€78 billion
Total E-commerce Revenue
Italy's e-commerce revenue in 2026
12%
Online Retail Growth Rate
Year-over-year growth in online sales
38 million
Number of E-commerce Users
Number of online shoppers in Italy
€2,050
Average E-commerce Spend per User
Average annual online spend per user
68%
Mobile Commerce Share
Percentage of e-commerce transactions via mobile devices
Italy's e-commerce sector continues to expand rapidly, reaching €78 billion in revenue in 2026. The growth rate of 12% reflects increased consumer confidence and improved digital infrastructure. A significant portion of sales are now conducted via mobile, with 68% of transactions completed on smartphones or tablets, indicating a shift towards mobile-first shopping behaviors among Italians.
The number of online shoppers has grown to 38 million, with an average annual spend of €2,050 per user. This demonstrates the increasing penetration of e-commerce across Italy, driven by convenience, expanded product offerings, and improved logistics. Businesses are investing heavily in digital marketing to capture this expanding digital audience and stay competitive in the evolving e-commerce landscape.
Frequently Asked Questions
What are the main categories driving e-commerce growth in Italy?
Electronics, fashion, and home goods are the leading categories, with health and wellness products also gaining popularity.
How has mobile commerce impacted Italian online shopping?
Mobile commerce now accounts for 68% of transactions, significantly boosting sales and enabling more flexible shopping experiences.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.