According to Eurostat, the official statistics board of the European Union, nearly 60% of EU internet users shop online.
In 2012, 75% of the respondents between 16 and 74 in the EU28 stated that they had used internet in the past 12 months of which 60% indicated that they had shopped online in the same period. Among the Member States, the most enthusiastic online shoppers were the British (82% of the internet users had shopped online), followed by the Danes and Swedes (both 79%), the Germans (77%), the Luxembourgians (73%) and the Fins (72%). The lowest rate of online shoppers were the Romanians (11%), Bulgarians (17%) and the Estonians and Italians (29%).
The main common goods shopped for online in Europe are clothes and sports goods (32% in 2012 compared to 21 % in 2008). This was followed by books, magazines or e-learning materials (23% in 2012 compared to 19% in 2008). Groceries represented a smaller share (9% in 2012 compared to 6% in 2008).
The following table gives a detailed oversight on which countries buy what online (courtesy of Eurostat).