Gen Z online shopping behavior in Italy – statistics & facts

In the country with the fourth-highest median age worldwide, Gen Z shoppers can be an interesting species to observe, being a small part of the population. In Italy, consumers belonging to the Generation Z purchase quite differently than Italians of other age groups, especially online.
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Published by Xin Ou, Dec 17, 2025

Key insights

Italian population aged 18 to 24 years
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Italian Gen Z owning a smartphone
**%
Italian Gen Z caring about sustainability during Black Friday shopping
**%

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Current statistics on this topic

Share of Gen Z mobile shoppers in selected countries worldwide as of March 2023

Online Retail

Gen Z e-shopper mobile audience share worldwide 2023, by country

Types of social media accounts Gen Z shoppers followed and purchased from worldwide in 1st quarter 2023, by country

Digital Shopping Behaviour

Social media accounts Gen Z users followed and purchased from 2023, by country

Perceived benefits of livestream shopping by Gen Z consumers worldwide in 1st quarter 2023

Digital Shopping Behaviour

Main benefits of livestream shopping for Gen Z consumers worldwide 2023

Recommended statistics

Overview

5

Overview

Omnichannel shopping

6

Omnichannel shopping

E-shopping

4

E-shopping

Product preferences

6

Product preferences

E-commerce transactions

3

E-commerce transactions

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