The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
* The total sample size of 19,293 includes a minimum of 1,000 respondents in each of the 18 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
Citation formats
Shopping channel preference among Italian consumers Q2 2023
A recent survey conducted among Italian consumers revealed that around 35 percent of consumers would prefer to shop mostly through online channels, given the choice, in the first quarter of 2023. Meanwhile, only 26 percent of respondents stated that they would prefer to shop in-store if they were able to choose freely.
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Klarna. (October 10, 2023). Share of consumers that would prefer to shop mostly online/in-store in Italy in the second quarter of 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 28, 2026, from /statistics/1384194/shopping-preferences-among-italian-consumers-by-channel/
Klarna. "Share of consumers that would prefer to shop mostly online/in-store in Italy in the second quarter of 2023." Chart. October 10, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 28, 2026. /statistics/1384194/shopping-preferences-among-italian-consumers-by-channel/
Klarna. (2023). Share of consumers that would prefer to shop mostly online/in-store in Italy in the second quarter of 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 28, 2026. /statistics/1384194/shopping-preferences-among-italian-consumers-by-channel/
Klarna. "Share of Consumers That Would Prefer to Shop Mostly Online/In-store in Italy in The Second Quarter of 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 10 Oct 2023, /statistics/1384194/shopping-preferences-among-italian-consumers-by-channel/
Klarna, Share of consumers that would prefer to shop mostly online/in-store in Italy in the second quarter of 2023 ÌÇÐÄÆƽâ°æ, /statistics/1384194/shopping-preferences-among-italian-consumers-by-channel/ (last visited July 28, 2026)
Share of consumers that would prefer to shop mostly online/in-store in Italy in the second quarter of 2023 [Graph], Klarna, October 10, 2023. [Online]. Available: /statistics/1384194/shopping-preferences-among-italian-consumers-by-channel/
