Belgium's digital retail landscape in 2026 shows a significant shift towards live and social commerce, with over a third of online sales occurring through live shopping platforms. The growth reflects increased consumer trust in interactive shopping experiences and the popularity of influencer-led content. Mobile commerce continues to dominate, accounting for nearly 80% of transactions, driven by smartphone adoption and improved mobile payment solutions.
Businesses are leveraging social commerce channels to reach and engage a younger demographic, with social commerce users surpassing 5 million. The average spend during live shopping sessions indicates strong consumer confidence and the effectiveness of real-time engagement. Retailers investing in these channels are witnessing higher conversion rates and brand loyalty, shaping the future of retail in Belgium.