Online marketplaces in Italy - statistics & facts

Online marketplaces dominate Italian e-commerce. As in other countries, marketplaces and large e-commerce platforms gather the most traffic, often outdoing smaller mono-brand online shops. Nowadays, the ability to purchase from a wide choice of products is seen as a key aspect of the shopping experience by one in two Italian online consumers.

The elephant in the room

Amazon is the unchallenged leader of generalist B2C marketplaces, counting at least 34 million unique visitors at the beginning of 2022. The Italian platform accounted for over two-thirds of desktop traffic of all e-commerce sites, likely due to Amazon providing convenient products for almost every merchandise category. The partnership between Italian small and medium enterprises and the e-commerce giant doesn’t come as a surprise. In 2023, over half of the 20 most positively reviewed sellers on Amazon.it were companies headquartered in Italy, while a survey from 2021 indicated that almost four in ten Italian companies selling online opted for Amazon.

Beyond Amazon

In the B2C sector, marketplaces became popular in several verticals, although with some differences. In the consumer electronics segment, the physical distribution network seems the most relevant factor. Online shops of brick-and-mortar retailers like Mediaworld or UniEuro compete with big hardware and software groups, leaving limited space to pure marketplaces like the local ePrice. Among the non-food online platforms, Zalando is the most popular fashion marketplace, doubling Shein’s unique visitors. The world of food marketplaces sees established grocery retailers but also the lively presence of successful newcomers. In the wine niche, the marketplace Tannico generated about 76 million euros revenue in 2021, up from the previous year.

Strategic sale channel

Marketplaces remain a profitable digital sale channel in Italy. A 2022 survey showed that third-party platforms were the sales channels getting most e-commerce investments, after companies’ websites and social media accounts. Whenever possible, Italian companies tried to diversify their presence; over six in ten companies selling products or services online conducted business on more than one e-commerce marketplace.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Daniela Coppola, Feb 9, 2023

Key insights

Most popular online marketplace
Amazon
Most popular electronics e-commerce site
Apple Store
Most popular fashion e-commerce site
Zalando
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Editor’s Picks Current statistics on this topic

Most popular online marketplaces in Italy as of October 2023, by unique monthly visitors (in 1,000s)

Online Marketplaces

Most visited online marketplaces in Italy 2023

Most popular e-commerce and shopping websites in Italy in April 2023, based on share of visits

Reach & Traffic

Leading e-commerce and shopping websites in Italy 2023, based on visit share

Share of revenue e-commerce companies generated on marketplaces in Italy in 2021

Key Figures of E-Commerce

E-commerce companies' share of revenue generated on marketplaces in Italy 2021

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