74% of European Internet users shop online. Which trends are worth paying attention to?

According to foreign media reports, the European Statistical Office earlier released the latest results of the online shopping consumer survey , revealing the current status of the European e-commerce market from the aspects of consumers, sales categories, development speed and market size .

The survey targets people aged 16-74. In 2021, 90 % of European users used the Internet, of which 74% had shopped online . Compared with 2020 (73% of Internet users), online shopping in Europe increased by 1 percentage point.

By region , the proportion of Internet users varies greatly among European countries. For example, the Netherlands ( 94% ) , Denmark ( 92% ) , Sweden ( 89% ) and Ireland ( 88% ) are the top four regions in Europe with more than seven-eighths of Internet users spending online , while Romania ( 44%) and Bulgaria ( 42 %) are at the bottom with less than 50% of online consumers, and their online shopping penetration rates are relatively low .

In addition, the fastest growing e-commerce country in 2021 is the Czech Republic ( 27%) , where more than 80% of users shop online , and the online shopping of Internet users has increased significantly . It is followed by Slovenia ( 26%), Hungary (26%) , Romania ( 26%) , Croatia ( 25%) , and Lithuania ( 25%).

The survey also pointed out that the frequency of online consumption from high to low is: clothes (including sportswear), shoes or accessories ( 68%), furniture, home decorations or gardening products ( 29% ), cosmetics, beauty or health products ( 27% ) , printed books, magazines or newspapers ( 25% ) , sporting goods ( excluding sportswear ) ( 24% ), children's toys or childcare products ( 20%) .

Males are slightly more likely than females to shop online among European internet users (74% vs. 73% respectively ), while 25-34 year olds are more active than other age groups (85%).

About 33% of Internet users said that they shop online less frequently, having only shopped online 1-5 times in three months , while only 15% of Internet users shopped online more than 10 times . Data shows that the Internet group aged 25-54 has the strongest desire for online consumption . Among online shoppers in this age group, 17% have shopped online 6-10 times in three months , and another 18% have shopped online more than 10 times .

In terms of spending, more than 40% of online shoppers said they spent between 100 and 499 euros on online shopping in the past three months . For example , among the 25-54 age group, the proportion of online spending in the past three months was: 100-499 euros ( 42% ) , 500-999 euros (11%) , and more than 1,000 euros (9%) .

Currently, European consumers say that product delivery time, product quality and integrity, and after-sales issues are factors that affect their decision to purchase online. Online shopping in Europe continues to grow, and it is expected that by 2024, the size of the European e-commerce market will exceed that of the United States. Sellers can understand local market trends and consumption conditions and consider whether to enter the market.

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