Penetration rate of mobile e-commerce on total e-commerce in Italy 2018, by product

In 2018, the penetration rate of mobile e-commerce for clothing and apparel was equal to 45 percent. Among the products considered, the category where the penetration rate was the lowest was insurance, a sector that registered a mobile penetration rate of nine percent. Mobile e-commerce is becoming more and more popular. In fact, the compound annual growth (CAGR) of online purchases via smartphone was 58 percent within the period 2015 to 2019. By comparison, the CAGR for desktop devices was only seven percent.

 E-commerce in Italy 

  In 2018, the turnover of the e-commerce sector in Italy amounted to 41.5 billion euros. This figure increased steadily and more than fourfold in the last ten years. Moreover, when analyzing the most popular categories, e-commerce users prefer to shop online for products and services related to leisure activities and tourism.

 Internet and e-commerce users 

  In 2018, approximately seven in ten individuals aged six and older used internet in Italy. This figure increased almost twofold since 2006. This impressive growth in internet usage was driven primarily by smartphones’ popularity. In fact, while the share of web traffic via desktop and laptops decreased in recent years, access via mobile devices became more widespread. Moreover, e-commerce users in Italy were approximately 38 million in 2017 and are expected to reach 41 million by 2023.