Online shopping is getting more and more popular in the EU, and sporting goods are a major attraction. According to recent data by Eurostat 53 percent of all EU citizens purchased goods or services online in 2015. Of the online customers, 60 percent bought clothes and sports goods, followed by travel and holiday accommodation at 52 percent and household goods and toys at 41 percent. Among those who did not shop online, 75 percent said they preferred physical stores and 27 percent said shopping online caused concern in terms of privacy and security. The U.K. has the highest share of e-shoppers, with 81 percent of the people in the 16-74 age group shopping online, followed by Denmark at 79 percent, Luxembourg at 78 percent, Germany at 73 percent and Netherlands, Finland and Sweden at 71 percent. Romania has the lowest share of e-buyers with 11 percent only. If we look at the shoppers in the 65-74 group, the share of e-shoppers is lower as would be expected, with only six countries registering a share beyond 50 percent, namely the U.K. with 78 percent, Luxembourg  at 69 percent, Germany at 65 percent, Denmark at 63 percent, Sweden at 58 percent and France at 57 percent. 

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