Ranking · 36 countries · 2025
Individuals who purchased online in the last 12 months (% of population) in Europe by country
Ireland had the highest individuals who purchased online in the last 12 months (% of population) in 2025, at 95%, followed by the Netherlands (94.2%) and Norway (92.5%). The ranking compares 36 European countries on 2025 figures from Eurostat. Albania ranked last of the 36, at 40.6%.
How this ranking is built. Indicator: Individuals who purchased online in the last 12 months (% of population) · Industry: Retail · Period: 2025. Only verified actual figures for that one period are ranked, so every row is comparable; forecasts are not ranked, and world or regional totals are shown as reference, not ranked. 2 other countries have data only for other periods and are omitted.
Visualised
Ranked chart
Individuals who purchased online in the last 12 months (% of population) by country
2025 · 12 highest of 36 countries
The table
Country ranking
Rank · country · value · change on the same period a year earlier · source. Values in %.
| # | Country | Value | YoY | Period | Source |
|---|---|---|---|---|---|
| 1 | Ireland IE | 95% | +0.4% | 2025 | Statistical Office of the European Union |
| 2 | Netherlands NL | 94.2% | +0.1% | 2025 | Statistical Office of the European Union |
| 3 | Norway NO | 92.5% | +1.1% | 2025 | Statistical Office of the European Union |
| 4 | Denmark DK | 91.2% | +0.4% | 2025 | Statistical Office of the European Union |
| 5 | Sweden SE | 88.8% | +0.4% | 2025 | Statistical Office of the European Union |
| 6 | Switzerland CH | 85.5% | — | 2025 | Statistical Office of the European Union |
| 7 | Czechia CZ | 83.7% | +3.0% | 2025 | Statistical Office of the European Union |
| 8 | Finland FI | 82% | +3.9% | 2025 | Statistical Office of the European Union |
| 9 | Germany DE | 81.4% | +4.5% | 2025 | Statistical Office of the European Union |
| 10 | France FR | 80.2% | -0.2% | 2025 | Statistical Office of the European Union |
| 11 | Luxembourg LU | 80.1% | -0.3% | 2025 | Statistical Office of the European Union |
| 12 | Slovakia SK | 78.8% | +0.7% | 2025 | Statistical Office of the European Union |
| 13 | Belgium BE | 78.5% | +3.2% | 2025 | Statistical Office of the European Union |
| 14 | Estonia EE | 76.5% | +4.7% | 2025 | Statistical Office of the European Union |
| 15 | Austria AT | 72.7% | +2.8% | 2025 | Statistical Office of the European Union |
| 16 | Malta MT | 71.4% | +3.6% | 2025 | Statistical Office of the European Union |
| 17 | Spain ES | 70.8% | +2.7% | 2025 | Statistical Office of the European Union |
| 18 | Latvia LV | 69.7% | +7.1% | 2025 | Statistical Office of the European Union |
| 19 | Poland PL | 69.7% | +3.4% | 2025 | Statistical Office of the European Union |
| 20 | Greece GR | 68% | +4.7% | 2025 | Statistical Office of the European Union |
| 21 | Hungary HU | 67.7% | -8.8% | 2025 | Statistical Office of the European Union |
| 22 | Slovenia SI | 66.9% | +0.9% | 2025 | Statistical Office of the European Union |
| 23 | Lithuania LT | 64.8% | +0.7% | 2025 | Statistical Office of the European Union |
| 24 | Cyprus CY | 63.4% | -1.8% | 2025 | Statistical Office of the European Union |
| 25 | Serbia RS | 62.1% | +4.0% | 2025 | Statistical Office of the European Union |
| 26 | Croatia HR | 61.7% | +4.1% | 2025 | Statistical Office of the European Union |
| 27 | Portugal PT | 60.5% | +2.0% | 2025 | Statistical Office of the European Union |
| 28 | Romania RO | 60.3% | +7.4% | 2025 | Statistical Office of the European Union |
| 29 | Kosovo XK | 58.4% | -0.5% | 2025 | Statistical Office of the European Union |
| 30 | Italy IT | 56.2% | +4.9% | 2025 | Statistical Office of the European Union |
| 31 | North Macedonia MK | 55.9% | -3.9% | 2025 | Statistical Office of the European Union |
| 32 | Bulgaria BG | 51.2% | +2.9% | 2025 | Statistical Office of the European Union |
| 33 | Turkiye TR | 50.7% | +7.3% | 2025 | Statistical Office of the European Union |
| 34 | Bosnia and Herzegovina BA | 49.5% | +12.8% | 2025 | Statistical Office of the European Union |
| 35 | Montenegro ME | 44.5% | +28.4% | 2025 | Statistical Office of the European Union |
| 36 | Albania AL | 40.6% | +8.3% | 2025 | Statistical Office of the European Union |
Frequently asked questions
Which European country has the highest individuals who purchased online in the last 12 months (% of population)?
Ireland, at 95% in 2025, ahead of the Netherlands (94.2%) and Norway (92.5%), among 36 countries ranked on 2025 figures from Eurostat.
Which European country has the lowest individuals who purchased online in the last 12 months (% of population)?
Albania, at 40.6% in 2025, then Montenegro (44.5%).
What does this ranking measure?
Percentage of individuals aged 16 to 74 who bought or ordered goods or services over the internet for private use in the last 12 months.
Which countries are included?
36 countries with 2025 figures: Ireland, Netherlands, Norway, Denmark, Sweden, Switzerland, Czechia, Finland, Germany, France, Luxembourg and Slovakia and 24 more. 2 other countries published figures only for other periods and are left out, so every row compares the same period.
Where does the data come from?
From Eurostat. Every value links to its record, which quotes the table or sentence it was read from. Only actual figures are ranked; forecasts are left out.
Cite & reuse
Cite this ranking
Published under CC BY 4.0.
StatOrigin. (2026). Individuals who purchased online in the last 12 months (% of population) in Europe by country, 2025. Retrieved from https://statorigin.org/rankings/online-purchases-last-12-months-by-country