Online shopping from 22% to 91% across EU regions

In 2024, there were 23 EU regions at level 2 of the nomenclature of territorial units for statistics (NUTS 2) where at least 80% of the population aged 16 to 74 years ordered goods or services over the internet in the 3 months preceding the survey.

Approximately half of these 23 regions were in the Netherlands (all 12 regions). The remainder was in Denmark (4 regions), Ireland (all 3 regions), Sweden (3 regions) and the Czech capital region of Praha.

The central Dutch region of Utrecht had the highest share of people ordering goods or services over the internet (91.5%). Its neighbouring region of Flevoland (89.5%) had the next highest share, followed by the Irish region of Northern and Western (88.3%).

https://ec.europa.eu/eurostat/documents/4187653/20614210/ordering-gods-services-online-2024-nuts2.html/8fe95443-6bbb-41dc-4214-b049100607cb?t=1764072970953

Source datasets: isoc_r_blt12_i and isoc_ec_ib20

In 21 EU regions, less than 40% of the population ordered goods or services over the internet. Most of these regions are located in eastern and southern EU, including Romania (6 regions), Bulgaria (5) and southern Italy (6). This category also included 3 outermost regions of France and 1 autonomous region of Portugal.

The south-eastern Bulgarian region of Yugoiztochen had the lowest share of people ordering goods and services over the internet (21.7%). There were 2 other regions in the EU with shares below 25%: the Caribbean region of Guadeloupe (24.2%) and the north-western Bulgarian region of Severozapaden (24.9%).

Would you like to learn more about the digital society at the regional level? 

You can read more about the digital society in the Eurostat regional yearbook – 2025 edition, also available as a set of Statistics Explained articles, as well as in the digital society section of the interactive publication Regions in Europe and the Statistical Atlas.

For more information

• Statistics Explained article on digital society statistics at regional level
• Thematic section on digital economy and society
• Database on digital economy and society
• Thematic section on regions and cities 
• Database on regions
• Regions in Europe - interactive publication
• Digitalization dashboard

Methodological notes

• This article relies on data from the Eurostat regional yearbook – 2025 edition. Note that some of the data may have been updated since its publication.
• The data cover online orders of goods and services made within 3 months before the EU survey on the use of ICT in households and by individuals.

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