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Trends in Online Sales
During a three-month period in 2023, roughly one-fifth (19.9%) of EU citizens between the ages of 16 and 74 sold goods online. Although it noticeably leaves out straightforward ad postings, like selling used goods through classified ads, this number includes a variety of digital commerce activities, including the sale of both goods and services.
According to the study, 58.1% of EU citizens between the ages of 16 and 74 made purchases online in 2023.
Considering online orders, whether paid for and delivered online or offline, as e-commerce transactions, but we exclude manual email orders.
Age Demographics in Online Selling
Online selling behavior shows a pronounced generational divide. With 28.7% of them engaging in online selling, the 25–34 age group exhibits the highest level of involvement. This is a 3.9-fold difference from the 7.4% of people in the 65–74 age group who sell online.
Regional Leaders in Online Commerce
With Noord-Holland leading the way at 44.5% participation, the Netherlands dominates the top-performing regions. Flevoland was the only Dutch region outside the top tier, with eleven of the twelve exhibiting outstanding performance.
Other areas with strong performance include:
- Several parts of Hungary, including Budapest
- The capital region of Slovakia (Bratislava region)
- Finland‘s Helsinki-Uusimaa
- A few areas in France, Denmark, Belgium, and Malta
Source: Eurostat
Lower Engagement Areas
Conversely, some regions show significantly lower participation rates. Fifteen EU regions reported less than 7.5% of their population engaging in online selling, primarily concentrated in southeastern Europe:
- Romania’s five regions, with the Vest region having the lowest rate at 2.5%
- Greece’s four regions
- Three Bulgarian regions
- Poland’s two regions
- Spain’s one autonomous region
Geographic Distribution and Demographics
Regional Superiority in Online Sales
Over 80% of consumers in 21 EU regions made purchases online, with significant representation from:
- Netherlands (11 regions)
- Sweden (four regions)
- Denmark (three regions)
- Ireland (two regions)
- Czech Republic (region of Praha)
Source: Eurostat
