E-commerce across the European Union continues to expand, but a growing number of consumers are encountering problems while shopping online. According to new data released by Eurostat, more than a third of online shoppers in the European Union reported encountering problems when buying products or services through websites or mobile apps.
The findings highlight ongoing challenges in the digital retail experience even as e-commerce adoption across the region continues to rise.
Online Shopping Issues Affect Over One-Third of EU Consumers
Eurostat’s latest survey on the use of information and communication technologies shows that 35.4% of online shoppers in the EU experienced at least one problem when purchasing online in 2025.
The study analyzed consumer experiences across member states and revealed considerable variation between countries. The highest shares of shoppers reporting issues were recorded in Malta, where 64% of consumers encountered problems while shopping online. The Netherlands followed with 57.9%, while Luxembourg reported 51.4%.
In contrast, several EU countries showed far lower rates of customer difficulties. Portugal recorded the lowest share, with only 4.5% of online buyers reporting problems. Greece and Latvia also saw relatively low levels of consumer complaints at 10.6% and 13.3%, respectively.
The wide differences suggest that infrastructure, logistics performance, platform quality and consumer protection mechanisms may vary significantly across national e-commerce ecosystems.
Delivery Delays Remain the Most Common Complaint
Among the various problems identified in the survey, late delivery was the most frequently reported issue. Nearly one in five EU online shoppers (19.9%) said their orders arrived later than expected.
Logistics delays can occur for several reasons, including cross-border shipping complexities, warehouse processing times and disruptions in supply chains. As e-commerce volumes increase, delivery performance has become one of the most critical factors influencing customer satisfaction.
The second most common issue was related to website usability. Around 11.5% of shoppers reported that websites or apps were difficult to use or did not function properly during the purchasing process.
Meanwhile, 10.4% of consumers reported receiving incorrect or damaged goods or services after completing their orders.
These findings highlight the importance of not only reliable logistics networks but also well-designed digital shopping interfaces.
E-Commerce Continues to Grow Across Europe
Despite these challenges, online shopping remains a dominant retail channel in Europe. Eurostat data shows that 78% of EU internet users purchased goods or services online in 2025, reflecting the continued expansion of digital commerce across the region.
The highest participation rates are typically seen among younger age groups, particularly consumers aged 25–34 and 35–44, who represent the largest share of online buyers in the EU.
Industry analysts note that while consumer adoption is strong, improving the overall reliability of delivery services and platform performance will be key to sustaining growth in Europe’s e-commerce market.
For retailers and marketplaces operating in the region, addressing logistics efficiency, improving user experience and strengthening product quality controls could play a crucial role in reducing customer complaints and building long-term consumer trust.
Source: Eurostat