Sector Trend Analysis – E-commerce trends in Italy

Country economic profile

Italy, with the population of 58.6 million people in 2024, is the tenth-largest country in Europe, covering an area of 301,340 square kilometres (116,350 square miles), and third-most populous member state of the European Union.

World Economics estimates Italy's gross domestic product (GDP) to be $3.837 trillion - 24% larger than official estimates 2023 data is based on IMF growth rate estimates applied to World Economics GDP data.

Income and expenditure

Economic slowdown and inflation constrain income growth

In 2023, Italy found itself positioned 13th among 17 Western European countries in terms of average gross income, reaching USD35,475. Over the year, the country saw a modest rise of 0.7% in per capita disposable income levels, an improvement from the 2.2% decline witnessed in 2022. However, the increase in per capita disposable income was very low amid economic slowdown and persistent inflationary pressures. In 2024, wage growth in Italy is anticipated to be moderate as businesses adapt to evolving market conditions. Job creation and wage increases are expected to be driven primarily by the services sector (Euromonitor 2024).

Global e-commerce retail market

In 2023, global e-commerce retail markets were valued at US$3.99 trillion, representing an increase in CAGR (compound annual growth rate) of 16.3% from US$2.2 trillion in 2019. China was the largest e-commerce retail market with US$1.5 trillion (37.7% market share) in 2023, followed by the United States (U.S) valued at US$1.2 trillion (29.8% market share) and the United Kingdom (U.K) with values of US$185.1 billion (4.6% market share).

Italy ranked 16th among the top global e-commerce retail markets. It recorded US$43.1 billion in 2023 and had a CAGR growth of 1.1% from 2019 to 2023.

In the forecast period, global e-commerce retail markets are expected to continue to experience increasing growth, with a CAGR of 11.9% from 2023 to 2028, attaining US$6.2 trillion by 2028. Italy will reach US$64.1 billion in 2028 with a CAGR growth of 10.4% from 2023 to 2028.

E-commerce market-internet users and social media users

Internet users in Italy in 2023 reached 49.3 million, an increase of CAGR 4.6% from 2018 to 2023. In 2023, 86.8% of population used internet, 68.5% used the Internet away from home or workplace, 92.3% of households with access to internet. 90.1% of households with access to broadband internet, 84.7% of internet access: once a week, 73.0% internet access: daily, 50.7% internet use: internet banking, 15.9% internet use: selling goods and services, 72.9% internet use: telephoning or making video calls, 14.6% of uses of a Laptop, notebook, netbook or tablet to access the internet, 60.6% of use of a mobile phone to access the internet. Telephoning or Making Video Calls recorded the highest growth at a CAGR of 15.7% from 2018 to 2023.

In 2023, 38.2 million used Facebook, 35.9 million used Instagram, 12.8 million used Linkedin, 13.2 million used Pinterest, 3.4 million used Reddit, 2.9 million used Tumblr, 13 million used Twitter, 40.9 million used YouTube, 18.5 million used TikTok.

Italy's digital landscape

In 2023, online retail sales via mobile device were valued at US$27.1 billion, at the growth rate of CAGR 20.8% from 2018 to 2023, followed by purchases via personal computer US$16 billion at the growth rate of CAGR 7.7% from 2018 to 2023. App M-Commerce grew at a CAGR of 22.1%, mobile Web M-Commerce grew at a CAGR of 15.5%, mobile phone M-Commerce grew at a CAGR of 28.6% and Tablet M-Commerce dropped at a CAGR of −41.9% from 2018 to 2023.

Forecasted growth except tablet M-commerce is expected to continue at the rates varying from 0.9% (PC E-Commerce) to 30.1% (Other Device E-Commerce) except tablet m-commerce at −24.3% from 2023 to 2028.

In 2023, total online travel by device and platform were valued at US$32.97 billion, among which purchases via personal computer was US$18.2 billion. Purchases via App reached US$10.1 billion while purchase via Web reached US$4.7 billion. Purchase via mobile phone reached US$13.6 billion while purchase via tablet reached US$1.2 billion in 2023.

All device types made increases in growth rates within the historic period, ranging from 17.1% (via App) to 4.5% (via Tablet) except −0.4% (via PC e-commerce) from 2018 to 2023.

Lodging e-commerce recorded the biggest expense at US$18.98 billion in 2023, followed by experiences and attractions e-commerce at US$3.37 billion and air travel e-commerce at US$3.36 billion. Top three projected growth will be Experiences and Attractions E-Commerce at a CAGR of 21.3%, lodging e-commerce at 5.3% and surface travel e-commerce at 5.3% from 2018 to 2023

Italy's e-commerce market: retail sales

E-commerce sales reached US$43.1 billion in 2023 with the growth of CAGR 14.8% from 2018 to 2023. Foods E-Commerce recorded the biggest growth of CAGR 27.0% followed by Health and Beauty E-Commerce at a CAGR 22.8% and Drinks and Tobacco E-Commerce at a CAGR 21.8% from 2018 to 2023.

Health and Beauty Specialist E-Commerce enjoys the fastest growth of CAGR 29.2% followed by Home Products Specialist E-Commerce to a CAGR 23.6% and Apparel and Footwear Specialist E-Commerce at CAGR 21.8% from 2018 to 2023.

Cross-border e-commerce

Cross border e-commerce retail sales were valued at US$12.2 billion in 2023 (28.2% market share), with domestic e-commerce retail sales representing US$30.9 billion (71.8% market share).

E-commerce market: retail sales of goods and services

In 2023, bill Payments E-Commerce By Device and Platform reached US$1.8 billion, Bill Payments M-Commerce reached US$1.6 billion followed by purchases via personal computer US$175.3 million. Purchases via App reached US$911.3 million while purchase via Web reached $707.3 million. Purchase via mobile phone reached US$1.6 billion while purchase via tablet reached US$25.9 million in 2023.

All device types made increases in growth rates except PC E-Commerce (−2.4%) within the historic period, ranging from 17.0% (via App) to 9.8% (via Tablet) from 2018 to 2023.

In 2023, Ticketed Entertainment E-Commerce By Device and Platform reached US$623 million, purchases via personal computer reached US$372.4 million followed by Ticketed Entertainment M-Commerce at US$250.4 million. Purchases via App reached US$115.7 million while purchase via Web reached $134.7 million. Purchase vial mobile phone reached US$155.5 million while purchase via tablet reached US$94.9 million in 2023.

Ticketed Entertainment E-Commerce By Device and Platform increased in growth by 2.8% from 2018 to 2023 while Ticketed Entertainment PC E-Commerce declined in growth by −0.1 from 2018 to 2023.

In 2023 Streaming Services E-Commerce By Device and Platform reached US$2.4 billion. Personal computer E-Commerce reached US$1.21 billion followed by Streaming Services M-Commerce at US$1.16 billion. Purchases via App reached US$640.1 million while purchase via Web reached $515.3 million. Purchase vial mobile phone reached US$972.8 million while purchase via tablet reached US$182.6 million in 2023.

All device types made increases in growth rates within the historic period, ranging from 28.2% (via mobile phone) to 19.3% (via Tablet) from 2018 to 2023.

In 2023 mobility E-Commerce By Device and Platform reached US$689.5 million. Mobility M-Commerce reached US$652.4 million followed by purchases via personal computer US$37.0 million. Purchases via App reached US$641.3 million while purchase via Web reached $11.1 million. Purchase vial mobile phone reached US$579.3 million while purchase via tablet reached US$73.1 million in 2023.

In 2023, foodservice sales by device and platform were valued at US$2.4 billion. Purchases via App reached US$1.7 billion while purchase via Web reached $317.4 million. Purchase vial mobile phone reached US$1.8 billion while purchase via tablet reached US$230.8 million in 2023.

All device types made significant increases in growth rates within the historic period, ranging from 51.9% (via mobile phone) to 21.3% (via PC E-Commerce) from 2018 to 2023.

Top e-commerce companies and brands

Amazon.com Inc and eBay Inc were the largest companies in terms of e-commerce sales in Italy with retail values of US$13.3 billion and US$5.5 billion respectively in 2023. Of note, As Mondo Convenienza Holding SpA accumulated the largest growth of 42.6% as sales increased from US$96.0 million in 2018 to the most recent value of US$565.1 million in 2023. In contrast, eBay Inc experienced the smallest in growth rate (4.4%) from 2018 to 2023 among the top ten companies.

Amazon Marketplace (Amazon.com Inc) and eBay Marketplace (eBay Inc) were the top e-commerce brands in Italy with US$10.7 billion and US$5.5 billion respectively in 2023. Mondo Convenienza (Mondo Convenienza Holding SpA) experienced the largest increase in growth rate (42.6%) as the value increased from US$96.0 million 2018 to US$565.1 million in 2023.

Opportunities for Canada

Trade relations

Canada and Italy have a strong commercial relationship. The relationship's greatest potential lies in two-way investment as well as in innovation and technology-based partnerships. Canada-Italy trade is underpinned by the Canada-European Union Comprehensive Economic and Trade Agreement (CETA), which has been provisionally applied since September 21, 2017.

In 2023, two-way goods and services trade between Canada and Italy totaled $15.3 billion. Cereals, pharmaceutical products, and aircraft and parts rank among the top 3 products Canada exported to Italy in 2023.

Related links

• Trade and investment agreements
• Import / Export controls
• Doing business in Italy
• Canada-Italy relations, Government of Canada, 2024

For more information

The Canadian Trade Commissioner Service:

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Find a Trade Commissioner

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For additional information on SIAL Paris 2024 please contact:

Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and agri-food Canada
ben.berry@agr.gc.ca

Sector Trend Analysis – E-commerce trends in Italy
Global Analysis Report

Prepared by: Hongli Wang, Market Analyst

© His Majesty the King in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2024).

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