Fashion market in Italy
The Italian Fashion eCommerce market is predicted to reach US$6,283.9 million by 2024 and accounts for 16.3% 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 2.1%, resulting in a projected market volume of US$6,838.3 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
Monthly revenues
Monthly eCommerce revenues in the Italian Fashion market
The monthly eCommerce revenue of the Italian Fashion market was US$625 million in December 2024. This refers to a growth of -9.0% compared to November 2024. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.9% of the total 2024 revenue of the Italian Fashion market and the lowest in February 2024 with 6.8% of the total 2024 revenue.
Revenue Last Month
US$625.3m
The eCommerce revenue fell by 9.0% from November 2024 to December 2024.
Monthly revenue shares in the last 12 months
| 0-2025 | 1-2025 | 2-2025 | 3-2025 | 4-2025 | 5-2025 | 6-2025 | 7-2025 | 8-2025 | 9-2025 | 10-2025 | 11-2025 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Monthly revenue share (in %) | 71.4 | 41.4 | 89.2 | 50.5 | 88.1 | 99.2 | 95.4 | 48.4 | 93.1 | 2.9 | 45.6 | 3.2 |
Market development
eCommerce revenue development in the Fashion market in Italy
The Italian Fashion eCommerce market is predicted to reach US$6,283.9 million by 2024 and accounts for 16.3% 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 2.1%, resulting in a projected market volume of US$6,838.3 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
eCommerce revenue development in the Fashion market in Italy
eCommerce revenue growth in the Fashion market in Italy
Net eCommerce revenue split by sub-category
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 35.9 | 95.4 | 36.2 | 78.1 | 9.0 | 42.4 | 79.6 | 35.1 |
Top stores
Top five Fashion online stores in Italy by net sales 2023
With sales in the Italian Fashion market, shein.com generated a revenue of US$959.5 million in 2023, which means it is the leading online store in this market. The Fashion 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 Fashion market in Italy in 2023
| Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
|---|---|---|---|
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% |
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Payment Methods
Top 5 offered payment methods in the Italian Fashion market
With 94.7% share PayPal is the most commonly offered payment method of all online stores in the Italian Fashion eCommerce market in 2023. Unlike PayPal which is of type E-wallets Mastercard, VISA, and American Express with shares of 93.9%, 93.6%, and 61.7% are of type Cards.
Top 5 offered payment methods in the Italian Fashion market
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Shipping Service Provider
Top 5 offered shipping providers in the Italian Fashion market
Despite DHL's dominant position with 31.6% of online stores opting for its services, the Italian Fashion eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Bartolini (BRT), GLS, UPS (United Parcel Service), and SDA (Poste Italiane), hold smaller but significant shares, contributing to a dynamic and fragmented market.
Top 5 offered shipping providers in the Italian Fashion market
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Shop Software Solutions
Top 5 used shop software solutions in the Italian Fashion market
Although Salesforce Commerce Cloud holds a commanding lead with 17.4% of online stores using the shop software solution, the Italian Fashion eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Magento, Shopify, PrestaShop, and WooCommerce, which collectively hold a significant share of the market.
Top 5 used shop software solutions in the Italian Fashion market
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Market definition
Definition of the Fashion market
Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Apparel (e.g. jackets, t-shirts, joggers, underwear)
- Footwear (e.g. sneakers, boots, sandals)
- Bags (e.g. handbags, backpacks, suitcases)
- Accessories (e.g. hats, sunglasses, jewelry, watches)
Out-of-scope
- Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
- Eye care (e.g. glasses and sunglasses with prescriptions)
- Beauty care (e.g. make-up, fragrances)
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