The availability and affordability of broadband and cable access for high-speed internet in Belgium have facilitated the growth of digital penetration throughout the country and with it the fashion e-commerce market. Let’s take a closer look at what Belgian online shoppers have come to expect, where there may be pitfalls for new online shops, and how to avoid drift-off into the gray market.

Belgians are tech-savvy, discerning customers who expect a high standard of service when buying online. 56% of Belgian online shoppers buy their goods abroad – mostly from the Netherlands, China, the UK, Germany, France, and the US.

When looking for specific products, 22% of Belgian consumers start their search on Google or Bing. 15% go directly to a large online marketplace and search there. The Number One online fashion retailer in Belgium is Zalando, closely followed by Vinted and Shein.  11% of Belgian online shoppers will visit multiple online shops in search of that elusive best offer. Interestingly, about one in four online shoppers start their journey in physical stores and only go online later in search of a better deal. The rising cost of living, inflation, and mounting uncertainties about the future seem to force consumers to rethink their spending patterns. A recent eBay study confirmed that 21% of respondents would rather wait to buy until the desired product was available at a discount.

Gray market

New online fashion e-commerce stores in Belgium – especially those offering unique or particularly trendy items face plenty of competition and other possible threats. One of these dangers a new online presence might face in Belgium is the gray market, where genuine products (or very convincing fakes when it comes to high-end products) are made available outside regular distribution channels. These activities erode prices and cause serious trust issues amongst authorized distributors – not to mention online shoppers.

Obviously, no online shopper wants to feel cheated by purchasing something and later finding the same item elsewhere for a lower price. That is why 78 percent of today’s consumers like to comparison shop before making a purchase. Listings in comparison websites and review platforms like Trust Pilot can go a long way when trying to establish the trust of Belgian online shoppers – but we digress…

Now that e-commerce sites are standard among fashion retailers, pitting the prices of one to the next has never been easier. In Belgium, online purchases are often driven by price over source. In other words: many online shoppers have come to expand their horizons beyond traditional retailers, both nationally and internationally. They have found their way to so-called “gray-market sellers”.

Offering the same brands and styles as well-known stores, but at significantly lower prices, should set off alarm bells among online shoppers – but those irritating sounds are often ignored in favor of a seemingly great deal. Gray-market sellers thrive on advertising and dedication to SEO – search any luxury style, and you’re bound to see a gray-market seller among the first results.

Catch bees with honey

What can you do to ensure that your genuine products appeal more to Belgian online shoppers than some cheaper gray market alternative?

  • Create a unified marketing approach across all your channels, including social media, website, and influencer marketing
  • Enlist the help of AI to hyper-personalize your customer approach
  • Offer attractive payment terms and a transparent returns policy. Partner with a reliable delivery provider. The majority (76%) of Belgian online shoppers expect their goods to be delivered directly to their homes quickly and easily. Communication and clarity are key factors
  • Belgian online shoppers are adamant about sustainability and eco-friendliness. Wherever possible, reduce your packaging, and let online shoppers know about your environmental policy
  • Don’t forget that Belgium has two official languages, French (40% of inhabitants) and Flemish (49%), and make sure to address your online shoppers accordingly. Pride in the Flemish language is very apparent, and any new online presence will be well-served to make Flemish online shoppers welcome.

The bottom line

Belgian online shoppers are always on the lookout for a better deal. Luxury items are – like anywhere else in the world – a safe bet for a small percentage of online shoppers. However, the majority is searching for the best possible mix of quality, sustainability, price, and accessibility.

Influencer marketing has become very important in Belgian fashion e-commerce, and especially newcomers to the market will do well to enlist a well-know celebrity or online personality to endorse a new brand. And make sure you address the national divide between French and Flemish speakers, providing informative and attractive product descriptions, chatbots, and possibly human customer service representatives in both languages.



Sources

 

autor_eurotext_100Author: Eurotext Editorial Team

We explain how internationalization works, provide tips for your translation projects and outline some of the technology and processes used. We also report on current e-commerce developments and cover a range of language-related topics.