Eurostat has released data for the survey 2019 on ICT usage in households and by individuals, which also includes figures on e-commerce showing that online shopping is continuing to increase in the European Union (EU-27). Eurostat reported that “consumers appreciate the possibilities of being able to shop anytime, anywhere, with access to a wide range of products and easy price comparisons.
Eurostat also stated that during the current coronavirus pandemic, with most of non-food brick-and-mortar shops in lockdown and consumers under social distancing restrictions, e-commerce can be expected to grow further. However, Ecommerce Europe is in close contact with its national association members, which are currently analyzing the impact of COVID-19 on e-commerce, and the first data we received from Germany shows that the pandemic is actually causing a loss of sales in e-commerce. A recent study from our German member bevh shows indeed that in March 2020 e-commerce turnover fell by almost 20% compared to the same period of the previous year.
Eurostat findings show that “60% of people in the EU aged 16 to 74 shopped online during the year prior to the 2019 survey, compared with 56% in the 2018 survey”. Also, men tend to shop online slightly more than women, with 61% of men and 59% of women shopping online. However, the share of online shoppers has increased more among women over the last 10 years than among men.
The study also shows that the share of online shoppers has increased significantly among all age groups during the last 10 years, in particular for people between 16 and 54 years old. Looking at the 2019 figures for the EU Member States, Eurostat reports that high shares of people who shopped online during the previous year were recorded in particular in the Scandinavian countries: the highest shares are in Denmark (84%) and Sweden (82%), followed by the Netherlands (81%), Germany (79%) and Finland (73%). However, the highest increase over the last 10 years was in Estonia, with the share of online shoppers up 51 percentage points from 17% in 2009 to 68% in 2019.