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

Ireland had the highest people who bought online in the last 12 months of 27 EU countries in 2024, at 94.7%. Bulgaria had the lowest, at 49.8%. The median was 70.7% and the figure for the European Union (27) was 71.8%. Source: Eurostat, European Commission.

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Highest94.7Ireland
Lowest49.8Bulgaria
Median70.727 EU countries
European Union (27)71.8History

Map of EU countries, 2024

Austria: 70.7 %Belgium: 76.1 %Bulgaria: 49.8 %Cyprus: 64.6 %Czechia: 81.2 %Germany: 77.9 %Denmark: 90.9 %Estonia: 73.1 %Spain: 68.9 %Finland: 78.9 %France: 80.3 %Greece: 64.9 %Croatia: 59.3 %Hungary: 74.2 %Ireland: 94.7 %Italy: 53.6 %Lithuania: 64.4 %Luxembourg: 80.4 %Latvia: 65.1 %Malta: 68.9 %Netherlands: 94.1 %Poland: 67.4 %Portugal: 59.3 %Romania: 56.1 %Sweden: 88.4 %Slovenia: 66.3 %Slovakia: 78.2 %
  • Under 64
  • 64 to 68
  • 68 to 75
  • 75 to 80
  • 80 and over
%, 2024. 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, 2024

Ireland: 94.7 %Ireland94.7Netherlands: 94.1 %Netherlands94.1Denmark: 90.9 %Denmark90.9Sweden: 88.4 %Sweden88.4Czechia: 81.2 %Czechia81.2Luxembourg: 80.4 %Luxembourg80.4France: 80.3 %France80.3Finland: 78.9 %Finland78.9Slovakia: 78.2 %Slovakia78.2Germany: 77.9 %Germany77.9Belgium: 76.1 %Belgium76.1Hungary: 74.2 %Hungary74.2Estonia: 73.1 %Estonia73.1Austria: 70.7 %Austria70.7Spain: 68.9 %Spain68.9Malta: 68.9 %Malta68.9Poland: 67.4 %Poland67.4Slovenia: 66.3 %Slovenia66.3Latvia: 65.1 %Latvia65.1Greece: 64.9 %Greece64.9Cyprus: 64.6 %Cyprus64.6Lithuania: 64.4 %Lithuania64.4Croatia: 59.3 %Croatia59.3Portugal: 59.3 %Portugal59.3Romania: 56.1 %Romania56.1Italy: 53.6 %Italy53.6Bulgaria: 49.8 %Bulgaria49.8Ireland: 94.7 %Ireland94.7Netherlands: 94.1 %Netherlands94.1Denmark: 90.9 %Denmark90.9Sweden: 88.4 %Sweden88.4Czechia: 81.2 %Czechia81.2Luxembourg: 80.4 %Luxembourg80.4France: 80.3 %France80.3Finland: 78.9 %Finland78.9Slovakia: 78.2 %Slovakia78.2Germany: 77.9 %Germany77.9Belgium: 76.1 %Belgium76.1Hungary: 74.2 %Hungary74.2Estonia: 73.1 %Estonia73.1Austria: 70.7 %Austria70.7Spain: 68.9 %Spain68.9Malta: 68.9 %Malta68.9Poland: 67.4 %Poland67.4Slovenia: 66.3 %Slovenia66.3Latvia: 65.1 %Latvia65.1Greece: 64.9 %Greece64.9Cyprus: 64.6 %Cyprus64.6Lithuania: 64.4 %Lithuania64.4Croatia: 59.3 %Croatia59.3Portugal: 59.3 %Portugal59.3Romania: 56.1 %Romania56.1Italy: 53.6 %Italy53.6Bulgaria: 49.8 %Bulgaria49.8
%. 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 countries2024 (%)Change on 2023
1Ireland94.7+7.6 pts
2Netherlands94.1+1.7 pts
3Denmark90.9+1.8 pts
4Sweden88.4-0.4 pts
5Czechia81.2+3.6 pts
6Luxembourg80.4+0.6 pts
7France80.3+3.4 pts
8Finland78.9-0.2 pts
9Slovakia78.2+1.4 pts
10Germany77.9+0.4 pts
11Belgium76.1+0.8 pts
12Hungary74.2+4.5 pts
13Estonia73.1-0.1 pts
14Austria70.7-1.4 pts
15Spain68.9+0.1 pts
16Malta68.9+0.2 pts
17Poland67.4+3.1 pts
18Slovenia66.3+0.4 pts
19Latvia65.1+3 pts
20Greece64.9+7.4 pts
21Cyprus64.6+7.7 pts
22Lithuania64.4+3.5 pts
23Croatia59.3+0.2 pts
23Portugal59.3+4.5 pts
25Romania56.1+5.8 pts
26Italy53.6+2.5 pts
27Bulgaria49.8+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, 2024) [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, 2024. 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=2024. 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, 2024. 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=2024.

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, 2024 [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=2024 (Accessed: 12 October 2026).

BibTeX
@misc{eurostat_eu_countries_by_people_2024,
  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, 2024}},
  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=2024. 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, 2024
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=2024
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-countries?period=2024.
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?

Ireland, with 94.7% in 2024, according to Eurostat, European Commission.

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

Bulgaria, with 49.8% in 2024.

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