Ecommerce Italy 2025

Introduction

The year 2024 marked a decisive turning point for Italian Ecommerce, consolidating the digital transformation of businesses and opening up new frontiers through the strategic integration of advanced technologies. With the total value of the online market reaching EUR 85.4 billion, up 6%, the sector has demonstrated an extraordinary capacity for resilience and innovation. Some segments faced tough challenges, while others, such as Betting & Casino, Auto & Moto and Insurance, seized expansion opportunities with excellent performances.

The adoption of Artificial Intelligence is radically redefining the online shopping experience, opening up unprecedented scenarios of personalisation, automation and advanced interaction. At the same time, App-commerce has established itself as a privileged channel, especially in the fashion industry, revolutionising the way in which customers are engaged and retained. The rapidly evolving European regulatory environment, with the introduction of the Digital Services Act (DSA), the Digital Markets Act (DMA) and the DAC7, requires not only increased compliance, but also the opportunity for Italian Ecommerce companies to strengthen transparency and consumer trust. Recent tax investigations on giants such as Amazon further underline the need for a fairer and
more responsible ecosystem.
Looking ahead, innovation continues to be the driving force: Marketplaces, Live Commerce and new interactive technologies are radically transforming business strategies, pushing Italian operators to anticipate change and create added value through authentic and engaging shopping experiences. The challenge and opportunity of the near future will lie in the ability of companies to
adapt quickly, anticipate emerging needs and become active players in an increasingly dynamic and competitive market.