Online shopping ever more popular - Products Eurostat News - Eurostat

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Online shopping is continuing to grow in the EU. High street shopping affected by the COVID-19 restrictions and changes in habits and preferences had consequences on e-commerce. In the 12 months prior to the 2021 survey, 90% of people aged 16 to 74 in the EU had used the internet, 74% of whom had bought or ordered goods or services for private use. Online shopping increased by 1 percentage point (pp) compared with 2020 (73% of internet users) and by 11 pp compared with 2016 (63%). The highest shares of internet users who bought or ordered goods or services over the internet in the 12 months prior to the survey were recorded in the Netherlands (94%), Denmark (92%) and Sweden (89%). On the other hand, fewer than 50% had shopped online in Romania (44%) and Bulgaria (42%). Source datasets: isoc_ec_ib20 and isoc_ec_ibuy Over the last five years, the largest increases in online shopping among internet users were recorded in Czechia (+27 pp), Slovenia, Hungary and Romania (all +26 pp), as well as Croatia and Lithuania (both +25 pp). Clothes, shoes and accessories: most common online purchase In the 3 months prior to the survey, the most common online purchases of goods were clothes (including sport clothing), shoes or accessories (ordered by 68% of online shoppers). Wearables were followed by deliveries from restaurants, fast-food chains and catering services (31%), furniture, home accessories or gardening products (29%), cosmetics, beauty or wellness products (27%), followed by printed books, magazines or newspapers (25%), sports goods (excluding sport clothing) (24%), computers, tablets, mobile phones or their accessories (23%) and children’s toys or childcare items (20%). Source dataset: isoc_ec_ibgs For more information: Italy: 2021 data not available. As a result, the EU aggregates have been estimated. Germany, Ireland and Luxembourg: break in time series. Iceland and Switzerland: 2016 data not available. 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 cover the last 3 months prior to the survey. The data in this article are based on the annual survey on use of ICT in households and by individuals. Eurostat Statistics Explained article on E-commerce statistics for individuals Eurostat overview on digital economy and society Eurostat database on digital economy and society To contact us, please visit our User Support page. For press queries, please contact our Media Support.
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