Final yr, 78 % of web customers within the European Union made a minimum of one on-line buy. Eire ranks highest, with greater than 95 %. In Romania, the variety of internet buyers has grown probably the most over the previous ten years.
This emerges from new figures revealed by Eurostat. Each the quantity of on-line EU residents and the variety of internet buyers amongst them elevated once more in 2025.
Tens of millions of extra consumers
Final yr, 94.5 % of all residents of the European Union used the web, in contrast with 93.7 % in 2024. Of these customers, 77.8 % purchased one thing on-line, a couple of share level greater than a yr earlier (76.6 %). The rise could appear small, however the overwhelming majority of Europeans already store on-line, which implies the expansion potential is restricted. Nonetheless, a number of million new on-line consumers have been added within the EU final yr.
Prime three
Ecommerce is most deeply embedded in Eire, the brand new figures present: 95.3 % of the nation’s web customers purchase on-line. The Netherlands follows with an adoption fee of 94.4 %, whereas Denmark ranks third within the EU, with a share of 91.2 %. Norway scores even greater, at 93.4 %, however that nation isn’t a member of the Union.
On-line purchasing is most established in Eire
On the backside of the EU rating are Romania (63.6 %), Italy (61.7 %) and Bulgaria (57.0 %). In accordance with earlier Eurostat knowledge, Yugoiztochen in southeastern Bulgaria is the EU area with the bottom share of frequent internet buyers: solely barely a couple of in 5 residents orders on-line commonly. The variations in ecommerce adoption between nations and areas throughout the Union are massive.
Strongest development
Eurostat additionally compares adoption in 2025 with that in 2015. The figures present that the variety of internet buyers has elevated probably the most in Romania amongst all EU nations. Ten years in the past, solely 18 % of web customers purchased on-line; final yr that determine was nearly 64 % (a rise of 46 share factors).
Ecommerce adoption has grown enormously in Romania
The Czech Republic (plus 33 share factors) and present chief Eire (plus 32 share factors) additionally recorded sturdy development. In North Macedonia, which isn’t an EU member, ecommerce has additionally turn into way more widespread over the previous decade. The share of internet buyers there has nearly quadrupled, reaching 60.3 % of web customers.
