Key figures
| Metric | Value | Note |
|---|---|---|
| Online Retail GMV | €98.2 billion | |
| E-commerce Penetration | 68.2% | of total retail |
| Cart Abandonment Rate | 73.5% | |
| Mobile Commerce Share | 55.8% | of e-commerce GMV |
| Average Order Value | €85.50 |
Overview
The Italian e-commerce market continues its robust expansion, with online retail sales becoming an increasingly significant part of the overall retail landscape. Factors such as convenience, wider product selection, and improved logistics are driving consumer adoption.
Breakdown
- Top E-commerce Categories (2026): Fashion (€28.5B), Electronics (€19.1B), Home Goods (€15.7B), Food & Grocery (€10.2B), Beauty & Personal Care (€8.9B)
- Payment Mix (2026): Credit/Debit Cards 45%, Digital Wallets 30%, Bank Transfers 15%, Cash on Delivery 10%
- Cross-Border E-commerce Share: 22%
Outlook
Italy's e-commerce GMV is projected to grow further, supported by increasing internet and smartphone penetration, alongside a maturing logistics infrastructure. Addressing cart abandonment and optimizing mobile checkout experiences will be key priorities for online retailers.
Sources: industry surveys, platform filings, and modeled estimates for 2026