10 EU Countries Where Recent Online Shoppers Most Often Bought Clothing, 2024
Key Findings
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Cyprus leads in recent online shoppers buying clothes, shoes or accessories (%) with 85.34 in 2024.
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Average recent online shoppers buying clothes, shoes or accessories (%) in 2024: 76.94 · median: 76.65.
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Gap in 2024: Cyprus is 1.2× larger than Denmark.
About This Dataset
10 EU Countries Where Recent Online Shoppers Most Often Bought Clothing, 2024
Cyprus leads the 27 EU countries in the share of recent online shoppers who bought clothes, shoes or accessories in 2024, at 85.34%. The chart uses Eurostat isoc_ec_ibgs, indicator I_BCLOT1, individual type IND_TOTAL and unit PC_IND_BUY3. The denominator is individuals aged 16-74 who bought something online in the three months before the survey, not all residents, all internet users or shoppers over a full calendar year. Purchases cover clothes including sports clothing, shoes and accessories for private use ordered via websites or apps; the three-month recall window depends on survey timing. The ten highest national shares are selected, with no cutoff tie; selected observations have no source flags. The EU aggregate is 70.31%. Eurostat's 2026 Digitalisation publication also uses 2024 for this product indicator; the current API query for 2025 returns no observations, so no 2025 estimate is substituted. November sales and year-end gifting offer plausible upcoming seasonal relevance. These survey shares do not measure spending, order counts, market size, Black Friday sales or rising search interest.
Analysis
Cyprus is 15.03 percentage points above the EU aggregate and 6.39 points above second-ranked Bulgaria. Denmark's 72.66% narrowly exceeds Germany's 72.60% by 0.06 points at the cutoff; rounding to whole percentages would hide this distinction. High clothing participation among existing online shoppers does not imply high online-shopping participation in the entire population.
Data Insights
Numbers, trends & sources behind this chart
Methodology & source
- Data source
- Eurostat - isoc_ec_ibgs, 2024; updated April 17, 2026
- Coverage
- 10 entities · 2024 · 10 observations
- Measure
- recent online shoppers buying clothes, shoes or accessories (%)
- Last updated
- 31 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 2024.
Data Sources & References
All external sources cited in this dataset
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