What European country does the most online shopping?

The Netherlands boasts the highest percentage of people that have purchased goods or services over the internet in the European Union, with 84.2% shopping online last year.

The Netherlands also boasts the top three regions in Europe in which people engage in online shopping – Utrecht (87.8%). Noord-Holland (86.4%) and Overijssel (85.9%).

According to the Eurostat data, other EU countries to report a high proportion of online shoppers include Ireland (80.49%), Sweden (80.16%), Denmark (79.78%), Luxembourg (70.27%) and Czechia (69.07%).

At the same time, just 26.94% of people in Bulgaria report having purchased goods or services online, along with 31.72% of Romanians, 39.19% of Italians and 43.95% of Portuguese.

Online ordering

Overall, in 2023, some 58.1% of people in the European Union reported having bought or ordered goods or services online, according to Eurostat.

On a regional basis, regions in countries such as Czechia, Denmark, Ireland, France (excluding outermost regions), the Netherlands, Slovakia, Finland, Sweden, Estonia, Luxembourg, and Malta all exceeded the EU average.

At the other end of the scale, some 20 regions saw fewer than 35% of the population shopping online, with the lowest level of online shopping recoded in Yugoiztochen, Bulgaria (19.8%).

Online shopping rates by EU member state, 2023 (%)*

*Data shown measures whether an individual has made an online purchase in the three months prior to the survey being taken

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