Italy’s ecommerce market reached €90.6 billion in 2025, up 6.1 percent from €85.4 billion in 2024, according to the 20th annual report from Casaleggio Associati. The steady growth rate marks a maturing market that continues to expand despite economic headwinds affecting much of Europe.
The figures provide a clear benchmark for merchants evaluating expansion into Southern European markets. While Italy’s growth rate trails the double-digit expansion seen in some Eastern European markets, it reflects a stable, established ecommerce ecosystem with relatively consistent consumer adoption.
Travel Dominates, Marketplaces Take Second Place
Travel and tourism retained its position as Italy’s largest ecommerce category, generating more than €22 billion in online sales during 2025. The sector’s continued dominance reflects both strong domestic travel demand and Italy’s position as a major international tourism destination.
Marketplaces captured the second-largest share at €17.1 billion, underscoring the growing role of platforms like Amazon, eBay, and local players in Italian consumer purchasing behavior. Leisure followed in third place with €13.4 billion. The report did not break out traditional retail categories such as fashion, electronics, or home goods separately, making direct category comparisons with other European markets difficult.
For merchants selling physical goods, the marketplace figure is particularly significant. It suggests that nearly 19 percent of Italy’s total ecommerce spending flows through third-party platforms rather than direct-to-consumer channels. Brands operating in Italy need to weigh the trade-offs between marketplace reach and the margin pressure, data limitations, and competitive dynamics that come with platform dependence.
Internet Penetration Plateaus as Market Matures
Italy recorded 53.1 million internet users in 2025, representing an 89.9 percent penetration rate that was essentially flat compared to 2024. The average number of monthly unique users stood at 44.1 million, with 37 million online daily. Year-over-year growth in daily active users was just 0.4 percent.
This stagnation in user growth suggests Italy’s ecommerce market is transitioning from an adoption phase to an optimization phase. New revenue growth will increasingly depend on increasing purchase frequency, raising average order values, and converting occasional buyers into repeat customers rather than acquiring first-time internet users.
The implication for merchants is clear. Customer acquisition costs are likely to remain elevated or rise further, while retention strategies, lifecycle marketing, and loyalty programs become more critical to sustaining growth. Businesses entering Italy now face a more competitive environment than those who established early market positions.
Italian Merchants Prioritize Performance and AI Adoption
When asked about their 2026 priorities, 14 percent of Italian ecommerce operators cited website optimization for performance, technology, and customer experience. Close behind were AI technology adoption and investments in marketing and promotion, each at 13 percent.
The focus on site performance aligns with broader European trends driven by Core Web Vitals, mobile-first indexing, and rising consumer expectations for fast, seamless experiences. For merchants targeting Italian customers, slow load times or poor mobile optimization will directly impact conversion rates and paid search quality scores.
The comparable emphasis on AI adoption and marketing spend reflects two sides of the same coin. As customer acquisition becomes more expensive in a mature market, operators are turning to automation, personalization, and predictive analytics to improve efficiency and lifetime value.
Cross-Border Selling Concentrates in Core EU Markets
Italian merchants engaged in cross-border ecommerce focus overwhelmingly on European neighbors. Germany leads as the top destination, with 13 percent of Italian online stores selling there, followed by France at 12 percent and Spain at 10 percent. The Netherlands and Switzerland each drew 9 percent, Portugal 8 percent, and the United Kingdom 7 percent. Outside Europe, the United States attracted 5 percent of Italian cross-border operators.
These patterns reveal a pragmatic approach shaped by language, logistics, and regulatory alignment. German-speaking markets (Germany and Switzerland), French, and Spanish destinations offer cultural proximity and, for most, continued access to streamlined EU customs and VAT processes, even post-Brexit for Switzerland.
The relatively modest UK presence, just two years after full Brexit implementation, likely reflects the additional customs complexity, VAT registration requirements, and shipping friction that now apply. For non-Italian merchants, the data suggests that localized language support, region-specific payment methods, and fulfillment infrastructure within the EU remain table stakes for competing effectively in Italy and neighboring markets.
Entering Italy? Focus on Retention, Logistics, and Channels
Merchants evaluating Italy should note that the 6.1 percent growth rate, while positive, sits below the broader European ecommerce average and well behind faster-growing markets in Central and Eastern Europe. Profitability in Italy will depend on operational efficiency, strong unit economics, and customer retention rather than rapid market expansion.
Businesses already active in Italy should examine their marketplace strategy carefully. With marketplaces representing nearly one-fifth of total ecommerce spending, a multi-channel approach that balances owned channels and platform distribution will be essential.
Merchants should track how much of their revenue comes from marketplaces, what the fully loaded cost of those sales is, and whether they are building direct customer relationships that reduce long-term platform dependence.
Finally, cross-border sellers targeting Italy from other EU countries should consider the competitive dynamics. Italian merchants are increasingly sophisticated, investing in technology and customer experience. International entrants will need localized content, competitive logistics, and clear differentiation to win market share.
