In 2024, Romania has the highest percentage of individuals who last purchased online between 3 and 12 months ago, led by its regions like Bucuresti-Ilfov and Sud-Muntenia, followed by Bulgaria and Macedonia. There has been a significant decline in online purchasing in Finland, Hungary, and Slovakia. Switzerland saw the highest increase in online activity, while nations like Montenegro and Greece also showed substantial growth. Conversely, Denmark, Ireland, and Sweden reported negative trends. The Compound Annual Growth Rate (CAGR) highlights the overall rise in online purchases, with certain countries experiencing fluctuations due to diverse socio-economic factors.
Future trends to watch include a potential rebound in countries with declining growth as technology adoption increases and digital literacy expands. Moreover, regions with emerging markets might see accelerated growth propelled by deeper internet penetration and growing consumer confidence. Monitoring policy changes and economic conditions will further illuminate shifts in e-commerce behaviors across Europe.
Top countries in Individuals Having Last Purchased Online Between 3 and 12 Months Ago by Country
| # | 10 Countries | Percent of Persons Who Used the Internet Within the Last Year | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Bucuresti-Ilfov (Romania) | 23.31 | 2023 | |||
| 2 | 2 Sud-Muntenia (Romania) | 23.18 | 2023 | |||
| 3 | 3 Severozapaden (Bulgaria) | 23.13 | 2023 | |||
| 4 | 4 Yugozapaden (Bulgaria) | 22.59 | 2023 | |||
| 5 | 5 Romania | 21.81 | 2023 | +4.01% | +21.64% | View data |
| 6 | 6 Macedonia | 19.72 | 2023 | +14.32% | +21.49% | View data |
| 7 | 7 Sud-Vest Oltenia (Romania) | 19.65 | 2023 | |||
| 8 | 8 South Finland | 19.14 | 2023 | |||
| 9 | 9 Iceland | 19.13 | 2023 | +0.052% | +2.55% | View data |
| 10 | 10 Jihozápad (Czech Republic) | 18.99 | 2023 |
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