The State of the EU E-Commerce and Trends Among E-Shoppers


It is a well-known fact that e-commerce in Europe is growing stronger and stronger day by day providing better and more convenient ways for EU consumers to shop online not only on the domestic markets, but also on an international level. A survey by Eurostat on the trends in consumer habits among EU citizens has been conducted as a part of the Digital Agenda of the European Commission related to the 2020 Europe Strategy to support innovation and economic growth.

And we couldn’t help but take a look at the recent stats on the purchasing habits of e-shoppers around Europe and how they vary among the different member-countries of the EU:

–  68 % of all internet users in the European Union shopped online in 2017

–  The largest share of e-shoppers is in Northern Europe – 86% from all internet users in the United Kingdom, followed by Sweden (84 %), Denmark, Germany, Luxembourg and the Netherlands (82% each);

–  7 out of 10 internet users in the last 1 year prior to the survey have made online purchases;

–  33% of the e-shoppers have made online purchases from other EU countries, compared to 25% back in 2012;

–  80% of all international online purchases are of physical goods, 34% are travel and accommodation purchases and 25% are purchases of digital products and services.

–  Factors like gender, age, education and employment influence the e-commerce activity. For men, the share of e- shoppers among internet users is slightly higher than the one for women (69 % and 66 %, respectively).

All of the above findings relate to individual e-shoppers and don’t contain data about business entities. The growing number of online purchases within the European Union are an indicator of the successful functioning of the EU single market for e-commerce and the positive impact of the Fintech industry on the economy.

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