Expanding Webshop to Belgium

Entering new markets is a crucial step for webshops, who strive to grow and expand their digital customer base. One of the most promising markets for Dutch webshops is, of course, Belgium. In this article, we delve into why expanding a webshop into Belgium is a lucrative one, and how to go about it successfully.

Belgium is a country with a diverse and growing e-commerce market. With a population of more than 11 million and a strong economy, Belgium offers numerous opportunities for webshops that want to grow crossborder. Of course, expanding into Belgium involves other important issues, such as legal matters, logistics processes, marketing strategies, multilingualism and customer service.

Legal requirements and regulations

When expanding into Belgium, it is essential that web shops are aware of the legal requirements and regulations they must comply with. These include registration requirements for companies operating in Belgium, taxes and VAT rules, and privacy laws and data protection.

Registration requirements for businesses vary depending on the company's legal form and activities. Web shops must register with the Crossroads Bank for Enterprises (CBE) and may also need specific permits or licenses depending on the nature of their activities. Taxes and VAT rules also vary from country to country and can be complex. Web shops operating in Belgium must register for VAT and file VAT returns with the Belgian tax authorities.

Privacy legislation and data protection are also very important for web shops operating in Belgium. Webshops must comply with the General Data Protection Regulation (AVG) and must handle customers' personal data carefully in order to comply with current legislation. A current requirement is the proper setup of a cookie banner, to comply with the new regulations regarding Consent mode v2.

Logistics challenges in Belgium

Successfully entering the Belgian market requires a well thought-out logistics strategy. Webshops must consider various logistical challenges, such as shipping and fulfillment, return policy and customer service, and setting up local partnerships and distribution channels.

Shipping and fulfillment are essential aspects of running a successful webshop in Belgium. Webshops must find efficient shipping methods and partners to deliver orders to their customers quickly and reliably. A flexible returns policy and excellent customer service are also key to the success of a webshop in Belgium. Belgian consumers value good customer service and expect an easy and smooth returns process. Establishing local partnerships and distribution channels can help webshops expand their reach and distribution network in Belgium. In this way, webshops can more easily offer products in different locations, with shorter delivery times and well-equipped customer service.

A good marketing strategy

Developing an effective marketing strategy is essential for the success of a webshop in Belgium. Webshops must take into account the specific characteristics of the Belgian market and adapt to the different languages: Flanders (Dutch-speaking) and Wallonia (French-speaking). So if you want to sell in the whole country, you will have to set up a French and Dutch version for your webshop. Or you can choose to focus on one of the languages, so you don't have to deal with French translations.

Target group analysis and market research are important steps in developing a marketing strategy for Belgium. Web shops need to understand the needs and preferences of Belgian consumers and tailor their marketing efforts accordingly. Local SEO and online advertising can help webshops increase their online visibility and reach more Belgian consumers. By investing in search engine optimization, web shops can improve their ranking in search results and attract more organic traffic to their website.

Channels and platforms

Social media and influencer marketing are also effective strategies for reaching Belgian consumers and increasing engagement. By collaborating with local influencers, web shops can increase their reach and promote their brand in an authentic way. Finally, one can look at selling products on frequently visited Belgian marketplaces. The most popular digital marketplaces in Belgium are Bol.com, Amazon.be and Zalando.be.

Besides the main differences in language and platforms, there are other cultural differences in a purchase process that web shops need to take into account. For example, a consumer's buying process in Belgium relies more on trust and building a customer relationship. While in the Netherlands there is often a need for directness and clarity of information on a webshop. Therefore, creating 'user-generated content' is all the more important in Belgium. So go ahead and generate useful testimonials and reviews.

Technical modifications for a web shop

Adapting technical aspects of the webshop is crucial for the success of a webshop in Belgium. Webshops must take into account the language differences between Flanders, Wallonia and Brussels and ensure a multilingual website that leads customers to a conversion in their own language. An important technical consideration is setting the HREFLANG meta tags correctly. To properly inform Google crawlers for which country and language certain pages are written.

Payment methods

As in the Netherlands, e-commerce is growing fast in Belgium. Safe and trusted payment options are therefore also of great importance to Belgian consumers. Webshops must ensure that they offer a wide range of payment methods. The most commonly used payment methods in Belgium are the following:

• Bancontact, this is the most widely used payment method in Belgium. It is very similar to iDeal in the Netherlands, where a bank transfer is made from a checking account.
• Mastercard, Maestro and Visa, just like in the Netherlands, credit cards are widely used in Belgium. Of the providers here, Mastercard , Maestro and Visa are also the most popular.
• PayPal, some visitors also like to pay with a digital wallet. The most popular digital wallet in Belgium is also PayPal, just like in the Netherlands.
• Klarna, this trend of payment after receipt is also emerging in Belgium. If you don't offer this option, you risk losing some potential buyers.

Customer Service

Providing excellent customer service is critical to the success of an online store in Belgium. Belgian consumers value good customer service and expect to be helped quickly and efficiently with questions or problems. Adapting customer service to the preferences of Belgian consumers is essential. Web shops should offer support in multiple languages (Dutch and French) and make sure they are easily accessible by phone, e-mail and chat.

Webshop expanding into Belgium with Tomahawk

Expanding into Belgium offers webshops a unique opportunity to expand their customer base and increase sales. By taking into account the regional differences and cultural nuances in Flanders, Wallonia and Brussels, web shops can operate successfully in Belgium and maximize their growth potential. With a thorough knowledge of the legal requirements, logistical challenges, marketing strategies, technical adaptations and customer service needs of Belgian consumers, web shops can build a strong position on the Belgian market and strengthen their competitive advantage.

By investing in the right strategies and providing an excellent customer experience, online shops can operate successfully in Belgium and become a valuable asset to the Belgian e-commerce market.

Region experts at Tomahawk

Tomahawk doubles webshop market share through groundbreaking innovation. We realize the growth, innovation and expansion goals of e-commerce entrepreneurs using a unique combination of extensive knowledge of crossborder business and a hands-on approach. Tomahawk delivers strategic insights and turns them into powerful execution, making us the ideal partner during all international growth phases of webshops.

Tomahawk has several international region experts to help you with this step into Belgium. With our specialist advertisers and organic boosters, we can gradually achieve success in the bottom-funnel of your Belgian webshop. Also for social advertising and advertising on marketplaces, we have the necessary knowledge to make your webshop in Belgium a success.