The 2024 edition of Eurostat’s 'E-commerce statistics for individuals' provides a comprehensive analysis of online purchasing behaviour across the EU. Based on responses from nearly 200 000 individuals aged 16-74, the report is part of the EU’s annual ICT survey on internet use in households and by individuals. It explores how Europeans engage with e-commerce – from buying goods and services to subscribing to cultural, housing, tourism, and financial offerings – while highlighting patterns across age, education, employment status, and place of residence.

Key findings from 2024 include:

• 77 % of internet users in the EU reported buying or ordering goods or services online in the past 12 months, up from 59 % in 2014.

• The most active online buyers were aged 25-34 (89 %) and 35-44 (86 %), while only 53 % of those aged 65-74 made online purchases.

• The most frequently purchased goods were clothes, shoes, and accessories (46 %), followed by restaurant deliveries (21 %), cosmetics (20 %), and furniture or gardening products (19 %).

• Cultural services saw strong uptake, with 30 % of internet users subscribing to streaming platforms for films, series, or sports.

• In tourism, 21 % rented accommodation online and 25 % booked transport services from enterprises.

• For financial services, 13 % of internet users purchased insurance policies online, making it the top financial e-commerce activity.

• Online buying was more common among individuals with higher education (89 %), those employed (83 %), and people living in urban areas (78 %).

These trends are driven by improved access to internet services, the growing digital economy, and the EU’s digital policies, including the Digital Single Market Strategy and the Digital Services Act, aimed at boosting consumer trust and market efficiency.