Online Shopping Sees Continued Growth In The European Union

By Dayeeta Das
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Online Shopping Sees Continued Growth In The European Union

Online shopping in the European Union continued to grow in 2019, driven by an increase in Internet usage, improved security standards, access to a wide range of products, easy price comparisons and convenience, according to a Eurostat report.

In 2019, around 60% of shoppers in the EU between the age of 16 to 74 shopped online at some point during the year, up from 56% in 2018, data showed.

The percentage of female online shoppers increased from 29% in 2009 to 59% in 2019, while online shopping amongst males increased from 35% to 61% in the same period.

The study also found that in the last ten years, the percentage of online shoppers almost doubled from 32% in 2009.

Regional Trends

In 2019, Scandinavian countries saw the highest share of customers engaging in online shopping.


Denmark emerged on top of the list with 84% shoppers opting for online shopping at some point during 2019, followed by Sweden (82%), the Netherlands (81%), Germany (79%) and Finland (73%).

However, Estonia witnessed the highest growth in online shopping in the past 10 years, with its share of online shoppers up 51 percentage points from 17% in 2009 to 68% in 2019.

In the ten years to 2019, the highest growth in online shopping was seen in customers aged 25 to 34 years, up from 46% in 2009 to 79% in 2019.

This was followed by the age groups 16 to 24 years, (up from 41% to 73%), and 35 to 44 years, (up from 41% to 71%), and 45 to 54 years (up from 31% to 61%), the report said.


Among shoppers aged 55 to 64 years, online purchases increased from 19% in 2009 to 45% in 2019, while in the age group of 65 to 74 years, it grew from 8% to 28%.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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