Online Shopping in the EU Sees Continued Growth in 2024

Online shopping in the European Union maintained its upward trend in 2024, Anadolu Agency reported citing data released by Eurostat on Thursday. Last year, 77% of internet users purchased or ordered goods and services for personal use online, marking a significant increase from 59% in 2014.

Ireland led the EU with 96% of its internet users engaging in online shopping, followed closely by the Netherlands at 94% and Denmark at 91%. On the other end of the spectrum, Bulgaria recorded the lowest share at 57%, with Italy and Romania slightly higher at 60%.

The most popular online purchases in 2024 included clothing, footwear, and accessories, as well as fast-food and catering services, and cosmetics and wellness products. The data highlights the continued shift toward e-commerce across the EU over the past decade.