Grocery market in Italy

The Italian Grocery eCommerce market is predicted to reach US$2,369.9 million by 2024 and accounts for 5.7% 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 17.1%, resulting in a projected market volume of US$4,460.4 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

Market development

eCommerce revenue development in the Grocery market in Italy

The Italian Grocery eCommerce market is predicted to reach US$2,369.9 million by 2024 and accounts for 5.7% 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 17.1%, resulting in a projected market volume of US$4,460.4 million by 2028. Within the Grocery market ECDB considers the following two sub-markets: Food and Beverages.

eCommerce revenue development in the Grocery market in Italy

in million US$

eCommerce revenue growth in the Grocery 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 %) 5.8 80.8 45.5 63.3 45.1 40.3 74.8 16.3

Online share

eCommerce online share of the total Grocery 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 Grocery retail market, the online share is 2.2% and will increase by an average of 8.3% to 3.0% by 2028.

eCommerce online share of the total Grocery market in Italy

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 27.9% 78.4% 38.5% 3.8% 40.5% 76.2% 54.7% 16.1%

Top stores

Top five Grocery online stores in Italy by net sales 2023

With sales in the Italian Grocery market, esselungaacasa.it generated a revenue of US$203.2 million in 2023, which means it is the leading online store in this market. The Grocery 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 Grocery 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 Grocery market

The Italian Grocery eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 94.4% of all online stores checked. Other offered payment methods in the Italian Grocery eCommerce market in 2023 are Mastercard (Cards) with 93.0%, PayPal (E-wallets) with 90.1%, and Bank transfer/cash in advance (Bank transfer) with 66.2%. With 54.9% Cash on delivery (Cash on delivery) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Italian Grocery market

in %

See all stores offering


Market definition

Definition of the Grocery market

Market definition: Grocery The category Grocery contains the online trade of food (e.g. fruits, vegetables, dairy products, ice creams, cereals, sweets) and beverages (e.g. juices, water, coffee, wine, liquor, beer). The following products and services are not part of this category: ready-to-eat meal delivery, restaurant or bar pick-up or food supplements. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Food (e.g. fruits, vegetables, dairy products, ice creams, cereals, sweets)
  • Beverages (e.g. juices, water, coffee, wines, liquors, beers)

Out-of-scope

  • Ready-to-eat meal delivery
  • Restaurant or bar pick-up
  • Food supplements
  • Pet food