2. About BeCommerce!
Belgian Distance Selling Organisation!
BeCommerce is the Belgian association for companies active in distance selling, both
online (via all forms of e-commerce) and offline (via catalog, direct mail, phone, SMS, TV,
etc.). Through awareness raising, information, promotion, certification of e-commerce sites
through a quality label and its own code of conduct, BeCommerce encourages the further
growth of the eCommerce sector and the strengthening of consumer confidence in distance
selling. BeCommerce counts today 258 e-tailers and 31 business partners.!
!
!
More info: www.becommerce.be!

3. Patricia Ceysens!
President of the Board of Directors!
In March 2013 BeCommerce ran a major member survey into the current situation
of e-commerce in Belgium and distance seller expectations for 2013. Focusing on
the expected growth of the industry, most sold products online, logistical services,
payment methods and new this year, mobile commerce.!
!
I’m glad to announce that the Belgian e-commerce market is catching up with their
neighbours. But there is still much room for improvement and expansion. And this
is exactly where BeCommerce and its partners will provide the necessary support
and knowledge.!
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Patricia Ceysens,!
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President of the Board of Directors!

4. Introduction!
About the study!
Aim of the study!
!Study of the current situation in the online distance selling market in Belgium as well as expectations and
trends !
!
Method!
o Respondents from BeCommerce database (approximately 550 contacts) !
o Target group: Belgian organizations with distance selling activities !
o Fieldwork: 25 February – 4 March 2013!

5. Independent Belgian company 67%
Legal profile Subsidiary of Belgian company 0%
Subsidiary of foreign company 33%
Only distance sales 50%
Type of sales
Both distance selling and traditional 50%
Online-only sales 44%
Type of distance
Online marketing and offline marketing 56%
sales
Exclusively offline sales 0%
B2C or C2C 56%
Target customers B2B 0%
Both consumers and businesses 44%
1-5 33%
Distance sales staff 6 - 50 56%
50 + 11%

6. Introduction!
About the study!
General remarks concerning the research
o The figures in this report are based on an online questionnaire about figures 2012 &
expectations 2013, conducted in February - March 2013 during 1 week with all the
BeCommerce members
o Sectors NOT included in this research:
o Tourism: travelling, airplane tickets, train tickets, …
o Financial sector: stocks, bonds, insurances, …
o The figures relate to sales B2C, not including sales B2B
o The figures relate to the sales results of Belgian companies, they are not consumer
figures (consumers buy on Belgian and foreign e-shops)
o Yearly survey

7. Distance Selling Profiles!
Belgian Company vs. Foreign company!
33%
47%
57%
68% 70% 66% 0%
2%
5%
2% 67%
6% 4%
51%
38%
32%
26% 26%
2007 2008 2009 2010 2011 2012
An independent Belgian company A branch / subsidiary of a Belgian mother company
A branch / subsidiary of a foreign mother company

8. Distance Selling Profiles!
Distance Sales vs. Traditional Sales!
32% 30%
40%
46% 50%
51%
68% 70%
60%
54% 50%
49%
2007 2008 2009 2010 2011 2012
Only distance sales Both traditional and distance selling

9. Distance Selling Profiles!
Pure Player vs. Multichannel Player!
53% 55% 56%
64% 66%
70%
47% 45% 44%
36% 34%
30%
2007 2008 2009 2010 2011 2012
Pure Player (only online sales) Multichannel player (online & offline sales)

10. Distance Selling Profiles!
Share of distance selling in total turnover!
The share of the distance selling in total business !
turnover is higher in the last three years.!
66,1
60,4
58,1
52,9
41,0
24,2
2007 2008 2009 2010 2011 2012

11. Distance Selling Profiles!
B2C vs. B2B!
32%
44% 43% 43% 44%
51%
6%
6%
13% 2%
62%
57% 56%
50% 47%
44%
2007 2008 2009 2010 2011 2012
Only consumers (B2C & C2C) Only businesses (B2B) Both consumers and business

12. Distance Selling Profiles!
Share of B2C in total turnover!
86,9
78,9
71,5 72,6
56,6
53,0
2007 2008 2009 2010 2011 2012

13. Distance Selling Profiles!
Business export!
Single response Multiple response
7%
15%
9% 73%
28%
20% 60%
38% 50%
19% 45%
13% 35% 32%
24%
22% 22%
19%
11%
47% 9%
40% 6%
30%
2010 2011 2012
2007 2008 2009
Belgium only The Western European Countries Europe Worldwide

14. Worldwide business export increases!
Distance Selling Profiles!
Business export!
1,4 1,0
10,6 8,3 9,2 9,6
13,3
8,3 22,2
16,1
22,7
5,6
35,0 44,2
41,7 22,0
31,7
20,0
66,7
50,0
41,7 41,7 45,3
31,7
2007 2008 2009 2010 2011 2012
Belgium only The Western European Countries Europe Worldwide

15. Payment methods!
Pure players!
Visa, Master card 86%
96%
American Express 57%
34%
JCB 14%
4%
Diners 0%
9%
Airplus 0%
UATP 0%
Maestro 57%
57%
Bancontact/Mister Cash 71%
79%
KBC/CBC Online 0%
38%
Belfius Direct Net 0%
43%
ING Home' Pay 14%
40%
IDEAL 43%
40%
PayPal 43%
40%
PingPing 0%
2%
Paysafecard 0%
Cash Ticket 0%
2% 2012 2011

16. Payment methods!
All distance sellers!
Visa, Master card 94%
95%
American Express 50%
33%
JCB 6%
5%
Diners 0%
10%
Airplus 0%
0%
UATP 0%
0%
Maestro 61%
57%
Bancontact/Mister Cash 83%
81%
KBC/CBC Online 33%
29%
Belfius Direct Net 22%
33%
ING Home' Pay 39%
24%
IDEAL 39%
62%
PayPal 61%
52%
PingPing 0%
0%
Paysafecard 0%
0%
Cash Ticket 0% 2012 2011
0%

17. Payment methods!
Average amount per order!
9%
5%
11%
25% 25% 22%
19%
19%
27%
16% 22%
20%
27% 19%
23%
28% 8% 22%
35%
16% 19% 36%
17%
19%
10% 18% 11%
4% 6%
6% 5% 3% 7%
5% 8% 11%
6% 5% 2% 4%
2007 2008 2009 2010 2011 2012
n.a. < 15€ 15€ - 30€ 31€ - 50€ 51€ - 100€ 101€ - 200€ 201€ - 500€ > 500€

18. Payment methods!
Share of distance selling in business turnover!
6%
13% 13%
20% 16%
21%
6%
9%
13%
17%
14%
11%
22% 20%
13% 4%
14% 17%
15%
11% 5%
20%
2% 5%
22% 5%
35%
19% 11%
9%
16%
13% 7% 2%
5% 7%
6% 9%
5% 33%
3% 24%
15% 16% 19%
13%
2007 2008 2009 2010 2011 2012
I prefer not to answer < 50.000€ 50.000€ - 125.000€
125.000€ - 500.000€ 500.000€ - 1.000.000€ 1.000.000€ - 5.000.000€

19. Payment methods!
Number of transactions in relation to orders!
32% 33%
39%
44% 43%
50%
13% 11%
9%
8% 6%
16% 11%
14% 8% 11%
3% 25% 5%
6% 5% 17%
5% 5% 17%
6% 7% 2%
3% 5% 6%
10% 30%
22% 23% 19% 22%
10%
2007 2008 2009 2010 2011 2012
I prefer not to answer < 500 500 – 1.000 1.000 – 5.000 5.000 – 10.000 10.000 – 25.000 > 25.000

20. Payment methods!
Number of transactions in relation to parcels!
28% 28%
38%
47% 43%
50%
9% 11%
8% 11%
5% 11%
3%
13% 11% 5%
15% 3% 19%
5% 17%
9% 7%
5% 2% 2%
3% 11%
3% 9% 12%
10%
5% 38%
25% 23% 22%
15% 19%
2007 2008 2009 2010 2011 2012
I prefer not to answer < 500 500 – 1.000 1.000 – 5.000 5.000 – 10.000 10.000 – 25.000 > 25.000

21. Payment methods!
Online transactions!
21%
I prefer not to answer
20%
32%
> 25.000
29%
16%
10.000 – 25.000
13%
10%
5.000 – 10.000
11%
5%
1.000 – 5.000
18%
Less online transactions between 500 and
500 – 1.000 5000 transactions in 2012!
2%
16%
< 500 in 2012 in 2011
7%

22. Payment methods!
Number of transactions!
5% 2% 3%
4% 5%
3%
16% 9% 3% 6% 5%
15% 11% 2%
2%
9% 2% 11%
6%
3% 5% 5% 5%
3% 11%
10% 11% 24%
11%
19% 14%
10% 11%
15%
28% 30%
47%
41%
63%
25%
25% 24%
15% 14% 13%
2007 2008 2009 2010 2011 2012
I prefer not to answer < 2% 3% – 5% 6% – 10% 11% – 15% 16% – 20% 21% – 30% 31% – 40% 41% – 50% > 50%

23. Online sales
Payment methods!
Number of transactions!
65% 68%
72% 70%
83%
90%
9%
9% 25% 11%
5%
3% 5%
11%
16% 5% 18% 5%
14%
5% 4% 5%
2%
expectations 2008 expectations 2009 expectations 2010 expectations 2011 expectations 2012 expectations 2013
Not applicable Will fall Will remain identical Will increase

24. Sales via catalogue
Payment methods!
Number of transactions!
5% 5%
9%
19% 15%
10%
16% 26%
22% 9%
5%
16% 11% 13%
35%
9%
26%
63% 65% 63%
59%
50% 48%
expectations 2008 expectations 2009 expectations 2010 expectations 2011 expectations 2012 expectations 2013
Not applicable Will fall Will remain identical Will increase

25. Sales via telephone/fax/SMS/email
Payment methods!
Number of transactions!
9% 5%
14% 16%
19% 19%
40% 16% 21%
17%
44% 34%
5%
15%
26%
15% 11%
6%
60%
49%
41% 40% 41% 37%
expectations 2008 expectations 2009 expectations 2010 expectations 2011 expectations 2012 expectations 2013
Not applicable Will fall Will remain identical Will increase

26. Delivery methods!
Delivery to the end user!
73%
65% 65% 63%
60%
55%
46% 45%
42%
38% 37% 38%
35% 34%
32%
30%
23%
20% 19%
16% 16% 16%
11% 10%9% 9%10%
3%
Via postal services Courier (e.g. UPS, TNT, Through pick-up points Through a private Other None of those
DHL, …) (e.g. Kiala, …) transport service
2008 2009 2010 2011 2012

27. Delivery methods!
Logistics service providers!
Bpost 58%
64%
Kiala 37%
26%
TNT PostPakketService 21%
21%
DPD 21%
19%
UPS 21%
9%
Bpost is still most used service provider !
Other 16%
21%
DHL 10%
15%
Mondial Relay 10%
13%
Fedex 0%
6%
Fiege 0%
6%
Katoen Natie 0%
2%
2012 2011

28. Delivery methods!
Time slot delivery!
63%
None of the above
75%
21%
Via Delivery at Home
16%
Via Pick-up points
13%
0%
Via locker network
2%
2012 2011

29. Communication mix!
All distance sellers!
5% 5%
11% 11% 11%
16%
11%
26%
21%
16%
11% 11%
52%
58%
42% 11% 10%
16% 16%
74% 52% 21%
26%
21% 32%
26%
21%
32% 32% 11%
26%
11%
37% 16% 36%
31% 31% 32%
5%
11% 11%
5% 15%
11%
5% 5% 5%
Direct mail Direct mail Internet Search engine Search engine Radio TV Affiliate Price Other (e.g.
(via post) (via e-mail) banners optimization advertisement Marketing comparison offline
(SEO) (SEA) sites advertising)
Not applicable Not very important Not important Neutral Important Very important

30. Communication mix!
All distance sellers!
2008 2009 2010 2011 2012
Direct,mail,(via,post) 0% 13% 12% 5% 10%
Direct,mail,(via,e6mail) 86% 60% 82% 86% 84%
Internet,banners 29% 27% 53% 33% 53%
Search,engine,optimization,(SEO) 100% 80% 88% 91% 89%
Search,engine,advertisement,(SEA) 71% 67% 88% 81% 84%
Radio , , 24% 0% 11%
TV , , 18% 5% 16%
Affiliate,Marketing , , 59% 52% 63%
Price,comparison,sites , , 53% 33% 16%
Other,(e.g.,offline,advertising) 29% 47% 41% 10% 5%

31. The importance of social media keeps growing!
Communication mix!
All distance sellers!
5%
16%
32%
37%
42%
37%
21%
26%
16%
11%
26%
16% 16%
37%
11% 11%
21%
11% 11%
Facebook Twitter Pinterest Other
Not applicable Not very important Not important Neutral Important Very important

32. 26% of all distance sellers are engaged in
Communication mix!
All distance sellers!
Facebook commerce !
26%
74%
Yes No

33. Opinions of the Belgian distant sellers!
The Belgian distance selling market will continue to grow in the next 2 years
63% 60% 64%
67%
73%
84%
22% 25%
24% 34%
22%
9%
15% 3% 16%
3% 3%
3% 5% 3% 2%
2007 2008 2009 2010 2011 2012
No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree

34. Opinions of the Belgian distant sellers!
The competition with foreign distance selling companies will increase in the next 2 years
45% 49%
59% 63% 63%
69%
35%
40%
25%
16% 27%
32%
9% 20% 9%
5% 9%
3% 5%
3%
2% 5% 2% 5%
2007 2008 2009 2010 2011 2012
No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree

35. Opinions of the Belgian distant sellers!
The internet will maybe become the main ordering method in the next 2 years
23% 21%
28% 30%
40%
45%
23%
31% 48%
20% 38%
25% 22%
16%
20% 5%
14%
26%
19% 22% 32%
20% 11%
6% 5% 5% 5%
2007 2008 2009 2010 2011 2012
No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree

36. Opinions of the Belgian distant sellers!
It is important for an e-commerce website to be certified by an independent institution
32%
40% 42%
45%
55%
63%
38% 21%
35%
35%
16% 30%
32%
24%
10% 19%
19% 9%
5% 2%
2% 3% 2%
3% 5%
2%
3%
4% 5%
2007 2008 2009 2010 2011 2012
No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree

37. Opinions of the Belgian distant sellers!
The Belgian legislation prevents the growth of my distance selling activities
5%
11% 11%
20%
25% 25%
21%
21%
27%
30%
31% 32% 31%
32%
43%
25% 13%
21%
34%
28%
10% 20%
11%
5% 14%
6% 10% 5% 4% 11%
3% 5% 5% 4%
2007 2008 2009 2010 2011 2012
No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree

38. Top products!
Clothing 37% 2012
Home décor 36%
Toys 32%
Other 27%
Books 26%
Hardware & Software 26%
Digital cameras 26%
Fashion accessories 21%
Beauty products 21%
CDs 21%
Garden supplies 21%
Games 21%
Kitchen appliances 21%
DVDs/BluRays 21%
MP-3 21%
Navigation 21%
Phones 21%
Stereo's 21%
TVs 21%
Health products 16%
Office supplies 16%
Vacuums 10%
Magazines 5%
Food and drink 5%
Tourism including airline tickets 5%
DIY 5%
Isolation 5%
Tickets for concerts 0%
Tickets for sporting events 0%
Theatre tickets 0%

39. 16%
28% Top products!
Other 9%
25% Year over year
22%
6%
11%
Financal services and products 5%
13%
0%
11%
14%
Office supllies and furniture 11%
15%
9%
36%
54%
Home en garden supplies 15%
36%
19%
TOP 5 is:!
21%
Health and beauty products 20%
38% (1) Electronics!
30%
13% (2) Home & garden!
34%
Clothing, Fashion accessories 36%
46% (3) Clothing!
45%
41% (4) Entertainment!
Entertainment (books, CDs, DVDs,
34%
49% (5) Hard & software!
31%
games, magazines, Toys) 25%
40%
38%
46%
Electronics 36%
35%
25%
28%
35%
Hardware & software 20%
20%
16%
9%
11%
Food and drink 4%
5%
13%
2%
8%
Tickets for evetns 0%
0%
3%
6%
8%
Tourism including airline tickets 4%
5% 2012 2011 2010 2009 2008
6%

40. Mobile commerce!
Engaged in mobile commerce? 2012
When are you planning to start with
mobile selling?
58% < 3 months
9%
3%
85%
< 6 months
0%
8%
< 9 months
9%
5%
< 1 year
27%
2011 Yes No 2012
> 1 year
18%
28%
No plans to start
Mobile commerce in with mobile
36% 2012 2011
selling
48%
2012 is almost 3 times
more used than in 2011!

41. Mobile commerce!
Reasons not to start with m-commerce
45%
Other priorities
55%
18%
No particular reason
13%
Non-users mainly still
have other priorities!
9%
Too early
9%
Too expensive
3%
0%
Other 2012 2011
13%

42. Mobile commerce!
Mobile application vs. mobile website
88%
86%
38%
29%
Mobile application Mobile website
2011 2012

43. Mobile commerce!
Supported Operating Systems for mobile applications
75%
iOS (Apple)
100%
38%
Android
50%
13%
Other
50%
0%
Sybian
0%
When distance sellers
are engaged in mobile
0%
Windows commerce via a mobile
0%
application, iOS from
Apple is mostly
0% supported.!
Blackberry OS
0%
0%
Bada
0%
2012 2011

44. Mobile commerce!
Top products!
Clothing 50%
Fashion accessories 38%
Toys 38%
Beauty products 38%
Home decoration 38%
Hardware & software 38%
Health products 25%
Digital cameras 25%
Games 25%
Garden supplies 25%
MP3 players 25%
Navigation 25%
Phones 25%
Stereo’s 25%
Tv's 25%
Tourism including airline tickets 13%
Books 13%
CDs 13%
DVD / Bluray 13%
Kitchen appliances 13%
Office supplies 13%
Vacuums 13%

45. Mobile commerce!
Reason to start with mobile commerce!
To provide an additional 75%
service to our customers
43%
To generate additional e- 50%
business
71%
We wanted to prove real 25%
added value to our
customers 43%
We wanted to be the first 0%
on the market (innovation)
14%
To provide a gaming 0%
application to our
customers 0%
2012 2011

46. Mobile commerce!
IT development & Results!
Internal vs. external IT development
Results of M-commerce are satisfying
25%
57%
25%
Mobile commerce gets
43%
more and more
satisfaction among the
75% webshops!
43%
Internal IT 75%
development
57%
2011 External IT 2012
development
Yes No
2011 2012

47. Employment!
Number of people per company active in distance selling!
2009 2010 2011 2012
43%
37%
27% 26%
22% 21%
21% 21%
16%
13% 12% 11% 14%
11% 11% 11%
9% 9%
7% 7% 7% 5%
5% 4% 5% 4%5% 5%
3%
3% 2% 2%
0% 0% 0% 0%
1 2 TO 5 6 TO 10 11 TO 20 21 TO 50 51 TO 100 101 TO 250 251 TO 500 > 500

48. Employment!
Needed profiles!
2010 2011 2012
70%
63% of the distance
sellers has plans to hire
60%
new employees this year,
mainly online marketers.!
49%
41%
32% 32%
26% 27%
19% 19%
11%
11%
5%
4%
0%
IT specialists Online marketers Logistics operators Photographers Others