The number of people in the Netherlands buying goods and services online continues to increase. In 2013, 10.3 million people aged 12 to 74 years said they purchase goods or services online. Holidays and clothing are the most popular items.
Share of online shoppers rises further
In 2013, 83 percent of 12 to 74 year-old internet users reported they shopped online. This is the equivalent of 10.3 million people, 0.4 million more than in 2012. The share of frequent online shoppers rose from 57 to 60 percent, the share of those shopping online less frequently remained the same: 22 percent. These percentages are around equal for urban and rural areas.
Holidays and clothing most popular
Frequent shoppers mostly ordered clothing and booked holidays online in 2013. On average six out of ten internet shoppers purchased these items. There are differences between age groups: clothing is mainly popular among 12 to 24 year-olds (69 percent); only 32 percent of online shoppers older than 65 bought clothes online. Younger people on the other hand booked fewer holiday online than older age groups, but did buy more study items, games and electronics. For over-65s, e-books, and digital magazines and newspapers were the second most popular category of purchases.
Online purchases by category and age group, 2013