Social Commerce Statistics in Italy (2026)

In 2026, Italy's social commerce conversion rate is projected at 4.8%, reflecting growing consumer trust and platform integration. The active social commerce user base has expanded to over 15 million, indicating increased adoption of social shopping across diverse demographics. Instagram continues to dominate as the preferred platform, driven by visual content and influencer marketing strategies.

The average order value has increased modestly to €85, showcasing consumers' willingness to spend more via social channels. Overall, social commerce revenue in Italy hits approximately €3.9 billion, underscoring the sector's significance in the country's digital economy and retail landscape.