Sustained growth number of e-shoppers in 2010

01/07/2011 15:00

E-shopping is still gaining popularity. Last year, 9.3 million people bought goods and services over the Internet. The proportion of e-shoppers among Internet users rose from 61 percent in 2006 to 77 percent in 2010. In the European Union (EU), the Netherlands is one of the countries with the highest amount of e-shoppers.

Online trips and clothes

The increase in online purchase orders is manifest across all domains save hardware. Between 2006 and 2010, online buying of trips and clothes increased most by 14 percentage points in the category of frequent e-shoppers. Nearly 6 in every 10 online buyers made travel reservations over the Internet in 2010. Trips are most frequently bought online.

Online purchases by frequent e-shoppers

Online purchases by frequent e-shoppers

Netherlands among countries with most e-shoppers

The United Kingdom, Denmark and the Netherlands were the countries in 2010 where online buying was most popular. With 79 percent, the highest proportion of online buyers was recorded in the United Kingdom versus 74 percent for the Netherlands in 2010.

Share e-shoppers among Internet users, 2010

Share e-shoppers among Internet users, 2010

Transport and storage sector trendsetter in e-commerce

The sector transport and storage is trendsetter in e-commerce. Companies in this sector realised 22 percent of total sales over the Internet or other electronic networks in 2009. The sector transport and storage also includes airline companies and the bulk of airline ticket reservations are made online.

Sales e-commerce by sector, 2009

Sales e-commerce by sector, 2009

Online purchases growing part of total sales

The percentage of companies realising at least 5 percent of total sales online has grown from 16.5 percent in 2008 to 18.4 percent in 2009. This implies that online selling is becoming increasingly important for the Dutch private sector.

Marcel van Wijk and Ger Sleijpen