Online shopping is growing very popular throughout the world, and that’s certainly the case in Europe. In fact, over three-quarters of European internet users made online purchases in 2025. This is quite a bit higher than in 2024, and ecommerce adoption is growing in many regions throughout Europe.
Most European Internet Users Shop Online
According to new figures, 77.8% of people who use the internet in the European Union made at least one online purchase in 2025. This is compared to only 76.6% in 2024. While this growth of just over one percentage point may seem small, in reality, it means that millions more people shopped online throughout 2025 compared to 2024.
Also, with such a huge majority of people already shopping online in the region, it’s hard for the growth potential to be very high.
Top and Bottom Countries for Ecommerce in Europe
In addition to touching on the number of Europeans who buy items online, the data also includes details about the parts of Europe that shop online the most frequently, and which lag in terms of adoption.
The countries where ecommerce is the most popular in Europe include Ireland (where 95.3% of the country’s internet users shop online), the Netherlands (94.4%), Norway (93.4%), and Denmark (91.2%).
On the other hand, the countries at the bottom of the list include Romania (63.6%), Italy (61.7%), and Bulgaria (57%).
While the gap between the top and bottom countries is evident, even the countries with the lowest ecommerce adoption still see well over half of their internet-using population shop online. As a result, this shows that ecommerce is finding a ton of success in the region, and many people are shifting to making more purchases online.
Which Regions Have the Strongest Growth?
The data also highlights the regions in Europe that have seen the strongest ecommerce growth over the last 10 years. While essentially all regions in Europe have more online shoppers as of 2025 than they did in 2015, no country grew by more in this regard than Romania.
That’s right, despite Romania having one of the lowest ecommerce adoption percentages among internet users in Europe, the country’s growth has still been rapid over the past decade. This is largely due to the incredibly low ecommerce adoption that it had back in 2015.
A decade ago, only 18% of internet users in Romania bought items online, compared to nearly 64% in 2025. This is a massive increase of 46 percentage points, far more than almost every other country on the list.
Other nations that experienced plenty of ecommerce growth throughout the last decade include the Czech Republic (an increase of 33 percentage points) and Ireland (an increase of 32 percentage points).
It’s clear that ecommerce has become an incredibly common and popular way for Europeans to shop, no matter where you go in the region. As a result, global ecommerce brands need to ensure they’re operating in the region, or they risk leaving millions of potential customers on the table.
