The penetration rate in the E-commerce market in Italy was forecast to continuously increase between 2023 and 2027 by in total 4.2 percentage points. After the ninth consecutive increasing year, the indicator is estimated to reach 72.41 percent and therefore a new peak in 2027. Notably, the penetration rate of the E-commerce market was continuously increasing over the past years.
Data provided by Statista Market Insights are estimates.
eCommerce, short for electronic commerce, refers to the the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets) through a websites or mobile application. The eCommerce market includes businesses that operate solely online, as well as those that have a physical presence but also sell products or services online. eCommerce encompasses a wide range of industries, from retail and consumer goods to travel and hospitality, and is a rapidly growing segment of the global economy. The rise of eCommerce has enabled businesses to reach customers worldwide, increase sales, and offer new and innovative products and services.
eCommerce consists of eight different markets:
The Beauty, Health, Personal & Household Care market includes the sale of products related to personal care, beauty, and household essentials through digital channels which covers a wide range of products, such as haircare, makeup, vitamins and supplements, and household cleaning products.
The Beverages market contains the sale of various types of beverages through digital channels which covers a wide range of products, such as beverages, including alcoholic and non-alcoholic drinks, tea, coffee, and energy drinks.
The Electronics market comprises the sale of electronic devices, gadgets, and accessories through digital channels which includes products, such as smartphones, laptops, cameras, and smart home devices.
The Fashion market includes the sale of clothing, shoes, and accessories through digital channels from a wide range of brands, designers, and retailers.
The Food market contains the sale of food-related products through digital channels with the purpose of providing consumers with a convenient and accessible way to purchase groceries and specialty food items.
The Furniture market comprises the sale of furniture and home decor products through digital channels which covers a wide range of furniture products, including sofas, beds, chairs, and tables.
The Media market includes the sale of media-related products through digital channels which covers products, such as books, music, movies, and video games.
The Toys, Hobby & DIY market contains the sale of products related to toys, hobbies, and do-it-yourself (DIY) projects through digital channels including toys, games, puzzles, model kits, and crafting supplies.
eCommerce comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definions can be found on each respective market page.
Key players in the market are companies like Amazon, JD, Taobao, Tmall, Apple and Walmart.
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Statista. (July 11, 2023). Penetration rate of the e-commerce market in Italy from 2018 to 2027 [Graph]. In Statista. Retrieved September 29, 2023, from https://www.statista.com/forecasts/891314/digital-buyer-penetration-in-italy
Statista. "Penetration rate of the e-commerce market in Italy from 2018 to 2027." Chart. July 11, 2023. Statista. Accessed September 29, 2023. https://www.statista.com/forecasts/891314/digital-buyer-penetration-in-italy
Statista. (2023). Penetration rate of the e-commerce market in Italy from 2018 to 2027. Statista. Statista Inc.. Accessed: September 29, 2023. https://www.statista.com/forecasts/891314/digital-buyer-penetration-in-italy
Statista. "Penetration Rate of The E-commerce Market in Italy from 2018 to 2027." Statista, Statista Inc., 11 Jul 2023, https://www.statista.com/forecasts/891314/digital-buyer-penetration-in-italy
Statista, Penetration rate of the e-commerce market in Italy from 2018 to 2027 Statista, https://www.statista.com/forecasts/891314/digital-buyer-penetration-in-italy (last visited September 29, 2023)
Penetration rate of the e-commerce market in Italy from 2018 to 2027 [Graph], Statista, July 11, 2023. [Online]. Available: https://www.statista.com/forecasts/891314/digital-buyer-penetration-in-italy