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In 2025, e-commerce revenue went up by *** percent in Italy. This represented a significant growth but still a slowdown compared to the growth registered in 2021 (** percent). As the COVID-19 pandemic broke out in 2020, the year-over-year change registered a negative trend for the first time in more than a decade.Â
E-commerce growth in popularity is due to different reasons. Mainly, it appears that online shopping is generally convenient and fast compared to offline shopping, which attracts many users. In fact, a survey conducted among Italians in 2022 revealed that convenient prices and home delivery were the main reasons to shop online. Also, the latest ranked as first purchase driver in online grocery shopping, according to a 2023 survey.
In the last quarter of 2022, nearly ** percent of the online purchases of Italian customers were finalized via desktop. In the same period, purchases carried out via smartphone accounted for ** percent of the total, whereas purchases made via tablet represented only two percent of the total. Smartphones were even more relevant in online traffic, as they accounted for about ** percent of online visits to e-commerce sites.
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1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
Market overview
E-commerce adoption
Leading platforms
Segments
Shopping & payment
* For commercial use only
Basic Account
Starter Account
The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
