“In EU, the proportion of individuals aged 16 to 74 having ordered goods or services for private use over the internet (“e-buyers”) has continuously risen, from 30% in 2007 to 53% in 2015. This means that the EU has exceeded its Digital Agenda target of 50% by 2015,” the release reads.
Among EU internet users who did not make any online purchase in 2015, 75% said they preferred to shop in person and 27% were concerned about payment security and privacy.
Most e-buyers in the EU (70%) seemed satisfied with their online purchases.
The most popular items bought over internet were clothes and sports goods, followed by travel and holiday accommodation and household goods and toys.
In 2015, the share of e-buyers was highest in the United Kingdom (where 81% of the total population aged 16 to 74 purchased online), Denmark (79%), Luxembourg (78%), Germany (73%), the Netherlands, Finland and Sweden (all 71%).
In contrast, Romania (11% of e-buyers), Bulgaria (18%), Cyprus (23%) and Italy (26%) registered the lowest proportions.
Overall, in half of the member states, the share of e-buyers was above 50%.