4 Sep 2011

Less Than Half of the Europeans Shop Online

Last year on average only 40 per cent of EU citizens purchased goods or services online, a study from EU reveals. A disappointingly low number. There is, however, large differences from country to country, with less than one in four individuals having made an online purchase in 11 Member States compared with more than half in 8 other Member States.

Internet purchases by individuals 2010 (% of all individuals)
Country Percentage      Country Percentage
Denmark 68%      UK 67%
Netherlands 67%      Sweden 66%
Luxembourg 60%       Finland 59%
Germany 59%      France 56%
Austria 42%       Malta 38%
Belgium 38%       Ireland 36%
Slovakia 33%      Poland 29%
Slovenia 27%       Czech Republic 27%
Spain 24%       Hungary 18%
Cyprus 18%       Latvia 17%
Estonia 17%       Portugal 15%
Italy 15%       Greece 12%
Lithuania 11%      Bulgaria   5%
Romania   4%
Source: Eurostat (September 2011)


E-commerce has doubled in five years
It's not all bad, fortunately. In the last five years the number of people who shop online has doubled from 20 per cent in 2005 to 40 per cent in 2010.

Online shopping in the domestic market
The Internet makes it possible to buy products and services from online shops in other countries but surprisingly few consumers do this. Last year 23 per cent of all those who made an online purchase did so from a seller based in another EU Member State. This, however, differ from country to country. In 19 Member States (Bulgaria, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden and United Kingdom) less than 50 per cent of online shoppers are purchasing goods or services from a shop in another country.


Find more information in the report Consumer behaviour in a digital environment by the European Parliament. Or get more numbers on the EU by Eurostat.

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