Data / Rankings / People who bought online in the last 12 months / EU countries

EU countries by people who bought online in the last 12 months, 2025

Ireland had the highest people who bought online in the last 12 months of 27 EU countries in 2025, at 95.1%. Bulgaria had the lowest, at 51.2%. The median was 71.4% and the figure for the European Union (27) was 73.6%. Source: Eurostat, European Commission.

Highest95.1Ireland
Lowest51.2Bulgaria
Median71.427 EU countries
European Union (27)73.6History

All EU countries, 2025

Ireland: 95.1 %Ireland95.1Netherlands: 94.2 %Netherlands94.2Denmark: 91.2 %Denmark91.2Sweden: 88.8 %Sweden88.8Czechia: 83.7 %Czechia83.7Finland: 82 %Finland82Germany: 81.4 %Germany81.4France: 80.2 %France80.2Luxembourg: 80.1 %Luxembourg80.1Slovakia: 78.8 %Slovakia78.8Belgium: 78.5 %Belgium78.5Estonia: 76.5 %Estonia76.5Austria: 72.7 %Austria72.7Malta: 71.4 %Malta71.4Spain: 70.8 %Spain70.8Latvia: 69.7 %Latvia69.7Poland: 69.7 %Poland69.7Greece: 68 %Greece68Hungary: 67.7 %Hungary67.7Slovenia: 66.9 %Slovenia66.9Lithuania: 64.8 %Lithuania64.8Cyprus: 63.4 %Cyprus63.4Croatia: 61.7 %Croatia61.7Portugal: 60.5 %Portugal60.5Romania: 60.3 %Romania60.3Italy: 56.2 %Italy56.2Bulgaria: 51.2 %Bulgaria51.2
%. Source: Eurostat, Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). Retrieved 2026-10-12.

Full ranking

RankEU countries2025 (%)Change on 2024
1Ireland95.1+0.3 pts
2Netherlands94.2+0.1 pts
3Denmark91.2+0.3 pts
4Sweden88.8+0.4 pts
5Czechia83.7+2.4 pts
6Finland82+3.1 pts
7Germany81.4+3.5 pts
8France80.2-0.1 pts
9Luxembourg80.1-0.3 pts
10Slovakia78.8+0.6 pts
11Belgium78.5+2.5 pts
12Estonia76.5+3.5 pts
13Austria72.7+2 pts
14Malta71.4+2.5 pts
15Spain70.8+1.8 pts
16Latvia69.7+4.6 pts
16Poland69.7+2.3 pts
18Greece68+3.1 pts
19Hungary67.7-6.5 pts
20Slovenia66.9+0.6 pts
21Lithuania64.8+0.5 pts
22Cyprus63.4-1.2 pts
23Croatia61.7+2.4 pts
24Portugal60.5+1.2 pts
25Romania60.3+4.2 pts
26Italy56.2+2.6 pts
27Bulgaria51.2+1.4 pts

Other periods

About this ranking

Share of people aged 16 to 74 who bought or ordered goods or services over the internet for private use in the 12 months before the survey (Eurostat ICT usage survey).

A share of all people aged 16 to 74, not only of internet users. The questionnaire changed in 2020; Eurostat marks series breaks around that year.

Every value in the ranking comes from the same publisher and the same period, so the EU countries are compared on one definition. Equal values share a rank.

How to cite

Eurostat. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table. Retrieved 2026-10-12.

Citation styles

The publisher is the author. Invokely is named only as the place the figures were read, where a style asks for it.

APA 7

Eurostat, European Commission. (2026). Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20) (EU countries by people who bought online in the last 12 months, 2025) [Data set]. Retrieved October 12, 2026, from https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table

MLA 9

Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20), EU countries by people who bought online in the last 12 months, 2025. Eurostat, European Commission, 17 Apr. 2026, https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table. Invokely, https://invokely.ai/rankings/online-shopping/eu-countries. Accessed 12 Oct. 2026.

Chicago (author-date)

Eurostat, European Commission. 2026. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). EU countries by people who bought online in the last 12 months, 2025. Dataset. Accessed October 12, 2026. https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table. Also distributed by Invokely, https://invokely.ai/rankings/online-shopping/eu-countries.

Harvard

Eurostat, European Commission (2026) Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20), EU countries by people who bought online in the last 12 months, 2025 [Dataset]. Available at: https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table, via Invokely: https://invokely.ai/rankings/online-shopping/eu-countries (Accessed: 12 October 2026).

BibTeX
@misc{eurostat_eu_countries_by_people_2025,
  author = {{Eurostat, European Commission}},
  title = {{Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc\_ec\_ib20): EU countries by people who bought online in the last 12 months, 2025}},
  year = {2026},
  howpublished = {Data set},
  url = {https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table},
  urldate = {2026-10-12},
  note = {Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries. Publisher attribution: Eurostat. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc\_ec\_ib20). https://ec.europa.eu/eurostat/databrowser/view/isoc\_ec\_ib20/default/table. Retrieved 2026-10-12.},
}
RIS
TY  - DATA
AU  - Eurostat, European Commission
TI  - Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20): EU countries by people who bought online in the last 12 months, 2025
PY  - 2026
DA  - 2026/04/17
PB  - Eurostat, European Commission
DB  - Invokely
UR  - https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table
L2  - https://invokely.ai/rankings/online-shopping/eu-countries
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries.
N1  - Publisher attribution: Eurostat. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table. Retrieved 2026-10-12.
ER  -
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Questions

Which EU country has the highest people who bought online in the last 12 months?

Ireland, with 95.1% in 2025, according to Eurostat, European Commission.

Which EU country has the lowest people who bought online in the last 12 months?

Bulgaria, with 51.2% in 2025.

Where does this ranking come from?

Every value comes from one source and one period, so the places are comparable: Eurostat, European Commission, Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). Retrieved 2026-10-12.

People who bought online in the last 12 months: other rankings

EU countries: more rankings