Ecommerce Statistics by Country: Online Shopping and E-Sales in 10 Countries

Country cards: national indicators

Indicators published by each country's own statistics office or ministry. Definitions, coverage and periods differ from country to country, so these figures are not comparable across countries; use each one to follow its own country over time.

What each indicator measures

• People who shop online: the share of people aged 16 to 74 whose most recent online purchase was in the 12 months before the survey. It covers goods and services alike, and it doesn't show how often people buy or how much they spend.
• Businesses with web sales: the share of enterprises with 10 or more employees that received orders through their own website or app or through an online marketplace. It counts businesses that sell online, not the value of what they sell.
• E-sales share of turnover: the percentage of those enterprises' total turnover that came from electronic orders. It includes business-to-business sales through EDI (electronic data interchange) as well as web sales, so it is not a measure of online retail to consumers.

Age range, survey year and reference year

The individuals indicator comes from Eurostat's survey on ICT usage in households and by individuals and covers people aged 16 to 74; the year shown is the survey year.

The business indicators come from the survey on ICT usage and e-commerce in enterprises. That survey asks about web sales and e-commerce turnover for the previous calendar year, so a value labeled 2025 describes sales made in 2024. Agriculture, forestry, fishing, mining and quarrying, the financial sector and businesses with fewer than 10 employees are outside its scope.

The table shows the latest year each office has published for each indicator. If a country's value wasn't published that year, we don't fall back to an older year; the cell shows "no data". A "b" flag marks a break in the series.

Why the national figures in the country cards aren't comparable

The country cards show indicators that each country's statistics office or ministry measures its own way: one tracks total e-commerce volume from payment and order records, another the online share of retail sales, another quarterly turnover. Coverage (retail only or all sectors), currency, period and method differ, so these figures can't be put side by side or ranked. The US Census Bureau's quarterly e-commerce share of retail sales, for example, is often quoted as "ecommerce penetration", but other countries don't publish the same measure.

To compare countries, use only the table above; the country cards are for following one country over time. For industry association reports, we link to the report and don't copy its figures into the table or the cards.

How often this page is updated

We check the figures every quarter, in the first week of February, May, August and November, and update the page in between whenever a source publishes new data. Eurostat's individual and business indicators are refreshed once a year; national indicators are published quarterly or yearly, depending on the office.

Each update re-reads the figures at the source, regenerates the CSV, keeps a dated copy of the previous file and adds a line to the change log.

Sources and licenses

The figures come from data published by the organizations below. Each organization's license and required attribution note appear next to its name.

• Eurostat: CC BY 4.0. Source: Eurostat (table codes in the footnotes below the table). The data were translated, rounded to one decimal place and rearranged by Favenda; Eurostat is not responsible for this reuse
• TÜİK: TÜİK Yasal Uyarı (kaynak gösterilerek yeniden kullanım). TÜİK allows reuse when the source is cited (TÜİK Yasal Uyarı); source: TÜİK
• T.C. Ticaret Bakanlığı (ETBİS): Yalnız kaynak olarak kullanılabilir. The Ministry of Trade's report states that it may only be used as a source and may not be reproduced without permission, so we link to the report instead of copying its figures
• U.S. Census Bureau: Public domain (17 U.S.C. § 105). A work of the US federal government in the public domain; the U.S. Census Bureau is cited as the source of the original data
• INE: CC BY 4.0. Licensed under CC BY 4.0; "Fuente: Sitio web del INE: www.ine.es"
• CNMC: CC BY-SA 4.0. CNMC data are licensed under CC BY-SA 4.0 (share-alike), which doesn't fit our CC BY 4.0 compilation, so we only link to the CNMC release
• Statistisches Bundesamt (Destatis): Datenlizenz Deutschland – Namensnennung – Version 2.0. "Quelle: Pressemitteilung Nr. 346 vom 30.09.2026, Statistisches Bundesamt (Destatis); Datenlizenz by-2-0"
• Istat: CC BY 4.0. "Fonte: Istat, Commercio al dettaglio – Agosto 2026, licenza CC BY 4.0"
• Insee: Licence Ouverte 2.0. Reused under the Licence Ouverte 2.0; "Source : Insee, enquête TIC entreprises 2025, mise à jour du 21/07/2026"
• CBS: CC BY 4.0. Licensed under CC BY 4.0; "Bron: CBS"
• GUS: GUS – zasady wykorzystania (podanie źródła). GUS allows reuse when the source is given; "Źródło danych GUS"
• INS: OGL-ROU-1.0. "Sursa: INS, TEMPO-Online (COM1071). Conține informații publice în baza Licenței pentru Guvernare Deschisa v1.0"
• GASTAT: GASTAT Use Policy. The GASTAT Use Policy allows reuse, including commercial use, when GASTAT is named as the source and changes are indicated; source: GASTAT, value translated and formatted by Favenda
• SAMA: —. We could not read SAMA's terms of reuse, so we only link to the bulletin

Change log

• October 29, 2026: First published: Eurostat comparison for 8 countries and the EU-27, national indicators for all 10 countries, and the CSV file.