American Groceries Europe - Online and Physical Store - Overijse

YELLOWCAT Y.

Great selection but pricing and customer experience need improvement

I visited this store with high hopes. Having lived in both Canada and the U.S., and spent time immersed in Mexican borderland culture—especially its rich gastronomy—I felt like the ideal customer. I actively seek out North American products, and the store’s assortment was genuinely exciting.
However, I was surprised by the pricing. Most items were marked up 20–60% compared to other specialty stores and online (As they also propose for the same prices as in store) in Belgium. This wasn’t limited to a few niche products—it extended across nearly the entire inventory. In fact, some identical items were available at a supermarket just 50 meters away for less than half the price.
Having recently purchased similar products at a competitor in Antwerpen (at more than 25% cheaper), I asked two employees—who were polite and wearing store-branded shirts—if they could explain the pricing. They mentioned EU tariffs on Mexican and Canadian goods. However, I’m familiar with EU trade agreements and customs policy, and that explanation didn’t hold up:
🇲🇽 Mexico–EU Trade Agreement: Most agri-food products from Mexico enter the EU duty-free or with reduced tariffs.
🇨🇦 Canada–EU CETA Agreement: Over 94% of Canadian agri-food exports—including maple syrup, coffee, and packaged snacks—are tariff-free.
🧾 EU Customs & Agriculture Policy: Designed to reduce trade barriers—not inflate consumer prices.
While I appreciated the staff’s willingness to engage, the store owner overheard and interjected with a noticeably tense tone, asking, “Do you have a problem?”—which felt unnecessarily confrontational for a respectful question.
Had the store explained that they rely on small-batch importing, specialty sourcing, premium pricing strategies, and compliance with EU regulations, I would’ve understood the higher per-unit costs, limited distribution, and added expenses for labeling and food safety. But even with those factors considered, the consistent overpricing—especially compared to other specialty retailers—feels excessive. Pricing should reflect value, not just rarity.
Additionally, I noticed that several products listed in the store’s online “Deals” section were short-dated or near expiry, yet still priced higher than fresh-stock equivalents elsewhere. For example, Canadian 100% Pure Maple Syrup (1 Liter) was listed at €27.99, despite expiring on March 12, 2024—a premium price for an expired product.
I hope this feedback is taken constructively. The store fills a valuable niche and offers a good variety of products. But for regular shoppers—especially those who knows prices (and policies)—clarity, openness, and fair pricing would go a long way in building trust and loyalty.

Sylvia O. (.

I’ve been craving pumpkin pie for three years. I was so happy when I found this store online and they had Libby’s pumpkin purée and CONDENSED MILK! Now I can enjoy my favorite pie that I can’t find anywhere in Belgium. 10/10

Justin S.

10/10 service - prices are reasonable, the customer support is really helpful, and they ship to Germany. They even had candy corn. Thank you again!

Erika S.

Kleine, maar zeer mooie winkel met enorm veel verschillende typische Amerikaanse producten. Ook al kunnen we online bestellen, toch rijden wij regelmatig, en met veel plezier, 42 km van Schoonderbuken naar Overijse om zo onze keuze te maken, van Lucky Charms tot Buffalo Wings Spices, en van pannenkoekenstroop tot pindakaas. Heel vriendelijke en hulpvaardige eigenaar! Toplocatie! 😉

Ana M.

I found at American Groceries Belgium several products that I love. They have so many great things to choose from, the hard part is to decide which one to choose (and then I’ll usually bring at least one of each product I like) 😋 The store is near the highway exit so for me it’s very practical to pick up my order directly there. Or when I absolutely don’t have the time for it I’ll just order it online and ask to be delivered at my address. Kristen and Chris are very nice and warm people. They prepare each order with lot’s of thought and care. Meanwhile my best friend also loves the store as I surprised her with some of her favorite products: pumpkin spice mix, pop tarts and buffalo wings sauce!

Abigail C.

The selection isn't wide but I wish they had Cheetos because it's something irreplaceable. Unlike corn starch or cooking spray.
________________________________________________________________
There seems to be no reply button from your response so I am typing it this way so that other people can also be informed. Thank you for your quick response. I did not know that Flamin' hot Cheetos is banned in the EU. Plus one star for abiding by EU regulations although I was only looking for the regular ones. 😉
I have shopped there not too long ago. 🙂

Claudette A. M.

Wonderful store with super friendly owners. Great American products hard to replace with Belgium goods. So excited we got JELLO!!!

Bill D.

I have had nothing but five star rating for these guys, product,delivery and customer service. Thank you for all you do.