Ecommerce in Italy is estimated to be wort 90.6 billion euros in 2025. In comparison with a yr earlier, this is a rise of 6.1 %. Journey and Tourism nonetheless stay the most important sectors within the nation, with an estimated on-line worth of greater than 22 billion euros.
These knowledge 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 value 85.4 billion euros.
Greater than 22 billion euros spent on-line in journey
Similar to within the earlier version, Journey and Tourism is the most important 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 line with the report, Italy had 53.1 million web customers final yr, which comes right down to a penetration price of 89.9 %. That is corresponding to the yr earlier than. The common quantity of month-to-month distinctive customers was 44.1 million, with 37 million individuals on-line on a median day. In comparison with 2024, this was a rise of simply 0.4 %.
Companies give attention to optimizing web sites
This yr, Italian on-line companies are reportedly centered on optimizing their web site when it comes to efficiency, expertise 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 can be centered on cross-border gross sales, largely give attention to 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 had been named embrace the Netherlands and Switzerland (each with 9 %), Portugal (8 %), and the UK (7 %). And outdoors of Europe, the USA has the most important presence of Italian on-line shops (5 %).
