Online shopping isn’t just a trend anymore in Europe—it’s how people shop now. According to the latest online shopping statistics in Europe from the Eurostat ICT survey, 77% of EU internet users made at least one online purchase in 2024. That’s more than three out of four people who used the internet over the past year.
That figure reflects a clear reality: EU online shopping has become mainstream. From clothes to streaming subscriptions, from food delivery to insurance—Europeans are clicking their way through their shopping lists. And the momentum keeps building.
Rise Over a Decade: Key E-Commerce Statistics in the EU
Let’s rewind to 2014. Back then, only 59% of internet users in the EU bought goods or services online. Fast forward ten years, and that number has jumped to 77% in 2024—a 17 percentage point (pp) increase across the continent.
This isn’t just a slow, steady climb. In some countries, the jump was massive. Romania saw a 42 pp increase, while Hungary and Lithuania each gained 36 pp, and Greece added 35 pp to its online shopping base. Even Ireland and Czechia saw impressive growth of 34 pp each.
Now, who’s leading the pack in terms of raw numbers? Ireland tops the list with 96% of internet users shopping online, followed by the Netherlands (94%) and Denmark (91%).
These numbers don’t just reflect growth — they highlight major e-commerce trends in Europe in 2024, signaling a transformation in the industry.
What the 77% Milestone Means for the Future of EU Retail
When 77% of internet users across a continent are shopping online, it’s not a trend — it’s a cultural shift.
Retailers now need to think omnichannel by default. From seamless mobile checkouts to streamlined subscriptions, the shopping experience has to evolve — and fast.
At the same time, governments and local ecosystems must close digital gaps — between urban and rural areas, and between eastern and western regions. Equal access will define the next phase of growth.
Because the future? It’s already here. Close to 80% of EU internet users now buy online and that number is only going up. That’s EU online shopping in 2024 and beyond.
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Online Shopping Behavior by Age Group
Age plays a big role in who clicks “add to cart” the most.
EU Online Shopping by Age Group (2024)
Insight: Younger users dominate EU online shopping, while older segments are catching up gradually.
In 2024, the 25–34 age group was the most active online buyer group, with a whopping 89% of internet users in this range making purchases online. They were followed closely by those aged 35–44 (86%), and 16–24 year-olds (83%) weren’t far behind either.
These three younger groups have consistently outpaced other age categories in EU online shopping over the past decade. Between 2014 and 2024, the 25–34 cohort led the charge in every single year. The 35–44 group held steady in second place, although the 16–24 group has challenged that spot in recent years.
Meanwhile, older generations are catching up—but still lag behind. In 2024:
- 45–54-year-olds: 78%
- 55–64-year-olds: 67%
- 65–74-year-olds: only 53%
These age-driven trends help paint a fuller picture of EU consumer behavior online, showing how younger people dominate purchases while older groups steadily adopt online shopping habits.
Online Sales Europe: Demographic & Social Profile of EU E-Buyers
One of the most interesting findings from 2024? Men and women are now equally likely to shop online, each with a 77% participation rate among internet users.
But if we dig deeper, we notice other factors make a difference:
- Urban dwellers shop more (78%) than those in towns/suburbs (76%) or rural areas (75%)
- Education matters: 89% of people with high education levels bought online, compared to 76% with medium education and only 58% with low or no formal education
- Employment status also plays a role: Employees, self-employed, and family workers made up the most active shopper group at 83%, while only 59% of pensioners shopped online. Students (82%) and the unemployed (68%) sat somewhere in between
So, when we talk about EU internet users’ online purchases, we’re talking about a population influenced not just by age or gender—but by where they live, what they do, and how educated they are.
What Do Europeans Buy Online in 2024?
So, what’s filling up those online carts?
Unsurprisingly, clothing tops the list—a solid 46% of internet users bought clothes, shoes, or accessories online in 2024.
That’s nearly half the population buying fashion from the comfort of home.
Next up: food deliveries from restaurants, fast food chains, and catering services — ordered by 21% of users. Cosmetics and wellness products followed closely behind at 20%, and furniture and home accessories weren’t far off with 19%.
Different age groups have slightly different preferences:
- 16–24 and 25–34-year-olds leaned heavily into fashion and food deliveries
- 35–44-year-olds prioritized children’s toys and home decor
- 55–64-year-olds started shopping more for wellness products and vitamins
- 65–74-year-olds showed more interest in furniture and dietary supplements
EU online shopping stands out for its personal, diverse nature — shaped by every stage of life.
Beyond Goods: Online Subscriptions and Services on the Rise
Let’s talk about services—because Europeans aren’t just buying shoes and sofas online.
In 2024, housing-related services like internet or mobile phone subscriptions, or even utilities like electricity and water, saw surprisingly low online adoption. Only 15% of EU internet users subscribed to an internet or mobile connection online, and just 9% went digital for electricity or waste services.
It’s surprising — in a world of one-click couch shopping, setting up Wi-Fi still feels stuck in the paperwork era.
On the other hand, cultural services are booming. A solid 30% of internet users signed up for film, series, or sports streaming services in 2024. And 21% went for music streaming platforms. People are definitely prioritizing entertainment at home—Netflix nights are officially a European ritual.
If you’re wondering what this says about internet shopping EU, it’s simple: the shopping basket has gone way beyond products. Subscriptions are now a key part of the e-commerce experience.
For brands targeting Germany, France, or Spain, reading everything you need to know about Digital PR in Europe is essential to understand cultural and media dynamics.
Tourism and Finance: Expanding the Scope of E-Commerce
Yes, even your next vacation or insurance policy might’ve been booked online.
According to the 2024 Eurostat survey, 25% of EU internet users booked a transport service online, and 21% rented accommodation—both from enterprises. That’s not just holiday planning; that’s mainstream behavior.
And it wasn’t just the jet-setters. Students were the biggest fans of booking transport online (33%), while employees and self-employed folks led the way in renting accommodation (27%).
Surprised again? Here’s more:
When it comes to financial services, 13% of internet users bought insurance policies online in 2024. That was the top financial service purchased online—well ahead of buying stocks (7%) or taking out loans (4%). Also, men were consistently more active in buying all three financial products compared to women.
It’s clear: online sales Europe isn’t just about consumer goods anymore. Travel, streaming, insurance—everything is just a click away now.
Regional Disparities: Where Online Shopping Thrives and Lags
Now, this part is really interesting.
In 2023 (the most recent year with regional breakdowns), there were 21 EU regions where at least 80% of people aged 16–74 shopped online. Most of these were in the Netherlands (11 regions!), Sweden (4 regions), and Denmark (3 regions). Ireland and Czechia also made the leaderboard.
The top performer? Utrecht in the Netherlands—an impressive 87.8% of people there were online buyers.
On the flip side, some areas are still warming up to the digital cart. In Bulgaria, Romania, and Italy, many regions had less than 35% online shopping participation. Two regions even dipped below 20%—Yugoiztochen in Bulgaria (19.8%) and Guadeloupe in France (18.7%).
So, while the EU online shopping average tells a story of growth, there’s still a noticeable divide. Some regions are clicking constantly. Others? Still hesitating.
Trends Fueling Growth: Why Is Online Shopping Increasing in Europe?
Let’s zoom out. Why is online shopping increasing in Europe so dramatically?
A few major shifts are fueling the e-commerce engine:
- First, it’s just more convenient. People love price transparency and easy comparison without ever stepping foot in a store.
- Second, digital wallets are becoming the go-to payment method. In 2024, they accounted for a third of all e-commerce transaction value in Europe, up 12 percentage points since 2014.
- And don’t forget the new players. Platforms like AliExpress, SHEIN, and Temu are changing the game by driving cross-border e-commerce in Europe, offering lower prices and broader access to global products.
Even the economy is playing a role. As inflation slows and purchasing power returns, consumers are coming back to categories like fashion and electronics—especially with Buy Now, Pay Later options.
So yes, Europeans are shopping smarter, faster, and more globally than ever. The growth of EU online shopping is powered by tech, trust, and transformation.
Forecast: E-Commerce Set to Surpass €565 Billion by 2029
Looking ahead, the future of e-commerce in Europe is anything but flat.
According to the latest e-commerce forecast Europe 2029 from Forrester for, online retail sales across France, Germany, Italy, Spain, and the UK will grow from €389 billion in 2024 to €565 billion.
Let’s break that down:
- UK: €152B in 2024 → €207B in 2029
- Germany: €97B → €146B
- France: €73B → €106B
By 2029, UK’s online sales will make up 32% of its total retail, up from 27%. In Germany and France, the shift will be from 16% to 21%, and 14% to 17%, respectively.
These aren’t small bumps. This is a full-on transformation of how Europeans shop.
If you’re not selling online in Europe—you’re missing out on one of the fastest-growing markets. That’s the definition of eCommerce trends in Europe.