Fashion market in Italy

The Italian Fashion eCommerce market is predicted to reach US$7,355.0 million by 2024 and accounts for 17.7% 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 2.0%, resulting in a projected market volume of US$7,957.6 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Fashion market in Italy

The Italian Fashion eCommerce market is predicted to reach US$7,355.0 million by 2024 and accounts for 17.7% 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 2.0%, resulting in a projected market volume of US$7,957.6 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

in million US$

eCommerce revenue growth in the Fashion 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 %) 30.1 20.2 90.4 97.4 29.8 27.3 33.0 72.4

Online share

eCommerce online share of the total Fashion 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 Fashion retail market, the online share is 34.9% and will increase by an average of 10.5% to 52.1% by 2028.

eCommerce online share of the total Fashion market in Italy

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 7.1% 23.9% 10.8% 33.1% 26.2% 77.9% 35.2% 92.7%

Top stores

Top five Fashion online stores in Italy by net sales 2023

With sales in the Italian Fashion market, zalando.it generated a revenue of US$617.1 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

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 Fashion market

With 96.6% VISA the most commonly offered payment method of all online stores in the Italian Fashion eCommerce market in 2023. Like VISA Mastercard with a share of 96.6% and American Express with a share of 59.6% the payment type Cards is the most common used by online retailers in in the Italian Fashion eCommerce market in 2023. Other commonly used payment methods in that market are PayPal (E-wallets) with 94.4% and Cash on delivery (Cash on delivery) with 48.7% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Italian Fashion market

in %

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Italian Fashion market

Despite Bartolini (BRT)'s dominant position with 33.7% of online stores opting for its services, the Italian Fashion eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including DHL, 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

in %

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)