By 2025 Italian Online Shoppers will Spend US$8 Billion on Fashion

italy ecommerce

Insights into the growth of Italy ecommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Italy is home to 60.3 million people with a total GDP of US$2 trillion. GDP per capita is currently US$34,996 and expected to reach US$40,838 by 2026. Italy is ranked as the 29th richest country by the World Bank GDP per capita rankings.

See insights into other exciting European markets like FranceBelgium, and Germany.

Digital User Insights

There are currently 35.6 million ecommerce users in Italy, with an additional 5 million users to be shopping online by 2025. The average user spends US$646 online, which will grow to US$707 by 2025.

italy ecommerce

Product Categories

Total ecommerce revenue across all product categories is US$23 billion, expected to reach US$28.6 billion by 2025. Fashion is currently the leading product category, accounting for US$6.4 billion market share.  Electronics is second, accounting for US$6.3 billion.

By 2025, fashion will still lead, valued at US$8 billion. Electronics will also grow, reaching US$7.6 billion.

italy ecommerce


In 2018, Italy was ranked 19th in the World Bank Logistics ranking, making it among the easiest countries to deliver to in the world. 71% of Italy’s population reside in urban areas, and international retailers can rest assured that the infrastructure and logistics are in place to deliver to rural areas.

Preferred Online Payments

42% of shoppers used cards when shopping online. Ewallets are increasing in popularity accounting for 25% of online payments.

italy ecommerce

Where does Italy buy from?

Italy imports from Germany (US$75.1 billion), France (US$41.2 billion), China (US$34.9 billion), Spain (US$25.5 billion), and Netherlands (US$23.9 billion).

italy ecommerce

Internet and Device Usage

Internet penetration in Italy is currently at 73%, and should reach 77% by 2025. Smartphone penetration is 54% and is projected to grow to 69% by 2025.  

italy ecommerce

37% of online shoppers in Italy shop online via desktop. 68% of shoppers make purchases via smartphone, and 26% made their most recent purchase via tablet.

italy ecommerce


Total Marketing spend in Italy has grown marginally in recent years, as advertisers begin to steadily invest more in digital. Digital has grown to the highest market spend reaching 41.9%. Television is the second highest market spend accounting for 41.6%

italy ecommerce

Social Media

Italy’s Social Media Penetration is just 57% of the population, with this expected to reach 60% by 2025. Popular networks include Facebook, YouTube, Instagram, Tumblr and LinkedIn.

italy ecommerce

For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets. 

*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.

Apparel's 2021 Global Growth Opportunity