Belgian Shoppers Embrace Asian Online Platforms: Temu and Shein Dominate Local Market
Brussel, vrijdag, 6 juni 2025.
A recent Comeos study reveals that over half of Belgian consumers have purchased products from Asian online stores like Temu and Shein in the past year. Despite low prices and an extensive product range, consumers are aware of potential quality risks. A staggering 83% acknowledge that not all products meet European standards, while 13% have already received a non-compliant or potentially dangerous product. This trend reflects a shifting dynamic in online purchasing behaviour, where convenience and affordability are becoming increasingly important for Belgian shoppers.
Rise of Asian Online Platforms
The Comeos study unveils a remarkable trend in Belgian online purchasing behaviour. As many as 54% of Belgian consumers have bought products from Asian online stores like Temu and Shein [1]. Of this group, 30% purchase at least quarterly, while 15% make monthly purchases and even 6% order products weekly [1].
Quality Perception and Concerns
Despite attractive prices and extensive product catalogues, Belgian consumers are aware of potential risks. A substantial 83% acknowledge that not all products on these platforms meet European standards [1]. Moreover, 13% of consumers have already received a product that was non-compliant or potentially even dangerous [1].
Consumer Behaviour and Purchasing Patterns
The preference for online shopping is not limited to Asian platforms. The study shows that 88% of Belgian consumers shop online. The most popular online purchase products are digital goods such as videos, music, games, and travel services [1]. Physical stores, however, remain preferred for products like tools, health products, flowers, and foodstuffs [1].
Technological Hesitancy
Beyond purchasing trends, the study also reveals an interesting attitude towards technology. As many as 33% of respondents indicate having left an online store due to the presence of artificial intelligence (AI) [1].