Online shopping is popular. The number of online shoppers has increased considerably during the past ten years. In 2024, 77% of the EU population who had used the internet during the previous year shopped online. Shopping on the web was particularly widespread in Ireland (96%), the Netherlands (94%), Denmark (91%) and Sweden (90%). With a share of 83% Germany was ranked 8th among the EU states.
Interest in purchasing products online has particularly risen in Eastern European states. In 2024, the share of internet users shopping online reached 86% in Czechia, 85% in Slovakia and 79% in Estonia and Hungary.
Items of clothing were particularly popular: 70% of EU internet users who had shopped online during the last three months bought these products in 2023. 33% ordered meals from restaurants, fast-food chains and catering services.
Last update: 14 January 2025. For more facts on e-commerce please consult the Eurostat database.