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

Denmark had the highest people who bought online in the last 12 months of 27 EU countries in 2014, at 77.7%. Romania had the lowest, at 10.1%. The median was 42.5% and the figure for the European Union (27) was 46.2%. Source: Eurostat, European Commission.

Highest77.7Denmark

Lowest10.1Romania

Median42.527 EU countries

European Union (27)46.2History

All EU countries, 2014

%. Source: Eurostat, Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy). Retrieved 2026-10-12.

Full ranking

Rank	EU countries	2014 (%)	Change on 2013
1	Denmark	77.7	+0.3 pts
2	Sweden	74.8	+2.3 pts
3	Luxembourg	74	+4 pts
4	Netherlands	70.8	+1.9 pts
5	Germany	70.4	+1.8 pts
6	Finland	68.4	+3.2 pts
7	France	62.2	+3.5 pts
8	Belgium	54.2	+6.6 pts
9	Austria	53.3	-0.7 pts
10	Ireland	50.5	+4.8 pts
11	Estonia Series break	48.6	+25.4 pts
12	Slovakia	48.1	+3.6 pts
13	Malta	47.4	+1.2 pts
14	Czechia	42.5	+6.1 pts
15	Spain	37.4	+5.6 pts
16	Slovenia	37	+1.1 pts
17	Poland	34.2	+2.5 pts
18	Latvia	33.5	+1.8 pts
19	Hungary	32.5	+3.7 pts
20	Croatia	27.7	+1.3 pts
21	Cyprus	26.9	+2.2 pts
22	Portugal	26.3	+1.8 pts
23	Lithuania	26	+0.4 pts
24	Greece	25.7	+1.2 pts
25	Italy	22.3	+2.6 pts
26	Bulgaria	16.6	+4.4 pts
27	Romania Series break	10.1	+1.8 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 (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy). https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/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. (2024). Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy) (EU countries by people who bought online in the last 12 months, 2014) [Data set]. Retrieved October 12, 2026, from https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table

MLA 9

Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy), EU countries by people who bought online in the last 12 months, 2014. Eurostat, European Commission, 16 June 2024, https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table. Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2014. Accessed 12 Oct. 2026.

Chicago (author-date)

Eurostat, European Commission. 2024. Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy). EU countries by people who bought online in the last 12 months, 2014. Dataset. Accessed October 12, 2026. https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table. Also distributed by Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2014.

Harvard

Eurostat, European Commission (2024) Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy), EU countries by people who bought online in the last 12 months, 2014 [Dataset]. Available at: https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table, via Invokely: https://invokely.ai/rankings/online-shopping/eu-countries?period=2014 (Accessed: 12 October 2026).

BibTeX

@misc{eurostat_eu_countries_by_people_2014,
  author = {{Eurostat, European Commission}},
  title = {{Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc\_ec\_ibuy): EU countries by people who bought online in the last 12 months, 2014}},
  year = {2024},
  howpublished = {Data set},
  url = {https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table},
  urldate = {2026-10-12},
  note = {Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2014. Publisher attribution: Eurostat. Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc\_ec\_ibuy). https://ec.europa.eu/eurostat/databrowser/view/isoc\_ec\_ibuy/default/table. Retrieved 2026-10-12.},
}

RIS

TY  - DATA
AU  - Eurostat, European Commission
TI  - Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy): EU countries by people who bought online in the last 12 months, 2014
PY  - 2024
DA  - 2024/06/16
PB  - Eurostat, European Commission
DB  - Invokely
UR  - https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table
L2  - https://invokely.ai/rankings/online-shopping/eu-countries?period=2014
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2014.
N1  - Publisher attribution: Eurostat. Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy). https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ibuy/default/table. Retrieved 2026-10-12.
ER  -

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Rank EU countries by people who bought online in the last 12 months using official data, and cite the source.

rank_places {"indicator":"online_shopping_last_12_months_share","level":"country","within":"European Union (27)","limit":10}
GET https://invokely.ai/api/v1/rank?indicator=online_shopping_last_12_months_share&level=country&within=European%20Union%20(27)&limit=10

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Questions

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

Denmark, with 77.7% in 2014, according to Eurostat, European Commission.

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

Romania, with 10.1% in 2014.

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 (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy). Retrieved 2026-10-12.