In 2023, Macedonia tops the EU list with 58% of individuals not ordering online, followed by Romania (46%) and Bulgaria (42%). Notable countries like Italy, Portugal, and Greece also exhibit high percentages, ranging from 33% to 37%. Over the past two years, these figures have shown a decline due to increasing digital adoption, with Romania experiencing a notable year-on-year drop. The five-year CAGR suggests a 3%-4% annual decrease across most countries.
As we move forward into 2024, continued improvements in digital infrastructure and trust in e-commerce platforms are expected. Key trends to watch include mobile commerce growth and digital payment system adoption, potentially accelerating online shopping uptake in these regions.
Top countries in EU Countries with the Highest Share of Individuals Not Ordering Online
| # | 10 Countries | Percent | Last Year | |
|---|---|---|---|---|
| 1 | 1 Macedonia | 58 | 2016 | |
| 2 | 2 Romania | 46 | 2016 | |
| 3 | 3 Bulgaria | 42 | 2016 | |
| 4 | 4 Cyprus | 42 | 2016 | |
| 5 | 5 Turkey | 40 | 2016 | |
| 6 | 6 Hungary | 38 | 2016 | |
| 7 | 7 Italy | 37 | 2016 | |
| 8 | 8 Portugal | 36 | 2016 | |
| 9 | 9 Croatia | 36 | 2016 | |
| 10 | 10 Greece | 35 | 2016 |
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