate (CAGR) of 9.6% from 2025 to 2032. The market’s expansion is underpinned by a high internet penetration rate, with 98.3% of the population online as of 2023. In 2025, the number grew to 99%. This widespread connectivity has facilitated the adoption of online shopping across various demographics.
The product category distribution within the Dutch e-commerce market is diverse. The clothing category wins with 52% of the total revenue. Shoes follow with 39%, and Drugstore & Health products contribute to 25%. Off the podium are:
- Entertainment (books, movies, music, games) – 24%
- Cosmetics and body care – 23%
- Pet products – 20%
- Food and beverages – 19%
In terms of platform utilization, WooCommerce leads by hosting 42.33% of online stores, totaling approximately 110,180 stores. Shopify follows with a 20.25% share, supporting around 52,700 stores. Custom Cart platforms account for 10.40%, equating to approximately 27,070 stores.
Consumers behavior
Ever wondered how the Dutch approach online shopping? Their online shopping behavior reflects a more conservative approach compared to other European countries.
Over 84% of internet users in this country have made purchases online. That’s a significant jump from 2019, when only 64% shopped online. Age plays a role here. Those between 25 and 54 are the most active online shoppers, with over 95% engaging in e-commerce.
When it comes to what they’re buying, now you know the clothing and footwear top the list. But it’s not just about fashion; personal care products, medicines, and vitamin pills have also seen a surge in online purchases.
But let’s see the Dutch shopping attitudes in more detail:
- Buying at the lowest price: Only 37% of Dutch consumers always buy a product for the lowest price, the lowest among all countries.
- Researching before buying: 31% of Dutch consumers conduct more research before purchasing, significantly lower than Germany (41%) or the UK (46%).
- Buying discounted items: 29% of Dutch consumers are more likely to buy discounted items, below the European average (37%).
- Waiting for sales: 28% of shoppers in the Netherlands prefer waiting for a sale, while Belgium leads with 36%.
- Buying from trusted brands: 23% of Dutch consumers prioritize trusted brands, lower than the UK (36%) or Belgium (29%).
Payment methods
Curious about how the Dutch prefer to pay online? iDEAL is the frontrunner, used by more than half of consumers in 2023. This online banking system allows direct transfers from bank accounts, making it both convenient and secure. In December 2024, it was used by 92% of online shoppers. On the podium was also Tikkie and PayPal.
Digital wallets are on the rise too. In 2023, they accounted for 18% of in-store payments, and projections suggest this will climb to 35% by 2027. Meanwhile, the use of debit cards, though still dominant, is expected to decrease from 60% in 2023 to 48% by 2027.
The ‘Buy Now, Pay Later’ (BNPL) trend and cryptocurrencies are also gaining traction. The BNPL market in the Netherlands in 2024 grew by 17%, reaching €11.26 billion. This growth is projected to continue, with an expected CAGR of 9.8% from 2025 to 2030, potentially reaching $16.40 billion by 2030 (from $10.29 billion in 2025).
Social media
As of January 2025, there were approximately 14.8 million social media users in the Netherlands, accounting for 80.9% of the total population. Platforms like YouTube, Facebook, Instagram, and LinkedIn are particularly popular. These platforms are not just for socializing; they’re pivotal for product discovery and influencing purchasing decisions.
In early 2025, YouTube had 14.8 million users in the Netherlands. Facebook had 8.05 million users – as many as Instagram – LinkedIn had 13.0 million users, and Snapchat had 7.44 million users. After them was TikTok, with 5.62 million users. The main reason for using social media was keeping contact with friends and family, and filling spare time.
Logistics
In 2023, the Dutch e-commerce market was valued at €34.7 billion, with over 80% of consumers shopping online. This high penetration rate underscores the importance of a robust logistics network to meet consumer demands. The country’s strategic location, coupled with its advanced infrastructure, makes it a hub for efficient logistics. The Port of Rotterdam, being Europe’s largest, is crucial in facilitating domestic and cross-border e-commerce.
Home delivery remains the preferred method for 70-90% of online consumers, boasting a 99% first-attempt delivery success rate. However, there’s a growing interest in alternative delivery options. Parcel locker deliveries, for instance, have surged by 150% compared to 2023, as consumers embrace the flexibility of picking up parcels at their convenience.
Major logistics players like PostNL, DHL, and DPD Netherlands dominate the market. PostNL, for example, processes around two million parcels daily, largely comprising e-commerce deliveries. Their extensive networks and continuous innovations ensure that the Dutch e-commerce sector remains efficient and consumer-friendly.
E-commerce in Luxembourg
Overview
Luxembourg, though small in size, boasts a dynamic and rapidly evolving e-commerce landscape. As of 2025, the e-commerce market in Luxembourg is projected to generate approximately $1,262.2 billion in revenue, positioning it as the 64th largest e-commerce market globally, just ahead of Panama. This growth trajectory is expected to continue, with forecasts indicating a compound annual growth rate (CAGR) of 3.6% from 2025 to 2029, potentially reaching a market volume of $1,452.8 billion by 2029.
The sectoral distribution within Luxembourg’s e-commerce market is diverse. The Hobby & Leisure segment leads, accounting for 26.2% of the total revenue. This is followed by Electronics at 20.9%, Fashion at 17.5%, Furniture & Homeware at 11.7%, Care Products at 8.7%, DIY at 8.7%, and Grocery comprising 6.2%.
In terms of platform usage, WooCommerce hosts approximately 31.39% of Luxembourg’s online stores, totaling around 1,270 stores. Shopify follows closely with a 29.24% share, supporting about 1,190 stores. Custom Cart platforms account for 10.94%, equating to approximately 444 stores.
Consumers behavior
As of January 2025, Luxembourg has approximately 669,000 internet users, accounting for 98.9% of the population. Interestingly, 79% of these users are active online shoppers. This high engagement isn’t surprising, given that 100% of individuals aged 16 to 74 have access to the internet.
Despite the digital surge, traditional shopping hasn’t lost its charm. A study revealed that 71% of consumers made their last purchase in a physical store. This blend of online and offline shopping habits showcases the unique consumer behavior in Luxembourg.
Luxembourgish online shoppers spend more per person than most of their European neighbors, but local businesses aren’t the main beneficiaries. Instead, foreign companies dominate the country’s e-commerce scene, with 80% of online spending going to cross-border retailers – the highest share in Europe in 2022. In 2023, most of this money flowed to German e-commerce stores, followed by French and Chinese retailers, leaving domestic businesses with only a small slice of the market.
Payments methods
Online bank transfers dominate the scene, representing nearly half of all e-commerce transactions. This method’s popularity stems from its perceived security and efficiency. Credit and debit cards are also widely used. On average, each citizen possesses 1.79 debit cards and an impressive 4.18 credit cards. Such figures highlight the nation’s readiness for cashless transactions.
Digital payment solutions are gaining traction too. DigiCash by Payconiq stands out as a favorite, reflecting the country’s adaptability to innovative payment methods.
Social media
As of January 2025, there are approximately 317,000 social media users, making up 46.9% of the total population. Platforms like Facebook, Instagram, and LinkedIn are popular, serving as both social connectors and e-commerce facilitators. At the beginning of 2025, Facebook had 317 thousand users, Instagram had 276 thousand users, LinkedIn had 440 thousand users, and TikTok had 181 thousand users.
Businesses leverage these platforms for targeted advertising, product launches, and customer engagement. The integration of shopping features within social media apps has further streamlined the online shopping experience. Users can purchase products without leaving the platform.
The influence of social media on purchasing decisions is notable. Consumers often rely on reviews, influencer endorsements, and peer recommendations before making a purchase. This trend underscores the importance for businesses to maintain a positive online presence and engage actively with their audience.
Logistics
The country’s strategic location in Europe, coupled with its advanced infrastructure, facilitates smooth logistics operations. However, challenges remain. In 2023, only 9.09% of enterprises received electronic orders solely through websites or apps, indicating potential areas for digital growth in B2B transactions. The rise of e-commerce has prompted logistics providers to innovate. Many are adopting sustainable practices, such as electric delivery vehicles and optimized routing, to reduce carbon footprints. Additionally, the development of urban warehouses ensures quicker delivery times, meeting the high expectations of modern consumers.
Logistics in Luxembourg focuses on dividing products into specific categories that require a particular handling or storage method. It was quite a big innovation to enrich the logistics sector for the health products center.
As you can see, logistics in this country is concentrated in the southern part of the country. Luxembourg is perfectly connected with Belgium, France, and Germany by sea, land, and air.
To sum up
The Benelux countries are good markets for e-commerce development. They have potential that is worth using. Although they show some similarities, there are also some differences that are worth knowing to diversify your strategy to enter individual markets.
We hope that we have helped you understand how e-commerce works in each Benelux country. If you want to know more about other countries, you can read similar texts, e.g., about Austria or France.
