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La nivelul Uniunii Europene, numărul utilizatorilor de Internet care îşi fac cumpărăturile online a crescut în ultima perioadă, cei mai mari amatori ai shopping-ului online fiind cetăţenii din ţările nordice.
În România, conform unui studiu realizat de Comisia Europeană, doar 29% dintre români au cumpărat cel puţin o dată de pe Internet, faţă de 66% dintre polonezi sau 32% dintre lituanieni.
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