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Online shopping frequency in Italy 2020, by product category

As of 2020, Italian consumers bought regularly products and services online. 41 percent of the buyers asserted that they purchased consumer goods online at least once a month. With the same frequency, 23 percent also bought medicines and supplements, while 25 percent of the respondents purchased beauty care products. Moreover, at least once every two or three months, 28 percent of Italian online shoppers bought electronics-related products.

Online shopping frequency in Italy in 2020, by product category

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In cooperation with
Osservatori Digital Innovation
Release date

October 2020



Survey time period

July 2020

Number of respondents

11,854 respondents

Age group

14 years and older

Special properties

Italian consumers who performed at least one online purchase in the categories analyzed during the last 12 months

Method of interview

Email survey

Supplementary notes

This question was phrased by the source as follows: "Con che frequenza acquista online le seguenti categorie?"

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Statistics on "Online shopping in Italy "

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