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

Denmark had the highest people who bought online in the last 12 months of 27 EU countries in 2018, at 84.4%. Romania had the lowest, at 19.8%. The median was 54.5% and the figure for the European Union (27) was 56.1%. Source: Eurostat, European Commission.

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Highest84.4Denmark
Lowest19.8Romania
Median54.527 EU countries
European Union (27)56.1History

Map of EU countries, 2018

Austria: 60.3 %Belgium: 60.5 %Bulgaria: 20.8 %Cyprus: 32.3 %Czechia: 58.6 %Germany: 76.8 %Denmark: 84.4 %Estonia: 61.3 %Spain: 53.3 %Finland: 69.9 %France: 67.1 %Greece: 35.9 %Croatia: 35.2 %Hungary: 41.2 %Ireland: 59 %Italy: 35.7 %Lithuania: 43.4 %Luxembourg: 71.8 %Latvia: 44.9 %Malta: 54.5 %Netherlands: 79.9 %Poland: 47.8 %Portugal: 36.7 %Romania: 19.8 %Sweden: 77.7 %Slovenia: 50.7 %Slovakia: 59 %
  • Under 36
  • 36 to 49
  • 49 to 59
  • 59 to 69
  • 69 and over
%, 2018. 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, 2018

Denmark: 84.4 %Denmark84.4Netherlands: 79.9 %Netherlands79.9Sweden: 77.7 %Sweden77.7Germany: 76.8 %Germany76.8Luxembourg: 71.8 %Luxembourg71.8Finland: 69.9 %Finland69.9France: 67.1 %France67.1Estonia: 61.3 %Estonia61.3Belgium: 60.5 %Belgium60.5Austria: 60.3 %Austria60.3Slovakia: 59 %Slovakia59Ireland: 59 %Ireland59Czechia: 58.6 %Czechia58.6Malta: 54.5 %Malta54.5Spain: 53.3 %Spain53.3Slovenia: 50.7 %Slovenia50.7Poland: 47.8 %Poland47.8Latvia: 44.9 %Latvia44.9Lithuania: 43.4 %Lithuania43.4Hungary: 41.2 %Hungary41.2Portugal: 36.7 %Portugal36.7Greece: 35.9 %Greece35.9Italy: 35.7 %Italy35.7Croatia: 35.2 %Croatia35.2Cyprus: 32.3 %Cyprus32.3Bulgaria: 20.8 %Bulgaria20.8Romania: 19.8 %Romania19.8Denmark: 84.4 %Denmark84.4Netherlands: 79.9 %Netherlands79.9Sweden: 77.7 %Sweden77.7Germany: 76.8 %Germany76.8Luxembourg: 71.8 %Luxembourg71.8Finland: 69.9 %Finland69.9France: 67.1 %France67.1Estonia: 61.3 %Estonia61.3Belgium: 60.5 %Belgium60.5Austria: 60.3 %Austria60.3Slovakia: 59 %Slovakia59Ireland: 59 %Ireland59Czechia: 58.6 %Czechia58.6Malta: 54.5 %Malta54.5Spain: 53.3 %Spain53.3Slovenia: 50.7 %Slovenia50.7Poland: 47.8 %Poland47.8Latvia: 44.9 %Latvia44.9Lithuania: 43.4 %Lithuania43.4Hungary: 41.2 %Hungary41.2Portugal: 36.7 %Portugal36.7Greece: 35.9 %Greece35.9Italy: 35.7 %Italy35.7Croatia: 35.2 %Croatia35.2Cyprus: 32.3 %Cyprus32.3Bulgaria: 20.8 %Bulgaria20.8Romania: 19.8 %Romania19.8
%. 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

RankEU countries2018 (%)Change on 2017
1Denmark84.4+4.2 pts
2Netherlands79.9+1 pts
3Sweden77.7-3.2 pts
4Germany76.8+1.9 pts
5Luxembourg Series break71.8-8.2 pts
6Finland69.9-0.9 pts
7France67.1+0.4 pts
8Estonia61.3+3.1 pts
9Belgium60.5+0.9 pts
10Austria60.3-1.3 pts
11Slovakia59+0.5 pts
12Ireland59+5.9 pts
13Czechia58.6+3 pts
14Malta54.5+2 pts
15Spain53.3+3.4 pts
16Slovenia50.7+4.9 pts
17Poland47.8+2.8 pts
18Latvia44.9-0.7 pts
19Lithuania43.4+5.2 pts
20Hungary41.2+2.6 pts
21Portugal36.7+2.6 pts
22Greece35.9+3.9 pts
23Italy35.7+3.5 pts
24Croatia35.2+6.4 pts
25Cyprus32.3+0.3 pts
26Bulgaria20.8+3 pts
27Romania19.8+3.8 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, 2018) [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, 2018. 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=2018. 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, 2018. 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=2018.

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, 2018 [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=2018 (Accessed: 12 October 2026).

BibTeX
@misc{eurostat_eu_countries_by_people_2018,
  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, 2018}},
  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=2018. 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, 2018
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=2018
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2018.
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_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 84.4% in 2018, according to Eurostat, European Commission.

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

Romania, with 19.8% in 2018.

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.

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

EU countries: more rankings