70% of European online shoppers buy clothing, footwear and accessories, placing the category well ahead of multimedia products (56%) and streaming subscriptions (46%), according to 2024 figures recently published by Ecommerce Europe, the online retail confederation.

The ranking shows that 31% of consumers also buy perfumes and cosmetics online, and 26% buy sports equipment, based on a Eurostat survey that feeds into Ecommerce Europe’s annual benchmark report on the various European e-commerce markets.

The report indicates that 83% of Europeans place orders with domestic sellers, and 33% with sellers from other European countries. In addition, 16% of customers said they had ordered from a seller whose nationality they did not know, and 20% had placed orders with sellers based outside th

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