Online shopping across the European Union continues to surge, as revealed in the latest annual survey on ICT usage in households and by individuals. In 2024, 77% of internet users reported making online purchases or ordering services for personal use in the past year, marking a substantial rise from 59% in 2014. This represents an increase of 17 percentage points over the last decade.
Photo: Dreamstime.
The highest online shopping participation was seen in Ireland (96%), the Netherlands (94%), and Denmark (91%). In contrast, Bulgaria recorded the lowest share of online shoppers at 57%, followed closely by Italy and Romania, where the figures were 60% each. Despite these disparities, the data reveals that online shopping is steadily becoming the norm for consumers across the EU.
A notable trend over the past decade is the rapid growth in online shopping in several Eastern European countries. Romania, for instance, saw a remarkable 43 percentage point increase from 17% in 2014 to 60% in 2024. Hungary and Lithuania also experienced significant growth, with increases of 37 percentage points and 36 percentage points respectively, demonstrating a clear shift towards online consumerism in these regions.
The survey also highlights the types of goods most commonly purchased online in 2024. Clothing, including sportswear, shoes, and accessories, topped the list, with 45% of internet users purchasing such items within the last three months. Following closely behind were food deliveries from restaurants, fast-food chains, and catering services (21%), along with cosmetics and wellness products (20%), and furniture, home accessories, or gardening items (19%).
Table: Eurostat.
Further down the list, sports equipment (excluding clothing), printed books, magazines, newspapers, and health supplements (excluding online prescription renewals) all shared a 16% share of online purchases. These findings reflect the broadening spectrum of products that EU consumers are increasingly buying online, from everyday essentials to specialised items.
The continued expansion of online shopping in the EU underscores a major shift in consumer habits, further amplified by technological advancements and a growing preference for the convenience of e-commerce. With the trend set to continue, businesses across the region will need to adapt to meet the evolving needs of digital shoppers.
More information:
Eurostat
www.ec.europa.eu