Italian E-Commerce Records Strong 6.1% Growth, Reaching €90.6 Billion in 2025

Italian e-commerce continued its upward trajectory in 2025, reaching an estimated value of €90.6 billion, according to the latest annual report by Casaleggio Associati. The figure marks a 6.1% increase compared to 2024, when online turnover in Italy was estimated at €85.4 billion.

Travel and Tourism remained the country’s largest online sector, generating more than €22 billion in sales. Marketplaces followed with €17.1 billion, while Leisure ranked third with €13.4 billion, showing the continued strength of experience-driven and platform-based digital spending.

Italian E-Commerce Growth Reflects a More Mature Digital Market

The report also highlights Italy’s broad digital adoption. The country counted 53.1 million internet users, equal to an internet penetration rate of 89.9%. On average, 44.1 million people used the internet monthly, while 37 million were online on a typical day.

Italian online businesses are now focusing more heavily on improving website performance, technology, and customer experience. These priorities were followed closely by AI adoption and marketing investment, indicating that companies are shifting from basic digital presence toward more advanced optimization strategies.

Cross-border activity is also concentrated mainly in Europe. Germany leads as the top foreign market for Italian online stores, followed by France and Spain. Outside Europe, the United States remains the most notable destination for Italian e-commerce operators.

Source: Ecommerce News Europe