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.

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.

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.

As of September 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 Shopify, used by18 percent of e-commerce websites. 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 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 $878.09B, which constitutes 61.57% of the region's total sales on platforms. Custom Cart reports sales of $370.92B, accounting for 26.01% 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.

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.

The penetration rate in the e-commerce market in Italy was modeled to be ***** percent in 2024. Following a continuous upward trend, the penetration rate has risen by ***** percentage points since 2017. Between 2024 and 2029, the penetration rate will rise by **** percentage points, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

Italy E-Commerce Transactions: Volume: E-Commerce & Shopping data was reported at 33.000 Unit in 03 May 2025. This records a decrease from the previous number of 52.000 Unit for 02 May 2025. Italy E-Commerce Transactions: Volume: E-Commerce & Shopping data is updated daily, averaging 212.000 Unit from Dec 2018 (Median) to 03 May 2025, with 2317 observations. The data reached an all-time high of 4,263.000 Unit in 17 Jan 2021 and a record low of 29.000 Unit in 25 May 2024. Italy E-Commerce Transactions: Volume: 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: 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: Volume: Lifestyle data was reported at 4,274.000 Unit in 03 May 2025. This records a decrease from the previous number of 5,539.000 Unit for 02 May 2025. Italy E-Commerce Transactions: Volume: Lifestyle data is updated daily, averaging 8,683.000 Unit from Dec 2018 (Median) to 03 May 2025, with 2317 observations. The data reached an all-time high of 72,587.000 Unit in 27 Nov 2020 and a record low of 2,736.000 Unit in 21 Apr 2019. Italy E-Commerce Transactions: Volume: Lifestyle 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 107 verified E-commerce service businesses in Province of Como, Italy with complete contact information, ratings, reviews, and location data.

Comprehensive dataset containing 171 verified E-commerce service businesses in Province of Perugia, Italy with complete contact information, ratings, reviews, and location data.

Italy E-Commerce Transactions: Volume: Lifestyle: Fashion & Apparel data was reported at 2,384.000 Unit in 10 May 2025. This records a decrease from the previous number of 3,594.000 Unit for 09 May 2025. Italy E-Commerce Transactions: Volume: Lifestyle: Fashion & Apparel data is updated daily, averaging 6,355.500 Unit from Dec 2018 (Median) to 10 May 2025, with 2324 observations. The data reached an all-time high of 41,945.000 Unit in 27 Nov 2020 and a record low of 984.000 Unit in 22 Jun 2024. Italy E-Commerce Transactions: Volume: Lifestyle: Fashion & Apparel 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 - Share of enterprises' turnover on e-commerce: SMEs (10-249 persons employed), without financial sector was 16.93% in December of 2024, according to the EUROSTAT. Trading Economics provides the current actual value, an historical data chart and related indicators for Italy - Share of enterprises' turnover on e-commerce: SMEs (10-249 persons employed), without financial sector - last updated from the EUROSTAT on December of 2025. Historically, Italy - Share of enterprises' turnover on e-commerce: SMEs (10-249 persons employed), without financial sector reached a record high of 17.84% in December of 2022 and a record low of 3.00% in December of 2010.

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: Volume: Jobs & Career: Jobs & Employment data was reported at 1.000 Unit in 22 Aug 2024. This stayed constant from the previous number of 1.000 Unit for 21 Aug 2024. Italy E-Commerce Transactions: Volume: Jobs & Career: Jobs & Employment data is updated daily, averaging 2.000 Unit from Dec 2018 (Median) to 22 Aug 2024, with 1337 observations. The data reached an all-time high of 12.000 Unit in 06 Jul 2023 and a record low of 1.000 Unit in 22 Aug 2024. Italy E-Commerce Transactions: Volume: Jobs & Career: Jobs & Employment 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.