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. However, in 2020 it decreased by one percent, amounting to 48.2 billion euros.
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.
E-commerce turnover growth in Italy from 2009 to 2020
Profit from additional features by authenticating your Admin account
Please authenticate by going to "My account" → "Administration".
Then you will be able to mark statistics as favourites and use personal statistics alerts.
Statista Accounts:
Access All Statistics. Starting from $468 / Year
Learn more about how Statista can support your business.
Casaleggio Associati. (May 7, 2021). E-commerce turnover growth in Italy from 2009 to 2020 [Graph]. In Statista. Retrieved January 28, 2022, from https://www.statista.com/statistics/1120064/e-commerce-turnover-growth-in-italy/
Casaleggio Associati. "E-commerce turnover growth in Italy from 2009 to 2020." Chart. May 7, 2021. Statista. Accessed January 28, 2022. https://www.statista.com/statistics/1120064/e-commerce-turnover-growth-in-italy/
Casaleggio Associati. (2021). E-commerce turnover growth in Italy from 2009 to 2020. Statista. Statista Inc.. Accessed: January 28, 2022. https://www.statista.com/statistics/1120064/e-commerce-turnover-growth-in-italy/
Casaleggio Associati. "E-commerce Turnover Growth in Italy from 2009 to 2020." Statista, Statista Inc., 7 May 2021, https://www.statista.com/statistics/1120064/e-commerce-turnover-growth-in-italy/
Casaleggio Associati, E-commerce turnover growth in Italy from 2009 to 2020 Statista, https://www.statista.com/statistics/1120064/e-commerce-turnover-growth-in-italy/ (last visited January 28, 2022)
