Online purchases were reported by 94% of internet users in Ireland and the Netherlands, versus 57% in Bulgaria. People aged 25–34 recorded the highest rate at 90%.
The indicator is the share of internet users reporting an online purchase in the previous 12 months. It is not e-commerce’s value share of retail sales.
Data
metrics
Reported indicators
Selected numerical indicators for the scope and period defined by the source.
EU internet users shopping online in prior 12 months
78 percent
2025 · Observed
Same indicator
62 percent
2015 · Observed
Rate among people aged 25–34
90 percent
2025 · Observed
Methodology
Eurostat individual survey; online shopping means buying goods or services for private use in the previous 12 months.
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