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 2016, at 81.5%. Romania had the lowest, at 11.9%. The median was 47.4% and the figure for the European Union (27) was 51.2%. Source: Eurostat, European Commission.

Highest81.5Denmark

Lowest11.9Romania

Median47.427 EU countries

European Union (27)51.2History

Map of EU countries, 2016

Under 32
32 to 43
43 to 56
56 to 67
67 and over

%, 2016. Source: Eurostat, Internet purchases by individuals (2002 to 2019), last online purchase in the 12 months, all individuals (isoc_ec_ibuy). Boundaries: Natural Earth (public domain).

All EU countries, 2016

%. 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	2016 (%)	Change on 2015
1	Denmark	81.5	+2.6 pts
2	Luxembourg	78.4	+0.6 pts
3	Sweden Series break	75.6	+4.4 pts
4	Germany	74.1	+1 pts
5	Netherlands	73.9	+2.7 pts
6	Finland	67.4	-1.9 pts
7	France	65.8	+1.1 pts
8	Ireland	59.2	+7.8 pts
9	Austria	57.6	-0.1 pts
10	Belgium	56.8	+1.6 pts
11	Estonia	56.5	-2.5 pts
12	Slovakia	56.3	+6.7 pts
13	Malta	49.5	-2 pts
14	Czechia	47.4	+2.1 pts
15	Latvia Series break	44.4	+6.3 pts
16	Spain	43.8	+1.5 pts
17	Poland	41.9	+5 pts
18	Slovenia	40.3	+1.4 pts
19	Hungary	38.8	+3.1 pts
20	Lithuania	33.4	+1.6 pts
21	Croatia	33.2	+1.9 pts
22	Greece	31.1	-0.6 pts
23	Portugal	31	0 pts
24	Cyprus	29.1	+5.9 pts
25	Italy	29	+2.6 pts
26	Bulgaria	16.8	-1.7 pts
27	Romania	11.9	+1.1 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, 2016) [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, 2016. 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=2016. 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, 2016. 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=2016.

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, 2016 [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=2016 (Accessed: 12 October 2026).

BibTeX

@misc{eurostat_eu_countries_by_people_2016,
  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, 2016}},
  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=2016. 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, 2016
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=2016
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2016.
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}
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Questions

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

Denmark, with 81.5% in 2016, according to Eurostat, European Commission.

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

Romania, with 11.9% in 2016.

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.