e-Commerce Market Analytics

The eCommerce market in Italy

Italy is the 14th largest market for eCommerce with a revenue of US$26.3 billion in 2021, placing it ahead of Brazil and behind Spain.

With an increase of 17%, the Italian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Italy, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 6% between 2021 and 2025, Italy is expected to grow at about the same rate as the global average (6%).

The eCommerce market in Italy

Top online stores

The biggest player in the Italian eCommerce market is amazon.it. The store had a revenue of US$5.9 billion in 2021. amazon.it is followed by shein.com and esselungaacasa.it as the second- and third largest stores with US$1.1 billion and US$846 million, respectively. Altogether, the top three stores account for 30% of online revenue in Italy.

Store rankings include every store that generates revenue in Italy. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Italy was considered.

One of the fastest-growing stores in the Italian market is koalababycare.com. The store achieved online net sales of about US$8.3 million in 2021. Its revenue growth amounted to 154% in the previous year.

More information on the top 250 online stores in Italy can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Italy by eCommerce net sales 2021 in million US$

# Store
1. amazon.it
US$5,924.0m
2. shein.com
US$1,019.9m
3. zalando.it
US$801.4m
4. apple.com
US$706.7m
5. mediaworld.it
US$683.5m

The eCommerce market in Italy

Market size and growth rate

Revenue in 2021
US$47,365.1m
REVENUE
CAGR 2021-2025
14.9%
CAGR
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

Visit Statista.com

The eCommerce market in Italy is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 6%. Compared to the year-over-year growth of 17% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 52% in Italy; in other words, 52% of the Italian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Electronics & Media is the largest segment in Italy and accounts for 29% of the eCommerce revenue in Italy. It is followed by Fashion with 26%, Toys, Hobby & DIY with 16%, Food & Personal Care with 15%, and Furniture & Appliances with the remaining 14%.


The eCommerce market in Italy

Top shipping service providers

In Italy, Bartolini (BRT) is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 35% cited Bartolini (BRT) as one of their providers. Moreover, Poste Italiane and SDA (Poste Italiane) are among the top three shipping service companies offered by online retailers in Italy, at rates of 31% and 31%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Italy than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Italy

# Shipping service provider
1. Bartolini (BRT)
35.0%
2. Poste Italiane
31.0%
3. SDA (Poste Italiane)
31.0%