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Value of e-commerce purchases of Italian consumers 2015-2019

The value of purchases of Italian consumers on e-commerce platforms increased almost twofold from 2015 to 2019. In fact, the value of online purchases amounted to 16.6 billion euros in 2015 and reached 31.6 billion euros in 2019. What do people like to buy online? Among the most popular products and services to buy online, Italians seem to prefer travel-related purchases, books and music, and clothing.

 Mobile e-commerce on the rise 

  The preferred device for online shopping in Italy is a desktop computer. In fact, online purchases finalized via desktop account for 56 percent of the total online purchases, while smartphones and tablets account for 39 and 5 percent respectively. However, despite desktop devices still being preferred for online shopping, mobile devices are catching up fast. For example, purchases via smartphone increased 58 percent from 2015 to 2019.

 E-commerce is growing in Italy 

E-commerce turnover in Italy reached 48.5 billion euros in 2019, increasing by almost 17 percent compared to the previous year. Moreover, the number of e-commerce users is also quite impressive and is expected to increase further in the following years. These figures are evidence that e-commerce has become more widespread in Italy, even though it is not as widespread as in other European countries such as the UK.

Value of e-commerce purchases of Italian consumers from 2015 to 2019

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In cooperation with
Osservatori Digital Innovation
Release date

July 2019



Survey time period

2015 to 2019

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Statistics on "Online shopping in Italy "

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