Slide Booklets


The B2C E-Commerce market in Italy


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  • Date December 02, 2016
  • Observatory eCommerce B2c
  • Language Italian English
  • Pages 31
  • Type Market Insight

Responds to...

  • What is the worth of B2C eCommerce in Italy in 2016 (purchased by Italian customers from Italian and foreign web sites)?
  • How can the growth of eCommerce be explained?
  • How many Italian web shoppers are there? What is their buying behaviour?
  • What is the online penetration rate on total retail in the main market sectors?
  • What emerges from the comparison between Italy and main international markets?
  • Which payment instruments are most used? And what will the impact of innovative instruments be?
  • What is Mobile Commerce worth and what are its growth prospects?
  • How much are Imports worth?
  • How much are B2C eCommerce sales from Italian web sites worth to Italian and international customers?
  • What is the role of traditional companies in Italian B2C eCommerce?
  • What is the concentration of supply?
  • What are the main areas of innovation in B2C eCommerce


B2C eCommerce continues to grow in 2016: +18% with a turnover of nearly 20 billion euros. All product sectors are doing well and are growing at above average market rates. The penetration of eCommerce on total Retail purchases rises to 5%.

Our eCommerce is driven by dot-coms which, also in 2016, have registered higher growth rates than traditional companies. In many cases these are aggregators, that is, those operators capable of blending an offer that is typically very fragmented.

The B2C eCommerce market is analysed in the Report from a dual perspective: purchases by Italian consumers (from both Italian and international sites) and sales from Italian sites (both in Italy and abroad). The Report provides the average value of purchases and sales, the value of Exports, the value of Im¬ports and the penetration rate of B2C eCommerce, both at overall level and detailed by market sector (Tourism, Insurance, Clothing, Information Technology and consumer electronics, Publishing Industry, Food & Groceries, Furniture and home living, and Other sectors).


  1. The dynamics of Italian consumer purchases
  2. The dynamics of Italian operator sales
  3. The evolution of supply