Italy: top 10 online stores

The biggest online stores in Italy include international players like Amazon, Inc., Zalando SE or Apple, Inc. With a revenue of US$2, 468.1m is leading the Italian e-commerce market directly followed by with US$456.9m. Third place went to with over US$400.0m.

The top 5, mostly controled by international players is one of the top five online stores and the only one run by an Italian company. Esselunga Group is one of the largest retail store chain operating in northern and central Italy with numerous supermarket and superstores. Founded in 1957 in Milano, Italy, as of 2018 it has more than 24, 000 employees, 150 points of sale and generates a turnover of EUR8.0bn.

The Italian e-commerce market has a big potential

According to the Digital Market Outlook, the revenue in the B2C Italian e-commerce market amounts to US$13, 827.0m in 2018. The online sales are expected to show an annual growth rate (CAGR 2019-2023) of 10.4%, resulting in a market volume of US$23, 479.0m by 2023. Moreover and according to the same source, in 2018, 96% of total e-commerce purchases in Italy is domestic.

Most popular online stores in Italy in 2018, by e-commerce net sales

E-commerce revenue in million U.S. dollars 2,468.1 456.9 448.6 258.1 239.1 231.8 184.6 177.5 174.1 174.1
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Release date

December 2019



Survey time period


Supplementary notes

The e-commerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. 

The following are not included in the e-commerce market: digitally distributed services (e.g. travel tickets), online stores dedicated to digital media downloads or streams as well as online stores dedicated to B2B markets nor sales between private persons (C2C). Market volume, market growth and all monetary figures at store level refer to the annual e-commerce net sales after the deduction of returns.

For more information please visit our methodology page on

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Statistics on "Online shopping in Italy "

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