In 2022, more than 90% of the young demographics in the EU have been recorded to have used the Internet, and 75% of people between 16 and 74 bought goods and services for their private use. Between 20212 and 2022, the percentage of online shoppers had grown from 55% to 75%, highly due to the COVID-19 pandemic, and ease of access to new technologies.
Netherlands, Denmark, and Ireland were recorded to have the highest number of online buyers, with 92%, 90%, and 89% buyers respectively.
The growth of e-buyers was strong in countries like Estonia, Hungary, Czechia, and Romania. Hence presenting opportunities for retailers.
Restaurants, fast food chains, catering services, cosmetics, beauty or wellness products, furniture, home accessories, gardening products, printed books, magazines, and sports goods, are some of the sectors that have benefited from the European e-commerce sector.
Manufacturers who want to grow in the European online market have to target, acquire and convert to new digital consumers. Research from Euromonitor indicated that 45% of the industry professionals indicated the need for companies to positively deliver to the digital consumer.
