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New Brussels e-commerce portal launched to compete with Amazon

This illustration picture shows online payment with a Belgian credit card (BELGA PHOTO JONAS HAMERS)
09:54 02/12/2020

A new virtual e-commerce platform, supported by the government of the Brussels-Capital Region, has been launched to compete with Amazon. The launch of, which aims to encourage consumers to buy locally, comes at a time of uncertainty in which traders are suffering from consecutive breaks in their activities due to the restrictions brought in to stop the spread of the coronavirus.

As stores reopened across the country on Tuesday, many – like Charlotte and Marie Brabant -are also preparing to open their virtual showcases. The sisters, who own a small beauty salon called Idyl Beauty in Saint-Gilles, are readying to sell their products via their own brand new webshop.

"Like many, we found out through television reports that beauty salons were among those that should remain closed," says Charlotte. "In this case, we can only reinvent ourselves. So, we put all our products on our online store. We have great stuff and we really hope that people will come and do their Christmas shopping on and not on Amazon."

The objective of the Mymarket platform is clear: to compete with the major international online sales and home delivery companies. "There has been a clear boost for online shopping during the containment," explains Isabelle Grippa, the director of, the service that helps Brussels businesses. "Before the Covid crisis, only 25% of businesses were set up for online sales. We are facing a potential digital divide that can lead to a social divide in Brussels. It was fundamental to be able to offer this visibility to all businesses in Brussels."

An accompanying plan is also planned by the region to encourage other traders to take the step of e-commerce.

It is still in the testing phase but gradually a delivery service will also be integrated into the platform. Deliveries will mainly be via the Urbike cooperative and its cargo bikes.

This local e-commerce portal project is a link between an initiative of the municipality of Uccle and the Mazone project carried out by the association GroupeOne whose objective was originally to offer more visibility and support to the commune’s traders and their products. From now on, all businesses located in the Brussels Region will be able to establish their neighbourhood on the platform. All sectors are covered, from food to toys, electronics, skincare, and leisure.

Written by Nick Amies


American Grocer...

We hope businesses outside the Brussels Region will be able to participate! We're physically off Exit 5 of the E411, but we offer click & collect in Waterloo/Kraainem and can ship anywhere in Belgium. A lot of our clients are from inside the Ring.

Dec 2, 2020 16:44

Whatever the language (oeuf corse Dutch and English will be included), the prices are likely to be Belgian so I don't see how this can compete with international sites like Amazon. Customer service is not exactly a top priority for Belgium shops, which is why the idea of offering home delivery seems novel.

Dec 3, 2020 12:27