In 2023, 58.1% of EU residents aged 16–74 reported making online purchases within the previous three months. However, Greece, alongside Bulgaria, Romania, Italy, and other southern and eastern European countries, ranked below this EU average in e-commerce adoption.
Greece’s Position in the EU
Despite the growing trend of online shopping across Europe, all Greek regions reported lower-than-average online shopping rates. This highlights a slower uptake of e-commerce in Greece compared to leading nations like the Netherlands and Denmark.
EU Leaders in E-commerce
The highest rates of online shopping were recorded in 21 regions where at least 80% of people aged 16–74 engaged in e-commerce. The Netherlands dominated, with regions like Utrecht (87.8%), Noord-Holland (86.4%), and Overijssel (85.9%) leading the EU. These were followed by regions in Sweden, Denmark, Ireland, and Czechia.
Regions with Minimal Online Shopping
In contrast, 20 EU regions had less than 35% of their population using e-commerce, primarily in Romania, Bulgaria, Italy, and some French outermost regions. The lowest rates were in Yugoiztochen, Bulgaria (19.8%), and Guadeloupe, France (18.7%).
Broader Trends
Countries such as Denmark, Finland, Sweden, and Ireland consistently outperformed the EU average in online shopping rates. Conversely, Greece and other southern EU nations demonstrate significant room for growth in digital commerce adoption.
This disparity underscores the diverse levels of digital integration within Europe, with infrastructure, access, and digital literacy likely influencing these regional differences.
Read more: Eurostat reports
(Source: Eurostat)