Care Products market in Italy

The Italian Care Products eCommerce market is predicted to reach US$3,681.0 million by 2024 and accounts for 9.3% 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 9.1%, resulting in a projected market volume of US$5,221.5 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Monthly revenues

Monthly eCommerce revenues in the Italian Household Care market

The monthly eCommerce revenue of the Italian Household Care market was US$44 million in November 2024. This refers to a growth of 9.6% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 11.9% of the total 2023 revenue of the Italian Household Care market and the lowest in February 2024 with 6.7% of the total 2024 revenue.

Revenue Last Month

US$44.2m

The eCommerce revenue grew by 9.6% from October 2024 to November 2024.

11-2024+9.6%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)54.071.229.522.725.081.954.94.568.141.415.589.8

Market development

eCommerce revenue development in the Household Care market in Italy

The Italian Household Care eCommerce market is predicted to reach US$424.1 million by 2024 and accounts for 11.5% of the Care Products 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 9.6%, resulting in a projected market volume of US$611.0 million by 2028. The Household Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Personal Care.

eCommerce revenue development in the Household Care market in Italy

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Household Care market in Italy

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)16.399.389.77.08.294.449.665.9

Online share

eCommerce online share of the total Household Care 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 Household Care retail market, the online share is 14.3% and will increase by an average of 13.8% to 24.1% by 2028.

eCommerce online share of the total Household Care market in Italy

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)37.0%86.1%33.8%1.7%15.4%5.1%61.6%7.1%

Top stores

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

With sales in the Italian Household Care market, amazon.it generated a revenue of US$82.7 million in 2023, which means it is the leading online store in this market. The Household Care 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 Household Care market in Italy in 2023

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Household Care Italy - Household Care Italy - All Categories

Market definition

Definition of the Household Care market within the Care Products market

Market definition: Care Products > Household Care The category Household Care comprises digital sales of detergents (e.g. dishwashing detergents, cleaning detergents, laundry detergents) and cleaning equipment (e.g. brooms, cleaning cloths, sponges). This category does not cover toilet paper, vacuum cleaners or cleaning services (e.g. launderette services, housekeeping services, window cleaning services). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Detergents (e.g. dishwashing detergents, cleaning detergents, laundry detergents)
  • Cleaning equipment (e.g. brooms, cleaning cloths, sponges)

Out-of-scope

  • Toilet Paper
  • Vacuum cleaners
  • Cleaning services (e.g. launderette services, housekeeping services, window cleaning services)