Dutch among top online shoppers in Europe

Around seven in ten Dutch people aged 16-75 years shopped online in 2011. This figure reflects the continuing increase in online shopping in the Netherlands, and places the Netherlands among the top online shoppers in the European Union.

Netherlands leads the field with United Kingdom and Scandinavian countries

In 2011, 69 percent of 16-75 year-olds in the Netherlands bought goods or services for personal use via the internet. Only in the United Kingdom, Sweden and Denmark is the share of the population who shop online slightly higher.  Romania and Bulgaria have the fewest online shoppers. On average in the EU, just over four in ten people aged 16-75 years shop online. 

Online shopping in EU countries, 2011

Online shopping increasing steadily

Shopping via the internet has become increasingly popular in the Netherlands in the last few years. Since 2006 the share of 16-75 year-olds who buy products online has increased by more than 20 percent points. The increase can be seen in all age groups. For example, the share of 16-25 year-old web shoppers rose from 57 to 80 percent in this period. The strongest growth in relative terms was that among 65-75 year-olds. Since 2006 the share of older people buying via the internet has increased almost fourfold.

Online shopping in the Netherlands by age

Leisure goods and services most popular

Travel tickets and holiday accommodation are the most popular items bought by the Dutch online. In 2011 nearly 60 percent of online shoppers bought these products. Clothes and sports items, tickets for events and books are other popular items. Nearly all sorts of goods and services have shown a growth in online purchases between 2006 and 2011.  

Online shopping in the Netherlands by category of goods and services

Math Akkermans