What e-commerce products sell the most online in Europe in 2026?
E-commerce News - Here are the e-commerce goods and services that sell the most online in Europe, according to a Eurostat report published in 2026. The percentages are only for paid online goods and services, as the figures are far higher when including free services:
Top 10 e-commerce products that sell the most online in Europe:
1 - Online music, films, books, newspapers, magazines, games:
The No. 1 type of e-commerce products that sell the most online in Europe is cultural, namely online music, films, books, newspapers, magazines, or games, that represents 39.19% of online purchases in the EU in 2025.
2 - Paid subscription to a film, series, or sports streaming service:
The 2nd type of e-commerce products that sell the most online in Europe is a paid subscription to a film, series, or sports streaming service, that represents 32.68% of online purchases in the EU in 2025.
3 - Online purchases of tickets to events:
The 3rd type of e-commerce products that sell the most online in Europe is online purchases of tickets to events, that represents 28.55% of online purchases in the EU in 2025.
4 - Paid subscription to a music streaming service:
The 4th type of e-commerce products that sell the most online in Europe is a paid subscription to a music streaming service, that represents 23.03% of online purchases in the EU in 2025.
5 - Online purchases of printed books, magazines or newspapers:
The 5th type of e-commerce products that sell the most online in Europe is a paid subscription to a gaming streaming service, that represents 15.834% of online purchases in the EU in 2024.
6 - Software as downloads:
The 6th type of e-commerce products that sell the most online in Europe is Software as downloads, that represents 13.23% of online purchases in the EU in 2025.
7 - Games as downloads:
The 7th type of e-commerce products that sell the most online in Europe is games as downloads, that represents 12.32% of online purchases in the EU in 2025.
8 - E-books or audiobooks as downloads:
The 8th type of e-commerce products that sell the most online in Europe is e-books or audiobooks as downloads, that represents 9.45% of online purchases in the EU in 2025.
9 - Paid subscriptions to online news or magazines:
The 9th type of e-commerce products that sell the most online in Europe is a paid subscription to online news or magazines, that represents 7.23% of online purchases in the EU in 2025.
For both paid and free services, the percentage of individuals that read online news sites in the EU is 70.81% in 2025, that is the 2nd highest percentage out of the Top 10 categories listed, according to Eurostat data published on April 17th, 2026.
10 - Paid subscription to a gaming streaming service:
The 10th type of e-commerce products that sell the most online in Europe is a paid subscription to a gaming streaming service, that represents 6.14% of online purchases in the EU in 2025.
