In 2023, the revenue of the e-commerce sector in Italy hit nearly 80.6 billion euros, a significant increase from a year earlier, when it amounted to roughly 75.9 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 38 percent of cross-border purchases originated from China. Germany followed with 18 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 two consumers browse the internet before making big purchases. In some cases, they go through online reviews, a helpful tool in making better buying decisions.

The Italy e-commerce market size is projected to exhibit 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.

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 $878.11B, which constitutes 61.53% of the region's total sales on platforms. Custom Cart reports sales of $372.00B, accounting for 26.07% of the total platform sales in Italy. VTEX also holds a notable share, with its sales reaching $159.81B, representing 11.20% 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.

BNPL's market share grew in Italy between 2019 and 2022, although it was not the most used payment method in e-commerce. Italy prefers to use wallets over other payment options for online shopping - including credit cards. This may have to do the popularity of domestic scheme Bancomat over Visa and MasterCard. The scheme also received official Apple Pay support in early 2022 - which may increase market share in the near future.

In Italy, the distribution of stores across different platforms presents a dynamic picture of the market. WooCommerce, as a leading platform, hosts 112.76K stores, accounting for 47.73% of the total store count in the region. This is closely followed by Shopify, which supports 54.36K stores, representing 23.01% of the region's total. Custom Cart makes a significant contribution with 20.82K stores, or 8.81% of the total. The chart underscores the diversity and preferences of store owners in Italy regarding their choice of platform.

Italy E-Commerce Transactions: Volume: Vehicles data was reported at 20.000 Unit in 01 Mar 2025. This records a decrease from the previous number of 27.000 Unit for 28 Feb 2025. Italy E-Commerce Transactions: Volume: Vehicles data is updated daily, averaging 154.000 Unit from Dec 2018 (Median) to 01 Mar 2025, with 2243 observations. The data reached an all-time high of 589.000 Unit in 25 Nov 2022 and a record low of 3.000 Unit in 15 Sep 2024. Italy E-Commerce Transactions: Volume: Vehicles 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: Heavy Industry & Engineering data was reported at 3,322.130 USD in 01 Mar 2025. This records a decrease from the previous number of 13,838.825 USD for 28 Feb 2025. Italy E-Commerce Transactions: Value: Heavy Industry & Engineering data is updated daily, averaging 8,312.065 USD from Dec 2018 (Median) to 01 Mar 2025, with 2230 observations. The data reached an all-time high of 79,071.999 USD in 24 Feb 2020 and a record low of 13.856 USD in 15 Aug 2019. Italy E-Commerce Transactions: Value: Heavy Industry & Engineering 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: Lifestyle: Others data was reported at 260.070 USD in 08 Nov 2024. This records a decrease from the previous number of 263.539 USD for 07 Nov 2024. Italy E-Commerce Transactions: AOV: Lifestyle: Others data is updated daily, averaging 195.888 USD from Jan 2019 (Median) to 08 Nov 2024, with 850 observations. The data reached an all-time high of 1,218.208 USD in 07 May 2019 and a record low of 14.153 USD in 24 Apr 2022. Italy E-Commerce Transactions: AOV: Lifestyle: 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.

The average revenue per user in the food E-commerce market in Italy was forecast to increase between 2024 and 2029 by in total 39.2 Euros (+6.37 percent). This overall increase does not happen continuously, notably not in 2028 and 2029. The average revenue per user is estimated to amount to 654.43 Euros in 2029.

Mexico leads the eCommerce industry, achieving remarkable success with monthly sales of $5.51T. This solidifies its dominant market position, capturing a significant 19.21% share. Following closely behind is Nicaragua, which achieved monthly sales of $5.08T, accounting for 17.70% of the global eCommerce market. Ranking third among the top performers is United States, contributing 11.42% to the monthly eCommerce sales worldwide. Noteworthy mentions go to Canada, Italy and India, as they also hold substantial market shares.

This chart provides a detailed overview of the number of Italy online retailers by Monthly Views. Most Italy stores' Monthly Views are Less than 100, there are 55.21K stores, which is 36.97% of total. In second place, 50.95K stores' Monthly Views are 100 to 1K, which is 34.11% of total. Meanwhile, 31.97K stores' Monthly Views are 1K to 10K, which is 21.41% of total. This breakdown reveals insights into Italy stores distribution, providing a comprehensive picture of the performance and efficient of online retailer.

Italy E-Commerce Transactions: Volume: Business & Consumer Services: Publishing & Printing data was reported at 45.000 Unit in 24 Aug 2024. This records a decrease from the previous number of 198.000 Unit for 23 Aug 2024. Italy E-Commerce Transactions: Volume: Business & Consumer Services: Publishing & Printing data is updated daily, averaging 386.000 Unit from Dec 2018 (Median) to 24 Aug 2024, with 2063 observations. The data reached an all-time high of 957.000 Unit in 07 May 2019 and a record low of 5.000 Unit in 11 Aug 2024. Italy E-Commerce Transactions: Volume: Business & Consumer Services: Publishing & Printing 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: Mobile data was reported at 965,161.816 USD in 15 Mar 2025. This records a decrease from the previous number of 1,026,619.631 USD for 14 Mar 2025. Italy E-Commerce Transactions: Value: Mobile data is updated daily, averaging 1,263,170.037 USD from Dec 2018 (Median) to 15 Mar 2025, with 2268 observations. The data reached an all-time high of 14,194,364.613 USD in 14 Mar 2020 and a record low of 383,422.751 USD in 20 Apr 2019. Italy E-Commerce Transactions: Value: Mobile 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: AOV: Sports: Water Sports data was reported at 605.576 USD in 06 Dec 2024. This records an increase from the previous number of 369.742 USD for 03 Dec 2024. Italy E-Commerce Transactions: AOV: Sports: Water Sports data is updated daily, averaging 535.947 USD from Jan 2019 (Median) to 06 Dec 2024, with 278 observations. The data reached an all-time high of 5,496.933 USD in 15 Dec 2019 and a record low of 10.016 USD in 16 Jun 2020. Italy E-Commerce Transactions: AOV: Sports: Water Sports 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.

The penetration rate in the e-commerce market in Italy was forecast to continuously increase between 2024 and 2029 by in total 5.9 percentage points. After the ninth consecutive increasing year, the indicator is estimated to reach 45.65 percent and therefore a new peak in 2029. Notably, the penetration rate of the e-commerce market was continuously increasing over the past years.Find other key market indicators concerning the average revenue per user (ARPU) and number of users. The Statista Market Insights cover a broad range of additional markets.

With over six million visitors per month, Apple Store website was the most visited e-commerce platform for consumer electronics in Italy. In the online traffic ranking as of March 2024, Mediaworld ranked second with four million monthly unique visitors, while UniEuro reached about 3.0 million unique online users per month.

Italy E-Commerce Transactions: AOV: Hobbies & Leisure: Models data was reported at 240.093 USD in 02 Dec 2024. This records an increase from the previous number of 221.367 USD for 01 Dec 2024. Italy E-Commerce Transactions: AOV: Hobbies & Leisure: Models data is updated daily, averaging 176.951 USD from Jan 2019 (Median) to 02 Dec 2024, with 773 observations. The data reached an all-time high of 3,075.360 USD in 23 Sep 2022 and a record low of 8.180 USD in 11 Jun 2023. Italy E-Commerce Transactions: AOV: Hobbies & Leisure: Models 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: Finance data was reported at 111.490 USD in 21 Feb 2025. This records a decrease from the previous number of 120.689 USD for 20 Feb 2025. Italy E-Commerce Transactions: AOV: Finance data is updated daily, averaging 41.423 USD from Dec 2018 (Median) to 21 Feb 2025, with 2078 observations. The data reached an all-time high of 4,361.283 USD in 24 Sep 2023 and a record low of 3.674 USD in 19 Jul 2023. Italy E-Commerce Transactions: AOV: Finance 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: Pets & Animals: Pets data was reported at 4.000 Unit in 22 Jun 2024. This records an increase from the previous number of 1.000 Unit for 21 Jun 2024. Italy E-Commerce Transactions: Volume: Pets & Animals: Pets data is updated daily, averaging 1.000 Unit from Jan 2019 (Median) to 22 Jun 2024, with 579 observations. The data reached an all-time high of 4.000 Unit in 22 Jun 2024 and a record low of 1.000 Unit in 21 Jun 2024. Italy E-Commerce Transactions: Volume: Pets & Animals: Pets 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.