Although online shopping continues to grow across Europe, especially due to COVID-19 restrictions, Cyprus (52%) lies in the bottom four of EU countries for internet purchases.
With high street shopping affected by the pandemic and changes in habits and preferences, e-commerce can be expected to grow further.
According to Eurostat, in the 12 months before the 2020 survey, 89% of people aged 16 to 74 in the EU had used the internet, 72% of whom had bought or ordered goods or services for private use.
Online shopping increased by 4 percentage points (pp) compared with 2019 (68% of internet users) and by 10 pp compared with 2015 (62%).
More than 8 in 10 internet users in the Netherlands (91%), Denmark (90%), Germany (87%), Sweden (86%) and Ireland (81%) had bought or ordered goods or services over the internet in the 12 months before the survey.
On the other hand, fewer than 50% had shopped online in Bulgaria (42%), Romania (45%) and Italy (49%; 2019 data), then follows Cyprus with 52% in 2020 (from 45% in 2019).
In Greece, this rate was 59% in 2020 (up from 51% in 2019).
Over the last five years, the largest increases in online shopping among internet users were recorded in Romania (+27 percentage points (pp), Czechia and Croatia (both +25 pp) as well as Hungary (+23 pp).
In the 3 months before the survey, the most common online purchases were clothes (incl. sport clothing), shoes or accessories (ordered by 64% of online shoppers).
Wearables were followed by films or series as a streaming service or downloads (32%), deliveries from restaurants, fast-food chains and catering services (29%), furniture, home accessories or gardening products (28%), cosmetics, beauty or wellness products (27%), printed books, magazines or newspapers (27%), computers, tablets, mobile phones or their accessories (26%) and music as a streaming service or downloads (26%).