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Italian e-commerce users prefer by far purchasing products or services related travel and tourism, as well as leisure activities when shopping online. In fact, the two segments were worth **** and **** billion euros, respectively.

 E-commerce on the rise in Italy 

E-commerce revenue in Italy was estimated to have reached **** billion euros in 2023. Moreover, the number of e-commerce users in Italy amounted to approximately **** million in 2021 and is expected to reach over **** million by 2027. These figures are evidence that e-commerce has become more and more popular in the country, even though not as widespread and used as in other European countries.

 E-commerce: great potential for domestic brands and shops 

  E-commerce represents a great potential for domestic brands and shops. In fact, e-commerce companies decide to invest abroad to increase their turnover and their business value. For Italian online retailers, Germany is the first exporting market, as ** percent of surveyed business-to-consumer (B2C) companies reported selling their products or services to consumers in the neighbor country in 2022. France and Spain followed with ** and ** percent, respectively.