Two persons are sitting at a table, one is sitting with a credit card and a phone in her hands

Online shopping in the EU continues to expand, according to the latest annual survey on ICT usage in households and by individuals.

In 2024, 77%  of internet users bought or ordered goods or services for personal use online in the previous 12 months, increasing from 59% in 2014, marking a 17 percentage point (pp) rise.

The highest percentages of internet users who made online purchases in 2024 were in Ireland (96%), the Netherlands (94%) and Denmark (91%). Conversely, Bulgaria had the lowest share at 57%, followed by Italy and Romania, both at 60%.

From 2014 to 2024, significant growth was observed in Romania (+43 pp, from 17% to 60%), Hungary (+37 pp, 42% to 79%), and Lithuania (+36 pp, 36% to 72%). 

Internet users who bought or ordered goods or services for private use, % of individuals who used internet in the previous months, 2014 and 2024. Bar chart. See link to full dataset below.

Source datasets: isoc_ec_ib20 and isoc_ec_ibuy

Top online purchases in 2024: clothing led the way

The most frequently purchased goods online in 2024 were clothing (including sportswear), shoes and accessories, with 45% of people making these purchases in the previous 3 months. These were followed by food deliveries from restaurants, fast-food chains and catering services (21%), cosmetics and wellness products (20%), and furniture and home accessories or gardening items (19%). Next were sports equipment (excluding sportswear), printed books, magazines, newspapers, and health supplements like vitamins (excluding online prescription renewals), each with a 16% share.  

Online purchases of goods in the EU, % of individuals who used the internet in the previous 12 months, 2024. Bar chart. See link to full dataset below.

Source dataset: isoc_ec_ibgs

For more information

Methodological notes

Data in the database are organised according to the survey year; the results above for internet use and e-shopping refer to individuals’ activities during the last 12 months prior to the survey. Data on the specific online goods purchases refer to the last 3 months prior to the survey.
 
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