E-commerce revenue in Italy 2023, by category

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 21.8 and 16.8 billion euros, respectively.

 E-commerce on the rise in Italy 

E-commerce revenue in Italy was estimated to have reached 80.6 billion euros in 2023. Moreover, the number of e-commerce users in Italy amounted to approximately 37.3 million in 2021 and is expected to reach over 42.1 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 34 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 31 and 28 percent, respectively.