Maltese consumers most likely to purchase online from other EU countries

26th July 2019

Ecommerce revenues in the EU are growing by 14% each year, with most consumers more likely to buy from a company within their own country.

Consumers in Malta have bucked the trend where the majority of EU consumers are more likely to make purchases online from companies within their country of residence, according to information which came to like through British ecommerce retailer, OnBuy.

An article by minutehack.com has found that ecommerce revenues in the EU are growing by 14 per vent each year, with inter-country sales across the EU falling behind in-country sales.

To achieve their analysis, OnBuy explored data delivered by the Ecommercefoundation.org in the 2019 ‘European Ecommerce Report’ and pulled together the countries in Europe most – and least – likely to buy from other EU sellers.

It was discovered that, in Malta, 89% of consumers made online purchases from other EU countries in 2018 – the highest rate of every country analysed. This can be compared to a fewer 62% of Maltese shoppers who made online purchases from rest-of-the-world sellers in 2018.

Other countries with similarly high rates include Cyprus (83%), Luxembourg (82%) and Austria (81%.) Strikingly, just 18% of Austrians made online purchases from rest-of-the-world sellers in 2018, presenting one of the biggest disparities in how consumers in this region shop online.

EU most likely to intra country shop

Over in Western Europe, 64% of Belgians made online purchases from other EU countries in 2018, placing Belgium as the country 6th most likely to buy from other EU sellers. Followed by Ireland (60%), Finland (52%) and Portugal (51%.)

Rounding off the top 10 countries most likely to buy from EU sellers is Denmark and Spain.

In Denmark, almost half (49%) of Scandinavian shoppers made online purchases from other EU countries in 2018. Moving across to Europe’s Iberian Peninsula, 48% of Spanish shoppers made online purchases from other EU countries in 2018.

Comparably, consumers in Greece are buying far less from other EU sellers. In 2018, just over one third (35%) of Greek consumers made online purchases from other EU countries.

This can be compared to a fewer 19% of Greek shoppers who made online purchases from rest-of-the-world sellers in 2018.

Other countries with similarly low rates include the UK (34%), Montenegro (28%) and Germany (24%.) Interestingly, in Montenegro, a whopping 77% of Montenegrins made online purchases from rest-of-the-world sellers in 2018, presenting a big disparity in how consumers in this region shop online.

In the Czech Republic, 19% of Czechs made online purchases from other EU countries in 2018, placing the country 6th least likely to buy from other EU sellers. Followed by North Macedonia (18%), Romania (13%) and Poland (12%.)

EU countries least likely to intra country buy

Rounding off the top 10 countries least likely to buy from EU sellers is Serbia and Turkey. In Serbia, just 8% of Serbian shoppers made online purchases from other EU countries in 2018. Moving further into Eastern Europe, just 7% of Turkish shoppers made online purchases from other EU countries in 2018 – the lowest rate of every country analysed.

This information came to light through OnBuy.com.


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