Online shopping is becoming increasingly widespread in the European Union (EU) as consumers appreciate the advantages, such as being able to shop anytime and anywhere, having access to a broader range of products and being able to compare prices easily. Today, Cyber Monday, is especially popular for shoppers looking for some good online bargains.
Among people in the EU who had used the internet in the year prior to the 2017 survey, 68 % were online shoppers compared with 50 % in 2007.
Looking at the figures for individual EU Member States, the highest proportions of internet users who shopped online during the previous year were in the United Kingdom (86 %), Sweden (84 %), Denmark, Germany, Luxembourg and the Netherlands (all 82 %).
Over the last 10 years, the share of online shoppers in the EU has increased for all age groups, but most notably for younger internet users aged 16 to 24 years (from 44 % in 2007 to 71 % in 2017).
In 2017, the highest shares of online shoppers among internet users aged 16 to 24 years were registered in the Netherlands (90 %), Sweden (89 %) and the United Kingdom (88 %). Also, the United Kingdom had the highest share of older online shoppers aged 65 to 74 years (75 %).
If you would like to find out more about the products that are bought online in your country and in other EU Member States, why not try the interactive tool below:
The source data are here.
For more information on the digital economy and society:
- Overview of statistics on Information and Communication Technologies (ICT)
- Digital publication Digital economy and society in the EU - 2018
- Statistics Explained articles.
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