Online marketplaces in Italy - statistics & facts

Online marketplaces dominate Italian e-commerce. Marketplaces and large e-commerce platforms gather the most traffic, often outdoing smaller mono-brand online shops. In Italy, the share of marketplaces out of the entire e-commerce market value is one of the highest in Western Europe.

The elephant in the room

Amazon is the unchallenged leader of generalist B2C marketplaces, counting nearly 36 million unique visitors at the beginning of 2023. The Italian platform accounted for over two-thirds of desktop traffic of all e-commerce sites, likely due to Amazon providing convenient products for almost every merchandise category. Another reason for Amazon’s success in Italy is its close partnership with Italian small and medium enterprises. In 2023, over half of the 20 most positively reviewed sellers on Amazon.it were companies headquartered in Italy, while a survey from 2023 indicated that about one in three Italian companies selling online opted for Amazon.

Beyond Amazon

In the B2C sector, marketplaces became popular in several verticals. Firstly, in the consumer electronics segment, the physical distribution network seems the most relevant factor. Online shops of brick-and-mortar retailers like Mediaworld or UniEuro compete with big D2C giants like Apple and Samsung. Secondly, among the non-food online platforms, Zalando is the most popular fashion marketplace, outperforming competitors such as Shein and Zara in online traffic. Finally, the world of food marketplaces. Finally, the world of food marketplaces is characterized by a dynamic competition between established grocery retailers and fast-growing food retail start-ups.

Strategic sale channel

Marketplaces remain a profitable digital sale channel in Italy. Whenever possible, Italian companies try to diversify their presence; over six in ten companies selling products or services online conducted business on more than one e-commerce marketplace. Any sales activity in marketplaces requires the use of catalogue and other management systems. This type of technology seems to be well advanced, as most Italian e-commerce companies reported to be satisfied with it.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Daniela Coppola, Apr 12, 2024

Key insights

Most popular online marketplace
Amazon
Most popular electronics e-commerce site
Apple Store
Most popular fashion e-commerce site
Zalando
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Editor’s Picks
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Current statistics on this topic

Most popular online marketplaces in Italy as of March 2024, by unique monthly visitors (in 1,000s)

Online Marketplaces

Most visited online marketplaces in Italy 2024

Most popular e-commerce and shopping websites in Italy in December 2023, based on share of visits

Reach & Traffic

Leading e-commerce and shopping websites in Italy 2023, based on visit share

Share of revenue e-commerce companies generated on marketplaces in Italy in 2021

Key Figures of E-Commerce

E-commerce companies' share of revenue generated on marketplaces in Italy 2021

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Overview

7

Overview

Categories

5

Categories

Generalist marketplaces

6

Generalist marketplaces

Trends

6

Trends

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