Ecommerce Italy 2024

Ecommerce turnover in Italy

Ecommerce turnover in Italy in 2023 is estimated at EUR 80.55 billion, with an annual growth of 27.14 %. Unlike the previous year, inflation only contributed to a small part (6.16%) to this growth.
2023 was a year of resumption of normality after the lockdown boost and subsequent market realignment in 2022. However, the economic crisis started to affect some more volatile sectors such as Electronics, which saw a decline in sales. Jewellery and Watches also decreased sales, but still managed to increase turnover by adjusting prices upwards.

Turnover distribution

The first year of normality after lockdown roller coasters, from the purchase spree and the subsequent contraction, and above all the zero-interest money that later became expensive, exposed the need to have business models with positive margins. Above all, in order to remain competitive, it became increasingly clear that investments must be spread over a turnover basis that can only be achieved by having an international footprint.

On average, an Italian Ecommerce website grew (+28,56%) last year in terms of turnover, more than operators expectations at the start of the year (+17,26%).The Marketplace sector, (+55%) followed by Travel and Tourism (+42%), and Animals (+37%) recorded the greatest increase. However, there are markets affected by the economic crisis, for instance, Electronics saw a -3,5% drop and Jewelry and Watches lost in terms of pieces sold (-4%) gaining in terms of turnover (+2%) by increasing prices.

Among the main digital strategy goals, set by the interviewed companies for 2023: 65% wants to increase profits/turnover, slightly decreasing from last year (72%), 49% to acquire new clients, 40% to retain clients (compared to 36% last year), 34% to raise awareness, 26% to increase margins, 23% to gain market shares over competitors, 12% to increase the average order and for 3% the objectives are different.