Care Products market in Italy

The Italian Care Products eCommerce market is predicted to reach US$3,840.6 million by 2024 and accounts for 9.2% of the total eCommerce market in Italy. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.6%, resulting in a projected market volume of US$5,333.5 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Care Products market in Italy

The Italian Care Products eCommerce market is predicted to reach US$3,840.6 million by 2024 and accounts for 9.2% of the total eCommerce market in Italy. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.6%, resulting in a projected market volume of US$5,333.5 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

eCommerce revenue development in the Care Products market in Italy

in million US$

eCommerce revenue growth in the Care Products market in Italy

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 69.9 16.3 42.2 3.5 62.0 72.0 71.8 45.4

Online share

eCommerce online share of the total Care Products market in Italy

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Italian Care Products retail market, the online share is 32.7% and will increase by an average of 10.7% to 49.2% by 2028.

eCommerce online share of the total Care Products market in Italy

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 40.5% 55.7% 99.0% 83.5% 12.4% 67.9% 87.2% 78.6%

Top stores

Top five Care Products online stores in Italy by net sales 2023

With sales in the Italian Care Products market, amazon.it generated a revenue of US$374.1 million in 2023, which means it is the leading online store in this market. The Care Products ranking of Italy is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Care Products market in Italy in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m 8.3%
US$550.0m
12.0%
US$4,600.0m 12.4%
US$470.0m
3.9%
US$1,190.0m 33.6%
US$430.0m
20.6%
US$2,122.0m 18.0%
US$370.0m
20.7%
US$1,814.0m 12.6%

Payment Methods

Top 5 offered payment methods in the Italian Care Products market

The Italian Care Products eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 99.2% of all online stores checked. Other offered payment methods in the Italian Care Products eCommerce market in 2023 are Mastercard (Cards) with 98.4%, PayPal (E-wallets) with 90.6%, and Cash on delivery (Cash on delivery) with 69.3%. With 60.6% Bank transfer/cash in advance (Bank transfer) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Italian Care Products market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Italian Care Products market

Despite GLS's dominant position with 52.1% of online stores opting for its services, the Italian Care Products eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Bartolini (BRT), DHL, SDA (Poste Italiane), and UPS (United Parcel Service), hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Italian Care Products market

in %

Market definition

Definition of the Care Products market

Market definition: Care Products In the category Care Products digital channels are used to sell a variety of products, including personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances), household care products (e.g. detergents, brooms, cleaning cloths, sponges) and health care products (e.g. supplements, nutrition, pharmaceuticals). This category does not cover professional products and services for personal care (e.g. beauty treatments, make-up courses), cleaning services (e.g. housekeeping services, window cleaning services) or medical treatments (e.g. nutrition counseling, medical consultations, health assessments). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Personal care products (e.g. shampoos, shower gels, make-up, feminine hygiene, fragrances)
  • Household care products (e.g. detergents, brooms, cleaning cloths, sponges)
  • Health care products (e.g. supplements, nutrition, pharmaceuticals)

Out-of-scope

  • Professional products and services for personal care (e.g. beauty treatments, make-up courses)
  • Cleaning services (e.g. housekeeping services, window cleaning services)
  • Medical treatments (e.g. nutrition counseling, medical consultations, health assessments)