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Ecommerce in Italy

Information about ecommerce in ItalyItaly 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.

COUNTRY
ITALY
Population 61.7 million people
– % internet users 60%
Online sales €22.4 billion (2017)
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 9.6 billion euros in 2012 and in 2016, ecommerce in Italy was worth 19.6 billion euros. This would be an increase of 19 percent compared to 2015. More information about the ecommerce market in Italy can be found on EcommerceWiki.

Big online stores in Italy

When ranked by unique visitors per months, Zalando is the biggest B2C ecommerce site in Italy, followed by Amazon, Euronics, IBS and BonPrix. Another very popular ecommerce site is Yoox.

Latest news about Italy

Cdiscount Marketplace delivers to four new countries

Cdiscount Marketplace is busy expanding outside of France. The online marketplace now also delivers some items to Belgium, Germany, Italy and Spain. This means, the 10,000 connected sellers suddenly get access to a new 200 million customer base.

Italian wine marketplace Viniexport expands in Europe

Viniexport, an online marketplace from Italy that enables companies to buy and sell wine worldwide, has secured a 2 million euros funding round. With the money, the marketplace wants to pursue its European expansion.

Average conversion rate in Italian ecommerce is 1.6%

The average conversion rate, also known as the percentage of website visitors that complete the purchase order, is 1.6% in Italy. During the online customer journey, Italian consumers leave ecommerce websites mostly because of poor usability or a lack of desired products.

Amazon Business launches in Italy and Spain

Amazon has expanded its Amazon Business presence in Europe, by launching the B2B ecommerce website in Italy and Spain. The existence of the online platform in these two markets means that Amazon Business is now available in five European countries.

Ecommerce in Italy will be worth €23.1 billion in 2018

The business-to-consumers ecommerce turnover of Italy is still growing and is expected to be worth 23.1 billion euros at the end of 2018. This would mean an increase of 9 percent, which is significantly lower than the growth rates of the last few years.

Read all our articles about ecommerce in Italy.

Last update: February 2018