E-commerce purchases CAGR in Italy 2014-2018, by device
Desktop still the preferred deviceDespite 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.