The Current Status of E-Commerce in Italy (2025)

Italy's e-commerce sector is experiencing substantial growth, driven by increasing digital adoption, improved logistics, and evolving consumer habits. Today, we will explore the market size, top-selling products, market value 2024, and future projections.

Market Size and Growth

In 2023, the Italian e-commerce market was valued at approximately €80.55 billion. This upward trend is expected to continue, although depending on the source, with more or less success:

FORECAST:

• Statista projects the market will reach approximately US$72.90 billion in 2025. 
• Mordor Intelligence forecasts the market to reach US$112.01 billion in 2025, with a compound annual growth rate (CAGR) of 9.94%, potentially reaching US$179.90 billion by 2030.

These variations in projections may result from differing methodologies and definitions of e-commerce scope among research organizations.

These figures reflect a substantial digital transformation in Italy, with more businesses investing in e-commerce solutions and consumers increasingly preferring online shopping.

Most Sold Online Products in 2024

The most popular e-commerce categories in Italy during 2024 were:

• Clothing – Purchased by 40% of consumers
• Shoes – Purchased by 32% of consumers

The dominance of fashion-related items in Italy's online retail sector highlights a shift in consumer behavior, where digital platforms are becoming primary channels for fashion purchases.

E-Commerce Market Value in 2024

The Italian e-commerce market was estimated to be worth $55.1 billion in 2024, marking a 7.82% year-over-year growth. This steady increase reflects the continuous expansion of online retail platforms and a rising preference for digital transactions.

The Italian e-commerce market is expected to grow at a CAGR of 6.72% from 2024 to 2028, potentially reaching $71.4 billion by 2028.

Future Forecast for Italian E-Commerce

The future of e-commerce in Italy appears promising, with multiple factors contributing to its continued expansion:

• Increased internet penetration
• Growing consumer trust in online transactions
• Advancements in logistics and payment solutions

​Based on current available data we have compiled this table, showing the main e-commerce marketplaces in Italy for 2024, including their Gross Merchandise Value (GMV) and average monthly unique visitors:​

Please note that GMV figures represent the total value of merchandise sold through the marketplace, while unique visitor metrics indicate the average number of individual users visiting the platform monthly. The availability of data varies across different sources and platforms.

• Amazon: In March 2024, Amazon was the leading online marketplace in Italy, with an average of over 49 million unique visitors per month. ​statista.com

• eBay: eBay had nearly 14 million unique monthly visitors in Italy during the same period. ​statista.com

• Temu: Temu, a relatively new entrant in the Italian market, achieved a GMV of approximately $2,235.6 million in 2024. Specific data on its average monthly unique visitors in Italy is not readily available.​ecommercedb.com

• Subito.it: This C2C marketplace and classifieds platform exceeded 17 million unique visitors in March 2024. However, specific GMV data for Subito.it is not publicly disclosed.​statista.com

Overall, Italy's e-commerce sector is thriving, with steady market growth and a significant shift in consumer purchasing behavior towards online platforms. Fashion remains dominant, while overall revenue is expected to continue rising in the coming years.

With technological advancements and increasing digital adoption, Italy is well-positioned for a strong e-commerce future, making it a key player in the European online retail space.