Italy Online Grocery Market: Digital Adoption, Changing Consumer Habits & Growth Outlook

According to IMARC Group's latest research publication, Italy online grocery market size was valued at USD 18.8 Billion in 2025. Looking forward, IMARC Group estimates the market to reach USD 57.3 Billion by 2034, exhibiting a CAGR of 13.07% during 2026-2034.

How AI is Reshaping the Future of Italy Online Grocery Market

• Grocery chains including Esselunga and Carrefour, have adopted personalized recommendations within their mobile applications to help shoppers find products and drive repeat purchases by suggesting relevant items based on shopping behavior using artificial intelligence․
• Retailers are turning to AI to predict demand and improve inventory management to reduce food waste while ensuring popular products remain in stock and customers are kept happy․
• Companies like Carrefour are rolling out AI like AiDeal to create faster, easier and more intuitive digital experiences that drive online conversions, guiding shoppers towards better decisions without requiring them to put in any additional effort․

Unlock the Latest 2026 Data, Insights & Outlook

Italy Online Grocery Market Trends & Drivers:

The Italy online grocery market is experiencing steady expansion driven by growing consumer preference for convenience and time-saving solutions in busy urban lifestyles. Shoppers increasingly turn to digital platforms to avoid crowded stores and long queues, especially in major cities like Milan and Rome where hectic schedules dominate daily routines. Enhanced delivery infrastructure, including faster options and reliable logistics from major retailers, has built greater trust in the channel. Rising smartphone penetration and seamless mobile apps further facilitate easy browsing, ordering, and payment, making online grocery shopping a habitual choice for many households seeking efficiency without compromising on product quality.

Increasing adoption of digital technologies and innovative features is reshaping the online grocery landscape in Italy. Platforms leverage advanced tools such as personalized recommendations, AI-driven suggestions, and user-friendly interfaces to create engaging shopping experiences that mirror in-store interactions. The integration of omnichannel strategies, including click-and-collect services from physical supermarkets, bridges the gap between online and offline retail. Improved digital payment methods and secure transactions encourage more frequent usage, while quick commerce initiatives offer rapid fulfillment for urgent needs, appealing particularly to younger demographics accustomed to instant services.

Heightened focus on health, sustainability, and product variety propels demand within the Italy online grocery sector. Consumers show stronger interest in organic, locally sourced, and eco-friendly items available through specialized online assortments that often exceed traditional store offerings. Greater emphasis on fresh produce, plant-based options, and traceable goods aligns with evolving preferences for wellness and environmental responsibility. Expanded selections from major chains and niche platforms cater to diverse dietary needs, while loyalty programs reward sustainable choices, fostering long-term engagement and encouraging repeat purchases in this maturing digital channel.

Italy Online Grocery Industry Segmentation:

The report has segmented the market into the following categories:

Analysis by Product Type:

• Vegetables and Fruits
• Dairy Products
• Staples and Cooking Essentials
• Snacks
• Meat and Seafood
• Others

Analysis by Business Model:

• Pure Marketplace
• Hybrid Marketplace
• Others

Analysis by Platform:

• App-Based
• Web-Based

Analysis by Purchase Type:

• One-time
• Subscription

Regional Analysis:

• 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 Italy Online Grocery Market

• January 2025: Carrefour Italy partners with Appier to overhaul its online grocery marketing, leveraging AI-driven personalization for targeted campaigns and improved customer engagement in digital retail channels.
• April 2025: Esselunga a Casa enhances its online grocery platform with an updated mobile app featuring AI-powered personalized shopping recommendations and expanded same-day delivery options across northern Italian cities, strengthening its competitive edge in e-grocery.
• January 2025: Carrefour Italy adopts SymphonyAI Store Intelligence technology, utilizing AI and computer vision for automated store operations that reduce out-of-stocks, improve pricing accuracy, and boost overall efficiency in support of its omnichannel online grocery strategy.

Note: If you require specific details, data, or insights that are not currently included in the scope of this report, we are happy to accommodate your request. As part of our customization service, we will gather and provide the additional information you need, tailored to your specific requirements. Please let us know your exact needs, and we will ensure the report is updated accordingly to meet your expectations.