Monthly traffic to esselungaacasa.it 2020-2022

A trailblazer in the Italian online grocery market, retailer Esselunga initially launched grocery delivery in selected urban areas in the early 2000s. Two decades later, Esselunga’s e-commerce website hits approximately one million visits every month.

Potential of the consumer base

Data retrieved from the first quarter over several years indicated that Esselunga’s consumer base reached around five million people, down from the peak registered during the COVID-19 outbreak. The significant number of unique users justifies the existing subscription program, as well as the retailer’s latest launch of the quick delivery service ‘Presto a casa’ in Milan’s city center.

Few true competitors online

In Italy, other supermarket chains have successfully introduced omnichannel services. For instance, in 2021, Conad had 170 stores offering flexible pickup options. However, the online presence of Esselunga remains unchallenged, with the only exception being Lidl. The ranking of leading grocery websites in Italy shows that Lidl is the most visited retailer (apps excluded), followed by Esselunga’s corporate and e-commerce sites, leaving Conad fourth in the ranking.