Top 10 Essential Facts About Italian E-commerce (2025 Edition)

In 2025, Italy's e-commerce sector continues to evolve as one of Europe's most dynamic markets, blending traditional retail heritage with digital innovation. Despite regional disparities and logistical hurdles, the market is fueled by increasing consumer confidence, mobile adoption, and a strong preference for international variety. 

For e-tailers targeting Italy, understanding these trends is crucial, especially with Landmark Global's expertise in seamless cross-border logistics. 

Here are the top 10 facts shaping Italian e-commerce this year:

1. The Italian e-commerce market is worth €85.4 billion in 2025

Italy's online retail sector has reached a significant milestone, valued at €85.4 billion, driven by improved digital infrastructure and widespread internet access. This represents steady growth from previous years, with cross-border playing a major role in expansion. According to Statista, the market is projected to grow at a CAGR of 8.46% from 2025 to 2029, potentially reaching over €100 billion by the end of the decade.

2. Cross-border e-commerce accounts for 39% of total online sales

A notable 39% of Italy's e-commerce is cross-border, reflecting Italian shoppers' appetite for global products unavailable locally. This share has grown from 28.7% in 2019 to 39.2% in 2022, per Ecommerce Europe, and continues upward as consumers seek variety. For retailers, this means prioritizing reliable international shipping and clear customs information to capture this segment.

3. There are 25 million online shoppers spending €2,500 annually on average

With 25 million active online shoppers, Italy boasts a vibrant digital consumer base, each spending around €2,500 per year. Statista estimates user penetration at 50.9% in 2025, with the number of users reaching 30.2 million, aligning closely with broader trends. Eurostat data shows 77% of EU internet users shopped online in 2024, though Italy lags slightly at lower rates historically. Younger, urban demographics drive this, favoring mobile-first platforms and highlighting the need for personalized marketing. And personalized e-logistics solutions.

4. Fashion, electronics and home goods dominate online categories

Clothing and footwear lead at 35%, followed by consumer electronics (24%) and home and garden items (21%). Cross-Border Magazine notes clothing purchased by 40% of consumers in 2024, with shoes at 32%, confirming fashion's stronghold. Pacvue reports similar top categories, including health and beauty, driven by innovation and convenience. These segments require robust logistics, especially for returns in fashion, to maintain customer satisfaction.

5. China remains the top cross-border origin, but preferences are diversifying

China holds 48% of cross-border preferences, down slightly, with Germany (27%), the UK (20%), France (20%), Spain (18%), and the US (18%) gaining ground. Amavat notes Italy's e-exports to Spain (28%) and the UK (21%), indicating reciprocal flows. 

This shift we see in Italy toward regional alternatives like Switzerland underscores opportunities for EU-based sellers.

6. Fast delivery and product variety are key drivers for purchases

Fast delivery tops drivers at 36%, closely followed by product choice (33%) and ease of navigation (34%). Statista's 2022 data on drivers like convenience aligns, with multiple responses emphasizing reliability. Forrester notes price, selection, and convenience as growth drivers in Europe-5, including Italy. Retailers must focus on speed and assortment to reduce cart abandonment.

7. Mobile devices drive nearly half of e-commerce transactions

Smartphones account for 47% of cross-border purchases, with laptops at 27%. Statista reports smartphones dominating retail site visits in Q1 2025, often over 70%. Ecommercenews.eu highlights mobile e-commerce at €7 billion, mainly from young adults. 

Optimizing for mobile UX, including fast checkouts, is non-negotiable.

8. Home delivery is preferred, but pickup points and lockers are growing

Doorstep delivery leads at 41%, but postal points (37%) and lockers (30%) are rising. Statista shows expectations for next-day grocery delivery, reflecting broader trends. Alternatives help address urban logistics challenges.

9. Sustainability increasingly influences consumer behavior

69% of Italian e-shoppers recycle packaging, 61% prefer recyclable materials and 62% accept delays for lower impact. Predictions say that sustainability will only grow in importance over the next five years, while retailers adopting green practices are already gaining loyalty.

10. Higher-value orders and mid-weight parcels are on the rise

49% of orders shipped to Italy exceed €50, up from lower brackets. Parcels 0.6-2kg dominate at 49%, aligning with fashion and electronics trends.

The Takeaway

Italy's e-commerce in 2024-2025 blends growth with complexity, demanding mobile optimization, sustainable practices and reliable logistics. Success lies in meeting high expectations for speed, transparency and variety.

Sources:

• https://www.ipc.be/services/markets-and-regulations/cross-border-shopper-survey
• https://www.ipc.be/shopper
• https://ecommerce-europe.eu/wp-content/uploads/2024/10/CMI2024_Complete_light_v1.pdf
• https://www.eurocommerce.eu/2024/10/european-e-commerce-report-2024/
• https://www.statista.com/outlook/emo/ecommerce/italy
• https://ec.europa.eu/eurostat/statistics-explained/index.php?title=E-commerce_statistics_for_individuals