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Topic: Digital technology

95.1% of people aged 16 to 74 in Ireland bought something online in a year, against 51.2% in Bulgaria.

In 2025, 73.6% of people aged 16 to 74 in the EU bought or ordered goods or services online for private use in the twelve months before the survey. People say this themselves in a survey.

Figures for:
2025.
Covers:
differs by country.
New data:
once a year.
Dataset updated:
17 April 2026.

Published 4 November 2026

27 / 27 EU countries ranked

The ranking

In 2025, the share of people aged 16 to 74 who bought something online ranged from 51.2% in Bulgaria to 95.1% in Ireland.

Share of people aged 16 to 74 who bought something online, %

2025 · people aged 16 to 74
020406080100%
Rank 1: Ireland, 95.1 %
Rank 2: Netherlands, 94.2 %
Rank 3: Denmark, 91.2 %
Rank 4: Sweden, 88.8 %
Rank 5: Czechia, 83.7 %
Rank 6: Finland, 82.0 %
Rank 7: Germany, 81.4 %
Rank 8: France, 80.2 %
Rank 9: Luxembourg, 80.1 %
Rank 10: Slovakia, 78.8 %
Rank 11: Belgium, 78.5 %
Rank 12: Estonia, 76.5 %
Rank 13: Austria, 72.7 %
Rank 14: Malta, 71.4 %
Rank 15: Spain, 70.8 %
Rank 16: Latvia, 69.7 %
Rank 16: Poland, 69.7 %
Rank 18: Greece, 68.0 %
Rank 19: Hungary, 67.7 %
Rank 20: Slovenia, 66.9 %
Rank 21: Lithuania, 64.8 %
Rank 22: Cyprus, 63.4 %
Rank 23: Croatia, 61.7 %
Rank 24: Portugal, 60.5 %
Rank 25: Romania, 60.3 %
Rank 26: Italy, 56.2 %
Rank 27: Bulgaria, 51.2 %
How to read: bars start at zero. Every country with a value is shown, ranked from highest to lowest.Source: Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20).Chart: Civitascope (civitascope.eu) · CC BY 4.0 · Download image · Download data ·

Over time

From 2021 to 2025, the EU figure rose from 67.1% to 73.6%.

Share of people aged 16 to 74 who bought something online in the EU, %

2021–2025 · people aged 16 to 74
EU, by year: 2021 67.1%, 2022 68.0%, 2023 69.6%, 2024 71.8%, 2025 73.6%.
How to read: one value a year, from 2021 to 2025. The axis does not start at zero, so that the change shows.Source: Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20).Chart: Civitascope (civitascope.eu) · CC BY 4.0 · Download image · Download data ·

Between 2021 and 2025, the share fell in 2 countries and rose in 25.

Share of people aged 16 to 74 who bought something online, %

2021 and 2025 · ranked by 2025 · people aged 16 to 74
202120252025 − 2021Difference
406080100pp
Rank 1: Ireland, 2021: 87.4 %, 2025: 95.1 %, 2025 − 2021: +7.7 pp
Rank 2: Netherlands, 2021: 89.5 %, 2025: 94.2 %, 2025 − 2021: +4.7 pp
Rank 3: Denmark, 2021: 90.8 %, 2025: 91.2 %, 2025 − 2021: +0.4 pp
Rank 4: Sweden, 2021: 86.7 %, 2025: 88.8 %, 2025 − 2021: +2.1 pp
Rank 5: Czechia, 2021: 75.5 %, 2025: 83.7 %, 2025 − 2021: +8.2 pp
Rank 6: Finland, 2021: 78.6 %, 2025: 82.0 %, 2025 − 2021: +3.4 pp
Rank 7: Germany, 2021: 76.0 %, 2025: 81.4 %, 2025 − 2021: +5.4 pp
Rank 8: France, 2021: 75.7 %, 2025: 80.2 %, 2025 − 2021: +4.5 pp
Rank 9: Luxembourg, 2025: 80.1 %, 2021: 81.0 %, 2025 − 2021: −0.9 pp
Rank 10: Slovakia, 2021: 75.3 %, 2025: 78.8 %, 2025 − 2021: +3.5 pp
Rank 11: Belgium, 2021: 75.2 %, 2025: 78.5 %, 2025 − 2021: +3.3 pp
Rank 12: Estonia, 2021: 70.3 %, 2025: 76.5 %, 2025 − 2021: +6.2 pp
Rank 13: Austria, 2021: 63.2 %, 2025: 72.7 %, 2025 − 2021: +9.5 pp
Rank 14: Malta, 2021: 64.6 %, 2025: 71.4 %, 2025 − 2021: +6.8 pp
Rank 15: Spain, 2021: 66.6 %, 2025: 70.8 %, 2025 − 2021: +4.2 pp
Rank 16: Latvia, 2021: 61.8 %, 2025: 69.7 %, 2025 − 2021: +7.9 pp
Rank 16: Poland, 2021: 61.2 %, 2025: 69.7 %, 2025 − 2021: +8.5 pp
Rank 18: Greece, 2021: 54.2 %, 2025: 68.0 %, 2025 − 2021: +13.8 pp
Rank 19: Hungary, 2021: 66.0 %, 2025: 67.7 %, 2025 − 2021: +1.7 pp
Rank 20: Slovenia, 2025: 66.9 %, 2021: 71.2 %, 2025 − 2021: −4.3 pp
Rank 21: Lithuania, 2021: 60.0 %, 2025: 64.8 %, 2025 − 2021: +4.8 pp
Rank 22: Cyprus, 2021: 54.0 %, 2025: 63.4 %, 2025 − 2021: +9.4 pp
Rank 23: Croatia, 2021: 57.4 %, 2025: 61.7 %, 2025 − 2021: +4.3 pp
Rank 24: Portugal, 2021: 51.6 %, 2025: 60.5 %, 2025 − 2021: +8.9 pp
Rank 25: Romania, 2021: 38.5 %, 2025: 60.3 %, 2025 − 2021: +21.8 pp
Rank 26: Italy, 2021: 51.5 %, 2025: 56.2 %, 2025 − 2021: +4.7 pp
Rank 27: Bulgaria, 2021: 33.0 %, 2025: 51.2 %, 2025 − 2021: +18.2 pp
How to read: each arrow goes from 2021 (outlined dot) to 2025 (filled dot). A leftward arrow means the share fell. Each value is beside its dot. The column on the right is their difference, 2025 − 2021. Countries are ranked by 2025.Source: Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20).Chart: Civitascope (civitascope.eu) · CC BY 4.0 · Download image · Download data ·

How often

In 2025, 21.31% of people aged 16 to 74 in the EU bought online once or twice in the three months before the survey, and 9.54% more than ten times.

People aged 16 to 74 who bought online in the three months before the survey, by number of purchases, % of all people aged 16 to 74

2025
EU, 1 or 2 times: 21.31 %,3 to 5 times: 20.87 %,6 to 10 times: 10.52 %,more than 10 times: 9.54 %,
Rank 1: Hungary, 1 or 2 times: 26.99 %,3 to 5 times: 16.18 %,6 to 10 times: 5.42 %,more than 10 times: 6.18 %,
Rank 2: France, 1 or 2 times: 26.41 %,3 to 5 times: 23.71 %,6 to 10 times: 11.69 %,more than 10 times: 8.51 %,
Rank 3: Netherlands, 1 or 2 times: 25.67 %,3 to 5 times: 26.32 %,6 to 10 times: 15.21 %,more than 10 times: 19.20 %,
Rank 4: Austria, 1 or 2 times: 25.01 %,3 to 5 times: 21.64 %,6 to 10 times: 9.14 %,more than 10 times: 9.97 %,
Rank 5: Slovenia, 1 or 2 times: 23.75 %,3 to 5 times: 18.47 %,6 to 10 times: 6.81 %,more than 10 times: 4.16 %,
Rank 6: Luxembourg, 1 or 2 times: 23.35 %,3 to 5 times: 21.18 %,6 to 10 times: 10.49 %,more than 10 times: 13.45 %,
Rank 7: Sweden, 1 or 2 times: 23.30 %,3 to 5 times: 28.44 %,6 to 10 times: 14.21 %,more than 10 times: 13.24 %,
Rank 8: Spain, 1 or 2 times: 23.09 %,3 to 5 times: 19.19 %,6 to 10 times: 9.11 %,more than 10 times: 8.26 %,
Rank 9: Belgium, 1 or 2 times: 22.46 %,3 to 5 times: 25.92 %,6 to 10 times: 9.49 %,more than 10 times: 8.77 %,
Rank 10: Germany, 1 or 2 times: 22.02 %,3 to 5 times: 22.37 %,6 to 10 times: 11.75 %,more than 10 times: 14.27 %,
Rank 11: Italy, 1 or 2 times: 21.85 %,3 to 5 times: 12.55 %,6 to 10 times: 4.83 %,more than 10 times: 3.81 %,
Rank 12: Denmark, 1 or 2 times: 21.73 %,3 to 5 times: 29.70 %,6 to 10 times: 15.42 %,more than 10 times: 14.96 %,
Rank 13: Czechia, 1 or 2 times: 20.65 %,3 to 5 times: 28.95 %,6 to 10 times: 16.79 %,more than 10 times: 9.05 %,
Rank 14: Estonia, 1 or 2 times: 19.23 %,3 to 5 times: 23.99 %,6 to 10 times: 11.64 %,more than 10 times: 11.87 %,
Rank 15: Latvia, 1 or 2 times: 19.21 %,3 to 5 times: 20.59 %,6 to 10 times: 7.33 %,more than 10 times: 7.19 %,
Rank 16: Slovakia, 1 or 2 times: 19.03 %,3 to 5 times: 26.50 %,6 to 10 times: 12.49 %,more than 10 times: 8.92 %,
Rank 17: Romania, 1 or 2 times: 17.65 %,3 to 5 times: 16.28 %,6 to 10 times: 5.26 %,more than 10 times: 2.35 %,
Rank 18: Finland, 1 or 2 times: 17.48 %,3 to 5 times: 26.38 %,6 to 10 times: 14.22 %,more than 10 times: 10.00 %,
Rank 19: Portugal, 1 or 2 times: 16.90 %,3 to 5 times: 19.49 %,6 to 10 times: 6.88 %,more than 10 times: 6.32 %,
Rank 20: Ireland, 1 or 2 times: 16.51 %,3 to 5 times: 31.00 %,6 to 10 times: 19.24 %,more than 10 times: 20.71 %,
Rank 21: Greece, 1 or 2 times: 15.39 %,3 to 5 times: 20.26 %,6 to 10 times: 14.42 %,more than 10 times: 12.79 %,
Rank 22: Lithuania, 1 or 2 times: 14.83 %,3 to 5 times: 22.04 %,6 to 10 times: 8.26 %,more than 10 times: 8.38 %,
Rank 23: Bulgaria, 1 or 2 times: 13.12 %,3 to 5 times: 12.50 %,6 to 10 times: 6.08 %,more than 10 times: 3.05 %,
Rank 24: Poland, 1 or 2 times: 12.51 %,3 to 5 times: 20.99 %,6 to 10 times: 13.31 %,more than 10 times: 9.78 %,
Rank 25: Malta, 1 or 2 times: 12.19 %,3 to 5 times: 17.04 %,6 to 10 times: 12.65 %,more than 10 times: 20.60 %,
Rank 26: Cyprus, 1 or 2 times: 11.49 %,3 to 5 times: 24.03 %,6 to 10 times: 12.72 %,more than 10 times: 9.97 %,
Rank 27: Croatia, 1 or 2 times: 7.61 %,3 to 5 times: 13.36 %,6 to 10 times: 22.72 %,more than 10 times: 7.44 %,
How to read: one row per country, one dot per group on an axis from zero, and a line from the lowest to the highest. Each value is in the columns on the right. Countries are ranked by the “1 or 2 times” column.Source: Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20).Chart: Civitascope (civitascope.eu) · CC BY 4.0 · Download image · Download data ·

Young and old

In 2025, 88.5% of people aged 25 to 34 in the EU bought online, against 44.4% of people aged 65 to 74.

Share of people who bought online, by age, %

2025
all16–2425–3435–4445–5455–6465–74
EU, all: 73.6 %,16–24: 83.2 %,25–34: 88.5 %,35–44: 85.2 %,45–54: 77.2 %,55–64: 64.0 %,65–74: 44.4 %,
Rank 1: Ireland, all: 95.1 %,16–24: 97.8 %,25–34: 98.3 %,35–44: 98.4 %,45–54: 97.9 %,55–64: 90.5 %,65–74: 81.0 %,
Rank 2: Netherlands, all: 94.2 %,16–24: 97.3 %,25–34: 97.3 %,35–44: 97.9 %,45–54: 96.2 %,55–64: 91.6 %,65–74: 84.0 %,
Rank 3: Denmark, all: 91.2 %,16–24: 92.3 %,25–34: 95.4 %,35–44: 95.3 %,45–54: 92.4 %,55–64: 88.1 %,65–74: 82.3 %,
Rank 4: Sweden, all: 88.8 %,16–24: 83.9 %,25–34: 94.6 %,35–44: 94.1 %,45–54: 92.4 %,55–64: 87.6 %,65–74: 76.0 %,
Rank 5: Czechia, all: 83.7 %,16–24: 97.3 %,25–34: 97.1 %,35–44: 94.5 %,45–54: 90.4 %,55–64: 75.1 %,65–74: 46.3 %,
Rank 6: Finland, all: 82.0 %,16–24: 88.2 %,25–34: 92.5 %,35–44: 92.3 %,45–54: 89.9 %,55–64: 76.1 %,65–74: 53.0 %,
Rank 7: Germany, all: 81.4 %,16–24: 84.3 %,25–34: 90.5 %,35–44: 90.4 %,45–54: 84.5 %,55–64: 77.2 %,65–74: 61.0 %,
Rank 8: France, all: 80.2 %,16–24: 84.7 %,25–34: 93.1 %,35–44: 90.2 %,45–54: 84.7 %,55–64: 72.7 %,65–74: 55.7 %,
Rank 9: Luxembourg, all: 80.1 %,16–24: 86.3 %,25–34: 89.7 %,35–44: 85.8 %,45–54: 83.0 %,55–64: 71.2 %,65–74: 55.6 %,
Rank 10: Slovakia, all: 78.8 %,16–24: 90.8 %,25–34: 92.8 %,35–44: 89.8 %,45–54: 83.9 %,55–64: 67.8 %,65–74: 44.8 %,
Rank 11: Belgium, all: 78.5 %,16–24: 89.3 %,25–34: 93.6 %,35–44: 88.1 %,45–54: 81.0 %,55–64: 69.0 %,65–74: 50.5 %,
Rank 12: Estonia, all: 76.5 %,16–24: 87.8 %,25–34: 93.4 %,35–44: 92.0 %,45–54: 81.4 %,55–64: 63.8 %,65–74: 36.4 %,
Rank 13: Austria, all: 72.7 %,16–24: 88.3 %,25–34: 83.2 %,35–44: 82.7 %,45–54: 78.0 %,55–64: 60.3 %,65–74: 44.2 %,
Rank 14: Malta, all: 71.4 %,16–24: 86.9 %,25–34: 86.3 %,35–44: 81.6 %,45–54: 72.6 %,55–64: 52.2 %,65–74: 28.0 %,
Rank 15: Spain, all: 70.8 %,16–24: 80.8 %,25–34: 88.3 %,35–44: 82.4 %,45–54: 75.8 %,55–64: 58.9 %,65–74: 36.1 %,
Rank 16: Latvia, all: 69.7 %,16–24: 85.7 %,25–34: 90.4 %,35–44: 87.7 %,45–54: 75.7 %,55–64: 53.6 %,65–74: 29.7 %,
Rank 16: Poland, all: 69.7 %,16–24: 86.1 %,25–34: 92.4 %,35–44: 89.4 %,45–54: 74.1 %,55–64: 50.9 %,65–74: 25.0 %,
Rank 18: Greece, all: 68.0 %,16–24: 91.3 %,25–34: 95.6 %,35–44: 80.7 %,45–54: 70.8 %,55–64: 56.5 %,65–74: 23.1 %,
Rank 19: Hungary, all: 67.7 %,16–24: 79.4 %,25–34: 80.5 %,35–44: 77.1 %,45–54: 72.9 %,55–64: 57.7 %,65–74: 38.5 %,
Rank 20: Slovenia, all: 66.9 %,16–24: 87.8 %,25–34: 82.5 %,35–44: 84.2 %,45–54: 71.2 %,55–64: 49.1 %,65–74: 33.0 %,
Rank 21: Lithuania, all: 64.8 %,16–24: 86.2 %,25–34: 90.4 %,35–44: 84.3 %,45–54: 67.7 %,55–64: 43.4 %,65–74: 21.6 %,
Rank 22: Cyprus, all: 63.4 %,16–24: 77.2 %,25–34: 88.0 %,35–44: 80.4 %,45–54: 66.5 %,55–64: 38.2 %,65–74: 16.4 %,
Rank 23: Croatia, all: 61.7 %,16–24: 88.1 %,25–34: 87.7 %,35–44: 81.5 %,45–54: 66.1 %,55–64: 43.0 %,65–74: 17.0 %,
Rank 24: Portugal, all: 60.5 %,16–24: 77.3 %,25–34: 86.6 %,35–44: 80.8 %,45–54: 70.2 %,55–64: 40.9 %,65–74: 19.8 %,
Rank 25: Romania, all: 60.3 %,16–24: 77.0 %,25–34: 80.1 %,35–44: 73.9 %,45–54: 64.0 %,55–64: 46.7 %,65–74: 23.6 %,
Rank 26: Italy, all: 56.2 %,16–24: 68.3 %,25–34: 73.8 %,35–44: 67.0 %,45–54: 61.1 %,55–64: 45.4 %,65–74: 28.8 %,
Rank 27: Bulgaria, all: 51.2 %,16–24: 67.7 %,25–34: 70.8 %,35–44: 66.4 %,45–54: 55.3 %,55–64: 40.8 %,65–74: 17.7 %,
all16–2425–3435–44
EU, all: 73.6 %,16–24: 83.2 %,25–34: 88.5 %,35–44: 85.2 %,
Rank 1: Ireland, all: 95.1 %,16–24: 97.8 %,25–34: 98.3 %,35–44: 98.4 %,
Rank 2: Netherlands, all: 94.2 %,16–24: 97.3 %,25–34: 97.3 %,35–44: 97.9 %,
Rank 3: Denmark, all: 91.2 %,16–24: 92.3 %,25–34: 95.4 %,35–44: 95.3 %,
Rank 4: Sweden, all: 88.8 %,16–24: 83.9 %,25–34: 94.6 %,35–44: 94.1 %,
Rank 5: Czechia, all: 83.7 %,16–24: 97.3 %,25–34: 97.1 %,35–44: 94.5 %,
Rank 6: Finland, all: 82.0 %,16–24: 88.2 %,25–34: 92.5 %,35–44: 92.3 %,
Rank 7: Germany, all: 81.4 %,16–24: 84.3 %,25–34: 90.5 %,35–44: 90.4 %,
Rank 8: France, all: 80.2 %,16–24: 84.7 %,25–34: 93.1 %,35–44: 90.2 %,
Rank 9: Luxembourg, all: 80.1 %,16–24: 86.3 %,25–34: 89.7 %,35–44: 85.8 %,
Rank 10: Slovakia, all: 78.8 %,16–24: 90.8 %,25–34: 92.8 %,35–44: 89.8 %,
Rank 11: Belgium, all: 78.5 %,16–24: 89.3 %,25–34: 93.6 %,35–44: 88.1 %,
Rank 12: Estonia, all: 76.5 %,16–24: 87.8 %,25–34: 93.4 %,35–44: 92.0 %,
Rank 13: Austria, all: 72.7 %,16–24: 88.3 %,25–34: 83.2 %,35–44: 82.7 %,
Rank 14: Malta, all: 71.4 %,16–24: 86.9 %,25–34: 86.3 %,35–44: 81.6 %,
Rank 15: Spain, all: 70.8 %,16–24: 80.8 %,25–34: 88.3 %,35–44: 82.4 %,
Rank 16: Latvia, all: 69.7 %,16–24: 85.7 %,25–34: 90.4 %,35–44: 87.7 %,
Rank 16: Poland, all: 69.7 %,16–24: 86.1 %,25–34: 92.4 %,35–44: 89.4 %,
Rank 18: Greece, all: 68.0 %,16–24: 91.3 %,25–34: 95.6 %,35–44: 80.7 %,
Rank 19: Hungary, all: 67.7 %,16–24: 79.4 %,25–34: 80.5 %,35–44: 77.1 %,
Rank 20: Slovenia, all: 66.9 %,16–24: 87.8 %,25–34: 82.5 %,35–44: 84.2 %,
Rank 21: Lithuania, all: 64.8 %,16–24: 86.2 %,25–34: 90.4 %,35–44: 84.3 %,
Rank 22: Cyprus, all: 63.4 %,16–24: 77.2 %,25–34: 88.0 %,35–44: 80.4 %,
Rank 23: Croatia, all: 61.7 %,16–24: 88.1 %,25–34: 87.7 %,35–44: 81.5 %,
Rank 24: Portugal, all: 60.5 %,16–24: 77.3 %,25–34: 86.6 %,35–44: 80.8 %,
Rank 25: Romania, all: 60.3 %,16–24: 77.0 %,25–34: 80.1 %,35–44: 73.9 %,
Rank 26: Italy, all: 56.2 %,16–24: 68.3 %,25–34: 73.8 %,35–44: 67.0 %,
Rank 27: Bulgaria, all: 51.2 %,16–24: 67.7 %,25–34: 70.8 %,35–44: 66.4 %,
all45–5455–6465–74
EU, all: 73.6 %,45–54: 77.2 %,55–64: 64.0 %,65–74: 44.4 %,
Rank 1: Ireland, all: 95.1 %,45–54: 97.9 %,55–64: 90.5 %,65–74: 81.0 %,
Rank 2: Netherlands, all: 94.2 %,45–54: 96.2 %,55–64: 91.6 %,65–74: 84.0 %,
Rank 3: Denmark, all: 91.2 %,45–54: 92.4 %,55–64: 88.1 %,65–74: 82.3 %,
Rank 4: Sweden, all: 88.8 %,45–54: 92.4 %,55–64: 87.6 %,65–74: 76.0 %,
Rank 5: Czechia, all: 83.7 %,45–54: 90.4 %,55–64: 75.1 %,65–74: 46.3 %,
Rank 6: Finland, all: 82.0 %,45–54: 89.9 %,55–64: 76.1 %,65–74: 53.0 %,
Rank 7: Germany, all: 81.4 %,45–54: 84.5 %,55–64: 77.2 %,65–74: 61.0 %,
Rank 8: France, all: 80.2 %,45–54: 84.7 %,55–64: 72.7 %,65–74: 55.7 %,
Rank 9: Luxembourg, all: 80.1 %,45–54: 83.0 %,55–64: 71.2 %,65–74: 55.6 %,
Rank 10: Slovakia, all: 78.8 %,45–54: 83.9 %,55–64: 67.8 %,65–74: 44.8 %,
Rank 11: Belgium, all: 78.5 %,45–54: 81.0 %,55–64: 69.0 %,65–74: 50.5 %,
Rank 12: Estonia, all: 76.5 %,45–54: 81.4 %,55–64: 63.8 %,65–74: 36.4 %,
Rank 13: Austria, all: 72.7 %,45–54: 78.0 %,55–64: 60.3 %,65–74: 44.2 %,
Rank 14: Malta, all: 71.4 %,45–54: 72.6 %,55–64: 52.2 %,65–74: 28.0 %,
Rank 15: Spain, all: 70.8 %,45–54: 75.8 %,55–64: 58.9 %,65–74: 36.1 %,
Rank 16: Latvia, all: 69.7 %,45–54: 75.7 %,55–64: 53.6 %,65–74: 29.7 %,
Rank 16: Poland, all: 69.7 %,45–54: 74.1 %,55–64: 50.9 %,65–74: 25.0 %,
Rank 18: Greece, all: 68.0 %,45–54: 70.8 %,55–64: 56.5 %,65–74: 23.1 %,
Rank 19: Hungary, all: 67.7 %,45–54: 72.9 %,55–64: 57.7 %,65–74: 38.5 %,
Rank 20: Slovenia, all: 66.9 %,45–54: 71.2 %,55–64: 49.1 %,65–74: 33.0 %,
Rank 21: Lithuania, all: 64.8 %,45–54: 67.7 %,55–64: 43.4 %,65–74: 21.6 %,
Rank 22: Cyprus, all: 63.4 %,45–54: 66.5 %,55–64: 38.2 %,65–74: 16.4 %,
Rank 23: Croatia, all: 61.7 %,45–54: 66.1 %,55–64: 43.0 %,65–74: 17.0 %,
Rank 24: Portugal, all: 60.5 %,45–54: 70.2 %,55–64: 40.9 %,65–74: 19.8 %,
Rank 25: Romania, all: 60.3 %,45–54: 64.0 %,55–64: 46.7 %,65–74: 23.6 %,
Rank 26: Italy, all: 56.2 %,45–54: 61.1 %,55–64: 45.4 %,65–74: 28.8 %,
Rank 27: Bulgaria, all: 51.2 %,45–54: 55.3 %,55–64: 40.8 %,65–74: 17.7 %,
How to read: one row per country, one column per group, each value in its cell. The stronger the colour, the higher the value. Countries are ranked by the “all” column.Source: Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20).Chart: Civitascope (civitascope.eu) · CC BY 4.0 · Download image · Download data ·

Education

In 2025, 88.9% of people with high formal education in the EU bought online, against 51.0% of people with no or low formal education.

Share of people who bought online, by level of formal education, %

2025
EU, low formal education: 51.0 %,medium formal education: 73.4 %,high formal education: 88.9 %,
Rank 1: Ireland, low formal education: 94.3 %,medium formal education: 92.0 %,high formal education: 96.2 %,
Rank 2: Netherlands, low formal education: 86.1 %,medium formal education: 94.4 %,high formal education: 98.5 %,
Rank 3: Denmark, low formal education: 86.0 %,medium formal education: 90.9 %,high formal education: 95.4 %,
Rank 4: Sweden, low formal education: 76.2 %,medium formal education: 88.3 %,high formal education: 95.5 %,
Rank 5: Czechia, low formal education: 75.9 %,medium formal education: 81.3 %,high formal education: 94.3 %,
Rank 6: Finland, low formal education: 75.4 %,medium formal education: 78.0 %,high formal education: 90.8 %,
Rank 7: Estonia, low formal education: 73.8 %,medium formal education: 71.4 %,high formal education: 83.5 %,
Rank 8: Slovakia, low formal education: 65.3 %,medium formal education: 74.6 %,high formal education: 94.5 %,
Rank 9: Germany, low formal education: 62.3 %,medium formal education: 82.4 %,high formal education: 90.8 %,
Rank 10: Latvia, low formal education: 60.0 %,medium formal education: 61.6 %,high formal education: 84.1 %,
Rank 11: France, low formal education: 57.7 %,medium formal education: 80.6 %,high formal education: 92.1 %,
Rank 12: Luxembourg, low formal education: 55.9 %,medium formal education: 84.2 %,high formal education: 89.7 %,
Rank 13: Belgium, low formal education: 54.8 %,medium formal education: 78.4 %,high formal education: 89.7 %,
Rank 14: Lithuania, low formal education: 53.3 %,medium formal education: 47.0 %,high formal education: 84.8 %,
Rank 15: Austria, low formal education: 52.7 %,medium formal education: 70.6 %,high formal education: 86.2 %,
Rank 16: Poland, low formal education: 51.9 %,medium formal education: 61.6 %,high formal education: 91.8 %,
Rank 17: Slovenia, low formal education: 50.8 %,medium formal education: 63.0 %,high formal education: 84.5 %,
Rank 18: Hungary, low formal education: 48.5 %,medium formal education: 64.7 %,high formal education: 83.7 %,
Rank 19: Spain, low formal education: 47.0 %,medium formal education: 74.5 %,high formal education: 85.2 %,
Rank 20: Malta, low formal education: 44.8 %,medium formal education: 73.9 %,high formal education: 87.6 %,
Rank 21: Romania, low formal education: 36.9 %,medium formal education: 60.2 %,high formal education: 87.5 %,
Rank 22: Italy, low formal education: 35.8 %,medium formal education: 62.4 %,high formal education: 77.5 %,
Rank 23: Greece, low formal education: 31.4 %,medium formal education: 68.4 %,high formal education: 87.8 %,
Rank 24: Portugal, low formal education: 31.2 %,medium formal education: 74.1 %,high formal education: 84.8 %,
Rank 25: Bulgaria, low formal education: 27.7 %,medium formal education: 47.8 %,high formal education: 71.6 %,
Rank 26: Cyprus, low formal education: 26.5 %,medium formal education: 55.9 %,high formal education: 83.6 %,
Rank 27: Croatia, low formal education: 20.1 %,medium formal education: 65.1 %,high formal education: 82.3 %,
How to read: one row per country, one dot per group on an axis from zero, and a line from the lowest to the highest. Each value is in the columns on the right. Countries are ranked by the “low formal education” column.Source: Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20).Chart: Civitascope (civitascope.eu) · CC BY 4.0 · Download image · Download data ·

About the data

The 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.

Counted: people aged 16 to 74.

Left out:

  • people living in institutions such as hospitals or prisons

Eurostat: “An online buyer is defined as an individual who bought or ordered goods or services on-line during the last 3 months or the last 12 months prior to the survey.” (source)

The data come from a sample survey, the EU survey on the use of ICT in households and by individuals. The national statistical institutes run it every year. The figures are what people reported about themselves.

How to read these numbers

How it is measured

A purchase counts when the person placed a binding, paid order on a website or in an app with the features of an online shop. Orders by email or text message do not count. Paying online for something ordered offline does not count. Free goods and services, and orders placed as part of work, do not count. Online bookings of accommodation, financial products, online lotteries and betting count.

This dataset starts in 2020. The figures for 2002 to 2019 are in a separate Eurostat dataset (isoc_ec_ibuy), because the survey questions changed.

Each person was asked about the 12 months before their interview, and the countries held their interviews at different times of the year. Most countries collected the data in the second quarter.

Revisions

In 2025 Hungary's statistical office (KSH) adapted its questionnaire to modernised data collection and took the population totals for weighting from the 2022 census. It marks no break in the series. Some 2025 values differ from 2024 more than expected, and the KSH has checked them and considers them valid.

Sources and data

Eurostat, Internet purchases by individuals (2020 onwards) (isoc_ec_ib20). Data updated 17 April 2026, retrieved 4 November 2026. Licence: CC BY 4.0.

Eurostat metadata · Eurostat methodology

The exact Eurostat API query

https://ec.europa.eu/eurostat/api/dissemination/statistics/1.0/data/isoc_ec_ib20?format=JSON&lang=en&freq=A&geo=AT&geo=BE&geo=BG&geo=CY&geo=CZ&geo=DE&geo=DK&geo=EE&geo=EL&geo=ES&geo=EU27_2020&geo=FI&geo=FR&geo=HR&geo=HU&geo=IE&geo=IT&geo=LT&geo=LU&geo=LV&geo=MT&geo=NL&geo=PL&geo=PT&geo=RO&geo=SE&geo=SI&geo=SK&ind_type=IND_TOTAL&indic_is=I_BLT12&unit=PC_IND

How every number in this story was computed

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