Data extracted in February 2026
Planned article update: February 2027
Highlights
In the EU in 2025, 95% of the individuals surveyed aged 16-74 years had used the internet within the last 12 months, with 78% among them having bought or ordered goods or services.
The age groups 25-34 and 35-44 years remained the main contributors to e-commerce in the EU in 2025.
In 2025, 27% of the internet users bought transport service.
In 2025, 63% of e-shoppers reported having encountered no problem when purchasing online.
Internet users who bought or ordered goods or services for private use by age group, EU, 2015-2025
This article presents the results of e-commerce in 2025, a topic of the annual ICT (information and communication technology) survey on the use of information technology in households and by individuals in the European Union (EU). E-commerce is defined as the purchase of goods or services over the internet (e-commerce, e-shopping) for private use via any device (desktop, portable, tablet computer, mobile phone) from enterprises (e.g. stores, travel agencies) and private individuals. Purchases refer to ordering goods or services for which payment is required, but the payment does not have to be done online.
The main characteristics of the EU e-commerce in 2025 are presented in this article. What were the main age groups feeding e-commerce in the EU in 2025? How has this demand by age class evolved over the last 10 years? What was the profile of the EU online buyers in 2025? What was the share of online purchases of some housing services? Tourism services? Financial services? What were the problems encountered by the individuals who purchased online in 2025?
The benefits of e-commerce are well known: access to a very wide range of products (domestic and cross-border markets), easier price comparison, shopping in the comfort of the home, access to other consumers' views on the products covered, etc. These different benefits continued to boost e-commerce in 2025. The boost of the e-commerce is also the result of the Commission's long-term policy.
78% of EU internet users bought online in 2025
In 2025, while 95% of EU citizens aged between 16-74 years used the internet in the last 12 months prior to the survey, 78% bought or ordered goods or services online. The difference between the percentage of those who used the internet for any purpose and the percentage of individuals who used it to buy or order goods or services online was 17 percentage point (pp) in the EU in 2025. This difference was below double digits in Ireland and in the Netherlands (5 pp for each country), Czechia (7 pp), Sweden (8 pp) and Denmark (9 pp) in 2025. Among the EU countries, the difference was particularly high in Romania (31 pp) and in Bulgaria (33 pp). In Montenegro, the difference was 49 pp in 2025.
Source: Eurostat (isoc_ci_ifp_iu), (isoc_ec_ib20)
The percentage of online buyers increased from 62% in 2015 to 78% in 2025
In 2015, among individuals who used the internet in the previous 12 months, the share of those who bought or ordered goods or services online was 62%. This share grew to 78% in 2025, an increase of 16 pp in 10 years. During this period, the increase was particularly high in Romania (46 pp), Cyprus (35 pp), Czechia (33 pp) and Ireland (32 pp). By contrast, this increase was below double digits in Luxembourg (1 pp), Germany (3 pp), Malta (8 pp) and Finland (9 pp).
Source: Eurostat (isoc_ec_ibuy), (isoc_ec_ib20)
Last purchase and frequency of purchases
How many individuals in the EU did not make any online purchases in 2025? Among those who made online purchases, how many made their last online purchase within the last 3 months before the survey, within the last 12 months or more than 12 months before the survey? What was the frequency of online purchases in 2025?
In the EU, 15% of internet users never bought or ordered goods or services online in 2025. More than 1 in 4 internet users did not buy or order goods or services online in 2025 in Portugal (26%), Bulgaria (27%), Italy (28%) and Cyprus (30%).
Among the individuals who made online purchases in 2025, 62% bought or ordered goods or services within the last 3 months before the survey, 11% between 3 and 12 months while 6% made a purchase more than a year ago. With 87% and 86%, Ireland and the Netherlands reported in 2025 the highest rates of the individuals having bought or ordered goods or services online within the last 3 months before the survey. The percentages of those who made their last online purchase more than a year ago were in double digits in Bulgaria (12%) and in Romania (10%).
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The frequency of purchases was almost similar in the EU among individuals who bought or ordered goods or services 1 or 2 times (34%) and those who bought or ordered 3 to 5 times (33%). In 2025, Croatia (44%) and Malta (33%) were the only countries in which the highest rates were reported for the higher frequency of 6 to 10 times and more than 10 times, respectively. As regards the individuals who bought or ordered goods or services 1 or 2 times, Italy (49%) and Slovenia (45%) reported the highest rates. With 41%, Cyprus and Lithuania reported the highest rates of the percentage of individuals having bought or ordered goods or services online 3 to 5 times in 2025 within the EU.
The 25-34 and 35-44 age groups remained the main contributors to e-commerce flow
In 2025, what were the main characteristics of the internet users who bought or ordered goods or services online in the previous 12 months before the survey? 78% of the individuals who used the internet in the 12 precedent months before the survey bought or ordered goods and services online in the EU. The percentage of males (78%) was equivalent to that of females who had purchased online in the EU in 2025.
The share of online buyers was the highest among the age group 25-34 years with 90% in 2025, 12 pp over the EU average. With 87% and 84%, the proportion of the age groups 35-44 and 16-24 years were second and third among those who bought or ordered goods and services online in 2025. The share of 80% for the age group 45-54 years was also slightly over the EU average standing at 78% in 2025. With 69% and 55% the shares, the age groups 55-64 years and 65-74 years respectively, were below the EU average in 2025.
The place of residence and the economic status added other characteristics to the profile of online buyers in 2025. The share of buyers living in cities was slightly higher at 79%, compared to 77% for those living in towns and suburbs, and 76% for those living in rural areas. The differences arising from economic status were more significant in 2025. While only 60% of the pensioners bought or ordered goods or services online in 2025, the proportion reached 85% for the group of 'employees', a difference of 25 pp. In between were the shares of 'students' and 'unemployed' having bought or ordered online, with 83% and 69% respectively. The highest rates of individuals having purchased online in the EU were found among those working in professional, scientific, or technical activities (96%), along with those working in information and communication activities (95%).
As regards the level of education, the share of the individuals having bought or ordered goods or services online with no or low formal education background was 59% in 2025 compared with 77% for those with medium formal education and more than 89% for those with high formal education.
Source: Eurostat (isoc_ec_ib20)
Contribution over time of the different age groups to the flow of e-commerce in the EU
Age groups are likely the primary factor defining the profile of the EU online buyers. Has the contribution of these age groups to the flow of e-commerce changed in the long term? Between 2015 and 2025, the age group 25-34 presented the highest share of online buyers among individuals who used the internet in the previous 12 months preceding the survey. The share of the age group 35-44 was the second highest although this age group was challenged in the long term by the age group 16-24. Nevertheless, since 2021, the shares of the age group 35-44 is clearly over the one of the age group 16-24. These 3 age groups (25-34 years, 35-44 years and 16-24 years) were clearly above the EU average between 2015 and 2025. The percentages of the remaining 2 age groups, 55-64 and 65-74 years, were overall clearly below the EU average.
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Source: Eurostat (isoc_ec_ib20), (isoc_ec_ibuy)
E-commerce of housing services: 15% of internet users subscribed to the internet or mobile connection online
In 2025, in the survey on the usage of ICT in households and by individuals 3 housing services were collected: 2 provided by enterprises and 1 by private persons. The use of household services provided by private persons remained limited at EU level with only 2% of individuals having bought or ordered such services in 2025. Luxembourg, Malta, and Romania (with 4% each) reported the highest rates of individuals having recourse to household services provided by private persons.
As regards the services provided by enterprises, 15% of the EU internet users opted for a subscription online to 'the internet or mobile phone connections' and 9% opted for an online subscription to 'electricity, water or heating supply, waste disposal or similar services'. The rate of the individuals having subscribed to 'the internet or mobile phone connections' were particularly high in the Netherlands (57%), Slovakia (39%) and in Greece (30%). Germany and Slovenia (both with 8%) reported the lowest rates of individuals having subscribed online to the internet or mobile connection in 2025. The Netherlands (36%) and Slovakia (31%) presented the highest rates of individuals having subscribed online to 'electricity, water or heating supply, waste disposal or similar services' among the EU countries in 2025. The rate of the individuals having subscribed to such services were below 5% in Bulgaria, Cyprus, and Poland (all 3 with 4%) and Slovenia (3%).
E-commerce of tourism services: 27% of the internet users bought transport service
In 2025, in the survey on the usage of ICT in households and by individuals several tourism services were collected: transport services, rented accommodation provided by enterprises and private persons, and tickets to events. In the EU in 2025, transport was mainly provided by enterprises, with 27% of individuals having bought or ordered these services compared with 5% for the services provided by private persons. As regards transport provided by enterprises, the share of individuals having bought or ordered these services were particularly sound in Ireland (54%), Sweden (48%), Estonia, and Malta (both 45%). The shares of individuals having used transport services provided by private persons were particularly high in Lithuania (21%) and Estonia (13%) in 2025.
As regards rented accommodation, internet users primarily opted for services provided by enterprises (23%), as opposed to those offered by private persons (11%). In 2025, Ireland (43%) and the Netherlands (40%) reported the highest rates of individuals having bought rented accommodation services offered by enterprises among the EU countries. Concerning rented accommodation provided by private persons, the highest rates were declared by the Netherlands (19%), Luxembourg, and France (both at 17%).
The share of individuals having bought or ordered the tickets for events was 29% in the EU in 2025. The highest rates were presented by Ireland (52%), followed by Denmark and the Netherlands (both 48%), Finland (45%), and Greece (44%).
E-commerce of entertainment services: In 2025, 1 in 3 internet users subscribed to film, series or sport streaming services
In the EU, 33% of internet users subscribed to film, series or sport streaming services in 2025. The rate of subscription grew to 64% in Ireland, 61% in Denmark and 59% in the Netherlands. The share of subscription to film, series or sport streaming services was below double digits in Bulgaria, with 9% in 2025.
Subscription to music streaming services was another indicator collected by the ICT survey for households and individuals in 2025. The subscription rate for this service was 23% in the EU in 2025. Among the EU countries, the highest rates of subscription to music streaming services were reported by Sweden (52%), Ireland (51%), the Netherlands (50%), and Denmark (49%). In the other end, in Bulgaria (7%) and in Croatia (8%) the rates of subscription were below the double digit.
As regards games downloaded online, 12% of EU internet users purchased these services online in 2025. Ireland, Denmark (both at 23%), and Sweden (21%) reported the highest rates of internet users having bought or ordered games as downloads in 2025. Romania (4%), Bulgaria and Italy (both at 5%) declared the lowest rates of online purchases of games as downloads among the EU countries in 2025.
Access to online information, download of e-books and software
In 2025, 7% of EU individuals who used the internet in the previous 3 months before the survey subscribed to online news sites and 9% purchased e-books or e-audio. The subscription to online news sites was particularly high in Sweden (25%), the Netherlands (21%) and in Ireland (20%). Greece (1%), Slovenia, and Bulgaria (both 2%) reported the lowest rates of individuals having subscribed to online news sites in 2025. The share of internet users having purchased e-books as a download was particularly sound in Ireland (25%), Denmark (23%) and Croatia (21%) in 2025.
In 2025, in the EU, 13% of individuals purchased software as downloads. Among the EU countries, Ireland (28%) and Estonia (26%) reported the highest share of individuals having bought software as downloads. Outside the EU, the share reached 38% in Norway and even 39% in Switzerland in 2025.
Source: Eurostat (isoc_ec_ibgs)
Insurance policies on the top of online purchase of financial services by internet users
Among the 3 financial services included in the survey on the usage of ICT in households and by individuals in 2025, insurance policies were the most purchased by individuals who used the internet in the previous 3 months before the survey, with a proportion of 13%. This proportion is to be compared with 9% for individuals who bought or sold shares or bonds and 4% for individuals who took of a loan or a mortgage.
The purchase of insurance policies including travel insurance was important among the individuals who used internet the last 3 months before the survey in Ireland (40%), Estonia (36%) and Latvia (35%). By contrast, the demand of insurance policies was particularly limited in Croatia (3%), Poland, and Romania (both 6%). Regarding transactions of shares and bonds, the highest rates were declared in Sweden (29%), Finland (25%) and Denmark (21%). With less than 2%, Romania (0.5%) and Bulgaria (1%) reported the lowest percentage of individuals having done online transactions related to shares and bonds among the EU countries in 2025. Ireland (10%) and Denmark (9%) were the EU countries who presented the highest shares of individuals having taken a loan or a mortgage online in 2025.
63% of e-shoppers reported having encountered no problem when purchasing online
63% of the individuals who bought or ordered goods or services in 2025 reported no issue while purchasing online. The most often reported issues was ’speed delivery slower than expected’, declared by 20% of the individuals. Additionally, 12% encountered issues related to the ’website either difficult to use or worked unsatisfactorily’. For some 10%, it was ’a wrong or a damaged good that has been delivered’. 8% complained about the ’difficulty to find the information about the guarantee or other legal rights’. For 6%, the complaints and redress were difficult, or a satisfactory response was not received after a complaint. Some 4% reported issues related to fraud, while for 5% it was the ’costs higher than indicated’.
Data sources
The data in this article are based on the results of annual surveys on ICT usage in households and by individuals. Data were aggregated from micro data transmitted by all EU Member States and some non-EU countries (Norway, Montenegro, North Macedonia, Serbia, Türkiye, Kosovo[1] and Bosnia and Herzegovina). Researchers can apply for access to the micro data.
The 2025 survey results are based on responses from around 172 thousands households in the EU having at least 1 person aged 16-74 years, and around 330 thousands individuals in the EU aged 16-74 years. Individuals were asked about the last time they used the internet, how often they used it, internet activities, activities related to e-government, e-commerce and activities related to Internet of Things. An online buyer is defined as an individual who bought or ordered goods or services on-line during the last 3 months or the last 12 months prior to the survey.
Most countries collected data in the second quarter of 2025. The results above refer to individuals' behaviour during the last 3 months or 12 months prior to the survey.
Levels of education are defined according to ISCED-2011 as follows: high (tertiary, ISCED 5, 6, 7 or 8); medium (upper secondary and post-secondary non-tertiary, ISCED 3 or 4); low (at most lower secondary, ISCED 0, 1 or 2).
Source data for tables and graphs
Context
The Commission motivated the interest to develop e-commerce in the Directive 2000/31/EC on electronic commerce early in 2000: "The development of electronic commerce within the information society offers significant employment opportunities in the Community, particularly in small and medium-sized enterprises, and will stimulate economic growth and investment in innovation by European companies, and also enhance the competitiveness of European industry, provided that everyone has access to the Internet".
For this Directive, "Information society services span a wide range of economic activities which take place online; these activities can, in particular, consist of selling goods online".
Data on the use of ICT in households and by individuals appears as well among the monitoring indicators of the Consumer Conditions Scoreboard and the European Skills Agenda.
Other links:
- A Digital Single Market Strategy for Europe COM(2015) 192 final
Footnotes
- This designation is without prejudice to positions on status and is in line with UNSCR 1244 and the ICJ Opinion on the Kosovo Declaration of Independence. ↑