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

The Netherlands had the highest people who bought online in the last 12 months of 27 EU countries in 2023, at 92.4%. Bulgaria had the lowest, at 45.2%. The median was 69.7% and the figure for the European Union (27) was 69.6%. Source: Eurostat, European Commission.

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Highest92.4Netherlands
Lowest45.2Bulgaria
Median69.727 EU countries
European Union (27)69.6History

Map of EU countries, 2023

Austria: 72.2 %Belgium: 75.3 %Bulgaria: 45.2 %Cyprus: 56.8 %Czechia: 77.7 %Germany: 77.5 %Denmark: 89 %Estonia: 73.1 %Spain: 68.9 %Finland: 79.1 %France: 76.9 %Greece: 57.5 %Croatia: 59.1 %Hungary: 69.7 %Ireland: 87.1 %Italy: 51.1 %Lithuania: 60.9 %Luxembourg: 79.8 %Latvia: 62.1 %Malta: 68.7 %Netherlands: 92.4 %Poland: 64.3 %Portugal: 54.8 %Romania: 50.3 %Sweden: 88.8 %Slovenia: 65.9 %Slovakia: 76.8 %
  • Under 58
  • 58 to 67
  • 67 to 74
  • 74 to 79
  • 79 and over
%, 2023. 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, 2023

Netherlands: 92.4 %Netherlands92.4Denmark: 89 %Denmark89Sweden: 88.8 %Sweden88.8Ireland: 87.1 %Ireland87.1Luxembourg: 79.8 %Luxembourg79.8Finland: 79.1 %Finland79.1Czechia: 77.7 %Czechia77.7Germany: 77.5 %Germany77.5France: 76.9 %France76.9Slovakia: 76.8 %Slovakia76.8Belgium: 75.3 %Belgium75.3Estonia: 73.1 %Estonia73.1Austria: 72.2 %Austria72.2Hungary: 69.7 %Hungary69.7Spain: 68.9 %Spain68.9Malta: 68.7 %Malta68.7Slovenia: 65.9 %Slovenia65.9Poland: 64.3 %Poland64.3Latvia: 62.1 %Latvia62.1Lithuania: 60.9 %Lithuania60.9Croatia: 59.1 %Croatia59.1Greece: 57.5 %Greece57.5Cyprus: 56.8 %Cyprus56.8Portugal: 54.8 %Portugal54.8Italy: 51.1 %Italy51.1Romania: 50.3 %Romania50.3Bulgaria: 45.2 %Bulgaria45.2Netherlands: 92.4 %Netherlands92.4Denmark: 89 %Denmark89Sweden: 88.8 %Sweden88.8Ireland: 87.1 %Ireland87.1Luxembourg: 79.8 %Luxembourg79.8Finland: 79.1 %Finland79.1Czechia: 77.7 %Czechia77.7Germany: 77.5 %Germany77.5France: 76.9 %France76.9Slovakia: 76.8 %Slovakia76.8Belgium: 75.3 %Belgium75.3Estonia: 73.1 %Estonia73.1Austria: 72.2 %Austria72.2Hungary: 69.7 %Hungary69.7Spain: 68.9 %Spain68.9Malta: 68.7 %Malta68.7Slovenia: 65.9 %Slovenia65.9Poland: 64.3 %Poland64.3Latvia: 62.1 %Latvia62.1Lithuania: 60.9 %Lithuania60.9Croatia: 59.1 %Croatia59.1Greece: 57.5 %Greece57.5Cyprus: 56.8 %Cyprus56.8Portugal: 54.8 %Portugal54.8Italy: 51.1 %Italy51.1Romania: 50.3 %Romania50.3Bulgaria: 45.2 %Bulgaria45.2
%. Source: Eurostat, Internet purchases by individuals, last online purchase in the 12 months, all individuals (isoc_ec_ib20). Retrieved 2026-10-12.

Full ranking

RankEU countries2023 (%)Change on 2022
1Netherlands92.4+4.2 pts
2Denmark89+0.7 pts
3Sweden88.8+2.8 pts
4Ireland87.1+5.1 pts
5Luxembourg79.8-1 pts
6Finland79.1+0.5 pts
7Czechia77.7+0.7 pts
8Germany77.5+1.3 pts
9France76.9+1.1 pts
10Slovakia76.8+0.1 pts
11Belgium75.3+0.4 pts
12Estonia73.1+2.3 pts
13Austria72.2+6.5 pts
14Hungary69.7-0.6 pts
15Spain68.9+1 pts
16Malta68.7+1 pts
17Slovenia65.9+3.3 pts
18Poland64.3-0.3 pts
19Latvia62.1+0.2 pts
20Lithuania60.9+0.8 pts
21Croatia59.1+3 pts
22Greece57.5-1.2 pts
23Cyprus56.8+6.8 pts
24Portugal54.8+1.2 pts
25Italy51.1+1.8 pts
26Romania50.3+4.6 pts
27Bulgaria45.2+4.6 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, 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, 2023) [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, 2023. 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=2023. 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, 2023. 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=2023.

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, 2023 [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=2023 (Accessed: 12 October 2026).

BibTeX
@misc{eurostat_eu_countries_by_people_2023,
  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, 2023}},
  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=2023. 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, 2023
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=2023
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2023.
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}
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Questions

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

The Netherlands, with 92.4% in 2023, according to Eurostat, European Commission.

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

Bulgaria, with 45.2% in 2023.

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.

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

EU countries: more rankings