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

Sweden had the highest people who bought online in the last 12 months of 27 EU countries in 2017, at 80.9%. Romania had the lowest, at 16.1%. The median was 52.5% and the figure for the European Union (27) was 53.9%. Source: Eurostat, European Commission.

Highest80.9Sweden

Lowest16.1Romania

Median52.527 EU countries

European Union (27)53.9History

Map of EU countries, 2017

Under 33
33 to 46
46 to 57
57 to 70
70 and over

%, 2017. 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, 2017

%. 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	2017 (%)	Change on 2016
1	Sweden	80.9	+5.3 pts
2	Denmark	80.2	-1.3 pts
3	Luxembourg	80	+1.6 pts
4	Netherlands	78.9	+5 pts
5	Germany	74.9	+0.8 pts
6	Finland	70.8	+3.4 pts
7	France	66.7	+1 pts
8	Austria	61.6	+4 pts
9	Belgium	59.6	+2.8 pts
10	Slovakia	58.5	+2.2 pts
11	Estonia	58.2	+1.7 pts
12	Czechia	55.6	+8.2 pts
13	Ireland	53.1	-6.1 pts
14	Malta	52.5	+3 pts
15	Spain	49.9	+6 pts
16	Slovenia	45.8	+5.5 pts
17	Latvia	45.6	+1.2 pts
18	Poland	45	+3.1 pts
19	Hungary	38.6	-0.3 pts
20	Lithuania	38.1	+4.8 pts
21	Portugal	34.1	+3.1 pts
22	Italy	32.2	+3.2 pts
23	Greece	32.1	+1 pts
24	Cyprus	31.9	+2.8 pts
25	Croatia	28.8	-4.5 pts
26	Bulgaria	17.7	+1 pts
27	Romania	16.1	+4.2 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, 2017) [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, 2017. 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=2017. 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, 2017. 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=2017.

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, 2017 [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=2017 (Accessed: 12 October 2026).

BibTeX

@misc{eurostat_eu_countries_by_people_2017,
  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, 2017}},
  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=2017. 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, 2017
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=2017
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2017.
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?

Sweden, with 80.9% in 2017, according to Eurostat, European Commission.

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

Romania, with 16.1% in 2017.

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.