Amazon Belgium Rises to Second Place in Belgian E-Commerce
According to data shared by Amazon and Belgian daily Gazet van Antwerpen, Amazon Belgium has, in just three years, grown into the country’s second-largest online e-commerce platform. The rapid rise highlights how quickly the Belgian e-commerce market is evolving as global and regional players compete for share in a relatively compact but affluent economy.
From a market share perspective, calculations by the University of Antwerp show how much Amazon’s position has changed in a short period of time. Two years ago, Amazon ranked fourth in Belgium for furniture and home goods and third in consumer electronics. Today, Amazon holds the number-two position across all major product categories in Belgium, surpassing local competitor Coolblue.
However, Dutch e-commerce platform bol still leads the Belgian e-commerce market. Bol’s revenue in Belgium is estimated at roughly 2.5 times that of Amazon Belgium, allowing it to retain a solid first place despite rising pressure from its U.S. rival.
A key factor behind Amazon Belgium’s growth has been its investment in local logistics infrastructure and cross-border logistics flows. In the autumn of 2022, Amazon opened a logistics center in Hoboken, near Antwerp. Serving as a local delivery hub, the facility primarily handles inbound goods transferred from Amazon warehouses in Germany and France for sorting and staging. On average, about 100 employees work on-site, while the final mile is handled through partnerships with fourteen separate delivery companies.
Amazon has also directed part of its investment toward faster delivery options. Same-day delivery has been prioritized for high-frequency, time-sensitive essentials such as diapers and toothpaste, reflecting the increasing expectations of Belgian consumers for convenience and speed. To further improve delivery efficiency and reduce emissions in busy urban cores such as Antwerp, Amazon has deployed electric cargo bikes. These vehicles help shorten delivery times while supporting broader environmental and sustainability goals.
Looking ahead, Amazon sees significant room to expand its logistics footprint in Belgium. To attract more Belgian consumers with wider selection, lower prices and faster delivery, the company plans to invest more than EUR 1 billion in Belgium between 2025 and 2027 to scale its business and fulfillment capacity. Over the same three-year period, Amazon intends to invest more than EUR 1.4 billion in the Netherlands, further strengthening its network in the Benelux region.
Industry observers note that Amazon’s strategy goes beyond winning market share. By reinforcing its local logistics network and upgrading delivery capabilities, Amazon Belgium is raising expectations for service levels across the Belgian e-commerce market. Local platforms may be compelled to adjust their service standards, cost structures and talent strategies in order to remain competitive. This may include heavier investment in technology, warehousing, last-mile delivery and cross-border logistics to match the pace Amazon is setting.
For cross-border brands and sellers, Amazon’s momentum in Belgium is another reminder that logistics is at the core of marketplace success. Platforms that marry a strong online offering with reliable, data-driven fulfillment networks will be best positioned to win customer loyalty. The same logic applies far beyond Europe: exporters who ship from Asia into mature markets must align their supply chains with the service promises of the platforms they rely on.
In this context, choosing the right logistics partner becomes a strategic decision. Forest Shipping is an international freight forwarder that specializes in moving cargo from China to the United States, helping sellers connect factory floors to U.S. warehouses and major e-commerce fulfillment centers. By offering compliant, end-to-end solutions for ocean, air and express services, Forest Shipping supports businesses that need robust cross-border logistics, whether they are following developments around Amazon Belgium, targeting the Belgian e-commerce market, or building a long-term presence in the United States.