Imagine an e-commerce frontier waiting to be cultivated. With the official launch of Amazon Belgium (.be domain), Chinese sellers now have access to a fresh growth opportunity in the European market. This isn't merely another marketplace opening—it's a strategic chance to establish early dominance in an emerging digital landscape.
1. Amazon Belgium: Europe's Newest E-Commerce Frontier
On October 18th, Amazon Global Selling announced the official launch of its Belgian marketplace, enabling Chinese sellers to directly serve Belgium's consumer base. Historically, Belgian shoppers lacking a unified Amazon platform have turned to neighboring French, Dutch, and German sites—revealing significant untapped potential in this market.
Amazon recognized Belgium's strategic value early, establishing an Antwerp fulfillment center in 2021 that created 250 jobs. With the marketplace now operational, over 1,000 SMEs already conduct cross-border business through Amazon's European network, including Belgium. Chinese sellers can register through sell.amazon.be to expand their European footprint.
The launch brings Amazon's European marketplace count to nine open to Chinese sellers: UK, Germany, France, Italy, Spain, Sweden, Netherlands, Poland, and now Belgium. Seven additional export country sites (Austria, Switzerland, Ireland, Denmark, Portugal, Czech Republic, and Greece) complete the European coverage.
2. One-Click Access to 16 European Markets
Amazon's European Export Program, launched July 8, 2022, enables sellers to distribute products across 16 European nations using single SKUs. This allows Chinese merchants to reach not only the eight core markets (UK, France, Germany, Italy, Spain, Netherlands, Sweden, Poland) but also eight additional countries including Belgium.
For new Belgium marketplace sellers with existing European Unified Accounts, activation requires no additional monthly fees. While Belgium currently lacks FBA warehouses, sellers can utilize German or French fulfillment centers, benefiting from shared inventory and local delivery rates.
3. Belgium's E-Commerce Potential: Key Advantages
Belgium's growing prominence in Amazon's European strategy makes early entry crucial for Chinese sellers seeking to capitalize on this emerging market's advantages:
- Strategic Location: Positioned at the crossroads of Western, Southern, and Northern Europe with advanced port, rail, and highway infrastructure enabling rapid distribution to Germany, France, and beyond.
- Economic Strength: $599.8 billion GDP (2021) with 6.2% growth and $52,000 per capita GDP among its 11.6 million population.
- Digital Readiness: 90%+ household internet penetration exceeds Germany, France, Italy, Netherlands, and Poland.
- Market Size: €11.7 billion e-commerce market (2021) ranks 24th globally and 14th in Europe—offering lower competition than mature markets.
4. Competing in Belgium's "Small but Beautiful" Market
Belgium's compact market presents unique advantages compared to saturated European counterparts:
- Lower Competition: Newer marketplace with fewer established sellers enables easier brand differentiation.
- High Purchasing Power: Affluent consumers demonstrate strong demand for premium products.
- Efficient Logistics: Central European location enables rapid delivery networks.
- Policy Support: Government actively facilitates cross-border e-commerce growth.
5. Strategies for Belgian Market Success
Key considerations for Chinese sellers entering Belgium:
- Product Selection: Focus on quality lifestyle categories like home goods, fashion, and health foods that align with Belgian preferences.
- Localization: Implement Dutch/French language support, local payment options, and regional customer service.
- Marketing: Leverage social media targeting, local trade shows, and influencer partnerships.
- Logistics: Partner with regional carriers and consider European fulfillment centers for faster delivery.
Amazon Belgium's launch represents a strategic expansion point for Chinese sellers in Europe. By understanding this market's unique characteristics and implementing tailored strategies, sellers can establish early advantages in this promising new frontier.