Italian ecommerce reached 90 billion euros in 2025

Ecommerce in Italy is estimated to be wort 90.6 billion euros in 2025. Compared to a year earlier, this is an increase of 6.1 percent. Travel and Tourism still remain the biggest sectors in the country, with an estimated online value of more than 22 billion euros.

These data come from the 20^th annual report about the state of ecommerce in Italy by Casaleggio Associati. In the previous edition, in 2024, online turnover in Italy was estimated to be worth 85.4 billion euros.

More than 22 billion euros spent online in travel

Just like in the previous edition, Travel and Tourism is the biggest online sector in Italy. It generated more than 22 billion euros in sales in 2025. It is followed by Marketplaces, with 17.1 billion euros. In third place is the sector Leisure, with 13.4 billion euros.

Marketplaces in Italy generated 17.1 billion euros online

According to the report, Italy had 53.1 million internet users last year, which comes down to a penetration rate of 89.9 percent. This is comparable to the year before. The average amount of monthly unique users was 44.1 million, with 37 million people online on an average day. Compared to 2024, this was an increase of just 0.4 percent.

Businesses focus on optimizing websites

This year, Italian online businesses are reportedly focused on optimizing their website in terms of performance, technology and customer experience (with 14 percent of responses). The adoption of AI technologies and investments in marketing and promotion followed (both at 13 percent).

Cross-border activities

The report also indicates that online stores that are focused on cross-border sales, mostly focus on European markets. Germany is the leader, with 13 percent of online stores operators selling there. It is followed by France (12 percent) and Spain (10 percent).

Other markets that were named include the Netherlands and Switzerland (both with 9 percent), Portugal (8 percent), and the United Kingdom (7 percent). And outside of Europe, the United States has the biggest presence of Italian online stores (5 percent).