In 2026, social commerce in Belgium continues to grow rapidly, with over 7.2 million users engaging in online shopping via social platforms. The average monthly expenditure has increased to €85, reflecting higher consumer confidence and improved digital payment options. Mobile usage dominates, with 78% of shoppers preferring smartphones for their transactions, emphasizing the importance of mobile-optimized shopping experiences.
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Belgian consumers are increasingly influenced by social media influencers and targeted advertising, which significantly impacts purchasing decisions. Fashion and electronics remain the top categories, driven by a younger demographic and trend-driven marketing. As social commerce matures, businesses are investing more in personalized shopping experiences and seamless checkout options to boost conversions and retain customers.
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