Sunday. 05.02.2023

Finland, fourth EU country with more people afraid to shop online

The percentage of people who do not use e-commerce for security-related fears in Finland is vastly higher than in other Nordic countries.

Online-shopping-phone by Pixabay

On Data Privacy Day 2020, one might ask whether EU citizens trust the internet for online shopping. The latest data from the Survey on Information and Communication Technologies (ICT) usage in houdseholds and by individuals sheds some light here.

One reason individuals did not purchase or order goods or services over the internet in the 12 months prior to the survey were payment security or privacy concerns, such as fraudulent use of payment card details.

Online-shopping-eurostatSource: Eurostat.

Payment security or privacy concerns prevented 6% of individuals aged 16 to 74 from buying or ordering over the internet in 2019, one percentage point less than in 2017 (7%) and five percentage points less than in 2009 (11%).

This represents a downward trend over the past decade. In the EU area the percentage in 2019 was 7%.

The most frequent barriers


Payment security concerns were the second most frequent barrier reported in 2019, following a preference to shop in person (18% of individuals in the EU).

Other barriers such as lack of skills, trust concerns in receiving or returning the goods, no payment card or delivery difficulties discouraged less than 5% of individuals in the EU from making purchases online.

Among EU Member States, the share of people who viewed payment security as a concern varied widely in 2019 -ranging from 1% of individuals in Estonia to 23% in Portugal, 16% in Spain, and 14% in both Hungary and Finland.

Figures show that in Finland many people are still afraid to shop online, compared to other countries. Surprisingly, the percentages are much lower among the other Nordic countries: 1% in Estonia, 2% in Denmark, 5% in both Sweden and Iceland and 6% in Norway.

The rate was below 10% for all but five EU Member States.

Finland, fourth EU country with more people afraid to shop online