Top 10 online stores in Italy
Italian ecommerce is a fast-growing market. Local online stores grow rapidly in terms of turnover. The market is largely dominated by international ecommerce giants, though there are also some local players in the top of the biggest online stores.
The top 10 online stores in Italy
The list of the ten biggest online stores in Italy changes every year, of course. According to Statista, this is the top ten based on turnover in 2023:
| 1. Amazon | 5.33 billion euros |
| 2. Shein | 1.11 billion euros |
| 3. Apple | 646.4 million euros |
| 4. Zalando | 528.2 million euros |
| 5. UniEuro | 526 million euros |
| 6. MediaWorld | 417.8 million euros |
| 7. Ikea | 352.3 million euros |
| 8. Esselunga a Casa | 349.3 million euros |
| 9. Nike | 302.9 million euros |
| 10. QVC | 217.5 million euros |
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More information about the online stores
As you can see, Amazon is the leader of ecommerce in Italy by far. The company is far ahead of the rest of the list. Shein has achieved a large market share as well. Overall, the list is largely dominated by international sellers.
According to a report in 2024, Italian online stores increased their turnovers with 28.6 percent since 2023 on average. Below, we will highlight some of the local online stores that made it into the top ten:
UniEuro
Omnichannel seller of consumer electronics and household appliances UniEuro is well-known in Italy. It has hundreds of physical stores in the country, but it also has an established online presence. It works with partner sellers, through which the company has grown its product range.
Esselunga a Casa
Italian retail store chain Esselunga was founded in 1957. It has an online shop, through which customers can have their groceries delivered at home. It has reached a large market share. The company has been featured in the top ten for years.
Other companies in the list
The top 4 of the companies in the list are all international online sellers. In fact, the majority of the list is. Most of them are also omnichannel sellers, with brick-and-mortar stores as well as online sales channels.
This is not surprising, according to research, most Italians buy from multichannel retailers. Over 20 percent of consumers used apps or websites to purchase from brick-and-mortar retailers. It seems that ecommerce still needs to become more popular in the country, with only 39 percent of Italian users shopping online in 2023. When that share increases, it is likely that the top ten will change.
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