Top 20 EU countries with the highest share of individuals shopping online

Valerie Charoux
4 hours ago
3 min read

EU Retail News – Here is the ranking of the Top 20 EU countries with the highest share of individuals shopping online, according to Eurostat data published on October 6^th, 2025:

1 – What is the share of individuals shopping online in the EU?

The average share of individuals shopping online in the EU is 60.20% of the population shopping online in 2024, according to Eurostat.

2 - Top 20 EU countries with the highest share of individuals shopping online:

1 – Netherlands

The Netherlands ranks No. 1 country in Europe with the highest share of individuals shopping online, with 86.66% of the population shopping online in 2024.

2 - Ireland

Ireland ranks 2nd country in Europe with the highest share of individuals shopping online, with 85.94% of the population shopping online in 2024.

3 – Denmark

Denmark ranks 3^rd country in Europe with the highest share of individuals shopping online, with 81.79% of the population shopping online in 2024.

4 – Norway

Norway ranks 4^th country in Europe with the highest share of individuals shopping online, with 80.50% of the population shopping online in 2024.

5 – Sweden

Sweden ranks 5^th country in Europe with the highest share of individuals shopping online, with 79.22% of the population shopping online in 2024.

6 – Czechia

Czechia ranks 6^th country in Europe with the highest share of individuals shopping online, with 74.38% of the population shopping online in 2024.

7 – Luxembourg

Luxembourg ranks 7^th country in Europe with the highest share of individuals shopping online, with 69.63% of the population shopping online in 2024.

8 – France

France ranks 8^th country in Europe with the highest share of individuals shopping online, with 69.31% of the population shopping online in 2024.

9 – Germany

Germany ranks 9^th country in Europe with the highest share of individuals shopping online, with 66.76% of the population shopping online in 2024.

10 – Slovakia

Slovakia ranks 10^th country in Europe with the highest share of individuals shopping online, with 66.38% of the population shopping online in 2024.

11 – Belgium

Belgium ranks 11^th country in Europe with the highest share of individuals shopping online, with 65.33% of the population shopping online in 2024.

12 – Finland

Finland ranks 12^th country in Europe with the highest share of individuals shopping online, with 64.47% of the population shopping online in 2024.

13 – Austria

Austria ranks 13^th country in Europe with the highest share of individuals shopping online, with 64.07% of the population shopping online in 2024.

14 – Estonia

Estonia ranks 14^th country in Europe with the highest share of individuals shopping online, with 61.99% of the population shopping online in 2024.

15 – Hungary

Hungary ranks 15^th country in Europe with the highest share of individuals shopping online, with 61.73% of the population shopping online in 2024.

16 – Malta

Malta ranks 16^th country in Europe with the highest share of individuals shopping online, with 61.68% of the population shopping online in 2024.

17 – Iceland

Iceland ranks 17^th country in Europe with the highest share of individuals shopping online, with 86.66% of the population shopping online in 2024.

18 – Cyprus

Cyprus ranks 18^th country in Europe with the highest share of individuals shopping online, with 60.26% of the population shopping online in 2024.

19 – Spain

Spain ranks 19^th country in Europe with the highest share of individuals shopping online, with 56.70% of the population shopping online in 2024.

This figure is below the EU average for the share of individuals shopping online that is 60.20% in 2024.

20 – Greece

Greece ranks 20^th country in Europe with the highest share of individuals shopping online, with 54.17% of the population shopping online in 2024.