The Knowledge Engineers

Data report

79.0% of European companies have a website, but only 22.5% let you order anything on it

Eurostat puts website ownership at 79.0% of EU enterprises with 10 or more employees and social media use at 63.6%. What sits on those websites is thinner than the marketing industry assumes: 22.5% take orders, 9.1% offer a chat service, and 8.9% personalise anything for returning visitors. AI reaches marketing in 6.9% of enterprises.

AuthorNiels AbrahamsenAnalyst, Security & Infrastructure
Edited byTomasz Wierzbicki
Fact-checked byElena Marchetti
Published4 September 2026
Updated4 September 2026
Evidence48 data points4 sources

Key takeaways

5 findings
  1. 0179.0% of EU enterprises with 10 or more employees have a website.
  2. 0263.6% use social media, and 58.2% run both a website and social media.
  3. 03Only 22.5% of enterprises let customers order, reserve or book online.
  4. 0429.5% publish their website in two or more languages.
  5. 056.9% use AI for marketing or sales, which is about 35% of all AI adopters.
01

How much of Europe is online at all

Data points 1–5
  1. 01

    79.0% of EU enterprises with 10 or more employees had a website in 2025. (Eurostat, 2025)Verified

  2. 02

    74.8% have a website with at least one of the functions Eurostat asks about. (Eurostat, 2025)Verified

  3. 03

    51.3% have at least two of those functions. (Eurostat, 2025)Verified

  4. 04

    29.3% have at least three. (Eurostat, 2025)Verified

  5. 05

    29.5% publish content in two or more languages. (Eurostat, 2025)Verified

02

What those websites actually do

Data points 6–12
  1. 06

    66.4% of EU enterprises describe their goods or services with prices on their website. (Eurostat, 2025)Verified

  2. 07

    31.3% advertise open jobs or offer an online application on their website. (Eurostat, 2025)Verified

  3. 08

    22.5% allow online ordering, reservation or booking. (Eurostat, 2025)Verified

  4. 09

    10.6% offer online order tracking. (Eurostat, 2025)Verified

  5. 10

    9.1% run a chat service for customer support, whether a chatbot or a person. (Eurostat, 2025)Verified

  6. 11

    8.9% personalise content for returning visitors. (Eurostat, 2025)Verified

  7. 12

    8.1% let visitors customise or design a product themselves. (Eurostat, 2025)Verified

03

Social media

Data points 13–16
  1. 13

    63.6% of EU enterprises use at least one social medium. (Eurostat, 2025)Verified

  2. 14

    58.2% run both a website and social media. (Eurostat, 2025)Verified

  3. 15

    Social media reaches 89.1% of enterprises with 250 or more employees. (Eurostat, 2025)Verified

  4. 16

    Among enterprises with 10 to 49 employees it is 60.6%. (Eurostat, 2025)Verified

04

Where AI has reached marketing

Data points 17–20
  1. 17

    6.9% of EU enterprises use AI for marketing or sales. (Eurostat, 2025)Verified

  2. 18

    That is the most common purpose Eurostat records for AI, ahead of business administration at 6.2%. (Eurostat, 2025)Verified

  3. 19

    11.8% use AI to analyse written language, the technology most marketing use cases rest on. (Eurostat, 2025)Verified

  4. 20

    9.6% use AI that generates images, video or audio. (Eurostat, 2025)Verified

05

Selling as a marketing channel

Data points 21–24
  1. 21

    17.7% of EU enterprises sell through their own website or app. (Eurostat, 2025)Verified

  2. 22

    9.3% sell through an e-commerce marketplace, where the marketplace owns the customer relationship. (Eurostat, 2025)Verified

  3. 23

    17.2% make business-to-consumer web sales. (Eurostat, 2025)Verified

  4. 24

    8.9% sell online across a border. (Eurostat, 2025)Verified

06

Digital marketing capability by company size

Data points 25–33
  1. 25

    95.7% of EU enterprises with 250 or more employees have a website. (Eurostat, 2025)Verified

  2. 26

    89.7% of EU enterprises with 50 to 249 employees have a website. (Eurostat, 2025)Verified

  3. 27

    76.7% of EU enterprises with 10 to 49 employees have a website. (Eurostat, 2025)Verified

  4. 28

    33.7% of EU enterprises with 250 or more employees take orders online. (Eurostat, 2025)Verified

  5. 29

    25.7% of EU enterprises with 50 to 249 employees take orders online. (Eurostat, 2025)Verified

  6. 30

    21.6% of EU enterprises with 10 to 49 employees take orders online. (Eurostat, 2025)Verified

  7. 31

    20.9% of EU enterprises with 250 or more employees use AI for marketing or sales. (Eurostat, 2025)Verified

  8. 32

    10.8% of EU enterprises with 50 to 249 employees use AI for marketing or sales. (Eurostat, 2025)Verified

  9. 33

    5.8% of EU enterprises with 10 to 49 employees use AI for marketing or sales. (Eurostat, 2025)Verified

07

Where websites are most common

Data points 34–43
  1. 34

    Finland: 98.5% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  2. 35

    Denmark: 94.0% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  3. 36

    Austria: 91.9% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  4. 37

    Netherlands: 91.8% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  5. 38

    Germany: 91.7% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  6. 39

    Sweden: 90.2% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  7. 40

    Belgium: 89.0% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  8. 41

    Montenegro: 87.3% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  9. 42

    Norway: 87.0% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  10. 43

    Luxembourg: 85.2% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

08

Where websites are least common

Data points 44–48
  1. 44

    Bulgaria: 49.7% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  2. 45

    Romania: 53.6% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  3. 46

    Türkiye: 56.2% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  4. 47

    Greece: 60.0% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

  5. 48

    Albania: 60.6% of enterprises with 10 or more employees have a website. (Eurostat, 2025)Verified

—

Methodology

Figures come from Eurostat dataset isoc_ciweb (Websites and functionalities by size class of enterprise), last published 2026-02-27, reference period 2025. The unit is the percentage of enterprises in the stated size class, across all activities except agriculture, forestry, fishing and financial services. Social media figures come from isoc_cismt (2025), AI figures from isoc_eb_ai (2025) and selling channels from isoc_ec_esels (2025). Website functions are not mutually exclusive; an enterprise can report several. Nothing on this page is modelled, weighted or adjusted by us: each figure is read straight from the dataset and can be reproduced in the Eurostat data browser.

Every data point carries one of three labels. Verified means the figure was read from the named primary source. Directional means sources agree on the trend but measure it differently. Single source means one publisher reported it and nobody has corroborated it. We would rather label a number honestly than round it into confidence it has not earned.

—

Sources

  • Eurostat — Websites and functionalities by size class of enterprise (isoc_ciweb). Period 2025, published 2026-02-27. View the dataset.
    EU statistical office. Annual survey of enterprises; percentages are of enterprises in the stated size class unless noted.
  • Eurostat — Social media use by type, internet advertising and size class of enterprise (isoc_cismt). Period 2025, published 2026-02-27. View the dataset.
    EU statistical office. Annual survey of enterprises; percentages are of enterprises in the stated size class unless noted.
  • Eurostat — Artificial intelligence by size class of enterprise (isoc_eb_ai). Period 2025, published 2026-06-15. View the dataset.
    EU statistical office. Annual survey of enterprises; percentages are of enterprises in the stated size class unless noted.
  • Eurostat — E-commerce sales of enterprises by size class of enterprise (isoc_ec_esels). Period 2025, published 2026-06-15. View the dataset.
    EU statistical office. Annual survey of enterprises; percentages are of enterprises in the stated size class unless noted.

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Cite this report

Updated 4 September 2026
APA

The Knowledge Engineers. (2026, 4 September 2026). Websites, Social Media and Digital Marketing in European Enterprises. https://theknowledgeengineers.com/reports/digital-marketing-europe

MLA

The Knowledge Engineers. “Websites, Social Media and Digital Marketing in European Enterprises.” The Knowledge Engineers, 4 September 2026, https://theknowledgeengineers.com/reports/digital-marketing-europe.

Chicago

The Knowledge Engineers. “Websites, Social Media and Digital Marketing in European Enterprises.” 4 September 2026. https://theknowledgeengineers.com/reports/digital-marketing-europe.

This URL is permanent. To cite one figure, use its number: “data point 07”.