Dutch Wehkamp will launch a Belgian version of its web shop this year, although the product range will be largely similar to the Dutch web shop. Its ambition is clear: to become top 3 in Belgium.
Not all brands already available in Belgium
Wehkamp.be will have some 150,000 products from more than 12,000 brands, some of these are not available in Belgium yet. The Belgian version will be launched in several stages: a pilot later this year and the company will keep adding new articles over time.
Wehkamp will try to get local Belgian brands onto its web shop, like it has done in the Netherlands. "We will see what the local customer wants, but we are definitely looking at the bigger Belgian brands", RetailDetail's spokesperson Dirk Van den Bogaart said.
Parent company RFS Holland Holding has set lofty goals as it wants to become one of the 3 largest ecommerce parties in Belgium within the next three years. No French version has been planned, mainly "because of operational reasons", Van den Bogaart said. It will arrive in the future, but no date has been set yet.
Other Dutch companies, like Coolblue and Bol.com, have already entered the Belgian market and will now be accompanied by Wehkamp. Van den Bogaart said their success has not motivated Wehkamp to come to Belgium. "We do not view our competitors that way, but we do see that the Belgian ecommerce market is an incredible growth market and that is why we have decided to go abroad."