{"id":8994,"date":"2025-10-06T07:19:08","date_gmt":"2025-10-06T05:19:08","guid":{"rendered":"https:\/\/eurotext.de\/en\/?p=8994"},"modified":"2025-10-06T09:09:25","modified_gmt":"2025-10-06T07:09:25","slug":"e-commerce-in-italy","status":"publish","type":"post","link":"https:\/\/eurotext.de\/en\/blog\/e-commerce-in-italy\/","title":{"rendered":"E-Commerce in Italy"},"content":{"rendered":"

For <\/span>many <\/span>years, <\/span>the <\/span>tourism <\/span>sector <\/span>dominated <\/span>online <\/span>revenue, <\/span>while <\/span>digital <\/span>retail <\/span>remained <\/span>relatively <\/span>stagnant. <\/span>That <\/span>changed <\/span>dramatically <\/span>in <\/span>2020, <\/span>when <\/span>the <\/span>COVID-19 <\/span>pandemic <\/span>forced <\/span>millions <\/span>of <\/span>Italians <\/span>to <\/span>explore <\/span>online <\/span>shopping. <\/span>Lockdowns <\/span>triggered <\/span>a <\/span>surge <\/span>in <\/span>digital <\/span>adoption, <\/span>and <\/span>e-commerce <\/span>growth <\/span>soared <\/span>into <\/span>triple <\/span>digits.\u00a0<\/span>Now, <\/span>five <\/span>years <\/span>later, <\/span>the <\/span>shift <\/span>has <\/span>proven <\/span>durable. <\/span>In <\/span>2019, <\/span>nearly <\/span>a <\/span>third <\/span>of <\/span>Italian <\/span>consumers <\/span>reported <\/span>that <\/span>they <\/span>never <\/span>shopped <\/span>online. <\/span>By <\/span>2025, <\/span>that <\/span>figure <\/span>has <\/span>dropped <\/span>below <\/span>18%<\/span>, <\/span>while <\/span>the <\/span>proportion <\/span>of <\/span>regular <\/span>online <\/span>shoppers <\/span>has <\/span>climbed <\/span>to <\/span>above <\/span>35%<\/span>. <\/span>The <\/span>pandemic <\/span>may <\/span>have <\/span>sparked <\/span>the <\/span>transformation, <\/span>but <\/span>consumer <\/span>habits <\/span>have ensured that e-commerce in Italy is here to stay.<\/span><\/p>\n

E-commerce <\/span>in <\/span>Italy <\/span>in <\/span>2025 <\/span>and <\/span>beyond<\/span><\/h2>\n

Italy’s <\/span>internet <\/span>penetration <\/span>has <\/span>grown <\/span>steadily each year, <\/span>now <\/span>reaching <\/span>85 <\/span>percent <\/span>of <\/span>the <\/span>population. <\/span>This <\/span>translates <\/span>into <\/span>a <\/span>potential <\/span>market <\/span>of <\/span>nearly <\/span>59 <\/span>million <\/span>people, <\/span>with <\/span>over <\/span>32 <\/span>million of those <\/span>actively <\/span>shopping <\/span>online.
\n<\/span>E-commerce <\/span>revenue <\/span>in <\/span>Italy <\/span>is <\/span>projected <\/span>to <\/span>reach <\/span>\u20ac61.83 <\/span>billion <\/span>in <\/span>2025, <\/span>with <\/span>a <\/span>compound <\/span>annual <\/span>growth <\/span>rate <\/span>of <\/span>5.33 <\/span>percent <\/span>expected <\/span>through <\/span>2030. <\/span>Despite <\/span>this <\/span>expansion, <\/span>many <\/span>domestic <\/span>retailers <\/span>initially <\/span>struggled <\/span>to <\/span>capitalize <\/span>on <\/span>the <\/span>opportunity. <\/span>A <\/span>2021 <\/span>survey <\/span>revealed <\/span>that <\/span>only <\/span>60 <\/span>percent <\/span>of <\/span>Italian <\/span>online <\/span>sellers <\/span>saw <\/span>increased <\/span>sales <\/span>during <\/span>the <\/span>pandemic, <\/span>leaving <\/span>room <\/span>for <\/span>international <\/span>competitors <\/span>to <\/span>gain <\/span>ground.<\/span><\/p>\n

Foreign <\/span>sellers <\/span>now <\/span>account <\/span>for <\/span>nearly <\/span>38 <\/span>percent <\/span>of <\/span>Italy’s <\/span>e-commerce <\/span>revenue, <\/span>with <\/span>China<\/a>, <\/span>Germany<\/a>, <\/span>and <\/span>France <\/span><\/a>leading <\/span>the <\/span>way. <\/span>Italian <\/span>consumers <\/span>continue <\/span>to <\/span>favor <\/span>large <\/span>marketplaces <\/span>over <\/span>local <\/span>platforms, <\/span>and <\/span>Amazon <\/span>remains <\/span>the <\/span>top <\/span>online <\/span>retailer <\/span>by <\/span>net <\/span>sales. <\/span>However, <\/span>local <\/span>players <\/span>like <\/span>Allegro <\/span>are <\/span>gaining <\/span>traction, <\/span>particularly <\/span>in <\/span>northern <\/span>regions, <\/span>while <\/span>newcomers <\/span>such <\/span>as <\/span>Zalando, <\/span>Temu, <\/span>and <\/span>Shein <\/span>are <\/span>expanding <\/span>aggressively.<\/span><\/p>\n

Upward trend<\/h2>\n

Italian <\/span>businesses <\/span>are <\/span>increasingly <\/span>recognizing <\/span>the <\/span>importance <\/span>of <\/span>digital <\/span>commerce. <\/span>Currently, <\/span>12 <\/span>percent <\/span>of <\/span>companies <\/span>sell <\/span>online, <\/span>and <\/span>nearly <\/span>80 <\/span>percent <\/span>of <\/span>those <\/span>operate <\/span>in <\/span>the <\/span>B2C <\/span>space. <\/span>The <\/span>rise <\/span>of <\/span>e-commerce <\/span>has <\/span>reshaped <\/span>the <\/span>retail <\/span>landscape: <\/span>over <\/span>the <\/span>past <\/span>decade, <\/span>63,000 <\/span>brick-and-mortar <\/span>stores <\/span>have <\/span>closed, <\/span>unable <\/span>to <\/span>compete <\/span>with <\/span>their <\/span>online <\/span>counterparts. <\/span>At <\/span>the <\/span>same <\/span>time, <\/span>thousands <\/span>of <\/span>new <\/span>digital-first <\/span>businesses <\/span>have <\/span>emerged, <\/span>with <\/span>nearly <\/span>7,000 <\/span>registered <\/span>in <\/span>2019 <\/span>alone. <\/span>The <\/span>momentum <\/span>continues, <\/span>driven <\/span>by <\/span>consumer <\/span>demand <\/span>for <\/span>convenience, <\/span>variety, <\/span>and <\/span>competitive <\/span>pricing.<\/span><\/p>\n

Smartphones <\/span>and <\/span>online <\/span>payments: <\/span>how <\/span>Italians <\/span>like <\/span>to <\/span>shop<\/span><\/h2>\n

Mobile <\/span>commerce <\/span>has <\/span>become <\/span>the <\/span>dominant <\/span>mode <\/span>of <\/span>shopping <\/span>in <\/span>Italy. <\/span>In <\/span>2025, <\/span>82%<\/span>\u00a0<\/span>of <\/span>retail <\/span>site <\/span>visits <\/span>and <\/span>65%<\/span>\u00a0<\/span>of <\/span>purchases <\/span>are <\/span>made <\/span>via <\/span>smartphones. <\/span>Desktop <\/span>computers <\/span>still <\/span>play <\/span>a <\/span>role \u2013 <\/span>especially <\/span>for <\/span>high-value <\/span>transactions \u2013 <\/span>accounting <\/span>for <\/span>30 <\/span>percent <\/span>of <\/span>purchases\u00a0<\/span>but <\/span>only <\/span>15%<\/span>\u00a0<\/span>of <\/span>browsing <\/span>activity. <\/span>This <\/span>behavior <\/span>reflects <\/span>a <\/span>preference <\/span>for <\/span>mobile <\/span>browsing <\/span>and <\/span>app-based <\/span>shopping, <\/span>with <\/span>final <\/span>purchases <\/span>often <\/span>made <\/span>on <\/span>larger <\/span>screens.<\/span><\/p>\n

When <\/span>it <\/span>comes <\/span>to <\/span>payments, <\/span>Italian <\/span>consumers <\/span>show <\/span>a <\/span>clear <\/span>preference <\/span>for <\/span>digital <\/span>wallets. <\/span>PayPal <\/span>and <\/span>Amazon <\/span>Pay <\/span>are <\/span>used <\/span>by <\/span>58%<\/span>\u00a0<\/span>of <\/span>shoppers, <\/span>while <\/span>credit <\/span>and <\/span>debit <\/span>cards <\/span>account <\/span>for 32%<\/span>. <\/span>Cash <\/span>on <\/span>delivery <\/span>remains <\/span>relevant, <\/span>especially <\/span>among <\/span>older <\/span>or <\/span>rural <\/span>populations, <\/span>representing <\/span>10 <\/span>percent <\/span>of <\/span>transactions. <\/span>Buy <\/span>Now \u2013 <\/span>Pay <\/span>Later <\/span>services <\/span>are <\/span>gaining <\/span>popularity, <\/span>particularly <\/span>among <\/span>younger <\/span>consumers, <\/span>and <\/span>are <\/span>expected <\/span>to <\/span>grow <\/span>further <\/span>in <\/span>the <\/span>coming <\/span>years.<\/span><\/p>\n

Most <\/span>popular <\/span>market <\/span>segments <\/span>for <\/span>e-commerce <\/span>in <\/span>Italy<\/span><\/h2>\n

Italian <\/span>consumers <\/span>are <\/span>spending <\/span>more <\/span>across <\/span>a <\/span>wide <\/span>range <\/span>of <\/span>categories. <\/span>Groceries <\/span>lead <\/span>the <\/span>pack, <\/span>with <\/span>online <\/span>spending <\/span>reaching <\/span>\u20ac6.1 <\/span>billion. <\/span>Fashion <\/span>and <\/span>apparel <\/span>follow <\/span>closely <\/span>at <\/span>\u20ac5.2 <\/span>billion, <\/span>while <\/span>furniture <\/span>and <\/span>home <\/span>living <\/span>generate <\/span>\u20ac4.1 <\/span>billion <\/span>in <\/span>revenue. <\/span>Beauty <\/span>and <\/span>personal <\/span>care <\/span>products <\/span>have <\/span>also <\/span>seen <\/span>growth, <\/span>with <\/span>\u20ac1.6 <\/span>billion <\/span>in <\/span>online <\/span>sales. <\/span>Consumer <\/span>electronics <\/span>remain <\/span>a <\/span>strong <\/span>segment, <\/span>with <\/span>\u20ac3.8 <\/span>billion <\/span>in <\/span>purchases, <\/span>reflecting <\/span>the <\/span>country’s <\/span>increasing <\/span>digital <\/span>engagement.<\/span><\/p>\n

Language <\/span>for <\/span>Italian <\/span>e-commerce<\/span><\/h2>\n

Italian <\/span>remains <\/span>the <\/span>essential <\/span>language <\/span>for <\/span>e-commerce <\/span>in <\/span>Italy. <\/span>Although <\/span>English <\/span><\/a>is <\/span>taught <\/span>in <\/span>schools, <\/span>only <\/span>about <\/span>42%<\/span>\u00a0<\/span>of <\/span>Italians <\/span>report <\/span>speaking <\/span>a <\/span>foreign <\/span>language, <\/span>and <\/span>fluency <\/span>is <\/span>far <\/span>from <\/span>universal. <\/span>For <\/span>this <\/span>reason, <\/span>offering <\/span>websites, <\/span>customer <\/span>support, <\/span>and <\/span>marketing <\/span>materials <\/span>in <\/span>Italian <\/span>is <\/span>not <\/span>optional \u2013 it is essential<\/span>\u00a0<\/span>for <\/span>success. <\/span>Within <\/span>Italy, <\/span>regional <\/span>dialects <\/span>are <\/span>still <\/span>spoken, <\/span>but <\/span>standard <\/span>Italian <\/span>is <\/span>used <\/span>for <\/span>all <\/span>written <\/span>communication. <\/span>Companies <\/span>targeting <\/span>Italian <\/span>consumers <\/span>can <\/span>rely <\/span>on <\/span>standard <\/span>Italian <\/span>without <\/span>concern <\/span>for <\/span>dialect <\/span>variation.<\/span><\/p>\n

How <\/span>Italy <\/span>has <\/span>implemented <\/span>the <\/span>Digital <\/span>Services <\/span>Tax<\/span><\/h2>\n

Italy <\/span>introduced <\/span>its <\/span>Digital <\/span>Services <\/span>Tax <\/span>in <\/span>2020, <\/span>aligning <\/span>with <\/span>the <\/span>broader <\/span>European <\/span>effort <\/span>to <\/span>ensure <\/span>that <\/span>tech <\/span>giants <\/span>pay <\/span>taxes <\/span>where <\/span>their <\/span>revenue <\/span>is <\/span>generated. <\/span>The <\/span>DST <\/span>imposes <\/span>a <\/span>3%<\/span>\u00a0<\/span>levy <\/span>on <\/span>companies <\/span>with <\/span>global <\/span>turnover <\/span>exceeding <\/span>\u20ac750 <\/span>million, <\/span>including <\/span>at <\/span>least <\/span>\u20ac5.5 <\/span>million <\/span>in <\/span>Italian <\/span>sales. <\/span>The <\/span>tax <\/span>remains <\/span>in <\/span>place <\/span>and <\/span>is <\/span>expected <\/span>to <\/span>generate <\/span>around <\/span>\u20ac700 <\/span>million <\/span>annually <\/span>until <\/span>a <\/span>unified <\/span>international <\/span>framework <\/span>is <\/span>adopted.<\/span><\/p>\n

Notable <\/span>legal <\/span>aspects <\/span>of <\/span>e-commerce <\/span>in <\/span>Italy<\/span><\/h2>\n

Italy’s <\/span>e-commerce <\/span>laws <\/span>are <\/span>largely <\/span>harmonized <\/span>with <\/span>EU <\/span>standards, <\/span>but <\/span>some <\/span>local <\/span>nuances <\/span>remain. <\/span>For <\/span>example, <\/span>Italian <\/span>law <\/span>considers <\/span>a <\/span>product <\/span>listing <\/span>with <\/span>required <\/span>details <\/span>and <\/span>terms <\/span>as <\/span>a <\/span>binding <\/span>offer. <\/span>Once <\/span>a <\/span>customer <\/span>places <\/span>an <\/span>order, <\/span>the <\/span>contract <\/span>is <\/span>legally <\/span>concluded <\/span>and <\/span>cannot <\/span>be <\/span>declined <\/span>by <\/span>the <\/span>seller. <\/span>This <\/span>differs <\/span>from <\/span>systems <\/span>like <\/span>Germany’s, <\/span>where <\/span>the <\/span>seller <\/span>must <\/span>confirm <\/span>the <\/span>order <\/span>before <\/span>the <\/span>contract <\/span>is <\/span>finalized. <\/span>Since <\/span>2023, <\/span>Italy <\/span>has <\/span>also <\/span>implemented <\/span>new <\/span>consumer <\/span>protections, <\/span>including <\/span>mandatory <\/span>sustainability <\/span>disclosures <\/span>and <\/span>enhanced <\/span>return <\/span>rights. <\/span>EU-wide <\/span>regulations like<\/span>\u00a0<\/span>the <\/span>Digital <\/span>Services <\/span>Act <\/span>and <\/span>Digital <\/span>Markets <\/span>Act <\/span>have <\/span>further <\/span>strengthened <\/span>transparency <\/span>and <\/span>platform <\/span>accountability.<\/span><\/p>\n

Bottom Line<\/span><\/h2>\n

Italy’s <\/span>e-commerce <\/span>environment <\/span>has <\/span>undergone <\/span>a <\/span>profound <\/span>transformation <\/span>since <\/span>2020. <\/span>What <\/span>began <\/span>as <\/span>a <\/span>pandemic-driven <\/span>shift <\/span>has <\/span>evolved <\/span>into <\/span>a <\/span>robust <\/span>digital <\/span>economy, <\/span>supported <\/span>by <\/span>rising <\/span>mobile <\/span>adoption, <\/span>expanding <\/span>product <\/span>categories, <\/span>and <\/span>increasing <\/span>consumer <\/span>trust. <\/span>Legal <\/span>frameworks <\/span>are <\/span>stable <\/span>and <\/span>aligned <\/span>with <\/span>EU <\/span>norms, <\/span>while <\/span>localization<\/a> \u2013 especially <\/span>language <\/span>and <\/span>cultural <\/span>relevance \u2013 remains <\/span>key <\/span>to <\/span>market <\/span>success. <\/span>For <\/span>businesses <\/span>looking <\/span>to <\/span>expand <\/span>into <\/span>Italy, <\/span>the <\/span>barriers <\/span>to <\/span>entry <\/span>are <\/span>low, <\/span>but <\/span>the <\/span>competition <\/span>is <\/span>fierce. <\/span>With <\/span>the <\/span>right <\/span>strategy and armed with expertly translated product descriptions<\/a>, <\/span>Italy <\/span>offers <\/span>a <\/span>dynamic <\/span>and <\/span>rewarding <\/span>landscape <\/span>for <\/span>digital <\/span>commerce.<\/span><\/p>\n
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\n","protected":false},"excerpt":{"rendered":"

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.\u00a0Now, five years later, the shift has proven durable. In […]<\/p>\n","protected":false},"author":5,"featured_media":8996,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1160,1],"tags":[1168],"class_list":["post-8994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce-in","category-general","tag-ecommerce"],"yoast_head":"\nE-Commerce in Italy » Eurotext AG<\/title>\n<meta name=\"description\" content=\"Explore the booming e-commerce in Italy in 2025 \u2013 trends, data, legal updates, and what retailers need to succeed in this dynamic market.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eurotext.de\/en\/blog\/e-commerce-in-italy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E-Commerce in Italy\" \/>\n<meta property=\"og:description\" content=\"For many years, the tourism sector dominated online revenue, while digital retail remained relatively stagnant. 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