E-commerce in Italy is worth 13% of purchases

In 2025, the total value of product purchases reached EUR 40 billion ( 5%). Among the most dynamic sectors are Beauty&Pharma ( 10%) and Food&Grocery ( 7%).

Clothing and Furniture (both 5%) grew in line with the market average, while Computers & Consumer Electronics and Publishing grew by 4%.

Services eCommerce is worth EUR 22.3 billion ( 9%)…

We are talking about a total of €62.3 billion. In 2012 it was €9.5 billion.

In 13 years, the turnover of the sector has been multiplied x more than 6 times.

It is worth noting that in Italy, e-commerce will grow by 13.1% in 2026 , while sales in physical shops will be 1 .6%(second chart below, Nielsen data). Thanks to Mario Gasbarrino

Edited 24 February, updated 12 March 2026