Online shopping continues to consolidate itself as a dominant trend in the European Union. According to the latest annual survey on the use of ICT in households and by individuals, in 2024, 77% of Internet users made purchases or requested services online for personal use. This figure represents notable growth compared to the 59% recorded in 2014, which represents an increase of 17 percentage points in a decade.
Which countries lead e-commerce in the EU?
Ireland takes the lead with an impressive 96% of internet users shopping online, closely followed by the Netherlands (94%) and Denmark (91%). At the opposite extreme, Bulgaria recorded the lowest figure (57%), while Italy and Romania remained at 60%.
Growths that stand out
The advance of e-commerce has been especially significant in countries such as Romania (+43 pp), Hungary (+37 pp) and Lithuania (+36 pp), where online purchasing rates have skyrocketed in the last 10 years.
What do Europeans buy online?
The most demanded products in 2024 were:
Clothing, footwear and accessories: Leaders in the ranking, with 45% of users who purchased these items in the last 3 months.
food deliveries: From restaurants, fast food chains to catering services, with 21%.
Cosmetics and wellness products: With a 20% preference.
Furniture and items for the home or garden: They reached 19%.
Sports equipment, printed books, magazines and health supplements: Each one with 16%.
This growth reflects not only a transformation in consumer habits, but also a key opportunity for digital businesses to adapt to the new demands of the European market.
Fountain: EUROSTAT
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