New report on online commerce supported the world leader in online payment, highlights the existence of opportunities in Belgium for online merchants, especially those who manage to profit from the rise of the mobile commerce. Coupled with Ingenico's 2018 Black Friday survey, this report anticipates how Belgian consumers should make their purchases during the next Black Friday.
This latest survey, carried out by SafeShops, the Belgian online trade association, attempted to analyze the preferences of Belgian consumers from different regions, age groups and gender. The report found that online and mobile commerce are continuing to grow and that new opportunities are emerging for online retailers who can target the growing number of mobile consumers.
The report also highlights the opportunities for small platforms, in a context where a majority of Belgians (63%) prefer to shop on smaller local platforms like 2ememain.be. Large international platforms like eBay, Amazon and AliExpress seem to be gaining weaker membership.
Over the years, the number of Belgians who shop online weekly has increased from 14 to 20%. A figure that is expected to climb further given that one in three Belgians (32%) say that they intend to make more online purchases in the future. This growth also appears in Ingenico's 2018 Black Friday survey, which indicates that almost half of Belgians (45%) prefer to shop online during peak sales season.
The number of Belgians who use their smartphones to buy online has also increased (+ 26%) since 2017, with growth in tablet use from 14 to 21% in the past year alone. On the other hand, more than a third of Belgians (37%) prefer to use applications instead of websites.
Ray Bak, Ingenico Sales Director for the United Kingdom, Belgium and the Netherlands comments: Belgians are getting more and more into the habit of shopping online on smartphones, tablets and all-in-one apps. throughout the year. It is now obvious that traders who have not integrated the mobile channel into their model will lose market share in Belgium, potentially giving rise to huge losses during the busiest days of the year.
“Online sales are on the rise and there are more ways to shop. Consumers are turning to small local businesses, but traders will need to optimize their mobile channel and locate their payment system to adapt to changing consumer needs. "
To get the best conversion rates this Black Friday, Ingenico recommends that all merchants optimize their online store for mobile and offer local payments when targeting consumers located abroad, by offering ways to payment and preferred currencies for each region, such as iDeal for the Netherlands and Carte Bancaire for France, will help Belgian merchants take advantage of the growing cross-border opportunity.
Ingenico has also created a social media kit to help companies promote their sales on 2020 and attract new customers.
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