Electronics market in Italy

The Italian Electronics eCommerce market is predicted to reach US$8,791.5 million by 2024 and accounts for 21.2% 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 4.3%, resulting in a projected market volume of US$10,413.1 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

Market development

eCommerce revenue development in the Electronics market in Italy

The Italian Electronics eCommerce market is predicted to reach US$8,791.5 million by 2024 and accounts for 21.2% 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 4.3%, resulting in a projected market volume of US$10,413.1 million by 2028. Within the Electronics market ECDB considers the following two sub-markets: Consumer Electronics and Electrical Appliances.

eCommerce revenue development in the Electronics market in Italy

in million US$

eCommerce revenue growth in the Electronics 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 %) 86.8 68.3 31.1 51.1 43.7 61.5 13.5 42.4

Online share

eCommerce online share of the total Electronics 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 Electronics retail market, the online share is 50.8% and will increase by an average of 7.5% to 67.8% by 2028.

eCommerce online share of the total Electronics market in Italy

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 37.3% 32.0% 46.1% 38.9% 97.4% 57.3% 46.1% 90.4%

Top stores

Top five Electronics online stores in Italy by net sales 2023

With sales in the Italian Electronics market, amazon.it generated a revenue of US$2,458.3 million in 2023, which means it is the leading online store in this market. The Electronics 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 Electronics 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 Electronics market

With 97.1% VISA the most commonly offered payment method of all online stores in the Italian Electronics eCommerce market in 2023. Like VISA Mastercard with a share of 97.1% and American Express with a share of 50.0% the payment type Cards is the most common used by online retailers in in the Italian Electronics eCommerce market in 2023. Other commonly used payment methods in that market are PayPal (E-wallets) with 86.3% and Bank transfer/cash in advance (Bank transfer) with 73.5% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Italian Electronics market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Italian Electronics market

Despite Bartolini (BRT)'s dominant position with 51.5% of online stores opting for its services, the Italian Electronics eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including GLS, UPS (United Parcel Service), DHL, and TNT, hold smaller but significant shares, contributing to a dynamic and fragmented market.

Top 5 offered shipping providers in the Italian Electronics market

in %

Market definition

Definition of the Electronics market

Market definition: Electronics The category Electronics covers the sale of consumer electronics (e.g. computers, smartphones, TVs, headphones, game consoles) and appliances (e.g. refrigerators, washing machines, vacuum cleaners, coffee machines, hair dryers, electric toothbrushes) via digital channels. Online stores dedicated to the sale of mobile contracts and tariffs, set-up and installation services or software are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Consumer Electronics (e.g. computers, smartphones, TVs, headphones, game consoles)
  • Appliances (e.g. refrigerators, washing machines, vacuum cleaners, coffee machines, hair dryers, electric toothbrushes)

Out-of-scope

  • Mobile contracts and tariffs
  • Set-up and installation services
  • Software
  • Car electronics (e.g. navigation systems, car entertainment systems, dashcams)
  • Power tools