Italy 2020: Ecommerce Country Report

Download the Italy 2020 Ecommerce Country Report for a full in-depth analysis of a B2C ecommerce market that has lagged behind others in Northern Europe. The report includes studies into connectivity, digital readiness and device usage.

Within the context of European ecommerce, Italy is the third largest economy in the European Union, however Italian consumers prefer to shop in person and just 79% of consumers have access to the internet. Nevertheless, the growth in ecommerce in the country over recent years suggests a market where there are opportunities for retailers to enter the market. In 2019 alone, ecommerce grew by 15%. 

The Italy 2020 Ecommerce Country Report also assesses the Covid-19 pandemic that took a terrible human toll in Italy. We discover that many older Italian consumers overcame their suspicions of technology to shop online for the first time during the country’s long lockdown. 

Retailers and brands entering the Italian market need to make sure they understand unique aspects of the Italian market - Italian shoppers expect websites in Italian, specific payment options, notably PayPal, and they will want distinctive offerings to tempt them away from famously stylish Italian brands and such established players as Amazon’s Italian site. Moreover, companies operating in the Italian market need to tackle specific logistics problems.

The full report includes:

  • Overview of the Italian retail market
  • Q&A: Roberto Liscia, President of the Italian ecommerce association Netcomm
  • Partner perspective: Umberto Giuliani, Regional Director, Tealium
  • Digital market overview
  • Ecommerce overview: 2020 and beyond
  • Analysis: The Italian consumer
  • Retail behaviour
  • Coronavirus tracker
  • Case study: The Italian luxury sector
  • Regional differences and logistics overview
  • More than 27 detailed graphs and charts including:
    • Italy’s Gross Domestic Product
    • Age structure of Italy’s population
    • Population growth
    • Internet usage
    • Device usage for online
    • Social media usage
    • B2C ecommerce turnover
    • Ecommerce spending per e-shopper
    • Distribution of ecommerce grocery sales 
    • B2C ecommerce sales as percentage of Italy’s GDP
    • Percentage of population shopping online
    • Distribution of ecommerce turnover 
    • Preferred purchase methods
    • Online purchases by device
    • Leading ecommerce marketplace visits by device 
    • B2C market share by device
    • Cross-border sales
    • Leading ecommerce marketplaces in Italy
    • Sales of ecommerce websites
    • Italian customers purchasing online from abroad 
    • Preferred payment and delivery methods
    • Enterprises selling online
    • Foreign market strategies
    • Most popular marketplaces
    • Ecommerce reputation strategies
    •  Potential threats to reputations
    • Last-mile shipment

Download a free summary of what is in the Italy 2020: Ecommerce Country Report here


Top500 Retailers download all reports for free


Sign up to the newsletter

Get the latest news and articles sent straight to your inbox