Launched in late 2022, Amazon.com.be is one of Amazon's newest marketplaces in Europe. This presents a unique "ground-floor" opportunity for sellers to establish their brands in a high-income country at the very heart of the continent. However, success in Belgium requires a specific strategy that respects its most defining characteristic: its linguistic diversity.
This guide will provide a clear path for selling on Amazon Belgium, focusing on the core challenges of localization, compliance, and logistics in this unique market.
1. Understanding the Belgian Market
Belgium is not a homogenous country. It's divided into three distinct regions and language communities, and understanding this is essential.
- A Multilingual Nation: Belgium has three official languages. Flanders in the north is Dutch-speaking (about 60% of the population), Wallonia in the south is French-speaking (about 40%), and there's a small German-speaking community in the east. You cannot treat Belgium as a single-language market.
- The Consumer Profile: Belgian consumers are digitally savvy and have long been accustomed to cross-border shopping on Amazon.fr, Amazon.de, and Amazon.nl (the Netherlands). They expect a wide selection and a high level of service. The launch of Amazon.com.be brings the convenience of a dedicated local store.
- The Opportunity: As a new marketplace, Amazon.com.be has potentially lower competition than its more established neighbors. Early movers who invest in proper localization can build a strong presence and capture market share.
2. The Core Challenge: Multilingual Localization
To effectively reach the entire Belgian population, providing listings in a single language is not enough.
- The Dual-Language Imperative: At a minimum, your product listings must be professionally localized into both French and Dutch. The title, bullet points, product description, and backend keywords should be created for each language to ensure you appear in searches from customers in both Flanders and Wallonia.
- A Single Platform: The Amazon.com.be website is itself multilingual. A French-speaking customer will see the French version of your listing, while a Dutch-speaking customer will see the Dutch version. Your job is to provide the high-quality content for both.
This dual-language requirement doubles the work of content creation but is absolutely essential for success. Sitruna's localization services specialize in creating culturally accurate, keyword-optimized content in both French and Dutch, ensuring your brand speaks effectively to all Belgian customers.
3. Belgian and EU Compliance Requirements
Like its neighbors, Belgium has specific compliance rules you must follow.
- VAT (BTW / TVA): Storing inventory in Belgium—for example, at Amazon's Antwerp fulfillment center—triggers an immediate requirement to register for Belgian VAT. The standard rate is 21%. You must register with the Belgian Federal Public Service Finance before your stock arrives.
- Extended Producer Responsibility (EPR): Belgium has its own EPR laws. You are responsible for the recycling of your product's packaging. You must register with and pay fees to a recognized Belgian Producer Responsibility Organization (PRO), such as Fost Plus for household packaging, to comply. Amazon will require proof of your EPR registration.
- EU-Wide Standards: All standard EU regulations, such as CE Marking for toys and electronics, are fully enforced in Belgium.
Sitruna's compliance team can manage your Belgian VAT and EPR registrations, simplifying entry into this market and ensuring you are fully compliant from day one.
4. Logistics and FBA Strategy for Belgium
Amazon's investment in local infrastructure gives sellers powerful fulfillment options.
- Domestic FBA in Antwerp (BRU1): Amazon has a modern fulfillment center in Antwerp. Shipping your inventory directly to this warehouse is the best way to offer the fastest Prime delivery speeds to Belgian customers.
- A Strategic European Hub: Due to Belgium's central location, using FBA in neighboring Germany or France is also an extremely effective strategy. The delivery times to Belgian customers from a warehouse in Lille (France) or near the German border can be just as fast. This allows you to serve the Belgian market without immediately needing a Belgian VAT number (if using the OSS scheme), providing a simpler entry point.
Deciding on the right logistics strategy depends on your overall European goals. Sitruna can help you analyze the options and manage your FBA shipments, whether you choose to ship directly to Antwerp or leverage a nearby FBA center in Germany or France.
Useful Resources
Seize the "New Market" Opportunity
Amazon Belgium offers the rare chance to be an early player in a developed, high-income European market. Success hinges on mastering the multilingual challenge and navigating the local compliance rules. Brands that invest in doing this right will be well-positioned for long-term growth.
Ready to get started in one of Europe's newest Amazon marketplaces? Schedule a free discovery call with the Sitruna team at www.sitruna.com/meet to build your Belgium launch plan.
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