Hobby & Leisure market in Italy

The Italian Hobby & Leisure eCommerce market is predicted to reach US$9,361.9 million by 2025 and accounts for 22.1% 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 3.9%, resulting in a projected market volume of US$10,917.2 million by 2029. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Sports Equipment, Pet Supplies, Toys, Stationery, Crafts & Art Supplies, Bullion & Precious Metal, Camping & Adventure, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the Italian Smoking Supplies market

The monthly eCommerce revenue of the Italian Smoking Supplies market was US$4 million in April 2025. This refers to a growth of -0.7% compared to March 2025. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 10.6% of the total 2024 revenue of the Italian Smoking Supplies market and the lowest in June 2024 with 7.2% of the total 2024 revenue.

Revenue Last Month

US$3.8m

The eCommerce revenue fell by 0.7% from March 2025 to April 2025.

04-2025-0.7%

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 %)98.762.133.187.29.586.699.771.376.94.718.590.4

Market development

eCommerce revenue development in the Smoking Supplies market in Italy

The Italian Smoking Supplies eCommerce market is predicted to reach US$52.2 million by 2025 and accounts for 0.6% of the Hobby & Leisure eCommerce market in Italy. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be -0.7%, resulting in a projected market volume of US$50.8 million by 2029. The Smoking Supplies eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Flowers & Gifts, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Smoking Supplies 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 Smoking Supplies 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 %)69.913.232.430.078.191.935.942.1

Online share

eCommerce online share of the total Smoking Supplies 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 Smoking Supplies retail market, the online share is 13.0% and will increase by an average of 7.9% to 17.7% by 2029.

eCommerce online share of the total Smoking Supplies market in Italy

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)52.9%31.5%75.6%40.9%37.2%57.8%60.1%84.3%

Top stores

Top five Smoking Supplies online stores in Italy by net sales 2024

With sales in the Italian Smoking Supplies market, iqos.com generated a revenue of US$67.4 million in 2024, which means it is the leading online store in this market. The Smoking Supplies 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 Smoking Supplies 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 - Smoking Supplies Italy - Smoking Supplies Italy - All Categories

Market definition

Definition of the Smoking Supplies market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Smoking Supplies The category Smoking Supplies encompasses the commercial (B2C) sale of tobacco (e.g. smoking blends, e-liquids), smoking devices (e.g. pipes, vaporizers, vaping pens, water pipes) and smoking supplies (e.g. rolling papers, filters, ashtrays, grinders, cigar and cigarette cases). Not covered are smoking cessation products (e.g. nicotine gum, nicotine patches, nicotine lozenges). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Tobacco (e.g. smoking blends, E-Liquids)
  • Smoking devices (e.g. pipes, vaporizers, vaping pens, water pipes)
  • Smoking supplies (e.g. rolling papers, filters, ashtrays, grinders, cigar and cigarette cases)

Out-of-scope

  • Smoking cessation products (e.g. nicotine gum, nicotine patches, nicotine lozenges)