Belgium's social commerce sector has experienced significant growth in 2026, reaching €2.1 billion in revenue. The penetration rate has increased to 38%, reflecting widespread adoption among internet users. Belgian consumers are spending an average of €320 per year through social platforms, indicating strong engagement and trust in social shopping channels. Instagram and Facebook remain dominant, with TikTok rapidly gaining popularity as a shopping platform.
Belgium's digital economy continues to evolve, with social commerce becoming a crucial component. The increase in transactions and revenue highlights the importance of social media marketing and influencer collaborations. As social commerce matures, businesses are adopting innovative strategies to attract consumers, who value convenience and personalized shopping experiences. This trend is expected to boost overall retail sales and digital economic activity in the country.