Becom Summit

Horsten International participated as a speaker at the Becom Summit 2026, one of Belgium’s leading events for e-commerce and the digital economy. During the interactive session “Made for China: Opportunities, Pitfalls and Reality”, Wim Horsten shared practical insights into China’s fast-evolving e-commerce landscape and the realities of doing business in one of the world’s most dynamic consumer markets.

Drawing on more than two decades of hands-on experience supporting European companies in China, the presentation explored key market trends, common misconceptions, opportunities for international brands and the challenges companies face when entering or expanding in the Chinese market. The session also highlighted the importance of understanding local consumer behavior, digital ecosystems and the unique business environment that continues to shape China’s e-commerce sector.