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

Utrecht had the highest people who bought online in the last 12 months of 190 regions in 2024, at 96.3%. Calabria had the lowest, at 35.7%. The median was 69.8% and the figure for the European Union (27) was 71.8%. Source: Eurostat, European Commission.

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Highest96.3Utrecht
Lowest35.7Calabria
Median69.8190 regions
European Union (27)71.8History

Top 40 regions, 2024

Utrecht: 96.3 %Utrecht96.3Eastern and Midland: 95.6 %Eastern and Midland95.6Northern and Western: 95 %Northern and Western95Zuid-Holland: 94.7 %Zuid-Holland94.7Noord-Holland: 94.5 %Noord-Holland94.5Noord-Brabant: 94 %Noord-Brabant94Zeeland: 93.9 %Zeeland93.9Friesland (NL): 93.8 %Friesland (NL)93.8Flevoland: 93.7 %Flevoland93.7Groningen: 93.4 %Groningen93.4Overijssel: 93.3 %Overijssel93.3Southern: 93.3 %Southern93.3Gelderland: 92.9 %Gelderland92.9Limburg (NL): 92.8 %Limburg (NL)92.8Midtjylland: 91.8 %Midtjylland91.8Drenthe: 91.6 %Drenthe91.6Hovedstaden: 91.5 %Hovedstaden91.5Nordjylland: 91.4 %Nordjylland91.4Östra Mellansverige: 90.4 %Östra Mellansverige90.4Sydsverige: 90 %Sydsverige90Praha: 90 %Praha90Sjælland: 89.8 %Sjælland89.8Mellersta Norrland: 89.4 %Mellersta Norrland89.4Syddanmark: 89.3 %Syddanmark89.3Övre Norrland: 89.2 %Övre Norrland89.2Västsverige: 89 %Västsverige89Stockholm: 87.4 %Stockholm87.4Småland med öarna: 86 %Småland med öarna86Ile-de-France: 84.7 %Ile-de-France84.7Norra Mellansverige: 84.5 %Norra Mellansverige84.5Haute-Normandie: 84.3 %Haute-Normandie84.3Prov. Antwerpen: 84.1 %Prov. Antwerpen84.1Prov. Vlaams-Brabant: 83.8 %Prov. Vlaams-Brabant83.8Helsinki-Uusimaa: 83.5 %Helsinki-Uusimaa83.5Bratislavský kraj: 83.2 %Bratislavský kraj83.2Prov. Oost-Vlaanderen: 83.1 %Prov. Oost-Vlaanderen83.1Moravskoslezsko: 82.9 %Moravskoslezsko82.9Rhône-Alpes: 82 %Rhône-Alpes82Jihozápad: 81.9 %Jihozápad81.9Midi-Pyrénées: 81.6 %Midi-Pyrénées81.6Utrecht: 96.3 %Utrecht96.3Eastern and Midland: 95.6 %Eastern and Midland95.6Northern and Western: 95 %Northern and Western95Zuid-Holland: 94.7 %Zuid-Holland94.7Noord-Holland: 94.5 %Noord-Holland94.5Noord-Brabant: 94 %Noord-Brabant94Zeeland: 93.9 %Zeeland93.9Friesland (NL): 93.8 %Friesland (NL)93.8Flevoland: 93.7 %Flevoland93.7Groningen: 93.4 %Groningen93.4Overijssel: 93.3 %Overijssel93.3Southern: 93.3 %Southern93.3Gelderland: 92.9 %Gelderland92.9Limburg (NL): 92.8 %Limburg (NL)92.8Midtjylland: 91.8 %Midtjylland91.8Drenthe: 91.6 %Drenthe91.6Hovedstaden: 91.5 %Hovedstaden91.5Nordjylland: 91.4 %Nordjylland91.4Östra Mellansverige: 90.4 %Östra Mellansverige90.4Sydsverige: 90 %Sydsverige90Praha: 90 %Praha90Sjælland: 89.8 %Sjælland89.8Mellersta Norrland: 89.4 %Mellersta Norrland89.4Syddanmark: 89.3 %Syddanmark89.3Övre Norrland: 89.2 %Övre Norrland89.2Västsverige: 89 %Västsverige89Stockholm: 87.4 %Stockholm87.4Småland med öarna: 86 %Småland med öarna86Ile-de-France: 84.7 %Ile-de-France84.7Norra Mellansverige: 84.5 %Norra Mellansverige84.5Haute-Normandie: 84.3 %Haute-Normandie84.3Prov. Antwerpen: 84.1 %Prov. Antwerpen84.1Prov. Vlaams-Brabant: 83.8 %Prov. Vlaams-Brabant83.8Helsinki-Uusimaa: 83.5 %Helsinki-Uusimaa83.5Bratislavský kraj: 83.2 %Bratislavský kraj83.2Prov. Oost-Vlaanderen: 83.1 %Prov. Oost-Vlaanderen83.1Moravskoslezsko: 82.9 %Moravskoslezsko82.9Rhône-Alpes: 82 %Rhône-Alpes82Jihozápad: 81.9 %Jihozápad81.9Midi-Pyrénées: 81.6 %Midi-Pyrénées81.6
%. 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

RankRegions2024 (%)Change on 2023
1Utrecht96.3n/a
2Eastern and Midland95.6+6.6 pts
3Northern and Western95+5.9 pts
4Zuid-Holland94.7n/a
5Noord-Holland94.5+0.7 pts
6Noord-Brabant94+1.4 pts
7Zeeland93.9+2 pts
8Friesland (NL)93.8+3.3 pts
9Flevoland93.7+3.4 pts
10Groningen93.4+2.9 pts
11Overijssel93.3-2.1 pts
12Southern93.3+9.8 pts
13Gelderland92.9+2.5 pts
14Limburg (NL)92.8-1 pts
15Midtjylland91.8+3.6 pts
16Drenthe91.6+0.6 pts
17Hovedstaden91.5+0.1 pts
18Nordjylland91.4+8.5 pts
19Östra Mellansverige90.4+2.6 pts
20Sydsverige90+2.7 pts
21Praha90+2.6 pts
22Sjælland89.8+2 pts
23Mellersta Norrland89.4+4.7 pts
24Syddanmark89.3-0.9 pts
25Övre Norrland89.2-2.1 pts
26Västsverige89-1.6 pts
27Stockholm87.4-3.1 pts
28Småland med öarna86-0.1 pts
29Ile-de-France84.7+3 pts
30Norra Mellansverige84.5-3.2 pts
31Haute-Normandie84.3+8.3 pts
32Prov. Antwerpen84.1+4.5 pts
33Prov. Vlaams-Brabant83.8+2.2 pts
34Helsinki-Uusimaa83.5+1.5 pts
35Bratislavský kraj83.2-0.8 pts
36Prov. Oost-Vlaanderen83.1+2.4 pts
37Moravskoslezsko82.9+5.1 pts
38Rhône-Alpes82+0.7 pts
39Jihozápad81.9+5.5 pts
40Midi-Pyrénées81.6+3.5 pts
41Aquitaine81.6+1 pts
42Provence-Alpes-Côte d’Azur81.5+2.5 pts
43Warszawski stołeczny81.5-1.2 pts
44Poitou-Charentes81.4+7.2 pts
45Budapest81.2+2.5 pts
46Alsace81.2+0.7 pts
47Bourgogne81.1+8.8 pts
48Střední Čechy81+7.6 pts
49Severozápad80.6+1.1 pts
50Bretagne80.5+4.9 pts
51Luxembourg80.4+0.6 pts
52Pays de la Loire80.3+2.3 pts
53Corse Low reliability80.3+3.6 pts
54Auvergne80.2+7.2 pts
55Languedoc-Roussillon79.7-1.6 pts
56Lorraine79.6+6.3 pts
57Pohjois- ja Itä-Suomi79.5+2 pts
58Stredné Slovensko79.4+2 pts
59Basse-Normandie79.3+8.6 pts
60Picardie79.2+9.4 pts
61Centre - Val de Loire79+2 pts
62Severovýchod79+5.6 pts
63Západné Slovensko78.7+3.8 pts
64Jihovýchod78.6+2.4 pts
65Limousin78.2+1.3 pts
66Pest78+6.2 pts
67Nord-Pas de Calais77.9+2.3 pts
68Franche-Comté77.7+2.2 pts
69Champagne-Ardenne77.7+4.9 pts
70Střední Morava77.6-3 pts
71Nyugat-Dunántúl77.2+7 pts
72Prov. Luxembourg (BE)76.9+7.2 pts
73Prov. Limburg (BE)76.6-1.8 pts
74Közép-Dunántúl76.5+5 pts
75Länsi-Suomi76.1-3.4 pts
76Prov. Brabant wallon75.6-0.9 pts
77Vorarlberg75.5+4.3 pts
78Prov. West-Vlaanderen74.7+0.8 pts
79Etelä-Suomi74.7-1.4 pts
80Východné Slovensko74.2-1 pts
81Catalonia74-0.9 pts
81Community of Madrid74-0.3 pts
83Oberösterreich73.7+0.4 pts
84Eesti73.1-0.1 pts
85Śląskie72.9+4.2 pts
86Tirol72.5+0.5 pts
87Niederösterreich72.3-0.8 pts
88Salzburg71.5-1.8 pts
89Balearic Islands71.1+0.1 pts
90Aragon71+6 pts
91Észak-Magyarország70.8+4.3 pts
92Wielkopolskie70.8+6.7 pts
93Zahodna Slovenija70.4+1.5 pts
94Région de Bruxelles-Capitale/ Brussels Hoofdstedelijk Gewest70-6.5 pts
95Dél-Dunántúl69.9+6.6 pts
96Bucureşti-Ilfov69.8+6.4 pts
97Prov. Namur69.2-1.5 pts
98Grande Lisboa69.2n/a
99Łódzkie69.1+6.9 pts
100Basque Country69.1+0.2 pts
100Kärnten69.1+0.9 pts
102Dolnośląskie69+0.8 pts
103Dél-Alföld69+0.2 pts
104Malta68.9+0.2 pts
105Andalusia68.9+1.1 pts
106Małopolskie68.9-1.8 pts
107Sostinės regionas68.8-2.1 pts
108Cantabria68.8+2.6 pts
109Navarre68.7-0.7 pts
110Burgenland68.2-0.2 pts
110Steiermark68.2-1.9 pts
112Prov. Hainaut68+0.5 pts
113Wien67.8-5.7 pts
114Észak-Alföld67.8+5.6 pts
115Pomorskie67.4+3.2 pts
116Península de Setúbal67.4n/a
117Lubuskie67.1+2.8 pts
118Grad Zagreb67.1+4.8 pts
119La Rioja66.8+5.1 pts
120Melilla Low reliability66.7+1.9 pts
121Valencian Community66.3-2.9 pts
122Extremadura66.1+1.2 pts
123Lubelskie66.1+5.9 pts
124Region of Murcia65.9+0.7 pts
125Prov. Liège65.9+1.9 pts
126Castilla-La Mancha65.6+2.8 pts
127Galicia65.5-1.5 pts
128Kujawsko-pomorskie65.4+4.1 pts
129Latvija65.1+3 pts
130Kýpros64.6+7.7 pts
131Provincia Autonoma di Trento64.3+2.9 pts
132Mazowiecki regionalny64.2+8.6 pts
133Podlaskie63.2+7.5 pts
134Castile and León62.6-2.4 pts
135Vidurio ir vakarų Lietuvos regionas62.5+5.8 pts
135Vzhodna Slovenija62.5-0.5 pts
137Asturias62.2-0.8 pts
138Jadranska Hrvatska62.1-1 pts
139Toscana61.9+6.7 pts
140Alentejo60.7n/a
141Friuli-Venezia Giulia60.6+6 pts
142Warmińsko-mazurskie60.5-3.5 pts
143Algarve60.3+4.8 pts
144Canary Islands60.3+2.6 pts
145Veneto60.2+4.5 pts
146Vest60+10.2 pts
147Valle d’Aosta/Vallée d’Aoste59.7+2.3 pts
148Yugozapaden59.7+2.3 pts
149Lazio59.3+4.3 pts
150Emilia-Romagna59.1+0.8 pts
151Liguria58.9+4.5 pts
152Umbria58.9+7.6 pts
153Świętokrzyskie58.8+5.6 pts
154Podkarpackie58.5-2.8 pts
155Martinique58.4+5.8 pts
156Provincia Autonoma di Bolzano/Bozen58.1+0.4 pts
157Nord-Vest58.1+2.6 pts
157Opolskie58.1-0.5 pts
159Lombardia58-1 pts
160Zachodniopomorskie57.9+5 pts
161Piemonte56.2+1.3 pts
162Centro (PT)55.7n/a
163Oeste e Vale do Tejo55.6n/a
164Norte55.2+4.9 pts
165Nord-Est55.2+6.6 pts
166Marche54.8+2.4 pts
167Centru54.4+5.8 pts
168Ceuta Low reliability54+4.9 pts
169Região Autónoma dos Açores54+2.3 pts
170Abruzzo52.6+2.8 pts
171Severen tsentralen52.4+15.1 pts
172Sjeverna Hrvatska52.4-2.9 pts
173Sardegna52+1.9 pts
174Severoiztochen51.6+8.2 pts
175Sud-Muntenia51.5+7.5 pts
176Sud-Est50.5+6.1 pts
177Sud-Vest Oltenia49.9+0.5 pts
178Região Autónoma da Madeira49.2+2.5 pts
179Molise47.6-1.3 pts
180Basilicata47.6+6.2 pts
181Puglia46.6+2.6 pts
182Guyane45.2-2.1 pts
183La Réunion44.7+1.4 pts
184Yuzhen tsentralen43.5+4.9 pts
185Campania41.7+4 pts
186Severozapaden41.2+3.2 pts
187Sicilia39.7+1.1 pts
188Yugoiztochen39.3-0.8 pts
189Guadeloupe37.4+6.2 pts
190Calabria35.7+1.9 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 regions are compared on one definition. 1 regions with data in other periods have no value for 2024 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, 2024) [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, 2024. 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=2024. 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, 2024. 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=2024.

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

BibTeX
@misc{eurostat_eu_regions_nuts_2_2024,
  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, 2024}},
  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=2024. 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, 2024
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=2024
Y2  - 2026/10/12
N1  - Accessed via Invokely, https://invokely.ai/rankings/online-shopping/eu-regions?period=2024.
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?

Utrecht, with 96.3% in 2024, according to Eurostat, European Commission.

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

Calabria, with 35.7% 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, 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. 1 regions have no value for 2024 and are not ranked.

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

EU regions (NUTS 2): more rankings