02.Feb .2022 23:00

Online shopping ever more popular in EU

Online shopping ever more popular in EU
views 347
Back

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%), Eurostat reports. 

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%).