Becom - E-commerce in België: Niet alles is friet en wafel

Transcript

1. E-commerce in België: Niet alles is Friet en Wafel. Greet Dekocker – Managing Director Becom April 3th 2025
2. BELGIAN E-BUSINESS FEDERATION We help Belgian ecommercegrowin a reliable, secure, sustainable way &stimulate its innovative & internationalnature.
3. Help Belgian Ecommerce grow. Reliable. Secure. Innovative. International. Sustainable. Consumer rights Accessibility Misleading Privacy Fraud Safety Product Marketing Packaging Logistics Return Circularity/Repairability Technology (AI, virtual, …) Data Marketing Export Marketplaces
4. Is er leven op Pluto? Kun je dansen op de maan? Is er een plaats tussen de sterren waar ik heen kan gaan? © GeoNames, Microsoft, TomTom Mogelijk gemaakt met Bing
5. Meerdere regeringen. 6 regeringen Federaal 3 Gewesten Vlaanderen Wallonië Brussel-Hoofdstelijk 3 Gemeenschappen Vlaamse Franstalige Duitstalige
6. Drie officiële talen.
7. T’is ingewikkeld
8. Enkele cijfers.
9. Consumentenuitgaven. € 11.46 € 10.26 € 12.09 € 14.70 € 16.27 2019 2020 2021 2022 2023 Online Spendings (in billion €) Online Spendings (in €) Source: Market Monitor 2023 (GfK – an NIQ Company)
10. Online share. 19.7% 18.4% 21.3% 23.6% 24.5% 2019 2020 2021 2022 2023 Online share (in %) Online share (in %) Source: Market Monitor 2023 (GfK – an NIQ Company)
11. Producten vs Services
12. Online spendings per sector. € 2,703 € 1,787 € 1,673 € 1,122 €876 € 852 € 664 € 686 € 585 € 520 € 501 € 444 € 469 € 534 € 288 € 282 € 253 € 204 € 194 € 58 € 3,467 € 2,134 € 1,642 € 1,161 € 1,097 € 832 € 728 € 692 € 632 € 593 € 558 € 469 € 448 € 438 € 378 € 287 € 250 € 201 € 199 € 65 Package travel Single airline tickets and accommodation Clothes Food/Nearfood Tickets for attraction and events Shoes & Personal Lifestyle Media & Entertainment Computer & Accessories Telecom Household electronics Other products Insurance Home & Garden Gaming & Gambling National transportation Consumer electronics Toys Sports & Recreation Health & Beauty Other services 2022 2023
13. Online penetration 2023. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Single airline tickets and accommodation Tickets for attraction and events Package travel Media & Entertainment National transportation Shoes & Personal Lifestyle Toys Gaming & Gambling Computer & Accessories Insurance Other services Clothes Consumer electronics Telecom Sports & Recreation Other products Household electronics Home & Garden Health & Beauty Food/Nearfood Online Offline
14. € 6.1 € 7.4 € 9.3 € 11.1 € 10.8 € 5.3 € 2.9 € 2.8 € 3.6 € 5.5 € 11.5 € 10.3 € 12.1 € 14.7 € 0 € 2 € 4 € 6 € 8 € 10 € 12 € 14 € 16 2019 2020 2021 2022 2023 Billions Amount bought online by Belgian Consumers (€) Bought by Belgian Consumer on Marketplaces and/or Foreign Webshops Bought by Belgian Consumer in Belgian webshops € 6.1 € 7.4 € 9.3 € 11.1 € 10.8 € 2.0 € 1.4 € 2.5 € 2.7 € 2.5 € 8.2 € 8.8 € 11.7 € 13.8 € 13.3 € 0 € 2 € 4 € 6 € 8 € 10 € 12 € 14 € 16 2019 2020 2021 2022 2023 Billions Online Revenue of Belgian Webshops Volume Belgian Webshops Volume Marketplaces & Foreign Webshops BE Trade Balance negatief Source: E-commerce Barometer 2023; Market Monitor 2023 €16,3
15. China jijing ping I have an idea!
16. Exporting through marketplaces and e- commerce.
17. Chinese sellers on Amazon. 43.7 149.3 216.7 18% 24% 28% 0% 5% 10% 15% 20% 25% 30% 0 50 100 150 200 250 2017 2021 2023 GMV (in billion EUR) Share Amazon GMV Bron: Chinatalks, 2024
18. Perspectief BE consument.
20. More search on marketplaces. Source: Belgian Online Shopper Survey 2024 (WHYFIVE) Q1.12. When you want to buy a product online but don't know exactly what or where you want to buy it, where do you start looking? (MR per product category – Aggregated) Base: People who don’t know if and where they will buy a product 70% 64% 15% 13% 12% 3% Search engine (e.g. Google) An online marketplace where you can buy products from different online shops or brands On a blog Social media (Instgram, TikTok, Pinterest, ...) Youtube Other % of respondents who indicates the item for at least one product category
21. Impact search through AI? ChatGPT Perplexity Copilot Neeva
23. The Ideal Online Store
31. IDEAL ONLINE STORE: SHIPPING / DELIVERY Q3.2a. Now let's try to put together your ideal online store. We will present you with a few characteristics per theme, it is up to you to choose the most important building blocks for your ideal webshop. Please indicate the 5 most important elements. (MR; max 5) Base: Split sample (N = 502) When it comes to shipping and delivery, online shoppers indicate the price to be most important. Furthermore, they prioritise (the possibilty) of home delivery over delivery in a pick-up point, locker or in-store. Timing and flexiblity are also important to online shoppers. 64% 51% 41% 36% 34% 30% 25% 21% 19% 17% 17% 15% 0% 20% 40% 60% 80% Offer free shipping Possibility of home delivery Notify in advance the day of delivery Offer fast shipping Allows to choose where and when it is delivered Notify in advance the exact time of delivery Deliver to pick-up point of your choice Provide transport insurance Offer sustainable shipping options Deliver to a locker / parcel locker Deliver in-store Ships with the supplier of my choice % Five most important elements 32
32. Transport/ fullfilment: main players? Basis • Bpost • PostNL • DPD • GLS Oversized, installatie • PostNL • BD Logistics • Dynalogic • DHL Verse producten • BD Fresh • DPD Fresh • Dynalogic Verzendplatformen • Sendcloud • MyParcel Snelheid, export • DHL Express • UPS • Fedex • Seven Senders Duurzaamheids • Fietskoeriers (Belgian Cycle Logistics Federation (BCLF) • Stadsdistributie (BD,…) • Ecozones/ Lockers Bpost Fullfilment • Shopwedo • Webship • Active Ants • Distrimedia • Monta • Kaliber
36. Return rates differ strongly by product category. Returning by product category (YTD 2023) (n=11732 parcels) Q: Have you returned the product(s) ordered from the parcel or do you plan to do so? 15% 13% 9% 7% 9% 7% 7% 6% 6% 5% 4% 4% 4% 4% 3% 1% 2% 1% 12% 8% 8% 6% 5% 3% 3% 4% 3% 2% 3% 2% 2% 1% 2% 3% 1% 1% 26% 21% 17% 13% 13% 10% 10% 9% 9% 7% 7% 7% 6% 6% 5% 4% 4% 2% plan to do did a return
38. Young & sustainable? 40% wants to bundle purchases 27% wants to buy 2nd hand 26% wants to return less products
39. This might help too… → Certification criteria
40. Unsure times.
41. Fraudulent webshops.
43. CRISES.
44. In need of consumer trust.
45. Importance of trust increases.
46. Audits & Scans. Research. Events & Labs. Knowledge Center. Share content How do we help our members? PR & Representation.
47. More news and info? Go to our website Greet Dekocker Managing Director greet@becom.digital