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Device distribution for B2C e-commerce in Italy 2014-2018

In 2018, desktop devices accounted for 62 percent of the total B2C e-commerce market value in Italy, while the smartphone penetration rate on total e-commerce reached 31 percent, increasingly significantly over the last few years. When looking more closely at the different product categories, the penetration rate of mobile e-commerce for clothing and apparel reaches 45 percent in the same year. On the other hand, insurance was the category where the penetration rate was the lowest. In fact, the sector registered a rate of just nine percent.

B2C e-commerce in Italy

Despite not reaching the figures registered in other European countries, the e-commerce sector has developed significantly in Italy in recent years. The value of e-commerce purchases made by Italian consumers almost doubled since 2015, while the sales of Italian e-commerce websites to both domestic and foreign customers reached a value of approximately 28.5 billion euros in 2019.

A brief comparison with the UK



As mentioned above, the market size of the e-commerce sector in Italy is not comparable to some other European markets. For example, online sales in the United Kingdom are expected to reach over 76 billion euros in 2019, more than double the value reported for Italy. Moreover, when looking at online spending per capita, people in the UK spent on average 942 euros in 2018, compared to only 352 euros in Italy.

Device distribution for B2C e-commerce in Italy in 2014 and 2018

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Source

In cooperation with
Osservatori Digital Innovation
Release date

May 2019

Region

Italy

Survey time period

2014 and 2018

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Statistics on "Online shopping in Italy "

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