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Online purchasing by Italian consumers is worth 16.6 billion Euros, up by 2.2 billion on 2014, and e-commerce penetration has now reached over 4% of total retail. There a 11.1 million people who make regular online purchases (at least once a month), spending an average of nearly 89 Euros per transaction. Full-on e-commerce in Italy: the market is growing by 16%, helped in part by the Food, Furnishing and Cosmetics sectors. The areas that contribute most to this growth are Tourism (up by 14%), Computing and Electronic Consumer Goods (up by 21%), Clothing (up by 19%) and Publishing (up by 31%). Several emerging sectors are also generating considerable value. Food & Grocery, Home Furnishing and Living, Beauty (cosmetics and perfumes) and Toys together make up over 1 billion Euros. Purchases via smartphone have grown by 64% and make up 10% of the total e-commerce in 2015, 21% if including purchases made using tablets.
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