Insight into the EU e-commerce market the Netherlands has the highest number of online shoppers, while Spain has the fastest growth rate!

Netherlands has the highest number of online shoppers and Spain has the fastest growth rate in the EU e-commerce market

BusinessDialogue has learned that according to the International Telecommunication Union’s ICT survey, online shopping in the European Union continues to grow. In 2022, Internet users (ages 16-74) account for 91% of the total population of the European Union, of which 75% have purchased or subscribed to goods and services. The proportion of EU e-commerce buyers has increased from 55% in 2012 to 75% in 2022, an increase of 20%.

Netherlands has the largest e-commerce buyer population

In 2022, the highest proportion of e-commerce buyers in the entire European Union is the Netherlands (92% of Internet users), followed by Denmark (90%) and Ireland (89%). The lowest proportion of e-commerce buyers is Bulgaria (49%), where less than half of Internet users have made online purchases.

In addition, during the period from 2012 to 2022, the number of e-commerce buyers in Estonia (+47%), Hungary (+43%), the Czech Republic and Romania (+41%) has grown the most.

Clothing, shoes, and accessories are the most in-demand category

The survey shows that in 2022, the most ordered goods by EU online shoppers are clothing, shoes, and accessories, with 42% of Internet users having made such purchases. Food ranks second, with 19% of Internet users having purchased it. Then comes cosmetics, beauty or health products (17%), furniture, home decor or gardening products (16%), printed books, magazines or newspapers, and sports products (14%).

The volume of orders for physical goods exceeds that of online services such as tickets and rentals

In 2022, 21% of EU Internet users have used online platforms to order physical goods; 6% of Internet users have used online platforms to rent housing, 1% have used online platforms to purchase tickets, and less than 1% have used online platforms to order home services. In addition, the 25-34 and 35-44 age groups purchase the most goods from third-party sellers, accounting for 29% of the overall Internet user population.

Spain will lead the growth of EU e-commerce market

ICT predicts that Spain will lead the growth of the e-commerce market in the EU region. By 2023, Spain’s e-commerce sales will increase by 20% year-on-year, reaching 65.3 billion euros.

The survey found that the e-commerce market in Spain has been steadily growing in recent years. In 2021, the country’s e-commerce sales exceeded 57.7 billion euros, an increase of 11.7% compared to the previous year.

Data shows that last year, fashion was the most popular category in the Spanish e-commerce market, accounting for 7.3% of total sales. The second and the third were travel (growing by 7%) and financial intermediation services (growing by 6.1%), respectively.

Editor ✎ Nicole/AMZ123

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