Y-o-y e-commerce revenue growth in Italy 2009-2023
In 2023, e-commerce revenue went up by 27.14 percent in Italy. This represented a significant growth but still a slowdown compared to the growth registered in 2021 (33 percent). As the COVID-19 pandemic broke out in 2020, the year-over-year change registered a negative trend for the first time in more than a decade.
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 2022 revealed that convenient prices and home delivery were the main reasons to shop online. Also, the latest ranked as first purchase driver in online grocery shopping, according to a 2023 survey.
Mobile is key
In the last quarter of 2022, nearly 40 percent of the online purchases of Italian customers were finalized via desktop. In the same period, purchases carried out via smartphone accounted for 61 percent of the total, whereas purchases made via tablet represented only two percent of the total. Smartphones were even more relevant in online traffic, as they accounted for about 80 percent of online visits to e-commerce sites.
