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Trade: Romania ranks first in EU for online shopping increase in last decade

April 2, 2025

Online purchases in EU continued to grow in 2024, the most frequent goods bought inline are clothes (including sportswear), footwear and accessories, according to data published by Eurostat.   According to those data, last year, 77% of Internet users bought or ordered goods or personal use services online, on the rise from 59% in 2014, which represents a 17% increase.   The highest percentages of Internet users who made online purchases in 2024 were recorded in Ireland (96%), the Netherlands (94%)and Demnark (91%). At the opposite pole we find Bulgaria with the lowest percentage of internet users who made online purchases last year (57%), followed by Italy and Romania, both with 60%. If we compare the 2024 situation with that of 2014, the most important increases were recorded in Romania (43% advance from 17% to 60%), Hungary ( from 42% to 79%) and Lithuania (from 36% to 72%).   Goods most frequently bought online in 2024 were clothes (includins sportswear), footwear and accessories, 45% of Internet users making those purchases in the last three months. They were followed by food deliveries from restaurants, fast-food chains and catering services (21%) , cosmetics and wellness products (20%), furniture and household accessories or garden items (19%). The next category were sports equipments, magazines, newspapers and health supplements like vitamins, each with a share of 16%.

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