Italian e-commerce users prefer by far purchasing products or services related to leisure activities when shopping online. In fact, leisure products/services were worth 38 billion euros, online shopping centers followed with 14.2 billion euros.
E-commerce on the rise in Italy
E-commerce revenue in Italy was estimated to have reached 75.9 billion euros in 2022. Moreover, the number of e-commerce users in Italy amounted to approximately 37.3 million in 2021 and is expected to reach over 42.1 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 34 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 31 and 28 percent, respectively.
E-commerce revenue in Italy in 2022, by category
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Casaleggio Associati. (April 18, 2023). E-commerce revenue in Italy in 2022, by category (in billion euros) [Graph]. In Statista. Retrieved July 22, 2024, from https://www.statista.com/statistics/549732/distribution-of-e-commerce-turnover-italy-by-industry/
Casaleggio Associati. "E-commerce revenue in Italy in 2022, by category (in billion euros)." Chart. April 18, 2023. Statista. Accessed July 22, 2024. https://www.statista.com/statistics/549732/distribution-of-e-commerce-turnover-italy-by-industry/
Casaleggio Associati. (2023). E-commerce revenue in Italy in 2022, by category (in billion euros). Statista. Statista Inc.. Accessed: July 22, 2024. https://www.statista.com/statistics/549732/distribution-of-e-commerce-turnover-italy-by-industry/
Casaleggio Associati. "E-commerce Revenue in Italy in 2022, by Category (in Billion Euros)." Statista, Statista Inc., 18 Apr 2023, https://www.statista.com/statistics/549732/distribution-of-e-commerce-turnover-italy-by-industry/
Casaleggio Associati, E-commerce revenue in Italy in 2022, by category (in billion euros) Statista, https://www.statista.com/statistics/549732/distribution-of-e-commerce-turnover-italy-by-industry/ (last visited July 22, 2024)
E-commerce revenue in Italy in 2022, by category (in billion euros) [Graph], Casaleggio Associati, April 18, 2023. [Online]. Available: https://www.statista.com/statistics/549732/distribution-of-e-commerce-turnover-italy-by-industry/