E-commerce in the EU

Online shopping has become a cornerstone of modern life across the EU. The digital services act aims to strengthen the e-commerce sector and improve consumer protection.

Facts and figures

E-commerce - the purchase of goods or services via the internet - is integral to consumer behaviour in the EU.

In 2024, 77% of internet users bought goods or services online. The share of e-shoppers grew from 57% in 2010 to 77% in 2024, an increase of 20 percentage points (pp).

People aged 25-44 are the biggest online shoppers

In 2024, young and middle-aged adults in the EU widely embraced online shopping. 89% of internet users aged 25-34 engaged in online shopping, closely followed by 86% of those aged 35-44.

Percentage of internet users buying online by age group in 2024

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Percentage of internet users buying online by age group in 2024:

16 to 24 years old: 83%
25 to 34 years old: 89%
35 to 44 years old: 86%
45 to 54 years old: 78%
55 to 64 years old: 67%
65 to 74 years old: 53%

Eurostat

The more educated, the more likely to buy online

89% of people with a high level of education made a purchase online in 2024, compared to 58% of people with little or no formal education.

Online shopping by education level in 2024

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No or low formal education (lower secondary education): 58% of internet users buying online.
Medium formal education (upper secondary or post-secondary non-tertiary education): 76% of internet users buying online.
High formal education (education provided by universities, colleges, technical training institutes and vocational schools): 89% of internet users buying online.

Eurostat

Clothing, shoes, accessories are the most purchased items online

In 2024, the most frequently bought items online included clothing, shoes, accessories, cultural goods, transportation service and tickets to events.

Percentage of people who purchased online by type of good or service in 2024

Eurostat

E-commerce by EU country

Ireland, the Netherlands and Denmark have the highest rates of online shopping, with over 90% of internet users in these countries purchasing goods or services online. Countries such as Bulgaria, Italy and Romania have the lowest rates, with less than 60% of internet users shopping online.

Between 2010 and 2024, the most significant growth in online shopping was observed in Estonia (increase of 56 pp), Lithuania (+55 pp) and Hungary (+51 pp).

Internet users making online purchases in 2024 compared to 2010

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A graph shows the percentage of internet users making online purchases in 2024 compared to 2010.

In 2024, Ireland (96%), the Netherlands (94%) and Denmark (91%) had the highest rates of online shopping, while Bulgaria (57%), Romania (60%), and Italy (60%) recorded the lowest.
In 2010, Denmark (76.1%), the Netherlands (74%), and Germany (72.7%) had the highest rates of online shopping, with Romania (9.1%), Bulgaria (11%), and Lithuania (17.3%) showing the lowest.

What changes for e-commerce under the DSA

The objectives of the digital services act (DSA), adopted in October 2022, are to create a safer, more transparent and competitive online environment for digital users and companies, and to protect fundamental rights in the digital space.

The DSA brought several key changes that impact e-commerce.