10 EU Countries with the Highest Online-Shopping Participation, 2025
Key Findings
🏆
Ireland leads in internet users aged 16–74 buying online in the previous 12 months (%) with 95.26 in 2025.
📊
Average internet users aged 16–74 buying online in the previous 12 months (%) in 2025: 87.61 · median: 86.60.
↔️
Gap in 2025: Ireland is 1.2× larger than Belgium.
About This Dataset
10 EU Countries with the Highest Online-Shopping Participation, 2025
Ireland leads the 27 EU member states at 95.26% of internet users aged 16–74 having bought or ordered goods or services online for private use in the 12 months before the 2025 survey. The chart selects the ten highest estimates from Eurostat isoc_ec_ib20: individual type IND_TOTAL, indicator I_BLT12 and unit PC_IND_ILT12. The denominator is people who used the internet in the previous year, not every resident, every adult or recent online buyers only. Payment is required for the order, but need not be made online. The API’s two-decimal values are retained rather than rounded to whole percentages; none of the selected observations is flagged. All 27 EU members have data; the EU aggregate is 77.82%. No numerical cutoff tie occurs. This is participation, not e-commerce revenue, order frequency, spending or a prediction of Black Friday 2026 sales. Upcoming November and holiday shopping provides plausible seasonal relevance as of October 30, 2026; rising search interest has not been measured. Very small differences in survey estimates should not be treated as significant.
Analysis
Ireland exceeds the EU aggregate by 17.44 percentage points. Four countries exceed 90%. France and Slovakia differ by only 0.01 point; their point-estimate order does not establish a meaningful difference in shopping behaviour.
Data Insights
Numbers, trends & sources behind this chart
Methodology & source
- Data source
- Eurostat — ICT household survey, isoc_ec_ib20, 2025; extracted October 30, 2026
- Coverage
- 10 entities · 2025 · 10 observations
- Measure
- internet users aged 16–74 buying online in the previous 12 months (%)
- Last updated
- 30 October 2026
- Compiled by
- The ANYSTAT team, from the source above
How the figures are calculated
- Values use the measure and unit named on this page. Consult the dataset description and cited source for coverage, definitions and any unit conversions. Displayed values may be rounded for readability.
- Entities are ranked highest-first on their value in 2025.
Data Sources & References
All external sources cited in this dataset
Was this chart useful?
⚑ Spotted an error in this data? Report it
Cite this chart
Using this chart in an article, report, class or website? Please cite it and link to this page.
Related Charts
More statistics on similar topics
Related
2026-Q3
23.0
Samsung
View Chart
1 week ago