E-commerce in Belgium 2025: payment innovations to anticipate to stay competitive

In 2024, Belgian e-commerce reached a turnover of 17.7 billion euros, an increase of 11.4% compared to 2023¹. The year 2025 promises to be even more dynamic, driven by increased business digitalization and the rapid adoption of new payment methods.

But this growth hides another reality: 48% of Belgian consumers report having abandoned an online shopping cart due to a payment process that was too complex or lacked security² (source: Comeos – Survey on online shopping behavior in Belgium, 2024).

In such a competitive market, mastering payment innovations is no longer an option: it is a strategic lever for building loyalty and driving conversions.

Consumer habits and their influence on purchases in Belgium

Belgian consumers are sensitive to recommendations from friends and family, as well as online reviews and price comparison sites, which play a significant role in their purchasing decisions. Social media and influencers have a moderate impact, which is more pronounced among younger generations. The most popular categories in Belgian e-commerce are clothing, electronics, and cultural products (books, music, games), with a significant portion of online shoppers stating they prefer these types of products.

The most popular payment methods in Belgium

The payment experience remains a key conversion driver in Belgian online retail. Consumers look for simplicity, security, and speed, with a strong preference for local solutions that are well-integrated with banks. Local payment methods are, of course, different from those in other countries:

In first place:

Bancontact remains the number 1 payment method online in Belgium³.

73% of Belgian consumers consider it their preferred method for e-commerce.
70% use it regularly for their online purchases.
It is often used via a physical card or a banking app, with or without a QR code.

In 2nd place: debit and credit cards (Visa, Mastercard, Maestro)

These cards are widely used, especially for international purchases or digital services.

41% of consumers prefer to pay online with a debit card.
39% opt for a credit card (Visa or Mastercard).
They are sometimes used via digital wallets to secure transactions.

In third place: digital wallets (PayPal, Apple Pay, Google Pay)

PayPal is preferred by 39% of online consumers, and 33% use it frequently.
Apple Pay and Google Pay are growing rapidly, particularly among young urbanites and iPhone users.
These solutions are appealing due to their seamless experience and integration into the mobile ecosystem.

Following the top three, we find mobile payments via QR code / banking app (Payconiq by Bancontact)

42% of Belgians have already used a QR code payment, often via Payconiq.
47% of 16- to 24-year-olds say they are comfortable with this method.
These payments are popular for their speed and integration into Belgian banking apps.

But also cash and bank transfers⁴

Cash has become virtually non-existent in e-commerce.
Bank transfers are still used for B2B payments or one-off services (invoices, etc.), but remain marginal in B2C.‍
82% of Belgians prefer digital payments.

Trends and outlook

Growth in mobile payments : The use of mobile payments continues to grow, particularly among younger generations.

Preference for contactless : More than 77% of Belgians feel comfortable with contactless card payments.

Decline in cash usage : The downward trend in cash usage continues, with a marked preference for digital payments

Wero replaces Payconiq by Bancontact: a strategic turning point for mobile payments

Since 2024, Wero, the new mobile payment solution developed by the European Payments Initiative (EPI), is beginning to gradually replace Payconiq by Bancontact in Belgium. This change marks a new step toward the European harmonization of digital payments. Designed to work both online and at points of sale, Wero aims to unify mobile payment standards across several European countries while maintaining seamless integration with Belgian banking apps.

For Belgian consumers, this means a smooth transition: key Payconiq features are being retained, along with a more modern interface and new options to come (such as person-to-person payments on a European scale).
For e-merchants, the arrival of Wero is an opportunity to capture a customer base accustomed to local mobile payments while anticipating an opening toward cross-border markets.

This replacement is one of the key trends to watch in 2025, and is part of the strategic payment innovations to adopt to remain competitive in a rapidly changing market.

Conclusion

The online payment landscape in Belgium is dominated by local solutions, with Bancontact in the lead, followed closely by bank cards and digital wallets like PayPal. The rise of mobile payments, particularly via QR codes and banking apps, shows a strong momentum of adoption among younger generations. For merchants, offering a diversified and locally adapted payment solution has become essential to maximize conversions and meet the expectations of a digitalized market that remains deeply attached to security and trust.