Belgian shoppers make their online purchases mainly in the Netherlands and Germany, and increasingly in China. Not just fashion: Belgians also increasingly buy their food across the border. What is going on?
Germany is the European leader
Germany is the largest e-commerce market in Europe, with 100 billion euros in online goods sales. France accounts for 54.5 billion, with the Netherlands coming in at 24.3 billion. In Belgium, e-commerce is worth just under ten billion euros.
The most avid online consumers can be found in the Netherlands, where online shoppers spent 1,366 euros on average in 2022. Germans spent 1,196 euros on online purchases, the French 844 euros and Belgians just 828 euros.
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