The source adds that the data comes from an analysis conducted by Human Highway, in which 279 brands of organized distribution, corresponding to 45,600 thousand points of sale were analyzed.
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Share of multichannel retail consumers in Italy 2017-2020
In March of 2020, the share of Italian consumers purchasing through apps, websites, as well as offline channels was approximately 21 percent of the total number of consumers. The share of multichannel retail consumers increased significantly, as in March 2017 only 15.7 percent of consumers had exhibited the same shopping behavior.
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Human Highway. (October 6, 2020). Share of consumers purchasing in stores, on websites, and apps of retailers in Italy from 2017 to 2020 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 25, 2026, from /statistics/1084767/share-of-multichannel-retail-consumers/
Human Highway. "Share of consumers purchasing in stores, on websites, and apps of retailers in Italy from 2017 to 2020." Chart. October 6, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 25, 2026. /statistics/1084767/share-of-multichannel-retail-consumers/
Human Highway. (2020). Share of consumers purchasing in stores, on websites, and apps of retailers in Italy from 2017 to 2020. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 25, 2026. /statistics/1084767/share-of-multichannel-retail-consumers/
Human Highway. "Share of Consumers Purchasing in Stores, on Websites, and Apps of Retailers in Italy from 2017 to 2020." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 6 Oct 2020, /statistics/1084767/share-of-multichannel-retail-consumers/
Human Highway, Share of consumers purchasing in stores, on websites, and apps of retailers in Italy from 2017 to 2020 ÌÇÐÄÆƽâ°æ, /statistics/1084767/share-of-multichannel-retail-consumers/ (last visited July 25, 2026)
Share of consumers purchasing in stores, on websites, and apps of retailers in Italy from 2017 to 2020 [Graph], Human Highway, October 6, 2020. [Online]. Available: /statistics/1084767/share-of-multichannel-retail-consumers/
