As Amazon celebrates its one-year presence in Belgium, the company reflects on its achievements, market trends, and evolving challenges.
Belgian consumers appear to have warmly embraced Amazon, while small and medium-sized enterprises (SMEs) in Belgium have seized the opportunity to showcase their products on a global scale. Amazon's partnership with Belgian SMEs has simplified the process of establishing a global online presence, reducing costs and aligning with changing consumer preferences in the ever-evolving e-commerce landscape.
The Belgian Amazon sector now includes over 1,200 SMEs, with five million products sold, equivalent to ten products sold every minute. These sales have generated more than €200 million in export revenue and created over 3,500 jobs dedicated to online activities, as Amazon revealed during its recent anniversary celebrations.
In a significant move, Amazon is launching an online academy on 23 October to support SMEs in building a robust online presence, offering guidance and assistance to sellers. This initiative aims to bolster supply and encourage more businesses to utilize the platform effectively.
A notable trend in the Belgian market is the strong affinity for local brands. Belgian consumers express a deep preference for products made in their homeland. From a modest offering of 14,000 Belgian products a year ago, the platform now has 36,000 under the "Brands of Belgium" category, underscoring the enthusiasm for a 100% Belgian platform.
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However, questions have arisen about price disparities between Amazon.com.be and other Amazon sites, such as Amazon.fr. Amazon clarifies that prices are influenced by domestic market dynamics and emphasises that Amazon.com.be offers some of the most competitive prices in Belgium.
Regarding Amazon Prime subscriptions, some Belgian consumers have noticed differences when compared to the French subscription. While plans to enhance the services are being considered, the existing package, priced at €2.99 per month (or €25 per year) in Belgium, has been well-received by many subscribers, owing to its competitive rate.
While there's no concrete decision about expanding Amazon's presence in southern Belgium, the company remains attentive to customer needs. Their primary focus remains on delivering competitive prices, expanding their product range, and enhancing delivery services. Additionally, they are launching a free "e-academy" in Belgium, aimed at assisting local entrepreneurs in venturing into the still relatively unexplored e-commerce sector in the country.
As Amazon celebrates its one-year anniversary in Belgium, next week will also see the organisation of the Make Amazon Pay international summit in Manchester, England. The campaign unites over 80 organisations from major international trade union federations, environmental groups to tax watchdogs and social movements — in a common front to Make Amazon Pay its workers, its taxes and for its environmental damage.
The campaign has organised, for the last three years, days of global action on Black Friday with transnational strikes and protests in over 35 countries that have reached millions of people through social and traditional media.
