Distribution of e-commerce revenue in Italy 2021, 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 48 percent of the total e-commerce turnover in Italy. Online shopping centers followed with 22 percent.

 E-commerce on the rise in Italy 

E-commerce revenue in Italy was estimated to have reached 64 billion euros in 2021. Moreover, the number of e-commerce users in Italy amounted to approximately 35.6 million in 2021 and is expected to reach over 40 million by 2025. 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.