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E-commerce purchases CAGR in Italy 2014-2018, by device

From 2015 to 2019, the compound annual growth rate (CAGR) of e-commerce purchases via smartphones in Italy was equal to 58 percent. This growth rate is quite impressive when compared to other devices. Over the same period, for example, e-commerce purchases via desktop increased by seven percent, while the compound annual growth rate of purchases via tablet grew only two percent.

Desktop still the preferred device

Despite this dramatic growth in purchases via smartphone, desktop devices still remain the most common medium for online shopping. In fact, online purchases via desktop account for 56 percent of the total, compared to 39 percent of smartphone purchases. When digging deeper, it can be seen that some product categories are more popular than others when it comes to mobile shopping. For example, the penetration rate of mobile e-commerce reaches 45 percent for products like clothing and apparel.

B2C e-commerce in Italy

The market size of the B2C e-commerce sector in Italy almost doubled from 2014 to 2018, reaching approximately 27.5 billion euros. In 2018, approximately 23.5 million consumers shopped on e-commerce websites. Moreover, these online consumers were expected to purchase over 31 billion euros worth of goods and services online in 2019.

Compound annual growth rate (CAGR) of e-commerce purchases in Italy from 2015 to 2019, by device

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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 "E-commerce in Italy"

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