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From 2015 to 2019, the compound annual growth rate (CAGR) of e-commerce purchases via smartphones in Italy was equal to ** percent. This growth rate is quite impressive when compared to other devices. Over the same period, for example, e-commerce purchases via desktop increased by percent, while the compound annual growth rate of purchases via tablet grew only *** percent.

Desktop still the preferred device

Despite this dramatic growth in purchases via smartphone, desktop devices still remain the most common medium for online shopping. In fact, online purchases via desktop account for ** percent of the total, compared to ** percent of smartphone purchases. When digging deeper, it can be seen that some product categories are more popular than others when it comes to mobile shopping. For example, the penetration rate of mobile e-commerce reaches ** percent for products like clothing and apparel.

B2C e-commerce in Italy

The market size of the B2C e-commerce sector in Italy almost doubled from 2014 to 2018, reaching approximately **** billion euros. In 2018, approximately **** million consumers shopped on e-commerce websites. Moreover, these online consumers were expected to purchase over 31 billion euros worth of goods and services online in 2019.