Italy E-commerce Market: Consumer Buying Behavior, Mobile Commerce & Growth Outlook

According to IMARC Group's latest research publication, Italy e-commerce market size reached USD 673.0 Million in 2025. Looking forward, IMARC Group expects the market to reach USD 1,318.8 Million by 2034, exhibiting a growth rate (CAGR) of 7.53% during 2026-2034.

How AI is Reshaping the Future of Italy E-commerce Market

• AI-powered personalization is transforming shopping in Italy, with over 60% of online retailers using it to tailor recommendations and experiences, boosting conversion rates by up to 30% and making customers feel like the site truly understands their style and needs.
• Italian ecommerce companies are heavily adopting AI for customer service and operations, where chatbots and virtual assistants handle inquiries around the clock, cutting response times and letting smaller brands compete more effectively with giants like Amazon.
• Luxury brands like Brunello Cucinelli are leading the way by launching proprietary AI platforms such as Callimacus, which deliver hyper-personalized e-commerce journeys that blend human-centric design with smart tech to elevate the online luxury shopping experience.

Access the Latest 2026 Market Data & Forecasts

E-commerce Market Trends & Drivers:

The Italy e-commerce market continues to expand due to widespread adoption of smartphones and rising internet penetration, which enable seamless access to online platforms for a growing number of consumers. Mobile commerce dominates transactions, with smartphone checkouts becoming the primary method for completing purchases across various categories. This shift reflects evolving consumer preferences for convenience and on-the-go shopping experiences, supported by improved digital infrastructure that facilitates faster browsing and decision-making. As more Italians integrate digital tools into daily routines, platforms optimize for mobile interfaces to enhance user engagement and retention, driving sustained participation in online retail.

Advancements in digital payment solutions and logistics infrastructure play a pivotal role in accelerating market growth. The transition to digital payments, including instant account-to-account transfers and flexible options like buy-now-pay-later services, builds greater consumer trust and reduces barriers to online spending. Enhanced delivery networks, particularly in urban and northern regions, offer faster and more reliable fulfillment, meeting expectations for efficient service. These improvements create a more frictionless shopping environment, encouraging both frequent and higher-frequency purchases while expanding the reach of e-commerce to previously underserved areas.

Changing consumer behaviors, influenced by post-pandemic habits and a preference for variety and convenience, further propel the sector forward. Shoppers increasingly seek diverse product assortments, including fashion, electronics, and sustainable goods, often turning to cross-border platforms for unique offerings unavailable locally. Sustainability concerns also shape decisions, with many favoring eco-friendly practices in packaging and delivery. This evolution fosters loyalty to brands that prioritize personalized experiences and transparent operations, while competitive dynamics among marketplaces and specialized retailers intensify innovation to capture evolving demands.

E-commerce Industry Segmentation:

The report has segmented the market into the following categories:

Type Insights:

• Home Appliances
• Apparel, Footwear and Accessories
• Books
• Cosmetics
• Groceries
• Others

Transaction Insights:

• Business-to-Consumer
• Business-to-Business
• Others

Regional Insights:

• Northwest
• Northeast
• Central
• South
• Others

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Recent News and Developments in E-commerce Market

• February 2026: Ecommerce Italia Awards highlight top innovators, with Amazon and Subito leading among over 16,000 companies, while the Top 10 Innovation list features Amazon, Zalando, Decathlon, and Italian-rooted players like Doppelgänger, AgriEuro, Deghi, alongside pharmacy platforms Dr. Max and Redcare, and Vinted, recognized for scale, experimentation, and sustained growth in user recognition.
• January 2026: Brunello Cucinelli launches a new AI-underpinned e-commerce platform, dubbed "human artificial intelligence" via its Solomei AI center, initially available in Italy, the U.S., and U.K., evolving from the 2024 site to blend advanced tech with human-centric design for enhanced online guest experiences.
• 2026: AI adoption surges in Italian e-commerce operations, with 64% of companies using AI models for personalization and 42% to improve the overall shopping experience, while 31% develop conversational commerce through virtual chatbots and assistants.
• 2026: Mobile optimization becomes essential as Italians predominantly shop via smartphones, driving platforms to prioritize seamless mobile versions amid high m-commerce usage and features like virtual try-ons, augmented reality, and AI-powered chatbots to boost engagement.
• 2026: Shift toward Value Commerce emerges, with omnichannel models as standard, AI and automation supporting customer journeys and operations, and sustainability serving as a key market lever across sectors like Food & Grocery, Fashion & Beauty, and Health & Pharma.

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