Esselunga at home (e-commerce): the operating result

First draft : 29 May 2016, last updated 20 March 2026

In 2016, Amazon Prime Now surpassed 100,000 subscribers.

This was revealed by the Corriere della Sera of 29 May 2016 in ‘Milan-based start-up beats home delivery giants. Cinderella Rpost works for Amazon. Three hundred new hires’.

Amazon Italia would be ready to cover Rome and 30 other cities within a couple of years

To give a benchmark, Esselunga had around 126,000 customers in 2013, acquired over 12 years.

Amazon is therefore going to hit, very quickly, the leadership of the Lombard company in the Milan area.

This will certainly have repercussions on both sales and margins.

In 2012 Esselunga a Casa had a gross profitability – before tax – of 7.9%.

Esselunga to face competition from Amazon hired a former Amazon consultant, Martin Angioni

What is surprising about Esselunga at Home is that – in 2016 – it was not on the Esselunga app and therefore not accessible from smartphones.

Perhaps the explanation for this immobility lies here.

Read also “Esselunga opens a web shelf”

The data was provided to me by Rudiger Kasch , former general manager of Esselunga . It was discussed in “Le Ossa dei Caprotti” (2023) and in this conference (2026).