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Online grocery market in Italy - Statistics & Facts

Italian consumers seem less attracted by online grocery shopping than consumers in other EU countries. In 2019, in Italy, less than 10 percent of consumers bought food or groceries online, compared to 25 percent in Germany and 36 percent in the Netherlands. However, this niche is gradually growing: In Italy, the market value of e-commerce B2C food and grocery reached 2.5 billion euros in 2020. Best promotions and lower prices seemed to encourage Italian consumers to fill their online baskets, while nearly one in five shoppers stated they were driven by the widest range of food products being available online.

The market of food delivery was a more complex system, largely absent from the digital marketplace. With a demand value of over five hundred million euros, Italian food delivery has its strongest consumer base among 18-to-34-year-olds. In 2020, 45 percent stated they have used food delivery services provided by Just Eat, while Deliveroo followed with 20 percent.

Food deliveries and online retail apps are being regularly used by an increasing number of mobile device owners, with a massive increase during the lockdown imposed during the coronavirus (COVID-19) pandemic. In April 2020, the supermarket chains Esselunga and Conad reported the highest increase in their user base. While it is true that online sales increased, the click & collect service reported a huge growth, as if consumers wanted to avoid roaming the store aisles.

With over half of the Italian adult population consuming wine regularly, wine e-commerce is a relevant segment in the online grocery market. In 2019, the main online wine marketplaces saw their revenues increase between 20 and over 80 percent. A survey from 2020 showed that one in ten wine consumers purchased through an e-commerce channel, while another 8 percent preferred the website or application of the supermarket.

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Online grocery market in Italy

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