Online purchases: more digital products and fewer physical goods

© Hollandse Hoogte / Jordi Huisman
Earlier this year, 74 percent of the Dutch population aged 12 years and up said they had purchased something online. This is less than last year, when 77 percent had made online purchases.There was either no change or slight growth in the sale of digital products and services, while the sale of physical goods via the internet showed a decline. Statistics Netherlands (CBS) reports this based on a survey on ICT usage among households and individuals that was conducted between April and July 2022. This year, over 6,000 people aged 12 and over participated in the survey.

In 2022, a share of 74 percent in the population aged 12 and over (approximately 11.2 million people) indicated they had bought something online during the three months preceding the survey. This is less than last year, when the share stood at 77 percent. People were more housebound due to the coronavirus pandemic in 2021. This may have caused them to purchase online more often. On the other hand, in 2022 the share of online shoppers is slightly higher than in 2020 (71 percent).

More digital services and products being purchased over the internet

Just as in the previous year, 46 percent of the population aged 12 and over bought digital movies or series via a streaming service or as downloads. A slightly larger proportion than last year bought internet or mobile phone subscriptions or bought music via a streaming service or download.
Online purchases of cinema, concert or cultural event tickets have increased rapidly, from 8 percent in 2021 (when pandemic-related restrictions were still in place for the cultural sector) to 34 percent in 2022. The purchase of tickets to sporting events or matches increased as well, from 2 percent in 2021 to 9 percent in 2022.

Physical goods in particular bought less online

In 2022, 53 percent of the population aged 12 years or older bought clothes, sportswear, shoes or accessories such as bags and jewellery via the internet. This put these products at the top of online purchases, but they were purchased online slightly less often than a year earlier. Forty-three percent ordered meals online from a restaurant, fast food chain or caterer. This was also less than in 2021.

Furthermore, around a quarter bought cosmetics, sports goods, furniture, home accessories or food via the internet, again less than one year previously. The greatest decline relative to 2021 is seen in online purchases of furniture, printed books, clothing and meals.

Most goods bought from domestic webshops

Seventy percent of Dutch people aged 12 or older bought goods or products from Dutch online shops, 22 percent also bought products from other EU countries, and 12 percent also from other parts of the world. Twenty-two percent bought products online from a private individual, for example on Marktplaats.

E-shopping most popular among people aged between 25 and 45

Especially 25 to 44-year-olds shop online; in 2022, 88 percent of this group bought goods or services online, i.e. approximately the same share as last year. Of the over-75s, 34 percent made online purchases in 2022, also the same share as last year. The decline was greatest among 65 to 74-year-olds; in 2022, 61 percent of them shopped online, compared with 68 percent in 2021.