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In 2023, the revenue of the e-commerce sector in Italy hit nearly **** billion euros, a significant increase from a year earlier, when it amounted to roughly **** billion euros. According to the data, e-commerce revenue increased steadily and more than fourfold throughout the period considered. When looking at the most popular categories, e-commerce users prefer to shop online for products and services related to leisure activities.

Cross-border relations

Italian shoppers massively purchase from foreign retailers. Surprisingly, two of the biggest cross-border markets were not even in the European Union. Data from 2022 showed that ** percent of cross-border purchases originated from China. Germany followed with ** percent, while the UK ranked third. Surely, business relationships with Germany are meaningful on both sides. As of 2023, the neighbor country ranked as first cross-border market for Italian online retailers.

Online touchpoints to keep an eye on

E-commerce platforms might be only the destination for Italian online shoppers. Over one in * consumers browse the internet before making big purchases. In some cases, they go through online reviews, a helpful tool in making better buying decisions.