Data / Rankings / People who bought online in the last 12 months / EU regions (NUTS 2)

EU regions (NUTS 2) by people who bought online in the last 12 months

Overijssel had the highest people who bought online in the last 12 months of 183 regions in 2023, at 95.4%. Guadeloupe had the lowest, at 31.2%. The median was 69.7% and the figure for the European Union (27) was 69.6%. Source: Eurostat, European Commission.

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Highest95.4Overijssel
Lowest31.2Guadeloupe
Median69.7183 regions
European Union (27)69.6History

Top 40 regions, 2023

Overijssel: 95.4 %Overijssel95.4Noord-Holland: 93.8 %Noord-Holland93.8Limburg (NL): 93.7 %Limburg (NL)93.7Noord-Brabant: 92.6 %Noord-Brabant92.6Zeeland: 91.8 %Zeeland91.8Hovedstaden: 91.4 %Hovedstaden91.4Övre Norrland: 91.3 %Övre Norrland91.3Drenthe: 90.9 %Drenthe90.9Västsverige: 90.6 %Västsverige90.6Stockholm: 90.5 %Stockholm90.5Friesland (NL): 90.5 %Friesland (NL)90.5Groningen: 90.5 %Groningen90.5Gelderland: 90.4 %Gelderland90.4Flevoland: 90.4 %Flevoland90.4Syddanmark: 90.2 %Syddanmark90.2Northern and Western: 89.1 %Northern and Western89.1Eastern and Midland: 89 %Eastern and Midland89Midtjylland: 88.2 %Midtjylland88.2Östra Mellansverige: 87.8 %Östra Mellansverige87.8Sjælland: 87.7 %Sjælland87.7Norra Mellansverige: 87.7 %Norra Mellansverige87.7Praha: 87.4 %Praha87.4Sydsverige: 87.3 %Sydsverige87.3Småland med öarna: 86.2 %Småland med öarna86.2Mellersta Norrland: 84.8 %Mellersta Norrland84.8Bratislavský kraj: 84 %Bratislavský kraj84Southern: 83.4 %Southern83.4Nordjylland: 82.9 %Nordjylland82.9Warszawski stołeczny: 82.6 %Warszawski stołeczny82.6Helsinki-Uusimaa: 82 %Helsinki-Uusimaa82Ile-de-France: 81.7 %Ile-de-France81.7Prov. Vlaams-Brabant: 81.6 %Prov. Vlaams-Brabant81.6Rhône-Alpes: 81.3 %Rhône-Alpes81.3Languedoc-Roussillon: 81.3 %Languedoc-Roussillon81.3Prov. Oost-Vlaanderen: 80.7 %Prov. Oost-Vlaanderen80.7Střední Morava: 80.6 %Střední Morava80.6Aquitaine: 80.5 %Aquitaine80.5Alsace: 80.5 %Alsace80.5Luxembourg: 79.8 %Luxembourg79.8Prov. Antwerpen: 79.6 %Prov. Antwerpen79.6Overijssel: 95.4 %Overijssel95.4Noord-Holland: 93.8 %Noord-Holland93.8Limburg (NL): 93.7 %Limburg (NL)93.7Noord-Brabant: 92.6 %Noord-Brabant92.6Zeeland: 91.8 %Zeeland91.8Hovedstaden: 91.4 %Hovedstaden91.4Övre Norrland: 91.3 %Övre Norrland91.3Drenthe: 90.9 %Drenthe90.9Västsverige: 90.6 %Västsverige90.6Stockholm: 90.5 %Stockholm90.5Friesland (NL): 90.5 %Friesland (NL)90.5Groningen: 90.5 %Groningen90.5Gelderland: 90.4 %Gelderland90.4Flevoland: 90.4 %Flevoland90.4Syddanmark: 90.2 %Syddanmark90.2Northern and Western: 89.1 %Northern and Western89.1Eastern and Midland: 89 %Eastern and Midland89Midtjylland: 88.2 %Midtjylland88.2Östra Mellansverige: 87.8 %Östra Mellansverige87.8Sjælland: 87.7 %Sjælland87.7Norra Mellansverige: 87.7 %Norra Mellansverige87.7Praha: 87.4 %Praha87.4Sydsverige: 87.3 %Sydsverige87.3Småland med öarna: 86.2 %Småland med öarna86.2Mellersta Norrland: 84.8 %Mellersta Norrland84.8Bratislavský kraj: 84 %Bratislavský kraj84Southern: 83.4 %Southern83.4Nordjylland: 82.9 %Nordjylland82.9Warszawski stołeczny: 82.6 %Warszawski stołeczny82.6Helsinki-Uusimaa: 82 %Helsinki-Uusimaa82Ile-de-France: 81.7 %Ile-de-France81.7Prov. Vlaams-Brabant: 81.6 %Prov. Vlaams-Brabant81.6Rhône-Alpes: 81.3 %Rhône-Alpes81.3Languedoc-Roussillon: 81.3 %Languedoc-Roussillon81.3Prov. Oost-Vlaanderen: 80.7 %Prov. Oost-Vlaanderen80.7Střední Morava: 80.6 %Střední Morava80.6Aquitaine: 80.5 %Aquitaine80.5Alsace: 80.5 %Alsace80.5Luxembourg: 79.8 %Luxembourg79.8Prov. Antwerpen: 79.6 %Prov. Antwerpen79.6
%. Source: Eurostat, Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i). Retrieved 2026-10-12.

Full ranking

RankRegions2023 (%)Change on 2022
1Overijssel95.4+6.8 pts
2Noord-Holland93.8+3.5 pts
3Limburg (NL)93.7+2.8 pts
4Noord-Brabant92.6+5.1 pts
5Zeeland91.8+2 pts
6Hovedstaden91.4+0.1 pts
7Övre Norrland91.3+7.6 pts
8Drenthe90.9+3.4 pts
9Västsverige90.6+4 pts
10Stockholm90.5+3.2 pts
11Friesland (NL)90.5+4.8 pts
11Groningen90.5+2.1 pts
13Gelderland90.4+3.4 pts
14Flevoland90.4+1.5 pts
15Syddanmark90.2+3.8 pts
16Northern and Western89.1+12.7 pts
17Eastern and Midland89+2.2 pts
18Midtjylland88.2+0.8 pts
19Östra Mellansverige87.8+1.5 pts
20Sjælland87.7-0.1 pts
21Norra Mellansverige87.7+2.8 pts
22Praha87.4-2.7 pts
23Sydsverige87.3-1 pts
24Småland med öarna86.2+3.1 pts
25Mellersta Norrland84.8+9 pts
26Bratislavský kraj84+2.5 pts
27Southern83.4+7.4 pts
28Nordjylland82.9-2.8 pts
29Warszawski stołeczny82.6n/a
30Helsinki-Uusimaa82-0.1 pts
31Ile-de-France81.7+0.3 pts
32Prov. Vlaams-Brabant81.6+4.5 pts
33Rhône-Alpes81.3+2.1 pts
34Languedoc-Roussillon81.3+0.5 pts
35Prov. Oost-Vlaanderen80.7+0.8 pts
36Střední Morava80.6+7.2 pts
37Aquitaine80.5+2.7 pts
38Alsace80.5+0.4 pts
39Luxembourg79.8-1 pts
40Prov. Antwerpen79.6-2.6 pts
41Länsi-Suomi79.5+1 pts
42Severozápad79.4+7 pts
43Provence-Alpes-Côte d’Azur79-1.2 pts
44Budapest78.8-3.3 pts
45Prov. Limburg (BE)78.4-1.1 pts
46Midi-Pyrénées78.1+3.9 pts
47Pays de la Loire780 pts
48Moravskoslezsko77.8-3.1 pts
49Pohjois- ja Itä-Suomi77.6+2.2 pts
50Stredné Slovensko77.4+1.3 pts
51Centre - Val de Loire77.1+4.8 pts
52Limousin76.9+4 pts
53Corse Low reliability76.7+0.1 pts
54Région de Bruxelles-Capitale/ Brussels Hoofdstedelijk Gewest76.6+6.5 pts
55Prov. Brabant wallon76.5-1 pts
56Jihozápad76.4-0.6 pts
57Jihovýchod76.3-1.8 pts
58Etelä-Suomi76-1.1 pts
59Haute-Normandie76+1.6 pts
60Bretagne75.6+2.3 pts
61Nord-Pas de Calais75.6+3.4 pts
62Franche-Comté75.5+1.9 pts
63Východné Slovensko75.2-0.1 pts
64Západné Slovensko75-1.5 pts
65Catalonia74.9+2.4 pts
66Community of Madrid74.4-0.2 pts
67Poitou-Charentes74.2-6.9 pts
68Prov. West-Vlaanderen73.9-1.4 pts
69Wien73.5+6 pts
70Severovýchod73.4+1 pts
71Střední Čechy73.4+0.8 pts
72Oberösterreich73.3+7.4 pts
72Salzburg73.3+5.6 pts
74Lorraine73.3-0.7 pts
75Eesti73.1+2.3 pts
76Niederösterreich73.1+6.3 pts
77Auvergne73-2.3 pts
78Champagne-Ardenne72.8+2.9 pts
79Bourgogne72.2+7.5 pts
80Tirol72+3.7 pts
81Pest71.8-0.7 pts
82Közép-Dunántúl71.4+1.3 pts
83Vorarlberg71.2+3.6 pts
84Balearic Islands71+2.1 pts
85Sostinės regionas70.9+1 pts
86Prov. Namur70.8-1.1 pts
87Basse-Normandie70.7+1 pts
88Małopolskie70.7n/a
89Nyugat-Dunántúl70.1+1.6 pts
90Steiermark70.1+9.3 pts
91Picardie69.9+0.1 pts
92Prov. Luxembourg (BE)69.7+4 pts
93Navarre69.4-1.6 pts
94Valencian Community69.2+1.9 pts
95Zahodna Slovenija69+2.1 pts
96Basque Country68.9-0.6 pts
97Dél-Alföld68.8+2.7 pts
98Śląskie68.7n/a
99Malta68.7+1 pts
100Burgenland68.4+9.8 pts
101Dolnośląskie68.2n/a
102Kärnten68.1+5.4 pts
103Andalusia67.8+1.3 pts
104Prov. Hainaut67.4-0.2 pts
105Galicia67.1+3.9 pts
106Észak-Magyarország66.5-0.1 pts
107Cantabria66.2+0.6 pts
108Region of Murcia65.2+1 pts
109Aragon65-3.4 pts
110Castile and León65-1.8 pts
111Extremadura64.9-0 pts
112Melilla64.8-18.9 pts
113Lubuskie64.3n/a
114Pomorskie64.2n/a
115Wielkopolskie64.1n/a
116Warmińsko-mazurskie64n/a
117Prov. Liège63.9-0.7 pts
118Bucureşti-Ilfov63.40 pts
119Dél-Dunántúl63.2-2.9 pts
120Jadranska Hrvatska63.1+7.8 pts
121Asturias63+0.6 pts
121Vzhodna Slovenija63+4.3 pts
123Castilla-La Mancha62.8-1.3 pts
124Łódzkie62.3n/a
125Grad Zagreb62.3-0.3 pts
126Észak-Alföld62.2-2.6 pts
127Latvija62.1+0.2 pts
128La Rioja61.7-3.8 pts
129Kujawsko-pomorskie61.4n/a
130Provincia Autonoma di Trento61.4+3.2 pts
131Podkarpackie61.3n/a
132Lubelskie60.1n/a
133Lombardia59+1.6 pts
134Opolskie58.6n/a
135Emilia-Romagna58.3+5.5 pts
136Canary Islands57.7+3.6 pts
137Provincia Autonoma di Bolzano/Bozen57.6+1.1 pts
138Valle d’Aosta/Vallée d’Aoste57.4+4.6 pts
138Yugozapaden57.4+5.6 pts
140Kýpros56.8+6.8 pts
141Vidurio ir vakarų Lietuvos regionas56.7+0.7 pts
142Podlaskie55.7n/a
143Veneto55.7+2.8 pts
144Mazowiecki regionalny55.6n/a
145Algarve55.5+0.2 pts
146Nord-Vest55.5-0.6 pts
147Sjeverna Hrvatska55.2+2.6 pts
148Toscana55.2+1.6 pts
149Lazio55+2.1 pts
150Piemonte55+1.7 pts
151Friuli-Venezia Giulia54.6-2.6 pts
152Liguria54.4+1 pts
153Świętokrzyskie53.2n/a
154Zachodniopomorskie52.9n/a
155Martinique52.6+10.3 pts
156Marche52.3-1 pts
157Região Autónoma dos Açores51.7+3.3 pts
158Umbria51.3-0.3 pts
159Norte50.3+1.5 pts
160Sardegna50.1+3.5 pts
161Abruzzo49.9+1.7 pts
162Vest49.8+10.2 pts
163Sud-Vest Oltenia49.4+9.3 pts
164Ceuta49.1+6.4 pts
165Molise48.9+6.1 pts
166Centru48.6+0.5 pts
167Nord-Est48.6+9.2 pts
168Guyane47.3+8.2 pts
169Região Autónoma da Madeira46.7+4.7 pts
170Sud-Est44.3+4.3 pts
171Sud-Muntenia44.1+6.6 pts
172Puglia44+6.1 pts
173Severoiztochen43.4-0.4 pts
174La Réunion43.3+4.9 pts
175Basilicata41.3-1.1 pts
176Yugoiztochen40.1+8.2 pts
177Yuzhen tsentralen38.7+4.4 pts
178Sicilia38.6+0.4 pts
179Severozapaden38-0.9 pts
180Campania37.7-1.6 pts
181Severen tsentralen37.3+7.5 pts
182Calabria33.8+1.9 pts
183Guadeloupe31.2-6.1 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 regions are compared on one definition. 8 regions with data in other periods have no value for 2023 and are left out rather than filled from another source. Equal values share a rank.

How to cite

Eurostat. Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i). https://ec.europa.eu/eurostat/databrowser/view/isoc_r_blt12_i/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). Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i) (EU regions (NUTS 2) 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_r_blt12_i/default/table

MLA 9

Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i), EU regions (NUTS 2) 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_r_blt12_i/default/table. Invokely, https://invokely.ai/rankings/online-shopping/eu-regions?period=2023. Accessed 12 Oct. 2026.

Chicago (author-date)

Eurostat, European Commission. 2026. Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i). EU regions (NUTS 2) by people who bought online in the last 12 months, 2023. Dataset. Accessed October 12, 2026. https://ec.europa.eu/eurostat/databrowser/view/isoc_r_blt12_i/default/table. Also distributed by Invokely, https://invokely.ai/rankings/online-shopping/eu-regions?period=2023.

Harvard

Eurostat, European Commission (2026) Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i), EU regions (NUTS 2) by people who bought online in the last 12 months, 2023 [Dataset]. Available at: https://ec.europa.eu/eurostat/databrowser/view/isoc_r_blt12_i/default/table, via Invokely: https://invokely.ai/rankings/online-shopping/eu-regions?period=2023 (Accessed: 12 October 2026).

BibTeX
@misc{eurostat_eu_regions_nuts_2_2023,
  author = {{Eurostat, European Commission}},
  title = {{Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc\_r\_blt12\_i): EU regions (NUTS 2) 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_r_blt12_i/default/table},
  urldate = {2026-10-12},
  note = {Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-regions?period=2023. Publisher attribution: Eurostat. Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc\_r\_blt12\_i). https://ec.europa.eu/eurostat/databrowser/view/isoc\_r\_blt12\_i/default/table. Retrieved 2026-10-12.},
}
RIS
TY  - DATA
AU  - Eurostat, European Commission
TI  - Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i): EU regions (NUTS 2) 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_r_blt12_i/default/table
L2  - https://invokely.ai/rankings/online-shopping/eu-regions?period=2023
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-regions?period=2023.
N1  - Publisher attribution: Eurostat. Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i). https://ec.europa.eu/eurostat/databrowser/view/isoc_r_blt12_i/default/table. Retrieved 2026-10-12.
ER  -
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Questions

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

Overijssel, with 95.4% in 2023, according to Eurostat, European Commission.

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

Guadeloupe, with 31.2% 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, Individuals who ordered goods or services over the internet for private use in the last 12 months by NUTS 2 region (isoc_r_blt12_i). Retrieved 2026-10-12. 8 regions have no value for 2023 and are not ranked.

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

EU regions (NUTS 2): more rankings