Mobile commerce in Italy - statistics & facts

The online purchasing and selling of products and services conducted through mobile devices or wireless technology has become increasingly popular, as online users spend considerable time on smartphones. In Italy, consumers integrated mobile shopping into their purchase routine, making mobile commerce a key segment of the online retail sector.

Mobile cart abandonment rate: **%

E-commerce visits share from social media referrals on tablets: **%

Smartphones' retail traffic share: **%

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Current statistics on this topic

Market value of B2C mobile commerce in Italy from 2016 to 2023 (in billion euros)

B2C E-Commerce

M-commerce B2C market size in Italy 2016-2023

Distribution of retail website visits and orders in Italy as of 1st quarter 2025, by device

Online Retail

Online retail website visits and orders in Italy 2025, 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

Online Retail

Online cart abandonment rate in Italy Q3 2022-Q3 2024, by device

Overview

Mobile e-commerce share in Western Europe 2022, by country
Mobile e-commerce share in Western Europe 2022, by country
Mobile commerce share of total retail online sales in Western Europe as of 2022, by country
Average mobile basket value in Europe 2019-2022
Average mobile basket value in Europe 2019-2022
Average basket value on mobile devices in Europe from 2019 to 2022 (in euros)
Market size of B2C e-commerce in Italy 2016-2022
Market size of B2C e-commerce in Italy 2016-2022
Market value of business-to-consumer (B2C) e-commerce in Italy from 2016 to 2022 (in billion euros)
Number of smartphone users in Italy 2014-2029
Number of smartphone users in Italy 2014-2029
Number of smartphone users in Italy from 2014 to 2029 (in millions)
Mobile internet users in Italy 2020-2029
Mobile internet users in Italy 2020-2029
Number of mobile internet users in Italy from 2020 to 2029 (in millions)

M-commerce

M-commerce B2C market size in Italy 2016-2023
M-commerce B2C market size in Italy 2016-2023
Market value of B2C mobile commerce in Italy from 2016 to 2023 (in billion euros)
Online retail website visits and orders in Italy 2025, by device
Online retail website visits and orders in Italy 2025, by device
Distribution of retail website visits and orders in Italy as of 1st quarter 2025, by device
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
Social referrals to e-commerce sites in Italy 2024, by device
Social referrals to e-commerce sites in Italy 2024, by device
Share of visits to e-commerce websites from social media referrals in Italy in the 2nd quarter 2024, by device
Most common online purchases by device in Italy 2022
Most common online purchases by device in Italy 2022
Most common online purchases by device in Italy in 2022

Shopping apps

Most used smartphone apps by type in Italy 2023
Most used smartphone apps by type in Italy 2023
Most used smartphone apps by type in Italy as of December 2023
Leading Android shopping apps in Italy 2024, by downloads
Leading Android shopping apps in Italy 2024, by downloads
Leading shopping apps in the Google Play Store in Italy in January 2024, by number of downloads
Leading iPhone shopping apps in Italy 2024, by downloads
Leading iPhone shopping apps in Italy 2024, by downloads
Leading iPhone shopping apps in the Apple App Store in Italy in January 2024, by number of downloads
Main marketplaces apps in Italy 2024, by downloads
Main marketplaces apps in Italy 2024, by downloads
Leading marketplaces apps in Italy in 2024, by number of downloads (in 1,000s)
Main C2C shopping apps in Italy 2024, by downloads
Main C2C shopping apps in Italy 2024, by downloads
Leading consumer-to-consumer (C2C) shopping apps in Italy in 2024, by number of downloads (in 1,000s)
Main food delivery apps in Italy 2024, by downloads
Main food delivery apps in Italy 2024, by downloads
Leading food delivery and takeout apps in Italy in 2024, by number of downloads (in 1,000s)
Main consumer electronics apps in Italy 2024, by downloads
Main consumer electronics apps in Italy 2024, by downloads
Leading consumer electronics apps in Italy in 2024, by number of downloads
Most downloaded fashion and beauty apps in Italy 2024
Most downloaded fashion and beauty apps in Italy 2024
Leading fashion and beauty shopping apps in Italy in 2024, by number of downloads (in 1,000s)

Mobile shoppers

Forecast of the e-commerce market users in Italy 2020-2028, by device
Forecast of the e-commerce market users in Italy 2020-2028, by device
Forecast distribution of the e-commerce market users in Italy from 2020 to 2028, by device
Devices used to shop online in Italy 2022
Devices used to shop online in Italy 2022
Devices used for online shopping in Italy in 2022
Share of users purchasing via smartphone in Italy 2022, by age group
Share of users purchasing via smartphone in Italy 2022, by age group
Share of online buyers purchasing via smartphone in Italy in 2022, by age group
Attitudes towards online shopping in Italy 2025
Attitudes towards online shopping in Italy 2025
Attitudes towards online shopping in Italy as of September 2025
Share of consumers considering chatbots useful in mobile shopping 2022, by country
Share of consumers considering chatbots useful in mobile shopping 2022, by country
Share of consumers considering chatbot customer service useful when shopping via mobile in 2022, by country
Share of order from mobile devices of cosmetics in Italy 2013-2022, by type
Share of order from mobile devices of cosmetics in Italy 2013-2022, by type
Share of the orders from mobile devices over the total online sales of cosmetics and make up products in Italy from 2013 to 2022, by type
Mobile payments usage by situation in Italy 2024
Mobile payments usage by situation in Italy 2024
Mobile payments usage by situation in Italy in 2024

Mobile cart abandonment rate: **%

E-commerce visits share from social media referrals on tablets: **%

Smartphones' retail traffic share: **%

Key figures

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

Most downloaded shopping app for Android
Temu
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Detailed statistics
Leading Android shopping apps in Italy 2024, by downloads
Most downloaded shopping app for iPhone
Temu
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Detailed statistics
Leading iPhone shopping apps in Italy 2024, by downloads
Annual downloads of Amazon Shopping app
*m
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Detailed statistics
Main marketplaces apps in Italy 2024, by downloads

Shoppers purchasing via smartphone
**%
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Detailed statistics
Share of online shoppers purchasing through mobile phones in Europe 2021
Consumers aware of Glovo mobile app
**%
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Detailed statistics
Share of consumers aware of grocery app brands in Italy 2023
Over 55 year-olds purchasing via smartphone
54%
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Detailed statistics
Share of users purchasing via smartphone in Italy 2022, by age group