Chinese platforms and AI: a double threat to Belgian online stores - RetailDetail EU
Belgian online retailers are failing to capitalize on the broader growth of the e-commerce sector as international platforms and artificial intelligence agents capture increasing market share. While total spending by Belgians reached 18.3 billion euros last year, domestic businesses saw revenue increase by merely 3.43%, a figure barely exceeding the 3% inflation rate recorded in 2025. According to the annual survey by the Belgian e-commerce federation Becom, foreign sellers, particularly those based in Asia, are driving the majority of this expansion. Major players like Shein and Temu report annual growth rates between 20% and 30%, fueled by low prices despite concerns regarding product safety and regulatory compliance. Director Greet Dekocker notes that many Chinese online stores do not adhere to European regulations, sometimes selling substandard or dangerous items. Consumer behavior remains resilient despite these risks. More than six in ten Belgians have purchased from Chinese marketplaces, and while 62% reported encountering problems during these transactions, 73% intend to shop there again. In contrast, Becom advises consumers to choose local stores for safer, longer-lasting products that support the national economy. A significant portion of this shift is attributed to technology. Twenty-nine percent of Belgians now use AI occasionally during the purchasing process, an eight percentage point increase from the previous year. With TikTok Shop launching in Belgium on June 15, purchases via social media will become more direct. Experts warn that AI agents may soon bypass traditional store websites entirely, guiding users directly to checkout pages often hosted by foreign retailers. Domestic retailers face a dual challenge where price-sensitive consumers prefer foreign platforms and automated agents reduce direct traffic to local sites. The reliance on AI for product selection threatens to further marginalize traditional online storefronts unless they adapt their visibility strategies. It remains uncertain whether warnings about product safety will outweigh the convenience and cost benefits offered by international competitors. Future success will depend heavily on appearing within AI recommendation models and leveraging social media influencers effectively.
Publicado: June 4, 2026 at 07:42 AM
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Conteúdo
Belgian online retailers are failing to capitalize on the broader growth of the e-commerce sector as international platforms and artificial intelligence agents capture increasing market share. While total spending by Belgians reached 18.3 billion euros last year, domestic businesses saw revenue increase by merely 3.43%, a figure barely exceeding the 3% inflation rate recorded in 2025.
According to the annual survey by the Belgian e-commerce federation Becom, foreign sellers, particularly those based in Asia, are driving the majority of this expansion. Major players like Shein and Temu report annual growth rates between 20% and 30%, fueled by low prices despite concerns regarding product safety and regulatory compliance. Director Greet Dekocker notes that many Chinese online stores do not adhere to European regulations, sometimes selling substandard or dangerous items.
Consumer behavior remains resilient despite these risks. More than six in ten Belgians have purchased from Chinese marketplaces, and while 62% reported encountering problems during these transactions, 73% intend to shop there again. In contrast, Becom advises consumers to choose local stores for safer, longer-lasting products that support the national economy.
A significant portion of this shift is attributed to technology. Twenty-nine percent of Belgians now use AI occasionally during the purchasing process, an eight percentage point increase from the previous year. With TikTok Shop launching in Belgium on June 15, purchases via social media will become more direct. Experts warn that AI agents may soon bypass traditional store websites entirely, guiding users directly to checkout pages often hosted by foreign retailers.
Insights principais
Domestic retailers face a dual challenge where price-sensitive consumers prefer foreign platforms and automated agents reduce direct traffic to local sites.
The reliance on AI for product selection threatens to further marginalize traditional online storefronts unless they adapt their visibility strategies.
It remains uncertain whether warnings about product safety will outweigh the convenience and cost benefits offered by international competitors.
Future success will depend heavily on appearing within AI recommendation models and leveraging social media influencers effectively.
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