San Marino's e-commerce sector has seen steady growth, with a cart abandonment rate of 55% in 2026. The average order value has increased to €120, reflecting rising consumer confidence and spending power. Mobile commerce now accounts for 68% of online transactions, indicating a shift towards smartphone shopping. Despite high engagement, a significant portion of shoppers abandon carts, emphasizing the need for improved checkout processes and personalized incentives.
E-commerce revenue in San Marino reached €25 million in 2026, driven by increased internet penetration and digital payment adoption. The conversion rate remains modest at 3.2%, but ongoing improvements in website optimization and targeted marketing are expected to boost sales. As digital maturity continues to grow, local businesses are investing more in user experience to reduce cart abandonment and enhance customer loyalty.