77% of internet users in the EU buy goods or services online
rupixen, Unsplash
Online shopping in the EU continues to grow strongly, according to Eurostat's latest annual survey on the use of information and communication technologies (ICT) in households. In 2024, 77% of internet users have bought or ordered goods and services online in the previous 12 months, up 17% from 59% in 2014. This underlines the steady growth of the digital economy and changing consumer preferences in Europe.
In 2024, the most active countries in terms of the share of online shoppers are Ireland (96%), the Netherlands (94%) and Denmark (91%). These countries show high levels of digital activity and maturity in the use of online shopping platforms. At the same time, Bulgaria showed the lowest share of online shoppers in the EU, at just 57%. Italy and Romania were each at 60%, which is also below the EU average.
Over the last 10 years (from 2014 to 2024), a significant increase in the share of online shoppers was observed in Eastern European countries. Romania showed an increase of 43%, from 17% to 60%, the highest increase in the EU. Hungary increased the share of online shoppers by 37% (from 42% to 79%) and Lithuania increased by 36% (from 36% to 72%). This growth is attributed to improved internet infrastructure, increased availability of mobile devices and growing trust in e-commerce in these countries.
In 2024, the most popular product categories among online shoppers in the EU are clothing, footwear and accessories. 45% of shoppers have shopped in this category in the last three months. This is followed by food delivery from restaurants, fast food and catering (21%), and cosmetics and health products (20%). Furniture, home decor and garden accessories are also in high demand (19%). Sports equipment (except clothing), printed books, magazines, newspapers and vitamins/supplements have 16% each in the structure of online purchases.
Clothing and footwear continue to be the most popular items for online shopping, reflecting a steady trend towards convenience of selection and delivery. At the same time, food delivery continues to grow in popularity due to changing lifestyles and the growing popularity of online food ordering platforms.
The growth of online shopping in the EU continues, supporting the development of the digital economy and driving innovation in e-commerce. However, challenges remain, such as cybersecurity, data privacy and the environmental impact of increased delivery volumes.
