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Penetration rate of e-commerce B2C food & grocery in Italy 2015-2020

The value of purchases in the e-commerce B2C food & grocery sector in Italy increased significantly in the last years, and so did the penetration rate on the total market (online and offline). The penetration rate recorded in 2015 was 0.3 percent, since then this figure grew steadily, and is expected to reach 1.6 percent in 2020.

Penetration rate of e-commerce B2C food & grocery in Italy from 2015 to 2020

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In cooperation with
Osservatori Digital Innovation
Release date

May 2020



Survey time period

2015 to 2020

Supplementary notes

Data refer to the value of e-commerce B2C purchases of Food&Grocery products by Italian web shoppers on Italian and foreign websites. Three components are included in the Food&Grocery: Food Grocery, Enogastronomy, and Food Delivery.

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Statistics on "Online grocery market in Italy"

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