Insights into the growth of Italian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Italy is home to 60.60 million people with a total GDP of 1.86 trillion USD and GDP per capita of 30,260 USD, which is expected to reach 32,865 USD by 2022.

Digital User Insights

There are currently 19.09 million eCommerce users in Italy, with an additional 1.99 million users expected to be shopping online by 2022. Four years from now, these 21.08 million eCommerce users will spend an average of 1,008.30 USD online.

Internet usage

Dividing internet usage into age groups gives a better picture of the Italian eCommerce market – 97% of 16-24 year olds, 96% of 25-34 year-olds and 87% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 82% and 76% daily penetration rate, respectively.

Product Categories

Total Italian eCommerce revenue across all product categories is 15.17 billion USD, and is expected to grow to 21.25 billion USD by 2021. Fashion is currently the leading product category in Italy, accounting for 4.75 billion USD market share, followed by Electronics & Media, which generates 3.44 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 6.67 billion USD, and second favorite, Electronics & Media will have an expected worth of 4.62 billion USD.


In 2016, Italy was ranked 21st in the World Bank Logistics ranking.

Preferred Online Payments

42% of Italian shoppers like to pay with PayPal when shopping online.

Where does Italy buy from?

Germany supplies Italy with 67.2 billion USD in imports – ranging from cars to petroleum. Italy’s other key import partners are France ($35.7 billion), China ($26.4 billion), Spain ($22.5 billion) and Belgium ($20.8 billion).

Internet and Device Usage

Internet penetration in Italy is currently 67.3%, and should reach 70.9% by 2022. Smartphone penetration is a little less (63.2%), but is projected to grow to 69.8% in the next four years.

87% of online shoppers in Italy buy via desktop, a stark contrast to the amount of smartphone (7%) and tablet (3%) shoppers.


In 2018, 988 million USD of Italy’s digital ad spend was spent on paid search advertising.

Social Media

51.91% of people in Italy are active social network users, thanks to Facebook, Twitter, Pinterest and Tumblr, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.