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60% of EU people shopped online

The share of people in the European Union who shopped online has increased to 60 percent. The highest proportion of online shoppers can be found in Denmark, while Estonia achieved the biggest growth over the last ten years.

A survey from 2018 showed that in the twelve months prior to the survey, 56 percent of people in the EU aged 16 to 74 shopped online. One year later, this share was increased to 60 percent. And when we compare this number with the situation in 2009, ten years ago, the share of online shoppers had almost doubled.

Men shop more than women

This is shown by data from Eurostat, which also reveals that – perhaps contrary to popular belief – men tend to shop online more than women. According to the survey results, 61 percent of men and 59 percent of women in the European Union shop online. But the fact is that over the last ten years, the share of online shoppers has increased more among women (from 29 percent in 2009 to 59 percent last year) than among men (from 35 to 61 percent).

Share of online shoppers has increased more among women.

High shares of online shoppers in Scandinavia

When we look at the share of online shoppers per country, it shows that high shares can be found in particular in Scandinavian countries. The highest shares were found in Denmark (84 percent) and Sweden (82 percent), followed by the Netherlands (81 percent), Germany (79 percent) and Finland (73 percent).

Highest increase in Estonia

In Estonia, the share of online shoppers has increased the most. In 2009, only 17 percent of its inhabitants bought products and services through the internet, while this share was increased to 68 percent ten years later.

Online shopping in the EU