Online shopping in the European Union maintained its upward trend in 2024, Anadolu Agency reported citing data released by Eurostat on Thursday. Last year, 77% of internet users purchased or ordered goods and services for personal use online, marking a significant increase from 59% in 2014.

Ireland led the EU with 96% of its internet users engaging in online shopping, followed closely by the Netherlands at 94% and Denmark at 91%. On the other end of the spectrum, Bulgaria recorded the lowest share at 57%, with Italy and Romania slightly higher at 60%.

The most popular online purchases in 2024 included clothing, footwear, and accessories, as well as fast-food and catering services, and cosmetics and wellness products. The data highlights the continued shift toward e-commerce across the EU over the past decade.