E-commerce turnover growth in Italy 2009-2019

The market size of the e-commerce sector in Italy grew steadily year-on-year from 2009 to 2019. Data provided by Casaleggio Associati shows that the sector’s revenue increased by 17 percent in 2019, following an 18 percent growth in 2018. The annual e-commerce market size in Italy reached 48.5 billion euros in 2019.

Mobile e-commerce on the rise

  In 2019, 56 percent of the online purchases of Italian customers were finalized via desktop. In the same year, purchases carried out via smartphone accounted for 39 percent of the total, whereas purchases made via tablet represented only five percent of the total. Mobile devices, however, are catching up. Online purchases via smartphone increased by 58 percent in recent years. Moreover, mobile e-commerce accounted for 43.5 percent of the total e-commerce market size in Italy in 2019. 

Why do Italians shop online?

  E-commerce growth in popularity is due to different reasons. Mainly, it appears that online shopping is generally convenient and fast compared to offline shopping, which attracts many users. In fact, a survey conducted among Italians in 2019 revealed that convenient prices and a wide range of options were the main reasons to shop online. Furthermore, many e-commerce users also appreciated the possibility to access products and services offered by foreign e-commerce websites.