Half of EU consumers shopped online in 2015

Among those who didn’t shop online, 75% said they preferred shopping in person, while 27% were concerned with security and privacy. Clothes and sports goods were the most popular purchases, bought by 60%, followed by travel and holiday accommodation (52%) and household goods and toys (41%).

The UK has the highest share of e-buyers, with 81% of people aged 16-74 shopping online. It’s followed by Denmark at 79%, Luxembourg at 78%, Germany at 73% and Netherlands, Finland and Sweden at 71%. The lowest share of buyers was found in Romania at 11%.

For shoppers aged 65-74, the percentage that had shopped online was over 50% in just six countries: UK (78%), Luxembourg (69%,) Germany (65%), Denmark (63%), Sweden (58%) and France (57%).