84 % of those aged 16 to 74 in the EU used the internet in 2016 and two thirds (66 %) bought or ordered goods or services online. This compares with 50 % of users who bought online in 2007.
Over eight in ten internet users in the United Kingdom (87 %), Denmark (84 %) and Germany (82 %) bought or ordered goods or services over the internet in 2016. On the other hand, fewer than 40 % shopped online in Cyprus (38 %), Bulgaria (27 %) and Romania (18 %).
The most popular type of goods and services purchased online in the EU was clothes and sport goods (61 % of e-buyers), followed by travel and holiday accommodation (52 %), household goods (44 %), tickets for events (38 %) and books, magazines and newspapers (33 %).