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 2019, at 84.2%. Bulgaria had the lowest, at 21.7%. The median was 58% and the figure for the European Union (27) was 59.8%. Source: Eurostat, European Commission.

Highest84.2Denmark

Lowest21.7Bulgaria

Median5827 EU countries

European Union (27)59.8History

All EU countries, 2019

%. 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	2019 (%)	Change on 2018
1	Denmark	84.2	-0.2 pts
2	Sweden	82.2	+4.6 pts
3	Netherlands	81.4	+1.4 pts
4	Germany	79.4	+2.6 pts
5	Finland	73.1	+3.2 pts
6	Luxembourg	72.1	+0.3 pts
7	France	70.2	+3 pts
8	Estonia	68.2	+7 pts
9	Ireland	66.6	+7.6 pts
10	Belgium	66.2	+5.6 pts
11	Czechia	64	+5.4 pts
12	Austria	62.4	+2.1 pts
13	Slovakia	60.2	+1.2 pts
14	Spain	58	+4.7 pts
15	Malta	57.8	+3.3 pts
16	Slovenia	55.6	+4.9 pts
17	Poland	54	+6.2 pts
18	Hungary	49.2	+8 pts
19	Lithuania	48.4	+5.1 pts
20	Latvia	46.6	+1.7 pts
21	Croatia	45.3	+10.1 pts
22	Greece	38.9	+3 pts
23	Portugal	38.7	+2.1 pts
24	Cyprus	38.6	+6.4 pts
25	Italy	38.3	+2.6 pts
26	Romania	23.5	+3.7 pts
27	Bulgaria	21.7	+0.9 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, 2019) [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, 2019. 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=2019. 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, 2019. 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=2019.

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, 2019 [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=2019 (Accessed: 12 October 2026).

BibTeX

@misc{eurostat_eu_countries_by_people_2019,
  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, 2019}},
  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=2019. 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, 2019
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=2019
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2019.
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 84.2% in 2019, according to Eurostat, European Commission.

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

Bulgaria, with 21.7% in 2019.

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.