Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 54.1 million | |
| Digital Ad Spend | €31.5 billion | |
| E-commerce Penetration | 68.2% | of total retail |
| Mobile Commerce Share | 55.8% | of e-commerce GMV |
| Average Time Online | 7h 15m | per day |
Overview
Italy's digital landscape is set for continued growth, with increasing internet penetration and a significant shift towards online commerce. Digital advertising is a major component of the marketing mix, reflecting the growing importance of online channels for reaching consumers.
Breakdown
- Digital Ad Spend by Channel (2026): Search Ads €12.6B, Social Media Ads €9.5B, Video Ads €5.1B, Other €4.3B
- E-commerce GMV (2026): €98.2B
- Key E-commerce Segments: Fashion (€28.5B), Electronics (€19.1B), Home Goods (€15.7B)
Outlook
The Italian digital market is expected to see sustained expansion, driven by higher internet adoption, increased mobile commerce, and a growing preference for online shopping. Digital ad spend will likely follow this trend, with social media and video advertising gaining further traction.
Sources: industry surveys, platform filings, and modeled estimates for 2026