E-commerce revenue in Italy 2009-2023

In 2023, the revenue of the e-commerce sector in Italy hit nearly 80.6 billion euros, a significant increase from a year earlier, when it amounted to roughly 75.9 billion euros. According to the data, e-commerce revenue increased steadily and more than fourfold throughout the period considered. When looking at the most popular categories, e-commerce users prefer to shop online for products and services related to leisure activities.

Cross-border relations

Italian shoppers massively purchase from foreign retailers. Surprisingly, two of the biggest cross-border markets were not even in the European Union. Data from 2022 showed that 38 percent of cross-border purchases originated from China. Germany followed with 18 percent, while the UK ranked third. Surely, business relationships with Germany are meaningful on both sides. As of 2023, the neighbor country ranked as first cross-border market for Italian online retailers.

Online touchpoints to keep an eye on

E-commerce platforms might be only the destination for Italian online shoppers. Over one in two consumers browse the internet before making big purchases. In some cases, they go through online reviews, a helpful tool in making better buying decisions.