Online shopping continues to establish 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 purchased goods or services online for personal use. This figure represents a significant increase compared to 59% in 2014, marking a 17-percentage-point rise over the past decade.
Which countries lead e-commerce in the EU?
Ireland leads the way with an impressive 96% of internet users shopping online, followed closely by the Netherlands (94%) and Denmark (91%). On the other hand, Bulgaria recorded the lowest rate (57%), while Italy and Romania both stood at 60%.
Notable growth across the region
E-commerce has seen particularly significant growth in Romania (+43 pp), Hungary (+37 pp), and Lithuania (+36 pp), where online shopping rates have soared over the last 10 years.
What are Europeans buying online?
The most popular online purchases in 2024 were:
Clothing, footwear, and accessories: Leading the ranking, with 45% of users purchasing these items in the last three months.
Food deliveries: Including orders from restaurants, fast-food chains, and catering services, with 21%.
Cosmetics and wellness products: With a 20% share.
Furniture, home accessories, and gardening items: Reached 19%.
Sports equipment (excluding sportswear), printed books, magazines, newspapers, and health supplements: Each category accounted for 16%.
This growth not only reflects a shift in consumer habits but also highlights a key opportunity for digital businesses to adapt to the evolving demands of the European market.
source: EUROSTAT