Greater than a 3rd of internet buyers within the European Union skilled a number of issues final yr. Late supply is talked about most frequently as an impediment. In 5 member states, greater than half of internet buyers reported points.
This emerges from a Eurostat launch that compiles figures for particular person international locations. On common, 35.4 p.c of standard internet buyers within the EU encountered a problem final yr. In 2023, when this subject was final measured, the share was 33.1 p.c. At the moment, solely two international locations recorded a share above 50 p.c: Luxembourg (56 p.c) and the Netherlands (55 p.c).
Most issues in Malta
Two years later, 5 international locations recorded shares above 50 p.c, in line with the most recent information on ecommerce in Europe. These are chief Malta (64 p.c), the Netherlands (58 p.c), Luxembourg (51 p.c), Hungary (additionally 51 p.c) and Spain (50 p.c). Norway, which isn’t a member of the EU, data a fair increased share at 67 p.c.
Internet buyers in mature ecommerce markets don’t seem to expertise fewer issues than customers in international locations the place on-line purchasing continues to be growing. The alternative could even be the case, which could possibly be associated to expectations or the variety of on-line purchases in markets. The bottom shares of consumers encountering issues had been reported in Portugal (5 p.c), Greece (11 p.c) and Latvia (13 p.c).
Portugal recorded the fewest issues
Forms of issues
Eurostat additionally reviews which varieties of issues happen most frequently amongst internet buyers. The commonest difficulty was slower supply than anticipated, reported by one in 5 clients (20 p.c).
One in 5 customers skilled late supply
Different incessantly talked about issues are web sites which are too sophisticated or don’t perform correctly (12 p.c). The third commonest difficulty was supply of incorrect or broken items or companies, reported by greater than 10 p.c of consumers.
Internet buyers in Europe
Different new Eurostat figures present that 78 p.c of EU residents purchased one thing on-line in 2025. A number of million new internet buyers had been added final yr. Adoption has grown significantly strongly in recent times in Japanese Europe.
