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Ecommerce in Italy

Italy is the third largest economy in Europe and a founding member of the European Union, the OECD, the G7 and the G8. The country is also the largest market for luxury goods in Europe, which may not come as a surprise, taking into account brands such as Armani, Versace, Prada and Gucci are from Italy. The country is developing quite fast, after it has known some problems concerning economic growth, corruption and high unemployment among youngsters and women. There are also a lot of economic disparities between southern Italy and the north, with the latter being more wealthy. Here’s what you need to know about ecommerce in Italy:

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COUNTRY
ITALY
Population 61.7 million people
– % internet users 60%
Online sales €31.5 billion (2019)
Online stores worth mentioning: Yoox, IBS, Saldiprivati

Content:

Ecommerce events in Italy

Every year there are several ecommerce events being organized in Italy. We have a handy ecommerce events calendar, where you can find all the major online retail events in Europe. But you can also check out only the ecommerce events in Italy.

Ecommerce customers in Italy

According to IcePay you can’t get ignore the Italian credit card CartaSi if you want to sell your products or services on the Italian market. Together with MasterCard and VISA, CartaSi is the most frequently used credit card in Italy for online purchases. It has an market share of 40% and more than 7 million Italians own such a card. Other popular online payment methods in Italy are PayPal (12%) and cash on delivery (11%). A study from Planet Retail in 2014 however shows that 56% of those surveyed used PayPal to shop online, while 42% used card payments. And yet another study, done by Osservatori Digital Innovation, shows that two thirds of ecommerce purchases was paid with credit card, while PayPal had a share of 31 percent. When it comes to preferences, 47 percent of online shoppers in Italy preferred paying with PayPal or something similar. Debit/credit card follows with 31 percent.

According to research from PayVision, Italy has an internet penetration of 60%. The country has 61 million inhabitants of which 13 million are online shoppers. But recent data shows there are now 19 million online shoppers in Italy. Apart from services such as vacations and travel tickets, clothing and consumer electronics are quite popular in Italy, followed by media and groceries.

The ecommerce market in Italy

Italy is one of the fastest growing ecommerce markets in Western Europe. The ecommerce industry in Italy amounted to 9.6 billion euros in 2012 and in 2017, ecommerce in Italy was worth 24 billion euros. According to the European Ecommerce Report 2020 from RetailX, the B2B ecommerce turnover in Italy was worth 31.5 billion euros in 2019 and is expected to grow to 36.4 billion euros by 2020.

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Big online stores in Italy

When ranked by unique visitors per months, Amazon eBay, Zalando, Mediaworld, Ikea, and UniEuro. Another very popular ecommerce website is Yoox.

Latest news about Italy

Opportunities for ecommerce companies in Italy

Italy is a developing ecommerce market in Europe. But although it’s lagging behind on some other European markets, the online retail industry of Italy has lots to offer. Let’s take a look at the opportunities for European ecommerce companies in Italy.

Wildberries launches in France, Italy, and Spain

Wildberries has launched dedicated ecommerce websites in France, Italy, and Spain. The entry into these markets follows after Wildberries’ launch in Germany last month. The major Russian online retailer is now available in several countries across Europe.

Amazon Fresh launches in Italy

Amazon has launched its grocery delivery service Amazon Fresh in Italy. At first, it will only be available in Milan, but soon Rome and the rest of Italy will be added to its delivery region.

Vinted launches in Italy

Secondhand fashion marketplace Vinted has launched in Italy. This is the 13th market where the online platform from Lithuania has opened its digital doors.

Why is Southern Europe lagging behind in ecommerce?

Southern Europe, in this case defined as Spain and Italy, is lagging behind in ecommerce. Online sales as a percentage of total retail, for example, are far lower than in more northerly countries. But why is this?

Read all our articles about ecommerce in Italy.

Last update: March 2021