Ecommerce in Italy is estimated to be wort 90.6 billion euros in 2025. In comparison with a 12 months earlier, this is a rise of 6.1 %. Journey and Tourism nonetheless stay the largest sectors within the nation, with an estimated on-line worth of greater than 22 billion euros.
These information come from the 20th annual report in regards to the state of ecommerce in Italy by Casaleggio Associati. Within the earlier version, in 2024, on-line turnover in Italy was estimated to be price 85.4 billion euros.
Greater than 22 billion euros spent on-line in journey
Identical to within the earlier version, Journey and Tourism is the largest on-line sector in Italy. It generated greater than 22 billion euros in gross sales in 2025. It’s adopted by Marketplaces, with 17.1 billion euros. In third place is the sector Leisure, with 13.4 billion euros.
Marketplaces in Italy generated 17.1 billion euros on-line
In response to the report, Italy had 53.1 million web customers final 12 months, which comes all the way down to a penetration charge of 89.9 %. That is corresponding to the 12 months earlier than. The common quantity of month-to-month distinctive customers was 44.1 million, with 37 million folks on-line on a median day. In comparison with 2024, this was a rise of simply 0.4 %.
Companies deal with optimizing web sites
This 12 months, Italian on-line companies are reportedly centered on optimizing their web site when it comes to efficiency, know-how and buyer expertise (with 14 % of responses). The adoption of AI applied sciences and investments in advertising and promotion adopted (each at 13 %).
Cross-border actions
The report additionally signifies that on-line shops which are centered on cross-border gross sales, principally deal with European markets. Germany is the chief, with 13 % of on-line shops operators promoting there. It’s adopted by France (12 %) and Spain (10 %).
Different markets that have been named embody the Netherlands and Switzerland (each with 9 %), Portugal (8 %), and the UK (7 %). And out of doors of Europe, the USA has the largest presence of Italian on-line shops (5 %).
