One out of three Europeans bought something via the internet last year. This amounts to 150 million consumers according to a report of the European Commission. In 2006, 27% off all Europeans made a purchase online. Especially in Denmark (59%), the U.K. (57 %) and the Netherlands (56%) online shopping is very popular. In Belgium only 21% buys goods or services online. Movies, travels, hotels, tickets and multimedia are the most popular items. BeCommerce, the Belgian e-commerce federation also had a study executed. This showed that 4 out of 10 Belgians bought online yearly. Although the numbers may differ, one can see here an increase on a yearly basis (+42%). Per inhabitant, the turnover in Belgium is still less than half the turnover in the Netherlands. “So there’s still an enormous potential for the Belgian e-commerce” says BeCommerce.

However, it sees 3 impediments: the severe Belgian regulations for conditional sale, the prohibition for a long-distance seller to ask for an advance before the end of the “period of reflexion” and the severe rules on discounts. That is why Belgian e-shops could lose the battle with their neighbour countries.

“On the internet, an international alternative is only a mouse click away”
According to the European Commission the competition between countries should not be exaggerated. Helena Kunera, Euro Commissioner for consumer affaires says that consumers mainly stick to the national market. Only 7% shops online at a foreign supplier.