Online shopping in Italy - statistics & facts

Online sales and purchase of products and services have become ubiquitous in the internet environment. In other words, online shopping is more closely related to internet usage than ever. Italy makes no exception to that, counting nearly 20 million of e-commerce consumers in the B2C segment only.

E-commerce users in Italy: ****m

Consumer electronics e-commerce users in Italy: **m

B2C e-commerce market revenue in Italy: **bn USD

Editor’s Picks
Editor’s Picks
Current statistics on this topic

Leading e-commerce segments in Italy in 2022, by market share

Online Retail

Leading online purchase categories in Italy 2022, by market share

Most popular online shops in Italy as of September 2025

Online Retail

Overview

Number of users of e-commerce in Italy 2017-2029
Number of users of e-commerce in Italy 2017-2029
Number of users of e-commerce in Italy from 2017 to 2029 (in millions)
E-commerce revenue in Italy 2023, by category
E-commerce revenue in Italy 2023, by category
E-commerce revenue in Italy in 2023, by category (in billion euros)
Annual growth in e-commerce revenue in Italy 2023-2024
Annual growth in e-commerce revenue in Italy 2023-2024
Annual percentage change in digital commerce revenue in the Italy from 3rd quarter 2023 to 3rd quarter 2024
Monthly online retail sales index in Italy 2021-2024
Monthly online retail sales index in Italy 2021-2024
Monthly index value of online retail sales in Italy from April 2021 to August 2024
Average online order value in Italy 2022-2024
Average online order value in Italy 2022-2024
Value of average online order (AOV) in Italy from 4th quarter 2022 to 3rd quarter 2024 (in U.S. dollars)
Average online shopper spend in Italy Q2 2022-Q2 2024
Average online shopper spend in Italy Q2 2022-Q2 2024
Average amount spent per-visit by online shoppers in Italy from 3rd quarter 2022 to 3rd quarter 2024 (in U.S. dollars)
Online cart abandonment rate in Italy Q3 2022-Q3 2024, by device
Online cart abandonment rate in Italy Q3 2022-Q3 2024, by device
Share of baskets created that did not result in a completed order in Italy from 3rd quarter 2022 to 3rd quarter 2024, by device

Pre-purchase behavior

Online vs. offline product research by category in Italy 2022
Online vs. offline product research by category in Italy 2022
Online vs. offline product research by category in Italy in 2022
Sources of inspiration for new products in Italy 2025
Sources of inspiration for new products in Italy 2025
Sources of inspiration for new products in Italy as of September 2025
Reasons to use price comparison websites in Italy 2023
Reasons to use price comparison websites in Italy 2023
Top reasons to use price comparison websites in Italy in 2023
Online platforms used to compare prices for shopping in Italy 2023
Online platforms used to compare prices for shopping in Italy 2023
Share of online consumers comparing prices of products in Italy in 2023, by platform

Online purchases

Goods purchased online in Italy 2023, by category
Goods purchased online in Italy 2023, by category
Most purchased products online in Italy in 2023, by category
Distribution of online purchases of consumer electronics in Italy 2023, by frequency
Distribution of online purchases of consumer electronics in Italy 2023, by frequency
Share of online shoppers purchasing consumer electronics in Italy in 2023, by frequency
Distribution of online purchases of fashion products in Italy 2023, by frequency
Distribution of online purchases of fashion products in Italy 2023, by frequency
Share of online shoppers purchasing fashion products in Italy in 2023, by frequency
Distribution of online purchases of shoes in Italy 2023, by frequency
Distribution of online purchases of shoes in Italy 2023, by frequency
Share of online shoppers purchasing footwear in Italy in 2023, by frequency
Frequency of online purchases of beauty products in Italy 2023
Frequency of online purchases of beauty products in Italy 2023
Share of online shoppers purchasing health and beauty products in Italy in 2023, by frequency
Distribution of online purchases of grocery products in Italy 2023, by frequency
Distribution of online purchases of grocery products in Italy 2023, by frequency
Share of online shoppers purchasing grocery products in Italy in 2023, by frequency

Payment and delivery

Most common online payments by type in Italy 2025
Most common online payments by type in Italy 2025
Most common online payments by type in Italy as of September 2025
Most used e-commerce payment methods in Italy 2016-2024, with 2030 forecast
Most used e-commerce payment methods in Italy 2016-2024, with 2030 forecast
Market share of cash, credit cards, and other payment methods during online shopping in Italy from 2016 to 2024, with a forecast for 2030
Willingness to pay extra for sustainable delivery in Europe 2024, by country
Willingness to pay extra for sustainable delivery in Europe 2024, by country
Share of online shoppers willing to pay extra for more eco-friendly delivery in Europe in 2024, by country
Items for which consumers might seek quick delivery services in Italy 2024
Items for which consumers might seek quick delivery services in Italy 2024
Items consumers would consider quick delivery services for in Italy in 2024
Most returned online purchases by category in Italy 2025
Most returned online purchases by category in Italy 2025
Most returned online purchases by category in Italy as of September 2025
Importance of free return when shopping online in Italy 2018-2023
Importance of free return when shopping online in Italy 2018-2023
Importance of free return to online shoppers in Italy between 2018 and 2023

Shopping trends

Online shopping habits in Italy as of April 2024
Online shopping habits in Italy as of April 2024
Online purchase habits of shoppers in Italy as of April 2024
Impact of influencer marketing on shopping behavior in Italy 2024
Impact of influencer marketing on shopping behavior in Italy 2024
Impact of influencer marketing on shopping behavior in Italy in 2024
Impact of AI integration on purchase decisions in Italy 2024
Impact of AI integration on purchase decisions in Italy 2024
Likelihood of buying from companies integrating artificial intelligence in their products or services in Italy in 2024
Importance of a good chatbot service in Italy 2024
Importance of a good chatbot service in Italy 2024
Importance of a good chatbot service in Italy in 2024
Number of subscriptions that consumers are paying for but not using in Italy 2024
Number of subscriptions that consumers are paying for but not using in Italy 2024
Number of unused online subscriptions consumers pay for in Italy in 2024

E-commerce users in Italy: ****m

Consumer electronics e-commerce users in Italy: **m

B2C e-commerce market revenue in Italy: **bn USD

Key figures

The most important key figures provide you with a compact summary of the topic of "Online shopping in Italy" and take you straight to the corresponding statistics.

Quarterly average spending per visit
****USD
Log in or register to access full data.
Detailed statistics
Average online shopper spend in Italy Q2 2022-Q2 2024
Quarterly online average order value (AOV)
******USD
Log in or register to access full data.
Detailed statistics
Average online order value in Italy 2022-2024
Mobile cart abandonment rate
**%
Log in or register to access full data.
Detailed statistics
Online cart abandonment rate in Italy Q3 2022-Q3 2024, by device

Leading e-commerce payment method
Digital wallet
Log in or register to access full data.
Detailed statistics
Most used e-commerce payment methods in Italy 2016-2024, with 2030 forecast
Consumers who subscribed to a retailer's newsletter
**%
Log in or register to access full data.
Detailed statistics
Online shopping habits in Italy as of April 2024
Most returned product category
Clothing
Log in or register to access full data.
Detailed statistics
Most returned online purchases by category in Italy 2025