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The Cross-Border Ecommerce Community (CBEC) enables Merchants, Payment Service Providers, ISOs and Acquiring Banks to access valuable content about mature and developing markets that can support strategic decision-making. Read more

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Mobile commerce and online shopper behaviour in Italy

Read below more about ecommerce growth, ecommerce sales and cross-border ecommerce in Italy

Detailed information to be found in the Cross-border Ecommerce Report - Italy

The ecommerce market in Italy is still finding its feet. With under 60% internet penetration rate, and a relatively low urban population compared to other European countries, the landscape is still underdeveloped. Yet, ecommerce is taking form, driven largely by huge mobile, particularly smartphone, penetration. Over a fifth of the population is purchasing via their mobile or tablet. Cross-border activity is also prominent, with almost a third of Italian consumers having purchased from a non-Italian website, largely driven by lack of availability in their domestic market.

Total Population
- 60 million
Age Breakdown
- 43% of the population in Italy are between 25 and 54.
Italy is mostly a Christian country, with 80% observance. The majority of this figure is Roman Catholic, but there are small numbers of Jehovah's Witnesses and Protestants.
Urban Population
- 69%
• Internet Penetration
- 58.5%
- 36 million users.
Mobile Penetration
- 159%, one of the highest penetration rates in Europe.
Tablet Penetration
- 19.6%
- Up almost 5% from 2012.
Smartphone Penetration
- 38.4 million smartphone users, 64.1% penetration.
- Increase of 23.5% from 2012.
Online Shoppers
- 15.8 million
Ecommerce Sales
- EUR 11 billion
Ecommerce Penetration
- 44.1%
• Ecommerce CAGR (2008 – 2013)
- 18.2%

Cross-border Ecommerce Opportunities
• Driven by lack of availability in their domestic market, about 30% of the Italian population, 16.8 million people, bought goods or services from non-Italian websites.
• Italian consumers mostly purchase from the UK and Germany.
• There are also 4.2 million Italians buying from US websites and 2.8 million buying from China.
• Export does not match ecommerce import as only one in four Italian merchants sell abroad, but those who do mostly sell to Germany, Spain and the UK.
• Fashion, food and tourism were Italy’s leading ecommerce exports in 2013.

Language as a Key Driver
• The official language in Italy is Italian, spoken by 93% of the population.
• Other languages spoken in Italy include German, spoken by approximately 300 thousand people, Slovene spoken by approximately 80 thousand people and Albanian, spoken by 80 to 100 thousand people.
• Italian is one of the official languages of Switzerland, together with French and German, with 0.5 million speakers.

Read the complete text (including sources) about mobile commerce, online shopper behavior, ecommerce growth, ecommerce sales, cross-border ecommerce in Italy in the downloadable Cross-border Ecommerce Report – Italy.