In Italy, e-commerce websites offered the highest discount rates in the first quarters of both 2023 and 2024. During those three months, the share of order amounts that was reduced due to merchandise or other discounts was between 24 and 27 percent each year.

In 2023, the revenue of the e-commerce sector in Italy hit nearly **** billion euros, a significant increase from a year earlier, when it amounted to roughly **** billion euros. According to the data, e-commerce revenue increased steadily and more than fourfold throughout the period considered. When looking at the most popular categories, e-commerce users prefer to shop online for products and services related to leisure activities. Cross-border relations Italian shoppers massively purchase from foreign retailers. Surprisingly, two of the biggest cross-border markets were not even in the European Union. Data from 2022 showed that ** percent of cross-border purchases originated from China. Germany followed with ** percent, while the UK ranked third. Surely, business relationships with Germany are meaningful on both sides. As of 2023, the neighbor country ranked as first cross-border market for Italian online retailers. Online touchpoints to keep an eye on E-commerce platforms might be only the destination for Italian online shoppers. Over one in * consumers browse the internet before making big purchases. In some cases, they go through online reviews, a helpful tool in making better buying decisions.

Italian e-commerce users prefer by far purchasing products or services related travel and tourism, as well as leisure activities when shopping online. In fact, the two segments were worth **** and **** billion euros, respectively.  E-commerce on the rise in Italy  E-commerce revenue in Italy was estimated to have reached **** billion euros in 2023. Moreover, the number of e-commerce users in Italy amounted to approximately **** million in 2021 and is expected to reach over **** million by 2027. These figures are evidence that e-commerce has become more and more popular in the country, even though not as widespread and used as in other European countries.  E-commerce: great potential for domestic brands and shops    E-commerce represents a great potential for domestic brands and shops. In fact, e-commerce companies decide to invest abroad to increase their turnover and their business value. For Italian online retailers, Germany is the first exporting market, as ** percent of surveyed business-to-consumer (B2C) companies reported selling their products or services to consumers in the neighbor country in 2022. France and Spain followed with ** and ** percent, respectively.

The Italy e-commerce market size reached USD 622.1 Million in 2024. Looking forward, IMARC Group expects the market to reach USD 1,261.4 Million by 2033, exhibiting a growth rate (CAGR) of 8.17% during 2025-2033. The rising internet penetration and smartphone usage among the masses, rising changes in customer behavior caused by the presence of online platforms, and heightened expansion in logistics operations and payment infrastructure are bolstering the market growth.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for ​2025-2033​. Our report has categorized the market based on type and transaction.

Discover the latest eCommerce statistics in Italy for 2025, including store count by category and platform, estimated sales amount by platform and category, products sold by platform and category, and total app spend by platform and category. Gain valuable insights into the retail landscape in Italy, uncovering the distribution of stores across categories and platforms.

E-commerce companies sell various goods and associated services through online portals, either on websites, mobile apps or integrated into social media platforms. Internet access across Europe continues to accelerate, with the vast majority of countries boasting usage rates of over 80% of the population. The spread of fast broadband and mobile data has enabled rising numbers of Europeans to engage in e-shopping. Over the five years through 2025, e-commerce revenue is slated to climb at a compound annual rate of 4% to reach €352.5 billion. E-tailers benefit from lower overhead costs than bricks-and-mortar stores, enabling them to offer highly competitive prices and draw sales away from traditionally popular establishments like department stores. E-tailers have taken off by leveraging these cost advantages to appeal to an increasingly price-conscious consumer base. The expansion of value-added services like buy now, pay later and fast, flexible delivery options have contributed to strong industry growth. However, the industry hasn’t been immune to recent cos-of-living pressures; sky-high inflation across much of Europe severely dented Europeans’ spending power, with drops in sales volumes affecting many online stores in 2023. Despite this, revenue continues on an upwards trajectory as inflation outweighs the drop in volume sales, contributing to forecast revenue growth of 3.9% in 2025. Looking forwards, rising internet penetration will continue to provide a growing market for e-tailers, driving revenue upwards at a projected compound annual rate of 6.3% over the five years through 2030 to reach €478.9 billion. E-tailers will continue to adapt their business practices and product selections to reflect the ever-growing level of environmental awareness. Delivery fleets will become fully electrified for many companies, while increasingly stringent waste regulations will force companies to adopt biodegradable or recyclable packaging in the coming years. Still, online retailers must innovate to compete with rival Asian companies like Temu as these competitors increasingly penetrate European markets. The integration of Gen AI and data analytics will transform business operations, making them more efficient and helping to lower wage costs, supporting profitability.

As of January 2025, WooCommerce Checkout held the biggest market share of e-commerce software providers in Italy, accounting for approximately a ******* of the total. Sharing the second position in the ranking were Ecwid and Shopify, used by ** percent of e-commerce websites, followed by Wix stores at around ** percent. Tech investments Italian e-commerce managers are gearing up for significant technological investments in 2024, with over **** planning new investments in technology partners. This focus on digital innovation reflects the growing importance of technology in the e-commerce sector and the need to stay competitive in a rapidly evolving market. AI at the center of tech innovations Artificial intelligence (AI) is set to revolutionize the e-commerce landscape in Italy, with ** percent of B2C professionals expecting increased investments in AI for customer data analysis and catalog management through websites. This significant focus on AI aligns with a broader European trend, where ** percent of e-commerce professionals recognize AI's potential in collecting and analyzing customer data and behavior.

Italy E-commerce Market size was valued at USD 93.52 Billion in 2024 and is projected to reach USD 184.99 Billion by 2032, growing at a CAGR of 8.9% from 2026 to 2032.• Digital Payment Evolution: The use of digital payment methods has significantly altered the Italy e-commerce environment. The Bank of Italy revealed that digital payment transactions in Italy climbed by 32% in 2023 compared to the previous year, totaling €456 billion.• Mobile Commerce Growth: The widespread use of smartphones in Italy accelerated mobile e-commerce uptake. According to ISTAT (Italian National Institute of Statistics), around 83% of Italian internet users completed online transactions using mobile devices in 2023, up 17% from 2020.

Italy E-Commerce Transactions: Volume: Lifestyle: Tobacco data was reported at 1.000 Unit in 30 Jul 2024. This stayed constant from the previous number of 1.000 Unit for 29 Jul 2024. Italy E-Commerce Transactions: Volume: Lifestyle: Tobacco data is updated daily, averaging 1.000 Unit from Dec 2018 (Median) to 30 Jul 2024, with 637 observations. The data reached an all-time high of 6.000 Unit in 22 Jun 2024 and a record low of 1.000 Unit in 30 Jul 2024. Italy E-Commerce Transactions: Volume: Lifestyle: Tobacco data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Category.

Italy E-Commerce Transactions: Average Order Value (AOV) data was reported at 127.165 USD in 10 May 2025. This records a decrease from the previous number of 134.162 USD for 09 May 2025. Italy E-Commerce Transactions: Average Order Value (AOV) data is updated daily, averaging 124.509 USD from Dec 2018 (Median) to 10 May 2025, with 2324 observations. The data reached an all-time high of 259.495 USD in 14 Mar 2020 and a record low of 27.029 USD in 09 Mar 2020. Italy E-Commerce Transactions: Average Order Value (AOV) data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Device.

This chart illustrates the estimated sales amounts generated by stores on various platforms within Italy. Salesforce Commerce Cloud shows a significant lead, with total sales amounting to $878.03B, which constitutes 61.58% of the region's total sales on platforms. Custom Cart reports sales of $370.75B, accounting for 26.00% of the total platform sales in Italy. VTEX also holds a notable share, with its sales reaching $159.81B, representing 11.21% of the overall sales amount. This data provides a comprehensive view of the market dynamics in Italy, highlighting which platforms are driving the most sales.

In 2023, e-commerce revenue went up by ***** percent in Italy. This represented a significant growth but still a slowdown compared to the growth registered in 2021 (** percent). As the COVID-19 pandemic broke out in 2020, the year-over-year change registered a negative trend for the first time in more than a decade. Why do Italians shop online? E-commerce growth in popularity is due to different reasons. Mainly, it appears that online shopping is generally convenient and fast compared to offline shopping, which attracts many users. In fact, a survey conducted among Italians in 2022 revealed that convenient prices and home delivery were the main reasons to shop online. Also, the latest ranked as first purchase driver in online grocery shopping, according to a 2023 survey. Mobile is key In the last quarter of 2022, nearly ** percent of the online purchases of Italian customers were finalized via desktop. In the same period, purchases carried out via smartphone accounted for ** percent of the total, whereas purchases made via tablet represented only two percent of the total. Smartphones were even more relevant in online traffic, as they accounted for about ** percent of online visits to e-commerce sites.

Italy E-Commerce Transactions: AOV: Desktop data was reported at 163.700 USD in 10 May 2025. This records a decrease from the previous number of 173.605 USD for 09 May 2025. Italy E-Commerce Transactions: AOV: Desktop data is updated daily, averaging 149.586 USD from Dec 2018 (Median) to 10 May 2025, with 2324 observations. The data reached an all-time high of 234.340 USD in 30 Dec 2022 and a record low of 16.657 USD in 04 Dec 2024. Italy E-Commerce Transactions: AOV: Desktop data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Device.

Italy E-Commerce Transactions: Volume: E-Commerce & Shopping: Others data was reported at 3.000 Unit in 10 May 2025. This records a decrease from the previous number of 5.000 Unit for 09 May 2025. Italy E-Commerce Transactions: Volume: E-Commerce & Shopping: Others data is updated daily, averaging 1.000 Unit from Dec 2018 (Median) to 10 May 2025, with 151 observations. The data reached an all-time high of 8.000 Unit in 14 May 2024 and a record low of 1.000 Unit in 03 May 2025. Italy E-Commerce Transactions: Volume: E-Commerce & Shopping: Others data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Category.

Italy E-Commerce Transactions: Value: E-Commerce & Shopping: E-Commerce & Shopping data was reported at 192.779 USD in 06 May 2025. This records a decrease from the previous number of 1,087.818 USD for 04 May 2025. Italy E-Commerce Transactions: Value: E-Commerce & Shopping: E-Commerce & Shopping data is updated daily, averaging 11,162.553 USD from Dec 2018 (Median) to 06 May 2025, with 2262 observations. The data reached an all-time high of 534,496.478 USD in 20 Mar 2021 and a record low of 192.779 USD in 06 May 2025. Italy E-Commerce Transactions: Value: E-Commerce & Shopping: E-Commerce & Shopping data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Category.

Italy E-Commerce Transactions: AOV: E-Commerce & Shopping: E-Commerce & Shopping data was reported at 192.779 USD in 06 May 2025. This records an increase from the previous number of 181.303 USD for 04 May 2025. Italy E-Commerce Transactions: AOV: E-Commerce & Shopping: E-Commerce & Shopping data is updated daily, averaging 145.267 USD from Dec 2018 (Median) to 06 May 2025, with 2262 observations. The data reached an all-time high of 628.848 USD in 22 Jun 2021 and a record low of 43.962 USD in 22 Mar 2019. Italy E-Commerce Transactions: AOV: E-Commerce & Shopping: E-Commerce & Shopping data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Category.

In Italy, cross-border business-to-consumer (B2C) e-commerce has become more relevant in the online retail sector. In 2019, e-commerce websites from foreign countries accounted for **** percent of the entire e-commerce revenue. Three years later, the market share of cross-border e-commerce rose to **** percent.

Comprehensive dataset of 231 E-commerce services in Province of Verona, Italy as of July, 2025. Includes verified contact information (email, phone), geocoded addresses, customer ratings, reviews, business categories, and operational details. Perfect for market research, lead generation, competitive analysis, and business intelligence. Download a complimentary sample to evaluate data quality and completeness.

Italy E-Commerce Transactions: Volume: E-Commerce & Shopping: Price Comparison data was reported at 1.000 Unit in 07 May 2025. This stayed constant from the previous number of 1.000 Unit for 30 Apr 2025. Italy E-Commerce Transactions: Volume: E-Commerce & Shopping: Price Comparison data is updated daily, averaging 2.000 Unit from Mar 2021 (Median) to 07 May 2025, with 253 observations. The data reached an all-time high of 91.000 Unit in 20 Jan 2025 and a record low of 1.000 Unit in 07 May 2025. Italy E-Commerce Transactions: Volume: E-Commerce & Shopping: Price Comparison data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Italy – Table IT.GI.EC: E-Commerce Transactions: by Category.

Comprehensive dataset containing 27 verified E-commerce service businesses in Province of Vercelli, Italy with complete contact information, ratings, reviews, and location data.