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 26 EU countries in 2020, at 89.3%. Bulgaria had the lowest, at 31%. The median was 62.7% and the figure for the European Union (27) was 64.7%. Source: Eurostat, European Commission.

Highest89.3Denmark

Lowest31Bulgaria

Median62.726 EU countries

European Union (27)64.7History

Map of EU countries, 2020

Under 47
47 to 61
61 to 66
66 to 76
76 and over
No data

%, 2020. Hatched areas have no value for this period. Source: Eurostat, Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). Boundaries: Natural Earth (public domain).

All EU countries, 2020

%. Source: Eurostat, Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). Retrieved 2026-10-12.

Full ranking

Rank	EU countries	2020 (%)	Change on 2019
1	Denmark	89.3	+5.2 pts
2	Netherlands	86.6	+5.3 pts
3	Sweden	84.2	+1.9 pts
4	Germany	82.6	+3.1 pts
5	Luxembourg	78.6	+6.4 pts
6	Finland	75.8	+2.7 pts
7	Ireland	74.4	+7.8 pts
8	Belgium	72.7	+6.6 pts
9	Czechia	71.6	+7.6 pts
10	Estonia	68.4	+0.2 pts
11	Austria	66.3	+3.9 pts
12	Slovenia	62.9	+7.3 pts
13	Malta	62.8	+5 pts
14	Spain	62.6	+4.6 pts
15	Slovakia	62.5	+2.3 pts
16	Poland	60.9	+7 pts
17	Hungary	60	+10.8 pts
18	Latvia	56.2	+9.6 pts
19	Croatia	55	+9.7 pts
20	Lithuania	53.8	+5.4 pts
21	Cyprus	47.2	+8.6 pts
22	Greece	46.4	+7.4 pts
23	Portugal	44.5	+5.8 pts
24	Italy	43.9	+5.6 pts
25	Romania	37.9	+14.4 pts
26	Bulgaria	31	+9.2 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. 1 EU countries with data in other periods have no value for 2020 and are left out rather than filled from another source. Equal values share a rank.

How to cite

Eurostat. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/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. (2026). Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20) (EU countries by people who bought online in the last 12 months, 2020) [Data set]. Retrieved October 12, 2026, from https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table

MLA 9

Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20), EU countries by people who bought online in the last 12 months, 2020. Eurostat, European Commission, 17 Apr. 2026, https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table. Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2020. Accessed 12 Oct. 2026.

Chicago (author-date)

Eurostat, European Commission. 2026. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). EU countries by people who bought online in the last 12 months, 2020. Dataset. Accessed October 12, 2026. https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table. Also distributed by Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2020.

Harvard

Eurostat, European Commission (2026) Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20), EU countries by people who bought online in the last 12 months, 2020 [Dataset]. Available at: https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table, via Invokely: https://invokely.ai/rankings/online-shopping/eu-countries?period=2020 (Accessed: 12 October 2026).

BibTeX

@misc{eurostat_eu_countries_by_people_2020,
  author = {{Eurostat, European Commission}},
  title = {{Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc\_ec\_ib20): EU countries by people who bought online in the last 12 months, 2020}},
  year = {2026},
  howpublished = {Data set},
  url = {https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table},
  urldate = {2026-10-12},
  note = {Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2020. Publisher attribution: Eurostat. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc\_ec\_ib20). https://ec.europa.eu/eurostat/databrowser/view/isoc\_ec\_ib20/default/table. Retrieved 2026-10-12.},
}

RIS

TY  - DATA
AU  - Eurostat, European Commission
TI  - Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20): EU countries by people who bought online in the last 12 months, 2020
PY  - 2026
DA  - 2026/04/17
PB  - Eurostat, European Commission
DB  - Invokely
UR  - https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/default/table
L2  - https://invokely.ai/rankings/online-shopping/eu-countries?period=2020
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2020.
N1  - Publisher attribution: Eurostat. Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). https://ec.europa.eu/eurostat/databrowser/view/isoc_ec_ib20/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 89.3% in 2020, according to Eurostat, European Commission.

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

Bulgaria, with 31% in 2020.

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, last online purchase in the 12 months, all individuals (isoc_ec_ib20). Retrieved 2026-10-12. 1 EU countries have no value for 2020 and are not ranked.