Zalando has emerged as the dominant force in Italy's fashion e-commerce landscape, attracting nearly 4 million unique monthly visitors in 2024. This German marketplace's success highlights the growing trend of online fashion shopping in Italy, with international platforms gaining significant traction. Vinted and Shein follow as the second and third most popular sites, showcasing the diversity of options available to Italian consumers.
Shifting consumer behaviors and payment preferences
The popularity of fashion e-commerce in Italy is accompanied by evolving payment habits. Buy Now, Pay Later (BNPL) options are gaining traction, particularly among consumers aged 35 to 44 years old, with 38% of Millennials willing to delay payments for online fashion purchases in 2023.
Market growth
In Italy, the fashion e-commerce market is poised for substantial growth, with revenue projected to increase by 80 percent between 2024 and 2029. The market is forecast to generate revenue worth 39.61 billion U.S. dollars by 2029.
Most popular fashion e-commerce sites in Italy as of September 2024, by unique monthly visitors
(in 1,000s)
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Casaleggio Associati. (September 11, 2024). Most popular fashion e-commerce sites in Italy as of September 2024, by unique monthly visitors (in 1,000s) [Graph]. In Statista. Retrieved November 01, 2024, from https://www.statista.com/statistics/1265105/most-popular-fashion-e-commerce-sites-italy/
Casaleggio Associati. "Most popular fashion e-commerce sites in Italy as of September 2024, by unique monthly visitors (in 1,000s)." Chart. September 11, 2024. Statista. Accessed November 01, 2024. https://www.statista.com/statistics/1265105/most-popular-fashion-e-commerce-sites-italy/
Casaleggio Associati. (2024). Most popular fashion e-commerce sites in Italy as of September 2024, by unique monthly visitors (in 1,000s). Statista. Statista Inc.. Accessed: November 01, 2024. https://www.statista.com/statistics/1265105/most-popular-fashion-e-commerce-sites-italy/
Casaleggio Associati. "Most Popular Fashion E-commerce Sites in Italy as of September 2024, by Unique Monthly Visitors (in 1,000s)." Statista, Statista Inc., 11 Sep 2024, https://www.statista.com/statistics/1265105/most-popular-fashion-e-commerce-sites-italy/
Casaleggio Associati, Most popular fashion e-commerce sites in Italy as of September 2024, by unique monthly visitors (in 1,000s) Statista, https://www.statista.com/statistics/1265105/most-popular-fashion-e-commerce-sites-italy/ (last visited November 01, 2024)
Most popular fashion e-commerce sites in Italy as of September 2024, by unique monthly visitors (in 1,000s) [Graph], Casaleggio Associati, September 11, 2024. [Online]. Available: https://www.statista.com/statistics/1265105/most-popular-fashion-e-commerce-sites-italy/
