65% of Italians prefer physical stores to e-commerce

From the results of "The State of Shopping 2024" survey conducted by ShopFully with Offerista Group, for 65% of Italians, the physical store is the preferred place to shop with only 5% of consumers choosing e-commerce as their main option when shopping.

Despite the spread of online and increasing digitization, physical retail continues to remain the point of reference for consumers.

According to the results of "The State of Shopping 2024" survey - conducted by ShopFully in collaboration with Offerista Group - for 65 % of Italians, the physical store is the preferred place for shopping while only 5% favor e-commerce. The remaining 30% move fluidly between online and offline depending on a number of variables (category, time available, prices etc).

Why physical?

Where does the primacy of physical retail come from? The main reason lies in the ability to see, touch or try products before buying them. And this applies as much to food shopping as it does to buying a dress or a pair of shoes. Only in the case of more "technical" categories, such as consumer electronics, where the emotional component is less significant and the choice is based on price, does a more pronounced inclination toward e-commerce emerge.