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.
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Published by Xin Ou, Dec 17, 2025

Key insights

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

Most popular online shops in Italy 2025

Return of online purchases in selected European countries as of March 2025

Online Marketplaces

Return of online purchases in selected countries 2025

Recommended statistics

Overview

7

Overview

Pre-purchase behavior

4

Pre-purchase behavior

Online purchases

6

Online purchases

Payment and delivery

6

Payment and delivery

Shopping trends

5

Shopping trends

Further reports

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Digital payment types in Italy
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Influencer marketing in Italy
eCommerce in Italy
eCommerce in Italy
Multichannel customer journey in Italy
Multichannel customer journey in Italy
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