Driven by a desire for flexibility, financial independence, and professional fulfilment, Belgian women are turning to eCommerce to launch and scale their own businesses. These entrepreneurs are not only achieving personal success but also making a significant contribution to the Belgian economy, creating jobs and driving innovation.
This dedication for financial security and business growth translates into personal satisfaction, with 90% of the entrepreneurs surveyed reporting that they feel professionally fulfilled by leading their digital enterprises.
The rise of female entrepreneurship in Belgium exemplifies a broader European opportunity: recent research by Frontiers Economics suggests that achieving gender parity in entrepreneurship could generate €250 billion in value for the European economy by 2040, with Belgium and The Netherlands together potentially adding €30 billion in annual economic value by 2040.
Belgian women entrepreneurs are already demonstrating this potential, with digital marketplaces enabling them to scale beyond borders. Their success story shows how empowering women through digital tools and infrastructure can create a more inclusive and prosperous future for both Belgium and Europe. A new study, commissioned by Becom and Amazon to OnePoll, sheds light on this burgeoning trend, revealing the motivations, challenges, and impact of 300 female retail business owners across Belgium.
The survey reveals that these businesses are far from being side hustles. Belgian women entrepreneurs running retail businesses generate most revenue through digital channels – selling in retail stores (28%), social media (21%), and company websites (20%) - with physical stores contributing 13%. Beyond financial security, more entrepreneurs are turning to eCommerce to expand their revenue and grow internationally.
Women entrepreneur's new approach to work-life harmony
The survey shows that the pursuit of work-life flexibility is a significant driver for Belgian women entering eCommerce. The ability to harmonise professional and personal commitments emerged as the primary motivation for respondents to launch their digital businesses, with 73% reporting that running an online business has improved their ability to manage work and family responsibilities. This trend is particularly pronounced among younger female entrepreneurs, who are embracing at a very high rate.
"Digital entrepreneurship isn't just about making money, it's about creating a lifestyle that aligns with our values and priorities," says Marie Claessens, Co-Founder of The Mocktail Club. "It's about having the freedom to pursue your passion while also being present for your family and community."
Digital entrepreneurship powers growth across Belgium
This success story aligns with broader trends revealed in the 2025 Amazon SME Impact Report. The report shows how online marketplaces have created significant advantages for all entrepreneurs. More than 90% of Belgian small and medium-sized enterprises (SMEs) selling in the Amazon store exported to customers worldwide, generating over €380 million in export sales. Notably, nearly 75% successfully sold to other EU member states, resulting in more than €190 million intra-EU exports—a 15% increase from the previous year. The top 5 export countries for Belgian SMEs are France, US, Germany, Netherlands, and UK.
"Belgian entrepreneurs are powerhouses with incredible potential. As a female senior leader and mother, I personally understand the balancing act required to pursue professional ambitions while managing other responsibilities. At Amazon in Belgium, we're committed to putting resources at entrepreneurs' fingertips, from handling logistics through Fulfillment by Amazon to simplifying European expansion with our accelerator programs, explains Eva Faict, Country Manager of amazon.com.be and amazon.nl. I'm particularly inspired when I see female business owners leveraging these tools to chase their passions while finding their own balance. Our mission is to help local businesses succeed globally by removing barriers and providing the support they need to scale internationally."
Regional growth has been robust across Belgium, with more than 35% of Belgian SMEs selling in the Amazon store now based in rural or less densely populated areas, generating over €85 million in export sales in 2024. The strongest performance came from Limburg and Antwerp provinces, with growth rates exceeding 30%, while other regions including Brussels, Flanders, and Walloon Brabant all showed healthy increases. This geographic diversity demonstrates how digital entrepreneurship is creating economic opportunities across the country, enabling business owners to succeed regardless of their location.
These opportunities are particularly impactful for female entrepreneurs, who are increasingly leveraging digital channels to expand internationally. As Charlotte, co-founder at NONA drink, explains: "Our income has doubled since we're active on Amazon. This is primarily because, thanks to online marketplaces, we're able to reach way more people than we would only using classic retail channels."
Challenges and opportunities: Scaling for success
The research reveals that Belgian SMEs face two major hurdles in their expansion journey: 25% struggle with supply chain complexities, while 24% grapple with regulatory compliance. These challenges are particularly evident as businesses work to scale their operations, assess market demand, reach new customers, and expand internationally. The complexity of navigating local regulations and logistics planning can be especially daunting for small business owners seeking to grow their international expansion.
Belgian SMEs face significant EU cross-border barriers to expansion, despite growth potential. Eliminating these could boost EU GDP by €335 billion annually, with 78% of SMEs citing inter-EU regulatory differences as a major obstacle. Key challenges include complex VAT procedures (costing up to €8,000 annually per country), fragmented recycling schemes (over 100 different systems) and the need for mandatory physical labels in 24 languages (delay market entry by 6-12 months). Amazon advocates for implementing a centralised VAT reporting platform, an EU-wide one-stop-shop for recycling schemes, and expanding digital labelling as an alternative to physical labels—reforms that would significantly enhance Belgian SMEs' ability to scale across the European Single Market.
Despite these hurdles, Belgian female entrepreneurs are demonstrating remarkable resilience and ambition. The survey reveals that almost half are setting their sights on international expansion, with a significant portion of their revenue coming from outside Belgium. This global reach, combined with local impact, is evident in the fact that 60% of these entrepreneurs needed to increase their workforce to meet growing demand. Their success demonstrates how online marketplaces can unlock opportunities beyond geographical borders, creating both international revenue streams and local employment opportunities.
The power of community and resources
Although passion and determination are fundamental, the survey reveals how crucial support systems are for women entrepreneurs' success. While 45% value their social networks for advice, encouragement, and a sense of community, 53% identified trainings on digital skills and online solutions as the most critical support to grow their business. Another 45% specifically highlighted the importance of access to online tools that enable them to compete effectively in the digital marketplace.
“Channels like Amazon provide us with a reliable way to reach customers anywhere," says Stefanie Broes, Co-Founder at Moonbird. "Additionally, the network we've built with other entrepreneurs, especially women business owners, has been invaluable. Their shared experiences and insights have inspired our journey and accelerated our growth.”
Supporting digital growth through education
"At Becom, we believe knowledge is the key to growth. That's why we support initiatives such as the Amazon E-Academy, which raise the standard of Belgian e-commerce. We provide essential content such as webinars and frontline advice, so that online shops and digital merchants are better equipped on their digital journey,” said Greet Dekocker, Managing Director of Becom.
To empower Belgian digital success, we’ve launched the E-Academy2, an innovative learning channel developed in partnership with Becom. This comprehensive digital resource combines eight detailed e-learning courses, expert-led webinars by Becom, latest eCommerce trend analysis, and an events calendar featuring upcoming events from Becom and Amazon. From planning and logistics to marketing, branding, and online sales, the E-Academy offers step-by-step guidance across the full journey of building and growing a business. The website will continue to evolve with new content from various partners, ensuring entrepreneurs have access to the most current and relevant business resources.
Pictured in the hero image (L-R): Greet Dekocker, Managing Director of Becom; Marie Claessens, Founder of The Mocktail Club; Kaat Claessens, Co-Founder of The Mocktail Club; Eva Faict, Country Manager of amazon.com.be and amazon.nl; Maarten Dejong, Operational Manager at Solbio; Carlo Debaeke, Co-Founder of Solbio; Guillaume Codsi, Head of Sellers Services at Amazon; Marie Dobbels, Marketing Director EU at The Cookware Company; Elien Catteeuws, E-Commerce Marketplaces Manager at The Cookware Company.
