Belgian retailers face ‘unfair’ competition from platforms like Shein and Temu

Belgian retailers face ‘unfair’ competition from platforms like Shein and Temu


By: Olivier Acuña Barba
Published: 31 Jul 2025 • 20:38
• 2 minutes read

Belgian retailers complain of unfair practices by online platforms that sell cheap “Chinese junk” | Credit: Artography/Shutterstock

A recent report stated that online platforms in Belgium are growing rapidly and their competition, mainly from Chinese platforms Shein & Temu with ultra-low prices, is making it increasingly difficult for high street retailers to compete.

Belga News Agency reports that Belgian retailers are divided on the sales they have made so far in this summer. wrote.

Every year, the summer sales last for the entire month. Belgian retailers can offer huge discounts for the entire 31-day period, something they’re not allowed to do during the rest of the calendar year.

Unizo and Mode Unie conducted a survey published on Thursday, which showed that 44.3% fashion retailers reported lower revenue compared with the same time period last year. Comparatively, 24,3% sold the same amount and 31,4% sold more.

Malaise describes July’s sales

Isolde delangheshe, Mode Unie’s director, said that the sales started off slowly due to the heatwave during the first week. However, they then saw a big boost. “Sales also remained constant over the last two week, allowing retailers to recover lower sales in the first weeks.”

Mode Unie says that Belgians continue to be “sale shoppers” and are looking forward to bargain hunting during the holiday season.

NSZ is different. The organisation stated that “for retailers, malaise is the word of this month.” It claims that the traditional excitement about sales is waning.

Cedric Tack, NSZ spokesperson said: “Due constant discounts by large chains and on-line platforms, it’s becoming more difficult for consumers visualise the correct price.” “The concept of a ‘fair price’ is fading, which is detrimental to retailers who cannot afford to offer year-round discounts.”

‘Chinese junk’ is another issue

Mode Unie has also expressed concern about what it believes to be unfair competition by digital giants. Delanghe said that fashion retailers are despondent because the government does nothing to stop unfair practices by online giants. Delanghe, in reference to Shein and Temu, said that such platforms do not add value to society and burden us with a mountainous amount of Chinese junk.

Delanghe said, “We need to act swiftly and firmly in order for fair competition among businesses to be restored and maintained.” It is unacceptable that Chinese companies and international players do not adhere to our laws and encourage overconsumption by using misleading sales tactics.

Mode Unie has called for authorities to implement stricter controls so that Belgian retailers will no longer be disadvantaged by “unfair digital marketing practices.”

Trade barriers are not in favor

However, the minister for small businesses, the self-employed and SMEs, Eléonore Simonet (MR), told Belga that “as a liberal, she is not in favour of trade barriers,” although acknowledging that the influx of Chinese parcels is “disruptive” for fair competition, consumer protection and environmental impact.

However, the problem goes far beyond just Chinese platforms. NSZ reported that parking costs and mobility problems within city centres are other issues driving away customers.


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About David Sackler

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David Sackler, a seasoned news editor with over 20 years of experience, currently based in Spain, is known for his editorial expertise, commitment to journalistic integrity, and advocating for press freedom.

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