Research reveals how Belgians will shop on Black Friday

The m-commerce tendency is rising, opening more advantages both for the consumers and the retailers

Black Friday

Research reveals how Belgians will shop on Black Friday. Source:

According to Belgian e-commerce association SafeShop research sponsored by Ingenico Group, smartphones have become essential for Belgian merchants this Black Friday.

The survey of customers from various regions, ages, and genders shows both e-commerce and m-commerce are still on the top, opening new opportunities for online retailers, increasing the number of mobile consumers.

63% of consumers said they prefer to shop with smaller, more local marketplaces such as Tweedehands. On the contrary, international retailers such as eBay, Amazon, and AliExpress were found to be less popular.

The number of Belgians buying online weekly has increased from 14% to 20% over the year. At the same time, 32% of people admit shopping online more frequently in the future.

Ingenico reveals that the number of Belgians using their smartphone to shop online has also risen by 26% since 2017. Along with that, tablet use has increased from 14% to 21% over the past year. Finally, over a third (37%) of Belgians prefer to use apps rather than websites.

It is becoming more common for Belgians to shop by mobile, tablet and app across online sales all year round. It is now clear that any merchants who do not integrate the mobile channel are going to lose business in Belgium – equating to huge potential losses during the busiest sales days of the year. Online sales are rising and the ways people want to shop are diversifying. Consumers may be turning to smaller, more local businesses, but merchants need to optimise mobile and localise their payments systems to cater to evolving consumers
Ray Bak, Sales Director, UK, Belgium and the Netherlands, Ingenico


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