16% of all enterprises located in the EU and employing at least 10 people received orders via a website or apps (web sales) in 2016. Using their own website or apps largely prevailed among these EU businesses. More than 8 in 10 enterprises with web sales (85%) sold through their own website or app and almost 4 in 10 enterprises (39%) sold via an e-commerce marketplace. Web sales include both sales to individual consumers and to other enterprises.

Highest share of web sales through their own website or apps in the Czech Republic, Slovakia and Finland

Among the EU Member States, the highest shares of enterprises with web sales that used their own website or apps were reported in the Czech Republic (98%), Slovakia and Finland (both 97%). The lowest shares were observed in Slovenia (64%), Germany and Luxembourg (both 75%).

Use of e-commerce marketplaces for web sales most popular in Italy, Germany, Austria and Poland

Regarding the number of enterprises that sold their goods or services through an e-commerce marketplace, the highest shares were recorded in Italy (54%) and Germany (52%), followed by Austria and Poland (both 47%). Only 14% of enterprises with web sales used e-commerce marketplaces in the Czech Republic, Croatia and Finland. On average in the EU, the share was 39%.