{"version":1,"asset_type":"statistical_series","data_type":"time_series","slug":"ee-online-purchases-individuals","url":"https://apiardata.com/statistics/ee-online-purchases-individuals","html_url":"https://apiardata.com/statistics/ee-online-purchases-individuals/","title":"Estonia Individuals Making Online Purchases (2025)","description":"Estonia's Individuals Making Online Purchases: 76.5 % of individuals (last 12 months) in 2025, +3.4pp YoY. Eurostat (ISOC_EC_IB20), 2020–2025.","domain":"markets","category":"Financial Markets","keywords":["Financial Markets","Eurostat","Estonia","2025"],"publisher":"Eurostat","frequency":"Annual","geography":"Estonia","temporal_coverage":"2020/2025","unit":"% of individuals (last 12 months)","last_updated":"2026-07-27","last_updated_text":"27 July 2026","data_as_of":"2025","variable_measured":"Estonia Individuals Making Online Purchases","license":"https://apiardata.com/data-license","is_accessible_for_free":true,"sources":[{"name":"Eurostat","url":"https://ec.europa.eu/eurostat/databrowser/view/ISOC_EC_IB20/default/table"}],"meta":[{"label":"Frequency","value":"Annual"},{"label":"Coverage","value":"2020–2025"},{"label":"Observations","value":"6"},{"label":"Geography","value":"Estonia"},{"label":"Last updated","value":"27 July 2026"}],"kpis":[{"label":"Estonia (2025)","value":"76.5","unit":"% of individuals (last 12 months)","trend":{"direction":"up","value":"+3.4pp YoY"}},{"label":"YoY Change","value":"+3.4pp","unit":"percentage points"},{"label":"Trend","value":"up","unit":""},{"label":"Series length","value":"6","unit":"years of data"}],"series":[{"key":"value","label":"Estonia Individuals Making Online Purchases"}],"observation_count":6,"observations":[{"period":"2020","value":68.43},{"period":"2021","value":70.32},{"period":"2022","value":70.83},{"period":"2023","value":73.12},{"period":"2024","value":73.06},{"period":"2025","value":76.53}],"table":{"columns":[{"key":"year","label":"Year"},{"key":"value","label":"% of individuals (last 12 months)"},{"key":"yoyChange","label":"YoY Change"}],"rows":[{"year":"2025","value":"76.5","yoyChange":"+3.4pp"},{"year":"2024","value":"73.1","yoyChange":"unchanged"},{"year":"2023","value":"73.1","yoyChange":"+2.3pp"},{"year":"2022","value":"70.8","yoyChange":"+0.5pp"},{"year":"2021","value":"70.3","yoyChange":"+1.9pp"},{"year":"2020","value":"68.4","yoyChange":"n/a"}]},"qa":[{"question":"What does this indicator measure?","answer":"This page tracks the share of individuals who made online purchases in the last 12 months in Estonia from 2010 to present. Consumer e-commerce penetration is a core indicator of digital economy maturity and addressable market for B2C platforms. It is published by Eurostat and updated annually."},{"question":"How current is this data?","answer":"The most recent observation covers 2025. Eurostat typically publishes this series with a lag of several months after the reference period. The series runs 2020–2025 (6 observations)."},{"question":"What is the long-term trend?","answer":"The series peaked at 76.5 % of individuals (last 12 months) in 2025 and reached its lowest recorded value of 68.4 in 2020. The latest reading of 76.5 in 2025 represents a change of +3.4pp."}]}