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Distribution of e-commerce revenue in Italy 2019, by sector

Italian e-commerce users prefer by far purchasing products or services related to leisure activities when shopping online. In fact, according to the data provided by Casaleggio Associati, leisure products/services accounted for over 40 percent of the total e-commerce turnover in Italy. Products and services related to tourism also represented an important share of the total e-commerce turnover.  

 E-commerce on the rise in Italy 

    E-commerce turnover in Italy was estimated to have reached 48.5 billion euros in 2019, increasing by almost 20 percent compared to the previous year. Moreover, the number of e-commerce users in Italy amounted to approximately 32 million in 2019 and is expected to reach 40 million by 2023. These figures are evidence that e-commerce has become more and more popular in the country, even though not as widespread and used as in other European countries such as the UK.  

 E-commerce: great potential for domestic brands and shops 

    E-commerce opens up a plethora of possibilities for customers. E-commerce users can find an unlimited selection of products from all around the world at their fingertips. On the other hand, e-commerce also represents a great potential for domestic brands and shops. In fact, e-commerce companies decide to invest abroad to increase their turnover and their business value. While only 13 percent of Italian e-commerce companies already invested in internationalization projects, some other 30 percent plan to invest in order to reach markets.

Distribution of e-commerce revenue in Italy in 2019, by sector

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In cooperation with
Casaleggio Associati
Release date

May 2020



Survey time period


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