Last year, 96 percent of Irish internet users made online purchases. The country has the biggest percentage of online shoppers, compared to other European countries. The Netherlands and Denmark also have high percentages, with 94 and 91 percent respectively.
These data come from a recent report from Eurostat. According to the report, ecommerce in Europe has grown significantly between 2014 and 2024. Last year, 77 percent of European internet users bought or ordered goods or services online in the previous 12 months. In 2014, that share was only 59 percent. This marks a 17 percentage point rise.
Share of online shoppers lowest in Bulgaria
While Ireland, the Netherlands and Denmark had the highest share of online shoppers last year, in other countries the share was still a lot lower. Bulgaria had the lowest share, with 57 percent. Italy and Romania follow, both at 60 percent.
Clothing was the top category
When looking at the most frequently bought goods in 2024, clothing, shoes and accessories were the top category. At least 45 percent of people bought these goods in the previous three months at the time of research.
Deliveries from restaurants, fast-food chains and catering services came in second with 21 percent. Cosmetics, beauty and wellness products followed in third place, with 20 percent.
Continued growth in the future
Previous reports from other researchers have also shown that ecommerce in Europe is expected to continue growing. According to Forrester, European online sales will grow 45 percent between 2024 and 2029. By 2029, the total online sales will reach 565 billion euros in Europe.
