General overview and facts and figures
This overview was first published in ‘eCommerce Insights and Trends Snapshot: Italy’, an eBook produced in association with our partner ACI Worldwide – and based on data from ACI Worldwide. Download your free copy of the eBook below to gain access to a comprehensive analysis of the insights that matter most when measuring the size and type of opportunities in the ecommerce market in Italy.
In Italy, 49.6% of the population shopped online in 2021 (compared to 37.7% in 2019), with the number of ecommerce users expected to hit the 70% figure in three or four years. Moreover, the Italian ecommerce sector grew from a share of 5.9% in 2019 (approximately EUR 19 billion) to 9.2% in 2021 (approximately EUR 28 billion). So, despite a slow increase in internet penetration, recent global events such as the COVID-19 pandemic, together with a rise in smartphone use, determined Italian consumers to shop online in unprecedented numbers. These also led to the adoption of modern ecommerce solutions, such as same-day delivery, to meet consumers’ expectations.
59.4 million
0-14: 2015 – 13.8%, 2025 – 12.0%
15-64: 2015 – 64.5%, 2025 – 63.3%
65 and above: 2015 – 21.7%, 2025 – 24.7%
84.7
41.0
96.5
135.9
16-24: 92%
24-34: 89%
35-44: 87%
45-54: 82%
55-64: 72%
65-74: 44%
75+: 13%
2021: EUR 77 billion
-1% decrease in the volume of ecommerce transactions, 2021 vs 2020
25% increase in average ticket value (ATV)
52% ecommerce penetration
Italy’s most popular international markets for cross-border ecommerce are:
China: 38% of cross-border purchases
Germany: 17% of cross-border purchases
the UK: 16% of cross-border purchases