Care Products market in Italy

The Italian Care Products eCommerce market is predicted to reach US$4,098.6 million by 2025 and accounts for 9.7% 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 2025-2029) will be 24.7%, resulting in a projected market volume of US$9,917.0 million by 2029. 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 Personal Care market

The monthly eCommerce revenue of the Italian Personal Care market was US$157 million in January 2025. This refers to a growth of -11.6% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 11.1% of the total 2024 revenue of the Italian Personal Care market and the lowest in June 2024 with 7.2% of the total 2024 revenue.

Revenue Last Month

US$157.2m

The eCommerce revenue fell by 11.6% from December 2024 to January 2025.

01-2025-11.6%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)21.579.810.314.080.259.246.495.356.790.245.037.1

Market development

eCommerce revenue development in the Personal Care market in Italy

The Italian Personal Care eCommerce market is predicted to reach US$2,025.3 million by 2025 and accounts for 49.4% 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 2025-2029) will be 22.2%, resulting in a projected market volume of US$4,520.9 million by 2029. The Personal Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Household Care.

eCommerce revenue development in the Personal 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 Personal 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 %)67.435.561.86.922.196.454.564.2

Online share

eCommerce online share of the total Personal 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 Personal Care retail market, the online share is 46.5% and will increase by an average of 5.5% to 57.6% by 2029.

eCommerce online share of the total Personal Care market in Italy

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)87.4%74.6%65.1%93.0%38.9%34.7%65.6%87.8%

Top stores

Top five Personal Care online stores in Italy by net sales 2024

With sales in the Italian Personal Care market, amazon.it generated a revenue of US$226.1 million in 2024, which means it is the leading online store in this market. The Personal Care ranking of Italy is based on all online stores that generated sales in this market in 2024. 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 Personal Care market in Italy in 2024

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 - Personal Care Italy - Personal Care Italy - All Categories

Market definition

Definition of the Personal Care market within the Care Products market

Market definition: Care Products > Personal Care The category Personal Care encompasses the commercial (B2C) sale of shower and bath products (e.g. shampoos, shower gels, deodorants), cosmetics (e.g. make-up, mascaras, nail care), hygiene products (e.g. feminine hygiene products, toilet paper), and more. Not covered are household care, health care or professional products and services for personal care (e.g. beauty treatments, make-up course). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Shower and bath products (e.g. shampoos, shower gels, deodorants)
  • Cosmetics (e.g. make-up, mascaras, nail care)
  • Hygiene products (e.g. feminine hygiene products, toilet paper)
  • Fragrances

Out-of-scope

  • Household care
  • Health care
  • Professional products and services for personal care (e.g. beauty treatments, make-up course)

* Not available for the selected country