E-commerce in Italy

E-COMMERCE IN ITALY

Table of Contents
 Table of Contents

01 Market overview
E-commerce revenue in Europe 2012-2017 02
Total retail e-commerce revenue in Italy 2017-2024 03
Distribution of e-commerce turnover in Italy 2019, by sector 04
Toys, Hobby & DIY e-commerce user in Italy 2017-2024 05
B2C e-commerce sales growth in Italy 2014-2017 06
Number of Italian customers purchasing online from abroad 2019, by country 07
Share of Italian population who have shopped online from abroad 2019, by country 08

02 E-commerce revenues by segment

E-commerce turnover in Italy 2009-2018 10
E-commerce revenue in Italy 2017-2024, by segment 11
Furniture & Appliances e-commerce user in Italy 2017-2024 12
Electronics & Media e-commerce user in Italy 2017-2024 13
Online retail users in Italy 2017-2024 14
 Table of Contents

E-commerce sales value of food and groceries in Italy 2015, by category 15

Furniture & Appliances e-commerce revenue in Italy 2017-2024, by segment 16
Electronics & Media e-commerce revenue in Italy 2017-2024, by segment 17
Italy: digital travel sales volume 2011-2017 18

03 Consumer spending
Average online expenditure in Italy 2016, by sales channel 20
E-commerce revenue per online shopper in Italy 2012-2016 21
E-commerce spending per capita in Italy 2012-2017 22
Value of e-commerce purchases by Italian consumers in Italy 2010-2016 23
Average expenditure for e-commerce goods in Italy 2016, by device 24
Share of goods and services purchased by online customers in Italy 2018, by category 25

04 Digital shoppers - Demographics

Digital Market Outlook: number of of e-commerce users Italy 2016-2022 27
 Table of Contents

Projected digital buyer penetration in Italy 2014-2017 28

Distribution of regular e-commerce customers 2017-2018, by age group 29
Distribution of regular e-commerce customers Q1 2018, by education level 30
Distribution of regular e-commerce customers in Italy Q1 2018, by municipality size 31
Distribution of e-commerce customers using smartphones in Italy Q1 2018, by age group 32
Average age of online shoppers in Italy Q1 2018, by product category 33
E-commerce customers in Italy 2018, by frequency of purchase 34
Number of e-commerce users in Italy 2018, by purchase frequency 35

05 Device
Operating systems used while shopping online in Italy 2018 37
Distribution of online shoppers during Black Friday in Italy 2018, by device 38
Distribution of online shoppers during Cyber Monday 2018, by device 39
Devices used for online shopping search 2018, by type 40
Devices used for regular online shopping in Italy 2017 41
 Table of Contents

06 Payment methods
Preferred digital payment methods in Italy 2017 43
Average expenditure on e-commerce websites in Italy Q1 2018, by payment method 44
Distribution of online payment methods in Italy Q1 2018, by type of good 45
Reasons for not buying online among e-commerce users in Italy 2016 46
Number of Italian customers purchasing online from abroad 2019, by country 47
E-COMMERCE IN ITALY

Market overview
B2C e-commerce revenue in selected countries in Western Europe from 2012 to 2017 (in billion
euros)*
E-commerce revenue in Europe 2012-2017

UK Germany France Italy

70
64.1
59.68
60
54.84
49.91
Online revenue in billion euros

50 46.36
45.02
42.52
40.11
38.45
40
34.55
30.87 30.68
27.15 28.18
30 25.72
23.22
20.62
17.99
20

8.34
10 5.49 5.6 6.15
3.99 4.73

0
2012 2013 2014 2015 2016 2017

Note: France, Germany, Italy, United Kingdom; 2012

Further information regarding this statistic can be found on page 49.
2 Source(s): Forrester Research; TechCrunch; ID 435863 Market overview
Italy: retail e-commerce revenue forecast from 2017 to 2024 (in billion U.S. dollars)
Total retail e-commerce revenue in Italy 2017-2024

30

25 24.1
23.5
22.3
20.5
Revenue in billion U.S. dollars

20
18.2

15.8
15 13.8
12.4

10

0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 50.
3 Source(s): Statista; ID 480518 Market overview
Distribution of e-commerce turnover in Italy in 2019, by sector
Distribution of e-commerce turnover in Italy 2019, by sector

Fashion 2.2% Home & furnishings 0.8%

Publishing 1.9%
Health & beauty 0.3%
Food 2.8%

Consumer electronics 3.3%

Insurance 4.9%

Shopping centers 14.5% Leisure 41.3%

Tourism 28%

Note: Italy; 2019

Further information regarding this statistic can be found on page 51.
4 Source(s): Casaleggio Associati; ID 549732 Market overview
Number of Toys, Hobby & DIY e-commerce users in Italy from 2017 to 2024, by segment (in
millions)
Toys, Hobby & DIY e-commerce user in Italy 2017-2024

DIY, Garden & Pets Toys & Baby Sports & Outdoor Hobby & Stationery

16.0

14.3
13.6 13.6
14.0
12.9
12.6
12
Number of users in millions

12.0 11.4 11.5

10.8 10.9 10.9
10.1 10.1 10.3
9.6 9.6
10.0
9.1
8.8 8.6
8.3
8
7.7 7.6
8.0 7.3
6.9 7
6.5 6.5
6.1
5.4 5.6
6.0
5.1

4.0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 52.
5 Source(s): Statista; ID 480520 Market overview
Annual B2C e-commerce sales growth in Italy from 2014 to 2017
B2C e-commerce sales growth in Italy 2014-2017

18.0%

16.0% 15.3%

14.0% 13.5%
E-commerce sales growth rate

12%
12.0%
10.6%

10.0%

8.0%

6.0%

4.0%

2.0%

0.0%
2014* 2015* 2016* 2017*

Note: Italy; 2014 to 2017

Further information regarding this statistic can be found on page 53.
6 Source(s): eMarketer; ID 261446 Market overview
Number of Italian e-commerce customers purchasing online from abroad in 2019, by country (in
millions)
Number of Italian customers purchasing online from abroad 2019, by country

Number of customers in millions

0 1 2 3 4 5 6 7 8 9 10

China 8.7
UK 7.4
Germany 6.6
USA 4.4
France 2.8
Spain 2.3
Japan 1.1
Netherlands 1
Rest of Europe 0.8
Canada 0.6
Denmark 0.5
Rest of Asia 0.4
Australia 0.4
Iceland 0.4
Central America 0.4

Note: Italy; 2019; 15-79 years old ; have shopped online from abroad
Further information regarding this statistic can be found on page 54.
7 Source(s): Nepa; PostNord; ID 590010 Market overview
Proportion of the Italian population who have shopped online from various countries in 2019, by
country
Share of Italian population who have shopped online from abroad 2019, by country

Share of population
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%

China 28%

United Kingdom 23%

Germany 21%

USA 14%

France 9%

Spain 7%

Japan 4%

Netherlands 3%

Canada 2%

Sweden 2%

Russia 1%

Rest of Asia 1%

Note: Italy; 2019; 15-79 years old

Further information regarding this statistic can be found on page 55.
8 Source(s): Nepa; PostNord; ID 589981 Market overview
E-COMMERCE IN ITALY

E-commerce revenues by segment

E-commerce turnover in Italy from 2009 to 2018 (in billion euros)
E-commerce turnover in Italy 2009-2018

45
41.5

40
35.1
35
31.7
28.8
Turnover in billion euros

30

24.2
25
22.3
21.1
19
20

14.4
15

10
10

0
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Note: Italy; 2009 to 2018

Further information regarding this statistic can be found on page 56.
10 Source(s): Casaleggio Associati; ID 549643 E-commerce revenues by segment
E-commerce revenue forecast in Italy from 2017 to 2024, by segment (in billion U.S. dollars)
E-commerce revenue in Italy 2017-2024, by segment

Electronics & Media Fashion Toys, Hobby & DIY Furniture & Appliances Food & Personal Care

30

25
3.2
3.1
Revenue in billion U.S. dollars

2.8
20 2.5 3.7
3.5
3.3
2.2 2.9
3.2 3.3
15 1.8 2.5 3.1
3
1.5 2.1 2.8 6.9 7.1
6.6
1.3 1.8 2.7 6
10 1.5 2.5 5.3
2.4 4.5
3.9
3.5 6.7 6.8
6 6.5
5 5.4
4.7
3.6 4.1

0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 57.
11 Source(s): Statista; ID 480519 E-commerce revenues by segment
Number of Furniture & Appliances e-commerce users in Italy from 2017 to 2024, by segment (in
millions)
Furniture & Appliances e-commerce user in Italy 2017-2024

Household Appliances Furniture & Homeware

16
14.3
13.6
14
12.6

12 11.4
Number of users in millions

10.1
10
8.8
7.7 8
7.6
8 6.9 7
6.3
5.5
6
4.7
4
3.6
4

0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 58.
12 Source(s): Statista; ID 480522 E-commerce revenues by segment
Number of Electronics & Media e-commerce users in Italy from 2017 to 2024, by segment (in
millions)
Electronics & Media e-commerce user in Italy 2017-2024

Consumer Electronics Books, Movies, Music & Games

30
28.5

28 27.3
26.9
25.7 25.7
26
23.9 24.2
Number of users in millions

24
22.4
21.9
22
20.5
19.8
20
18.5
18
18 16.7
16.4
16 15.2

14

12

10
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 59.
13 Source(s): Statista; ID 480524 E-commerce revenues by segment
Number of e-commerce users in Italy from 2017 to 2024 (in millions)
Online retail users in Italy 2017-2024

47.0

44.8
45.0
44.1
43.3
Number of users in millions

43.0 42.3

41
41.0

39.5

39.0
38

37.0 36.3

35.0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 60.
14 Source(s): Statista; ID 480527 E-commerce revenues by segment
Value of food and grocery products sold online in Italy from 2014 to 2015, by product category (in
million euros)
E-commerce sales value of food and groceries in Italy 2015, by category

Food products Non food products

500

450 73

400
66 393
Sales value in million euros

350
327
300

250

200

150

100

50

0
2014 2015

Note: Italy; 2014 and 2015

Further information regarding this statistic can be found on page 61.
15 Source(s): GlobalWebIndex; ID 573066 E-commerce revenues by segment
Furniture & Appliances e-commerce revenue forecast in Italy from 2017 to 2024, by segment (in
million U.S. dollars)
Furniture & Appliances e-commerce revenue in Italy 2017-2024, by segment

Household Appliances Furniture & Homeware

4000

1,845.3
3500 1,755.4
1,621.6
3000
Revenue in million U.S. dollars

1,442.1

2500
1,231.8

2000 1,021.5

1,783.8 1,854.7
842.3
1500 1,667.7
709.6 1,500.6
1,298.1
1000 1,095.2
924.3
798
500

0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 62.
16 Source(s): Statista; ID 480530 E-commerce revenues by segment
Electronics & Media e-commerce revenue forecast in Italy from 2017 to 2024, by segment (in
million U.S. dollars)
Electronics & Media e-commerce revenue in Italy 2017-2024, by segment

Consumer Electronics Books, Movies, Music & Games

8000

7000
1,073.8 1,074.1
1,072.6
6000
Revenue in million U.S. dollars

1,067.1
5,650.3 5,771.5
1,044.3 5,389.4
5000
4,928.4
977.4
4000 4,312.6
882.3
821.1 3,692
3000 3,179.7
2,800
2000

1000

0
2017 2018 2019 2020 2021 2022 2023 2024

Note: 2019
Further information regarding this statistic can be found on page 63.
17 Source(s): Statista; ID 480535 E-commerce revenues by segment
Digital travel sales in Italy from 2011 to 2017 (in billion U.S. dollars)
Italy: digital travel sales volume 2011-2017

20

18 17.5
Digital travel sales volume (in billion U.S. dollars)

15.63
16
13.9
14
11.91
12
9.9
10
8.08
8
6.44
6

0
2011 2012 2013 2014* 2015* 2016* 2017*

Note: Italy; 2011 and 2012

Further information regarding this statistic can be found on page 64.
18 Source(s): eMarketer; ID 280271 E-commerce revenues by segment
E-COMMERCE IN ITALY

Consumer spending
Average online expenditure in Italy in 2016, by sales channel
Average online expenditure in Italy 2016, by sales channel

Average expenditure in euros

0 50 100 150 200 250 300 350

Price comparison website 319

Producer 109

Marketplace 88

eRetailer 85

Traditional retailer 62

Private sales 45

Voucehrs/Coupons 34

Note: Italy; February 17 to March 2, 2016; 2,559

Further information regarding this statistic can be found on page 65.
20 Source(s): Human Highway; PayPal; ID 580367 Consumer spending
Average revenue per online shopper in Italy from 2012 to 2016 (in euros)
E-commerce revenue per online shopper in Italy 2012-2016

700

609.7
600 574.2
525.8

500
Online revenue per shopper

441.7

400 372.5

300

200

100

0
2012 2013 2014 2015 2016

Note: Italy; January 2016

Further information regarding this statistic can be found on page 66.
21 Source(s): CRR; ID 434061 Consumer spending
Average spending per capita for online shopping in Italy from 2012 to 2017 (in euros)
E-commerce spending per capita in Italy 2012-2017

180 170

160
145.6

140
125.6
Online spendings per capita

120
105.5

100
87

80 73.4

60

40

20

0
2012 2013 2014 2015 2016* 2017*

Note: Italy; January 2016

Further information regarding this statistic can be found on page 67.
22 Source(s): CRR; RetailMeNot; ID 434071 Consumer spending
Value of e-commerce purchases by Italian consumers in Italy from 2010 to 2016 (in million euros)
Value of e-commerce purchases by Italian consumers in Italy 2010-2016

25

20 19.28
Value of purchases in million euros

16.5

15 14.37
12.64
11

10 9.34
8

0
2010 2011 2012 2013 2014 2015 2016

Note: Italy; 2010 to 2016; online purchase of products and services (not including home banking, gambling and downloading) from Italian customers on eCommerce website
(foreign or italian websites).
Further information regarding this statistic can be found on page 68.
23 Source(s): Osservatori Digital Innovation; ID 573885 Consumer spending
Average expenditure for e-commerce goods in Italy in 2016, by device (in euros)
Average expenditure for e-commerce goods in Italy 2016, by device

120

102
100

84
81
Average expenditure in euros

80
80

60

40

20

0
Tablet Notebook Desktop Smartphone

Note: Italy; February 17 to March 2, 2016; 2.559

Further information regarding this statistic can be found on page 69.
24 Source(s): Human Highway; ID 582273 Consumer spending
Share of goods and services purchased by online customers in Italy in 2018, by category
Share of goods and services purchased by online customers in Italy 2018, by category

Share of respondents
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

Phone top-up 59.5%

Travel tickets 40.1%
Clothing (excl. shoes) 36.5%
Gadgets and accessories 33.4%
Consumer electronics (excl. PC, tablet, Phone) 32.5%
Holidays 31.1%
Shoes 30.3%
Books, CD, DVD 29.8%
Cosmetics and perfumes 27.7%
Coupon/Vouchers 26%
Ticket events 25.9%
Food products 23.4%
Health and wellness 22.4%
Toys 22%
Digital content 21.1%

Note: Italy; September 9-18, 2018; 2,415

Further information regarding this statistic can be found on page 70.
25 Source(s): Human Highway; ID 573329 Consumer spending
E-COMMERCE IN ITALY

Digital shoppers - Demographics

Forecast on the number of e-commerce users in Italy from 2016 to 2022 (in millions)
Digital Market Outlook: number of of e-commerce users Italy 2016-2022

25

21.1
20.2 20.6
19.6
20 19.1
18.6
18.1
Number of users in millions

15

10

0
2016 2017* 2018* 2019* 2020* 2021* 2022*

Note: Italy; September 2017

Further information regarding this statistic can be found on page 71.
27 Source(s): Statista Digital Market Outlook; ID 831094 Digital shoppers - Demographics
Projected digital buyer penetration in Italy from 2014 to 2017
Projected digital buyer penetration in Italy 2014-2017

60.0%

53%
51%
48.7%
50.0%
46.3%

40.0%
Share of internet users

30.0%

20.0%

10.0%

0.0%
2014 2015 2016 2017

Note: Italy; June 2013; 14 years and older; who have made at least one purchase via any digital channel within the past year, including online, mobile and tablet purchases.
Further information regarding this statistic can be found on page 72.
28 Source(s): eMarketer; ID 261615 Digital shoppers - Demographics
Distribution of e-commerce customers in Italy in 3rd quarter 2017 and in 1st quarter 2018, by age
group
Distribution of regular e-commerce customers 2017-2018, by age group

15-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years

120.0%

100.0%
10% 9%
13% 14%
80.0%
Share of respondents

21% 21%

60.0%
25% 24%

40.0%

19% 18%
20.0%

12% 13%

0.0%
Q3 17 Q1 18

Note: Italy; Q3 2017 and Q1 2018

Further information regarding this statistic can be found on page 73.
29 Source(s): Human Highway; ID 579018 Digital shoppers - Demographics
Distribution of regular e-commerce customers in Italy in 1st quarter 2018, by education level
Distribution of regular e-commerce customers Q1 2018, by education level

60.0%

55.7%
50.0%
Share of e-commerce users

40.0%

36.1%

30.0%

20.0%

10.0%
8.2%

0.0%
Lower secondary Upper & post-secondary Tertiary

Note: Italy; Q1 2018; 2,415

Further information regarding this statistic can be found on page 74.
30 Source(s): Human Highway; Consorzio Netcomm; ID 579070 Digital shoppers - Demographics
Distribution of regular e-commerce customers in Italy in 1st quarter 2018, by municipality size
Distribution of regular e-commerce customers in Italy Q1 2018, by municipality size

35.0%

30.0% 31.3%

27.6%
Share of e-commerce customers

25.0%

23.2%
20.0%

17.9%
15.0%

10.0%

5.0%

0.0%
Less than 10,000 inhabitants 10,000 - 30,000 inhabitants 30,000 - 100,000 inhabitants More than 100,000 inhabitants

Note: Italy; Q1 2018; 2,415

Further information regarding this statistic can be found on page 75.
31 Source(s): Human Highway; ID 579095 Digital shoppers - Demographics
Distribution of e-commerce customers purchasing via mobile device in Italy in 1st quarter 2018, by
age group
Distribution of e-commerce customers using smartphones in Italy Q1 2018, by age group

30.0%
27%

25.0%
23%
Share of e-commerce users

20.0%
17% 17%

15.0%

10.0% 9%
7%

5.0%

0.0%
15-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65+ years

Note: Italy; Q1 2018; 2,415

Further information regarding this statistic can be found on page 76.
32 Source(s): Human Highway; ID 579342 Digital shoppers - Demographics
Average age of online customers in Italy in 1st quarter of 2018, by product category
Average age of online shoppers in Italy Q1 2018, by product category

Average age of customers

0 5 10 15 20 25 30 35 40 45 50 55

Food 49.4
Health and wellness 48.1
Insurances 47.7
Home appliances 46.8
Consumer electronics (excl. Pc, Tablet, Phone) 46.8
Mobile phone top up 46.3
Books, CDs and DVDs 44.7
Digital content 44.5
Cosmetics and perfumes 44.1
Event tickets 43.8
Clothing (excl. footwear) 43.6
Holiday packages and accommodation 42.8
Photo printing 42.3
Toys 42.2
Footwear 42

Note: Italy; Q1 2018; 1,785

Further information regarding this statistic can be found on page 77.
33 Source(s): Human Highway; ID 580277 Digital shoppers - Demographics
Share of e-commerce customers in Italy as of March 2018, by frequency of purchase
E-commerce customers in Italy 2018, by frequency of purchase

100.0%

90.0% 87%

80.0%
71.1%
70.0%
Share of internet users

60.0%
53.4%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%
Users who purchased online at least once in their life Users who purchased online in the last 3 months Users who buy online regularly

Note: Italy; Q1 2018; 15 years and older; 32.5 million; internet users
Further information regarding this statistic can be found on page 78.
34 Source(s): Human Highway; ID 573293 Digital shoppers - Demographics
Number of e-commerce users in Italy as of March 2018, by frequency of purchase (in million users)
Number of e-commerce users in Italy 2018, by purchase frequency

30 28.3

25
23.1
Number of users in millions

20
17.3

15

10

0
Users who purchased online at least once in their life Users who purchased online in the last 3 months Users who regularly buy online

Note: Italy; Q1 2018; 15 years and more; 32.5 million; internet users
Further information regarding this statistic can be found on page 79.
35 Source(s): Human Highway; ID 573322 Digital shoppers - Demographics
E-COMMERCE IN ITALY

Device
Operating systems (OS) used while shopping online in Italy in 2018
Operating systems used while shopping online in Italy 2018

Other 1.8%

iOS 23.6%

Android 74.0%

Note: Italy; November 12-15, 2018; 1,005; online shoppers

Further information regarding this statistic can be found on page 80.
37 Source(s): idealo; ID 936090 Device
Distribution of online shoppers during Black Friday in Italy in 2018, by device
Distribution of online shoppers during Black Friday in Italy 2018, by device

Tablet 6%

Desktop 41.1%
Smartphone 52.9%

Note: Italy; 2018; 1,005; online shoppers

Further information regarding this statistic can be found on page 81.
38 Source(s): idealo; ID 936538 Device
Distribution of online shoppers during Cyber Monday in Italy in 2018, by device
Distribution of online shoppers during Cyber Monday 2018, by device

Tablet 6.2%

Desktop 41.1%
Smartphone 52.7%

Note: Italy; 2018; 1,005; online shoppers

Further information regarding this statistic can be found on page 82.
39 Source(s): idealo; ID 936555 Device
Devices used for online shopping search in Italy in 2018
Devices used for online shopping search 2018, by type

60.0%

52.5%

50.0%

38.9%
40.0%
Share of respondents

30.0%

20.0%

10.0% 8.6%

0.0%
Smartphone PC Tablet

Note: Italy; November 12-15, 2018; 1,005; online shoppers

Further information regarding this statistic can be found on page 83.
40 Source(s): idealo; ID 861032 Device
Share of devices used for regular online shopping in Italy in 2017
Devices used for regular online shopping in Italy 2017

100.0%
91%
90.0%

80.0%

70.0%
Share of respondents

60.0%

50.0%

40.0%

29%
30.0%
22%
20.0%

10.0%

0.0%
Computer Smartphone Tablet

Note: Italy; October 25-27, 2017; 1,017; online shoppers

Further information regarding this statistic can be found on page 84.
41 Source(s): idealo; ID 861068 Device
E-COMMERCE IN ITALY

Payment methods
Preferred digital payment methods in Italy in 2017
Preferred digital payment methods in Italy 2017

45.0%
41%
40.0%

34%
35.0%

30.0%
Share of respondents

25.0%
22%

20.0%

15.0%

10.0%

5.0% 3%

0.0%
American Express PayPal MasterCard Visa

Note: Italy; 2017

Further information regarding this statistic can be found on page 85.
43 Source(s): Adyen; ID 419183 Payment methods
Average expenditure on e-commerce websites in Italy in 1st quarter 2018, by payment method (in
euros)
Average expenditure on e-commerce websites in Italy Q1 2018, by payment method

350

303
300

250
Average expenditure in euros

200

152
150
122
104
100 82
75

50 40

0
Bank transfer Credit card on delivery Cash on delivery Credit card online PayPal Other payment methods Coupon

Note: Italy; Q1 2018

Further information regarding this statistic can be found on page 86.
44 Source(s): Human Highway; ID 580452 Payment methods
Distribution of payment methods used on e-commerce websites in Italy in 1st quarter 2018, by type
of good
Distribution of online payment methods in Italy Q1 2018, by type of good

PayPal Prepaid card online Credit card online Cash/cheque on delivery Coupon
Prepaid card on delivery Bank transfer Credit card on delivery Other payment methods

120.0%

100.0%
1.2%
1.6% 0.8%
4%
1.5%
2.7% 3.3%
6.6% 2.2%
2.3%
Share of payment method

4% 1.4%
28.7%
80.0% 23.7%

60.0%
17.2% 24.7%

40.0%
40.8%
32.2%
20.0%

0.0%
Tangible goods Intangible goods

Note: Italy; Q1 2018; 2,415

Further information regarding this statistic can be found on page 87.
45 Source(s): Human Highway; ID 580499 Payment methods
Reasons for not purchasing online among e-commerce users in Italy in 2016
Reasons for not buying online among e-commerce users in Italy 2016

Share of respondents

Intangible goods Tangible goods

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0%
30%
It was easier to purchase it in a store
42%
17%
It was cheaper to purchase it in a store
24%
14%
I could not understand if it was the right product for me
23%
15%
I did not found online the product I was looking for
9%
14%
I did try online, but the traditional way was better
9%
11%
I did not trust online payment
4%
3%
I did not trust the website
4%
4%
I did not trust the delivery service
4%
5%
I tried to buy online but I could not make it
1%

Note: Italy; February 17 to March 2, 2016; 2,559

Further information regarding this statistic can be found on page 88.
46 Source(s): Human Highway; PayPal; ID 581352 Payment methods
Number of Italian e-commerce customers purchasing online from abroad in 2019, by country (in
millions)
Number of Italian customers purchasing online from abroad 2019, by country

Number of customers in millions

0 1 2 3 4 5 6 7 8 9 10

China 8.7
UK 7.4
Germany 6.6
USA 4.4
France 2.8
Spain 2.3
Japan 1.1
Netherlands 1
Rest of Europe 0.8
Canada 0.6
Denmark 0.5
Rest of Asia 0.4
Australia 0.4
Iceland 0.4
Central America 0.4

Note: Italy; 2019; 15-79 years old ; have shopped online from abroad
Further information regarding this statistic can be found on page 89.
47 Source(s): Nepa; PostNord; ID 590010 Payment methods
E-COMMERCE IN ITALY

References
B2C e-commerce revenue in selected countries in Western Europe from 2012 to 2017 (in billion
euros)*
E-commerce revenue in Europe 2012-2017

Description
Source and methodology information
This statistic shows the development of B2C e-commerce revenues in Western Europe from 2012 to 2017.
Source(s) Forrester Research; TechCrunch According to this forecast, the revenue from B2C e-commerce in Germany will amount to more than 46 billion
euros in 2017.
Conducted by Forrester Research

Survey period 2012

Region(s) France, Germany, Italy, United Kingdom

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by TechCrunch

Publication date March 2013

Original source techcrunch.com

Website URL visit the website

Notes: * Figures have been rounded and are based on a forecast.

Back to statistic

49 References
Italy: retail e-commerce revenue forecast from 2017 to 2024 (in billion U.S. dollars)
Total retail e-commerce revenue in Italy 2017-2024

Description
Source and methodology information
The graph presents the e-commerce market revenue in Italy in 2017, and provides a forecast until 2024. E-
Source(s) Statista commerce revenue in Italy is expected to grow to 24.1 billion U.S. dollars in 2024. Statista`s Digital Market
Outlook offers forecasts, detailed market insights and essential performance indicators of the most significant
Conducted by Statista
areas in the Digital Economy, including various digital goods and services for 150 countries worldwide.
Survey period 2019

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date December 2019

Original source Digital Market Outlook

Website URL visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital
channel to a private end user (B2C). This comprises purchases via
desktop computer (including notebooks and laptops) as well as purchases
via mobile devices such as smartphones and tablets. The main sales
channels are cross-bran [...] For more information visit our Website

Back to statistic

50 References
Distribution of e-commerce turnover in Italy in 2019, by sector
Distribution of e-commerce turnover in Italy 2019, by sector

Description
Source and methodology information
Italian e-commerce users prefer by far purchasing products or services related to leisure activities when
Source(s) Casaleggio Associati shopping online. In fact, according to the data provided by Casaleggio Associati , leisure products/services
accounted for over 40 percent of the total e-commerce turnover in Italy. Products and services related to tourism
Conducted by Casaleggio Associati
also represented an important share of the total e-commerce turnover. E-commerce on the rise in Italy E-
Survey period 2019 commerce turnover in Italy was estimated to have reached 41.5 billion euros in 2018, increasing by almost 20
percent compared to the previous year. Moreover, the number of e-commerce users in Italy amounted to
Region(s) Italy approximately 38 million in 2017 and is expected to reach 41 million by 2023. These figures are evidence that e-
commerce has become more and more popular in the country, even though not as widespread and used as in
Number of respondents n.a. other European countries such as the UK. E-commerce: great potential for domestic brands and shops E-
commerce opens up a plethora of possibilities for customers. E-commerce users can find an unlimited selection
Age group n.a.
of products from all around the world at their fingertips. On the other hand, e-commerce also represents a great
Special characteristics n.a. potential for domestic brands and shops. In fact, e-commerce companies decide to invest abroad to increase
their turnover and their business value. While only 13 percent of Italian e-commerce companies already invested
Published by Casaleggio Associati in internationalization projects, some other 30 percent plan to invest in order to reach markets.

Publication date April 2019

Original source E-commerce in Italia 2019, page 16

Website URL visit the website

Notes: n.a.

Back to statistic

51 References
Number of Toys, Hobby & DIY e-commerce users in Italy from 2017 to 2024, by segment (in
millions)
Toys, Hobby & DIY e-commerce user in Italy 2017-2024

Description
Source and methodology information
This statistic presents the number of Toys, Hobby & DIY e-commerce users in Italy in 2017, and provides a
Source(s) Statista forecast until 2024. According to the Digital Market Outlook, the number of e-commerce users in DIY, Garden &
Pets segment in Italy is expected to grow to 14.3 million in 2024. Statista`s Digital Market Outlook offers
Conducted by Statista
forecasts, detailed market insights and essential performance indicators of the most significant areas in the
Survey period 2019 Digital Economy, including various digital goods and services for 150 countries worldwide.

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date January 2020

Original source Digital Market Outlook

Website URL visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital
channel to a private end user (B2C). This comprises purchases via
desktop computer (including notebooks and laptops) as well as purchases
via mobile devices such as smartphones and tablets. The main sales
channels are cross-bran [...] For more information visit our Website

Back to statistic

52 References
Annual B2C e-commerce sales growth in Italy from 2014 to 2017
B2C e-commerce sales growth in Italy 2014-2017

Description
Source and methodology information
This timeline shows the year-on-year B2C e-commerce sales growth rates in Italy from 2014 to 2017. In 2017,
Source(s) eMarketer B2C e-commerce sales in Italy are expected to increase by 10.6 percent compared to the previous year.
Conducted by eMarketer

Survey period 2014 to 2017

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by eMarketer

Publication date February 2014

Original source emarketer.com

Website URL visit the website

Notes: * Forecast. Includes products and services ordered and leisure and
unmanaged business travel sales booked using the internet via any
device, regardless of the method of payment or fulfillment, numbers may
not add up in total due to rounding.

Back to statistic

53 References
Number of Italian e-commerce customers purchasing online from abroad in 2019, by country (in
millions)
Number of Italian customers purchasing online from abroad 2019, by country

Description
Source and methodology information
This statistic illustrates number of Italian customers purchasing online from abroad in 2019, by country.During
Source(s) Nepa; PostNord the survey period it was found that an estimated 8.7 million Italian customers purchased online from the China.
Moreover, 7.4 million shopped online from UK and 6.6 million from Germany.
Conducted by Nepa

Survey period 2019

Region(s) Italy

Number of respondents n.a.

Age group 15-79 years old

Special characteristics have shopped online from abroad

Published by PostNord

Publication date May 2019

Original source E-commerce in Europe 2018, page 55

Website URL visit the website

Notes: n.a.

Back to statistic

54 References
Proportion of the Italian population who have shopped online from various countries in 2019, by
country
Share of Italian population who have shopped online from abroad 2019, by country

Description
Source and methodology information
This statistic illustrates the share of Italian population who have shopped online from abroad in 2019, by
Source(s) Nepa; PostNord country.During the survey period, it was found that 28 percent of the Italian population shopped online from the
China. Moreover, 28 percent of the population shopped online from China and 21 percent from Germany.
Conducted by Nepa

Survey period 2019

Region(s) Italy

Number of respondents n.a.

Age group 15-79 years old

Special characteristics n.a.

Published by PostNord

Publication date August 2019

Original source E-commerce in Europe 2018, page 56

Website URL visit the website

Notes: n.a.

Back to statistic

55 References
E-commerce turnover in Italy from 2009 to 2018 (in billion euros)
E-commerce turnover in Italy 2009-2018

Description
Source and methodology information
In 2018, the turnover of the e-commerce sector in Italy amounted to 41.5 billion euros. According to the data
Source(s) Casaleggio Associati provided by Casaleggio Associati , the e-commerce turnover increased steadily and more than fourfold over the
period considered. When looking at the most popular categories , e-commerce users prefer to shop online for
Conducted by Casaleggio Associati
products and services related to leisure activities and tourism. Internet and e-commerce users in Italy The share
Survey period 2009 to 2018 of population aged six years and older using internet in Italy reached almost 70 percent in 2018, increasing
twofold since 2006. This impressive increase in internet usage was also driven by smartphones` popularity. In
Region(s) Italy fact, while access to the internet through desktop and laptops decreased in recent years, access via mobile
devices became more widespread. Moreover, e-commerce users in Italy were approximately 38 million in 2017
Number of respondents n.a. and are expected to reach 41 million by 2023. Shopping online on foreign e-commerce platforms One of the
main advantages of online shopping is that it allows customers to reach shops and brands that would not
Age group n.a.
normally be available in their city or even in their country. In fact, many e-commerce users find themselves
Special characteristics n.a. shopping online on foreign e-commerce websites . This is also the case for Italian consumers: in 2018,
approximately 4.6 million Italian e-commerce customers purchased from online shops based in the United
Published by Casaleggio Associati Kingdom, and 4.3 million from shops based in China. This represents an advantage also for Italian e-commerce
websites. During the same year, approximately 50 million European e-commerce users purchased online from
Publication date April 2019 online shops based in Italy.
Original source E-commerce in Italia 2019, page 15

Website URL visit the website

Notes: n.a.

Back to statistic

56 References
E-commerce revenue forecast in Italy from 2017 to 2024, by segment (in billion U.S. dollars)
E-commerce revenue in Italy 2017-2024, by segment

Description
Source and methodology information
The graph presents the retail e-commerce revenue by segment in Italy in 2017, and provides a forecast until
Source(s) Statista 2024. E-commerce revenue in Italy is expected to grow to 6.8 billion U.S. dollars in 2024. Statista`s Digital
Market Outlook offers forecasts, detailed market insights and essential performance indicators of the most
Conducted by Statista
significant areas in the Digital Economy, including various digital goods and services for 150 countries worldwide.
Survey period 2019

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date January 2020

Original source Digital Market Outlook

Website URL visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital
channel to a private end user (B2C). This comprises purchases via
desktop computer (including notebooks and laptops) as well as purchases
via mobile devices such as smartphones and tablets. The main sales
channels are cross-bran [...] For more information visit our Website

Back to statistic

57 References
Number of Furniture & Appliances e-commerce users in Italy from 2017 to 2024, by segment (in
millions)
Furniture & Appliances e-commerce user in Italy 2017-2024

Description
Source and methodology information
This statistic presents the number of Furniture & Appliances e-commerce users in Italy in 2017, and provides a
Source(s) Statista forecast until 2024. According to the Digital Market Outlook, the number of e-commerce users in Household
Appliances segment in Italy is expected to grow to 14.3 million in 2024. Statista`s Digital Market Outlook offers
Conducted by Statista
forecasts, detailed market insights and essential performance indicators of the most significant areas in the
Survey period 2019 Digital Economy, including various digital goods and services for 150 countries worldwide.

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date January 2020

Original source Digital Market Outlook

Website URL visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital
channel to a private end user (B2C). This comprises purchases via
desktop computer (including notebooks and laptops) as well as purchases
via mobile devices such as smartphones and tablets. The main sales
channels are cross-bran [...] For more information visit our Website

Back to statistic

58 References
Number of Electronics & Media e-commerce users in Italy from 2017 to 2024, by segment (in
millions)
Electronics & Media e-commerce user in Italy 2017-2024

Description
Source and methodology information
This statistic presents the number of Electronics & Media e-commerce users in Italy in 2017, and provides a
Source(s) Statista forecast until 2024. According to the Digital Market Outlook, the number of e-commerce users in Consumer
Electronics segment in Italy is expected to grow to 28.5 million in 2024. Statista`s Digital Market Outlook offers
Conducted by Statista
forecasts, detailed market insights and essential performance indicators of the most significant areas in the
Survey period 2019 Digital Economy, including various digital goods and services for 150 countries worldwide.

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date January 2020

Original source Digital Market Outlook

Website URL visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital
channel to a private end user (B2C). This comprises purchases via
desktop computer (including notebooks and laptops) as well as purchases
via mobile devices such as smartphones and tablets. The main sales
channels are cross-bran [...] For more information visit our Website

Back to statistic

59 References
Number of e-commerce users in Italy from 2017 to 2024 (in millions)
Online retail users in Italy 2017-2024

Description
Source and methodology information
This statistic presents the number of e-commerce users in Italy in 2017, and provides a forecast until 2024.
Source(s) Statista According to the Digital Market Outlook, the number of e-commerce users in Italy is expected to grow to 44.8
million in 2024. Statista`s Digital Market Outlook offers forecasts, detailed market insights and essential
Conducted by Statista
performance indicators of the most significant areas in the Digital Economy, including various digital goods and
Survey period 2019 services for 150 countries worldwide.

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date December 2019

Original source Digital Market Outlook

Website URL visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital
channel to a private end user (B2C). This comprises purchases via
desktop computer (including notebooks and laptops) as well as purchases
via mobile devices such as smartphones and tablets. The main sales
channels are cross-bran [...] For more information visit our Website

Back to statistic

60 References
Value of food and grocery products sold online in Italy from 2014 to 2015, by product category (in
million euros)
E-commerce sales value of food and groceries in Italy 2015, by category

Description
Source and methodology information
This statistic illustrates the value of food and grocery products sold online in Italy from 2014 to 2015, by product
Source(s) GlobalWebIndex category.In 2015, it was found that the value of food products sold online reached 393 million euros.
Conducted by GlobalWebIndex

Survey period 2014 and 2015

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by We Are Social

Publication date May 2016

Original source Eat-Commerce: l`eCommerce in Italia nel Food&Grocery, page 14

Website URL visit the website

Notes: n.a.

Back to statistic

61 References
Furniture & Appliances e-commerce revenue forecast in Italy from 2017 to 2024, by segment (in
million U.S. dollars)
Furniture & Appliances e-commerce revenue in Italy 2017-2024, by segment

Description
Source and methodology information
The graph presents the Furniture & Appliances e-commerce revenue by segment in Italy in 2017, and provides a
Source(s) Statista forecast until 2024. According to the Digital Market Outlook, Household Appliances segment online revenue in
Italy is expected to grow to 1,854.7 million U.S. dollars in 2024. Statista`s Digital Market Outlook offers forecasts,
Conducted by Statista
detailed market insights and essential performance indicators of the most significant areas in the Digital
Survey period 2019 Economy, including various digital goods and services for 150 countries worldwide.

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date January 2020

Original source Digital Market Outlook

Website URL visit the website

Notes: The Furniture & Appliances e-commerce market includes the sale of
physical goods via a digital channel to a private end user (B2C). This
comprises purchases via desktop computer (including notebooks and
laptops) as well as purchases via mobile devices such as smartphones
and tablets. The main sales [...] For more information visit our Website

Back to statistic

62 References
Electronics & Media e-commerce revenue forecast in Italy from 2017 to 2024, by segment (in
million U.S. dollars)
Electronics & Media e-commerce revenue in Italy 2017-2024, by segment

Description
Source and methodology information
The graph presents the Electronics & Media e-commerce revenue by segment in Italy in 2017, and provides a
Source(s) Statista forecast until 2024. According to the Digital Market Outlook, Consumer Electronics segment online revenue in
Italy is expected to grow to 5,771.5 million U.S. dollars in 2024. Statista`s Digital Market Outlook offers forecasts,
Conducted by Statista
detailed market insights and essential performance indicators of the most significant areas in the Digital
Survey period 2019 Economy, including various digital goods and services for 150 countries worldwide.

Region(s) n.a.

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista

Publication date January 2020

Original source Digital Market Outlook

Website URL visit the website

Notes: The Electronics & Media e-commerce market includes the sale of physical
goods via a digital channel to a private end user (B2C). This comprises
purchases via desktop computer (including notebooks and laptops) as well
as purchases via mobile devices such as smartphones and tablets. The
main sales cha [...] For more information visit our Website

Back to statistic

63 References
Digital travel sales in Italy from 2011 to 2017 (in billion U.S. dollars)
Italy: digital travel sales volume 2011-2017

Description
Source and methodology information
This timeline shows the online travel sales volume in Italy in 2011 and 2012, with a forecast until 2017. Online
Source(s) eMarketer travel sales in Italy amounted to 8.08 billion US dollars in 2012 and are expected to grow to 17.5 billion US
dollars in 2017.
Conducted by eMarketer

Survey period 2011 and 2012

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by eMarketer

Publication date November 2013

Original source emarketer.com

Website URL visit the website

Notes: * Forecast Digital travel sales include leisure and unmanaged business
travel purchased via any digital channel (including online, mobile and
tablet).

Back to statistic

64 References
Average online expenditure in Italy in 2016, by sales channel
Average online expenditure in Italy 2016, by sales channel

Description
Source and methodology information
This statistic illustrates the results of a survey on the average online expenditure of e-commerce customers in
Source(s) Human Highway; PayPal Italy in 2016, by channel. During the survey period, it was found that the average expenditure on shopping
engines and aggregators was the highest (319 euros).
Conducted by Human Highway

Survey period February 17 to March 2, 2016

Region(s) Italy

Number of respondents 2,559

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date May 2016

Original source Il ruolo del digitale negli acquisti degli italiani, page 35

Website URL visit the website

Notes: n.a.

Back to statistic

65 References
Average revenue per online shopper in Italy from 2012 to 2016 (in euros)
E-commerce revenue per online shopper in Italy 2012-2016

Description
Source and methodology information
This statistic shows data on the e-commerce revenue per online shopper in Italy from 2012 to 2015, and a
Source(s) CRR forecast for 2016. For 2016, the Centre for Retail Research expects the revenue per e-shopper to increase to
nearly 609.7 euros.
Conducted by CRR; Deals.com

Survey period January 2016

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Deals.com; Marktmeinungmensch

Publication date March 2016

Original source retailmenot.de

Website URL visit the website

Notes: * Forecast Revenue excludes gastronomic services, cars and car parts,
gasoline, the travel sector, insurance, bank and credit products, and
tickets.

Back to statistic

66 References
Average spending per capita for online shopping in Italy from 2012 to 2017 (in euros)
E-commerce spending per capita in Italy 2012-2017

Description
Source and methodology information
This statistic shows the average per capita spending for online shopping in Italy from 2012 to 2015, and a
Source(s) CRR; RetailMeNot forecast up to 2017. In 2012, the per capita e-commerce spendings of Italian consumers amounted to roughly
73.4 euros.
Conducted by CRR; Deals.com; RetailMeNot

Survey period January 2016

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Deals.com; RetailMeNot; Marktmeinungmensch

Publication date March 2016

Original source retailmenot.de

Website URL visit the website

Notes: * Forecast Revenue excludes gastronomic services, cars and car parts,
gasoline, the travel sector and tickets.

Back to statistic

67 References
Value of e-commerce purchases by Italian consumers in Italy from 2010 to 2016 (in million euros)
Value of e-commerce purchases by Italian consumers in Italy 2010-2016

Description
Source and methodology information
This statistic illustrates the results of a survey on the value of goods and services purchased by italian
Source(s) Osservatori Digital Innovation consumers in the eCommerce B2C industry in Italy from 2010 to 2016.During the survey period it was found that
in 2015 the value of the goods purchased online reached 16.5 billion euros.
Conducted by Osservatori Digital Innovation

Survey period 2010 to 2016

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics online purchase of products and services (not including home banking,
gambling and downloading) from Italian customers on eCommerce
website (foreign or italian websites).

Published by Osservatori Digital Innovation

Publication date May 2016

Original source L`eCommerce B2c in Italia: le prime evidenze per il 2016, page 4

Website URL visit the website

Notes: n.a.

Back to statistic

68 References
Average expenditure for e-commerce goods in Italy in 2016, by device (in euros)
Average expenditure for e-commerce goods in Italy 2016, by device

Description
Source and methodology information
This statistic illustrates the results of a survey on the average expenditure on e-commerce websites in Italy in
Source(s) Human Highway 2016, ranked by device used.It was found that the average expenditure among e-commerce customers using
tablet for their purchase was the highest and amounted to approximately 100 euros.
Conducted by Human Highway

Survey period February 17 to March 2, 2016

Region(s) Italy

Number of respondents 2.559

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date May 2016

Original source eCommerce Index, Il ruolo del digitale negli acquisti degli italiani, page 51

Website URL visit the website

Notes: The report refers to net retail as a modality of distribution of products and
services belonging to the network and to all the partners involved in the
sales process. Net retail allows customers to find, order, pay and collect
goods purchased at distance.

Back to statistic

69 References
Share of goods and services purchased by online customers in Italy in 2018, by category
Share of goods and services purchased by online customers in Italy 2018, by category

Description
Source and methodology information
This statistic illustrates the results of a survey on the online purchases of Italian consumers in 2017, by category.
Source(s) Human Highway During the survey period, it was found that almost 60 percent of the respondents topped up their phone online.
Moreover, when looking at the purchases of tangible goods, 36.5 percent bought clothing products (excluded
Conducted by Human Highway
shoes) online. Furthermore, only one in ten respondents bought a laptop or a tablet online.
Survey period September 9-18, 2018

Region(s) Italy

Number of respondents 2,415

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source Net retail, page 24

Website URL visit the website

Notes: n.a.

Back to statistic

70 References
Forecast on the number of e-commerce users in Italy from 2016 to 2022 (in millions)
Digital Market Outlook: number of of e-commerce users Italy 2016-2022

Description
Source and methodology information
This statistic illustrates the number of users in the e-commerce sector in Italy in 2016 with a forecast for 2017 to
Source(s) Statista Digital Market Outlook 2022. In 2016, the number of e-commerce users amounted to 18.1 million. This figure was forecasted to
increase to 21.1 million users by the end of 2022.
Conducted by Statista

Survey period September 2017

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Statista Digital Market Outlook

Publication date September 2017

Original source Digital Market Outlook

Website URL visit the website

Notes: * Forecast. The e-commerce market includes sale of physical goods via a
digital sales channel to private consumers (B2C). The study includes data
on purchases via desktop computer (incl. notebooks; laptops) and mobile
devices (i.e. smartphones; tablets). Not included are digitally distributed
servic [...] For more information visit our Website

Back to statistic

71 References
Projected digital buyer penetration in Italy from 2014 to 2017
Projected digital buyer penetration in Italy 2014-2017

Description
Source and methodology information
This statistic gives information on the projected digital buyer penetration in Italy from 2014 to 2017. In 2017, this
Source(s) eMarketer figure is expected to grow to 53 percent.
Conducted by eMarketer

Survey period June 2013

Region(s) Italy

Number of respondents n.a.

Age group 14 years and older

Special characteristics who have made at least one purchase via any digital channel within the
past year, including online, mobile and tablet purchases.

Published by eMarketer

Publication date June 2013

Original source emarketer.com

Website URL visit the website

Notes: n.a.

Back to statistic

72 References
Distribution of e-commerce customers in Italy in 3rd quarter 2017 and in 1st quarter 2018, by age
group
Distribution of regular e-commerce customers 2017-2018, by age group

Description
Source and methodology information
Purchasing goods via e-commerce is slowly becoming a habit across different age groups. In the first quarter of
Source(s) Human Highway 2018, a quarter of all online purchases were conducted by people between 35 to 44 years of age, and another
21 percent were purchased by 45 to 54 year olds.
Conducted by Human Highway

Survey period Q3 2017 and Q1 2018

Region(s) Italy

Number of respondents n.a.

Age group 15 years and older

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source Net Retail - Il ruolo del digitale negli acquisti degli italiani, page 14

Website URL visit the website

Notes: * The survey categorizes as usual e-commerce customers those who

purchased online three or more goods during the first quarter 2016. The
report refers to net retail as a modality of distribution of products and
services belonging to the network and to all the partners involved in the
sales process. [...] For more information visit our Website

Back to statistic

73 References
Distribution of regular e-commerce customers in Italy in 1st quarter 2018, by education level
Distribution of regular e-commerce customers Q1 2018, by education level

Description
Source and methodology information
This statistic illustrates the results of a survey whose aim was to find out the distribution of the population
Source(s) Human Highway; Consorzio Netcomm purchasing online in Italy as of the first quarter of 2018, broken down by educational level. During the survey
period, it was found that the individuals with an upper and post-secondary school diploma accounted for
Conducted by Human Highway
approximately 56 percent of regular e-commerce customers. This represented the highest share among the
Survey period Q1 2018 categories considered. Also, individuals holding a university degree accounted for 36 percent of the total regular
online buyers.
Region(s) Italy

Number of respondents 2,415

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source Net Retail - Il ruolo del digitale negli acquisti degli italiani, page 12

Website URL visit the website

Notes: * The survey categorizes as regular e-commerce customers those who

purchased online three or more goods during the first quarter 2018.

Back to statistic

74 References
Distribution of regular e-commerce customers in Italy in 1st quarter 2018, by municipality size
Distribution of regular e-commerce customers in Italy Q1 2018, by municipality size

Description
Source and methodology information
According to the results a of a survey on e-commerce in Italy, Italians living in municipalities with more than 100
Source(s) Human Highway thousand inhabitants represented 31 percent of the regular e-commerce customers. Moreover, when looking at
less populated municipalities, regular online shoppers decreases. For example, Italians living in municipalities
Conducted by Human Highway
with less than ten thousand inhabitants accounted for approximately 18 percent of regular e-commerce
Survey period Q1 2018 customers.

Region(s) Italy

Number of respondents 2,415

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source Net Retail - Il ruolo del digitale negli acquisti degli italiani, page 12

Website URL visit the website

Notes: n.a.

Back to statistic

75 References
Distribution of e-commerce customers purchasing via mobile device in Italy in 1st quarter 2018, by
age group
Distribution of e-commerce customers using smartphones in Italy Q1 2018, by age group

Description
Source and methodology information
A survey on e-commerce users in Italy reveals that 27 percent of individuals purchasing online via smartphone in
Source(s) Human Highway Italy were aged between 35 and 44 years as of the first quarter of 2018. Moreover, 40 percent of Italians buying
goods and/or services through e-commerce platforms on their smartphone (app or website) were younger than
Conducted by Human Highway
35 years old.
Survey period Q1 2018

Region(s) Italy

Number of respondents 2,415

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source Net Retail - Il ruolo del digitale negli acquisti degli italiani, page 12

Website URL visit the website

Notes: n.a.

Back to statistic

76 References
Average age of online customers in Italy in 1st quarter of 2018, by product category
Average age of online shoppers in Italy Q1 2018, by product category

Description
Source and methodology information
According to a survey on online shoppers from 2018, the average age of customers purchasing food products
Source(s) Human Highway online was around 49 years old, whereas the average age of customers buying sport equipment via internet was
assessed to be around 40 years old. Italian online shoppers increase Overall, it seems that Italians are enjoying
Conducted by Human Highway
online shopping. The number of web shoppers increased from 21.7 million as of 2017, to 23.5 million as of 2018.
Survey period Q1 2018 Considering the online shoppers from a gender perspective , men tend to purchase more than women. Most
popular categories Concerning categories, Italian people shopping online have identified the most popular
Region(s) Italy categories when it comes to online shopping. As reported by a survey in 2018, 61 percent of Italian consumers
stated that they at least once booked a trip online. Clothing, books and music were the second most popular
Number of respondents 1,785 categories, with 56 percent of the respondents declaring that they bought one of these items at least once
online. Only seven percent of online buyers confirmed that they purchased fresh food online.
Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source Net retail, page 26

Website URL visit the website

Notes: n.a.

Back to statistic

77 References
Share of e-commerce customers in Italy as of March 2018, by frequency of purchase
E-commerce customers in Italy 2018, by frequency of purchase

Description
Source and methodology information
This statistic illustrates the share of Italian internet users who purchased online in 2017, by frequency of
Source(s) Human Highway purchase. According to data, 87 percent of Italian internet users (which amount to 32.5 million) purchased
something online at least once. Moreover, 53.4 percent of respondents reported that they regularly purchase
Conducted by Human Highway
goods online (meaning at least 3 times every quarter).
Survey period Q1 2018

Region(s) Italy

Number of respondents 32.5 million

Age group 15 years and older

Special characteristics internet users

Published by Human Highway

Publication date November 2018

Original source Net retail, page 7

Website URL visit the website

Notes: n.a.

Back to statistic

78 References
Number of e-commerce users in Italy as of March 2018, by frequency of purchase (in million users)
Number of e-commerce users in Italy 2018, by purchase frequency

Description
Source and methodology information
This statistic illustrates the number of individuals purchasing goods online in Italy in 2018, by frequency of
Source(s) Human Highway purchase. According to the data, 28.3 millions Italian internet users reported to have purchased goods online at
least once in their life. Users who buy regularly online amount to 17.3 million.
Conducted by Human Highway

Survey period Q1 2018

Region(s) Italy

Number of respondents 32.5 million

Age group 15 years and more

Special characteristics internet users

Published by Human Highway

Publication date November 2018

Original source Net Retail, page 7

Website URL visit the website

Notes: n.a.

Back to statistic

79 References
Operating systems (OS) used while shopping online in Italy in 2018
Operating systems used while shopping online in Italy 2018

Description
Source and methodology information
This statistic illustrates the results of a survey on the operating systems used in Italy while shopping online in
Source(s) idealo 2017.As of the survey period, it was found that the vast majority (65.6 percent) of the online shoppers used
Android operating system while shopping online.
Conducted by idealo

Survey period November 12-15, 2018

Region(s) Italy

Number of respondents 1,005

Age group n.a.

Special characteristics online shoppers

Published by idealo

Publication date March 2019

Original source Report annuale sull'e-commerce italiano 2019, page 7

Website URL visit the website

Notes: n.a.

Back to statistic

80 References
Distribution of online shoppers during Black Friday in Italy in 2018, by device
Distribution of online shoppers during Black Friday in Italy 2018, by device

Description
Source and methodology information
This statistic illustrates the results of a survey on the share of online shoppers purchasing online during the
Source(s) idealo Black Friday in Italy in 2018, by device.According to the results of the the survey, it was found that, during Black
Friday 2018, more than one in two online shoppers used mobile as device for their online shopping.
Conducted by idealo

Survey period 2018

Region(s) Italy

Number of respondents 1,005

Age group n.a.

Special characteristics online shoppers

Published by idealo

Publication date March 2019

Original source Report annuale sull'e-commerce italiano 2019, page 7

Website URL visit the website

Notes: n.a.

Back to statistic

81 References
Distribution of online shoppers during Cyber Monday in Italy in 2018, by device
Distribution of online shoppers during Cyber Monday 2018, by device

Description
Source and methodology information
This statistic illustrates the distribution of online shoppers purchasing online during Cyber Monday in Italy in
Source(s) idealo 2018, by device used.According to the results of the survey, it was found that, during Cyber Monday 2018, one
in two online shoppers used desktop computer as device for their online shopping.
Conducted by idealo

Survey period 2018

Region(s) Italy

Number of respondents 1,005

Age group n.a.

Special characteristics online shoppers

Published by idealo

Publication date March 2019

Original source Report annuale sull'e-commerce italiano 2019, page 28

Website URL visit the website

Notes: n.a.

Back to statistic

82 References
Devices used for online shopping search in Italy in 2018
Devices used for online shopping search 2018, by type

Description
Source and methodology information
This statistic illustrates the results of a survey on the devices used for online shopping search in Italy in 2018.
Source(s) idealo According to data, 52.5 percent of the respondents reported that they used mobiles for online shopping
researches, while only ten percent reported to use tablets.
Conducted by idealo

Survey period November 12-15, 2018

Region(s) Italy

Number of respondents 1,005

Age group n.a.

Special characteristics online shoppers

Published by idealo

Publication date March 2019

Original source Report annuale sull'e-commerce italiano 2019, page 11

Website URL visit the website

Notes: The source does not provide information regarding the methodology.

Back to statistic

83 References
Share of devices used for regular online shopping in Italy in 2017
Devices used for regular online shopping in Italy 2017

Description
Source and methodology information
This statistic illustrates the results of a survey on the devices used by shoppers purchasing regularly online in
Source(s) idealo Italy in 2017, by type. According to data, 91 percent of the respondents reported that used computers to
purchase online, while 29 percent of the respondents reported to use smartphones.
Conducted by idealo

Survey period October 25-27, 2017

Region(s) Italy

Number of respondents 1,017

Age group n.a.

Special characteristics online shoppers

Published by idealo

Publication date October 2018

Original source L'E-commerce in Italia: le nuove abitudini d'acquisto online, page 10

Website URL visit the website

Notes: The source does not provide information regarding the methodology. The
source does not provide information regarding multiple answering options.

Back to statistic

84 References
Preferred digital payment methods in Italy in 2017
Preferred digital payment methods in Italy 2017

Description
Source and methodology information
In 2017, Visa was the most used digital payment method in Italy (41 percent), followed by MasterCard (34
Source(s) Adyen percent) and PayPal (22 percent). Users between 15 and 24 years of age were the main users of digital payment
solutions .
Conducted by Adyen

Survey period 2017

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Adyen

Publication date August 2017

Original source The Global E-commerce Payments Guide 2017, page 10

Website URL visit the website

Notes: According to the source, "the published data has been compiled by Adyen
based on actual transaction data, market knowledge and customer
payment preferences."

Back to statistic

85 References
Average expenditure on e-commerce websites in Italy in 1st quarter 2018, by payment method (in
euros)
Average expenditure on e-commerce websites in Italy Q1 2018, by payment method

Description
Source and methodology information
This statistic illustrates the results of a survey on the average expenditure on e-commerce websites in Italy 2017,
Source(s) Human Highway broken down by payment method.During the survey period, it was found that among responding consumers the
average expenditure on e-commerce websites paid via bank transfer amounted to 303 euros. Moreover, online
Conducted by Human Highway
purchases paid with credit card on the website amounted on average to 104 euros.
Survey period Q1 2018

Region(s) Italy

Number of respondents n.a.

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source eCommerce Index, Il ruolo del digitale negli acquisti degli italiani, page 32

Website URL visit the website

Notes: n.a.

Back to statistic

86 References
Distribution of payment methods used on e-commerce websites in Italy in 1st quarter 2018, by type
of good
Distribution of online payment methods in Italy Q1 2018, by type of good

Description
Source and methodology information
This statistic illustrates the results of a survey whose aim was to find out the most used payment methods on e-
Source(s) Human Highway commerce websites in Italy as of the first quarter of 2018, ranked by type of good.A glance at the graph reveals
that PayPal was the most used payment method for both tangible (40.8 percent) and intangible goods (32.2
Conducted by Human Highway
percent), followed by prepaid card (23.7 percent for tangible goods and 28.7 for intangible goods).
Survey period Q1 2018

Region(s) Italy

Number of respondents 2,415

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date November 2018

Original source eCommerce Index, Il ruolo del digitale negli acquisti degli italiani, page 33

Website URL visit the website

Notes: The source does not provide information about missing percentage points.

Back to statistic

87 References
Reasons for not purchasing online among e-commerce users in Italy in 2016
Reasons for not buying online among e-commerce users in Italy 2016

Description
Source and methodology information
This statistic illustrates the results of a survey on the reasons not to buy online among e-commerce users in Italy
Source(s) Human Highway; PayPal in 2016. According to the results, over 40 percent of respondents reported that when it came to tangible goods, it
was easier to buy them in a store rather than online.
Conducted by Human Highway

Survey period February 17 to March 2, 2016

Region(s) Italy

Number of respondents 2,559

Age group n.a.

Special characteristics n.a.

Published by Human Highway

Publication date May 2016

Original source eCommerce Index, Il ruolo del digitale negli acquisti degli italiani, page 65

Website URL visit the website

Notes: n.a.

Back to statistic

88 References
Number of Italian e-commerce customers purchasing online from abroad in 2019, by country (in
millions)
Number of Italian customers purchasing online from abroad 2019, by country

Description
Source and methodology information
This statistic illustrates number of Italian customers purchasing online from abroad in 2019, by country.During
Source(s) Nepa; PostNord the survey period it was found that an estimated 8.7 million Italian customers purchased online from the China.
Moreover, 7.4 million shopped online from UK and 6.6 million from Germany.
Conducted by Nepa

Survey period 2019

Region(s) Italy

Number of respondents n.a.

Age group 15-79 years old

Special characteristics have shopped online from abroad

Published by PostNord

Publication date May 2019

Original source E-commerce in Europe 2018, page 55

Website URL visit the website

Notes: n.a.

Back to statistic

89 References