For many years, the tourism sector dominated online revenue, while digital retail remained relatively stagnant. That changed dramatically in 2020, when the COVID-19 pandemic forced millions of Italians to explore online shopping. Lockdowns triggered a surge in digital adoption, and e-commerce growth soared into triple digits. Now, five years later, the shift has proven durable. In 2019, nearly a third of Italian consumers reported that they never shopped online. By 2025, that figure has dropped below 18%, while the proportion of regular online shoppers has climbed to above 35%. The pandemic may have sparked the transformation, but consumer habits have ensured that e-commerce in Italy is here to stay.
E-commerce in Italy in 2025 and beyond
Italy’s internet penetration has grown steadily each year, now reaching 85 percent of the population. This translates into a potential market of nearly 59 million people, with over 32 million of those actively shopping online.
E-commerce revenue in Italy is projected to reach €61.83 billion in 2025, with a compound annual growth rate of 5.33 percent expected through 2030. Despite this expansion, many domestic retailers initially struggled to capitalize on the opportunity. A 2021 survey revealed that only 60 percent of Italian online sellers saw increased sales during the pandemic, leaving room for international competitors to gain ground.
Foreign sellers now account for nearly 38 percent of Italy’s e-commerce revenue, with China, Germany, and France leading the way. Italian consumers continue to favor large marketplaces over local platforms, and Amazon remains the top online retailer by net sales. However, local players like Allegro are gaining traction, particularly in northern regions, while newcomers such as Zalando, Temu, and Shein are expanding aggressively.
Upward trend
Italian businesses are increasingly recognizing the importance of digital commerce. Currently, 12 percent of companies sell online, and nearly 80 percent of those operate in the B2C space. The rise of e-commerce has reshaped the retail landscape: over the past decade, 63,000 brick-and-mortar stores have closed, unable to compete with their online counterparts. At the same time, thousands of new digital-first businesses have emerged, with nearly 7,000 registered in 2019 alone. The momentum continues, driven by consumer demand for convenience, variety, and competitive pricing.
Smartphones and online payments: how Italians like to shop
Mobile commerce has become the dominant mode of shopping in Italy. In 2025, 82% of retail site visits and 65% of purchases are made via smartphones. Desktop computers still play a role – especially for high-value transactions – accounting for 30 percent of purchases but only 15% of browsing activity. This behavior reflects a preference for mobile browsing and app-based shopping, with final purchases often made on larger screens.
When it comes to payments, Italian consumers show a clear preference for digital wallets. PayPal and Amazon Pay are used by 58% of shoppers, while credit and debit cards account for 32%. Cash on delivery remains relevant, especially among older or rural populations, representing 10 percent of transactions. Buy Now – Pay Later services are gaining popularity, particularly among younger consumers, and are expected to grow further in the coming years.
Most popular market segments for e-commerce in Italy
Italian consumers are spending more across a wide range of categories. Groceries lead the pack, with online spending reaching €6.1 billion. Fashion and apparel follow closely at €5.2 billion, while furniture and home living generate €4.1 billion in revenue. Beauty and personal care products have also seen growth, with €1.6 billion in online sales. Consumer electronics remain a strong segment, with €3.8 billion in purchases, reflecting the country’s increasing digital engagement.
Language for Italian e-commerce
Italian remains the essential language for e-commerce in Italy. Although English is taught in schools, only about 42% of Italians report speaking a foreign language, and fluency is far from universal. For this reason, offering websites, customer support, and marketing materials in Italian is not optional – it is essential for success. Within Italy, regional dialects are still spoken, but standard Italian is used for all written communication. Companies targeting Italian consumers can rely on standard Italian without concern for dialect variation.
How Italy has implemented the Digital Services Tax
Italy introduced its Digital Services Tax in 2020, aligning with the broader European effort to ensure that tech giants pay taxes where their revenue is generated. The DST imposes a 3% levy on companies with global turnover exceeding €750 million, including at least €5.5 million in Italian sales. The tax remains in place and is expected to generate around €700 million annually until a unified international framework is adopted.
Notable legal aspects of e-commerce in Italy
Italy’s e-commerce laws are largely harmonized with EU standards, but some local nuances remain. For example, Italian law considers a product listing with required details and terms as a binding offer. Once a customer places an order, the contract is legally concluded and cannot be declined by the seller. This differs from systems like Germany’s, where the seller must confirm the order before the contract is finalized. Since 2023, Italy has also implemented new consumer protections, including mandatory sustainability disclosures and enhanced return rights. EU-wide regulations like the Digital Services Act and Digital Markets Act have further strengthened transparency and platform accountability.
Bottom Line
Italy’s e-commerce environment has undergone a profound transformation since 2020. What began as a pandemic-driven shift has evolved into a robust digital economy, supported by rising mobile adoption, expanding product categories, and increasing consumer trust. Legal frameworks are stable and aligned with EU norms, while localization – especially language and cultural relevance – remains key to market success. For businesses looking to expand into Italy, the barriers to entry are low, but the competition is fierce. With the right strategy and armed with expertly translated product descriptions, Italy offers a dynamic and rewarding landscape for digital commerce.