Italian Ecommerce Reached 90 Billion Euros in 2025

Why It Matters

The surge underscores Italy’s maturing digital economy and highlights lucrative opportunities for retailers in travel, marketplaces, and cross‑border commerce. Companies that optimize digital experience and expand abroad can capture a larger share of the near‑$100 billion market.

Key Takeaways

• Italy's e‑commerce hits €90.6 bn ($99 bn) in 2025, up 6.1%.
• Travel & tourism leads with €22 bn ($24 bn) online sales.
• Marketplaces generate €17.1 bn ($18.6 bn), second‑largest sector.
• 14% of firms prioritize website performance and CX improvements.
• Cross‑border sellers focus on Germany, France, Spain; 5% target U.S.

Pulse Analysis

Italy’s e‑commerce landscape is approaching the $100 billion mark, driven by a high internet penetration rate of nearly 90% and a modest increase in daily active users. This growth outpaces many European peers, reflecting both consumer confidence in online shopping and the country’s robust logistics network. The 6.1% year‑over‑year expansion signals a healthy market trajectory, positioning Italy as a key digital commerce hub in Southern Europe.

Sector analysis reveals travel and tourism as the clear leader, contributing roughly $24 billion in online spend. The sector’s dominance is fueled by a strong domestic tourism culture and the post‑pandemic rebound in travel bookings. Marketplaces follow closely, generating about $18.6 billion, while leisure and entertainment capture $14.6 billion. Retailers are responding by investing 14% of their digital budgets in website performance and customer experience, and another 13% in AI tools to personalize offers and streamline operations.

Cross‑border activity is another growth engine, with Italian sellers primarily targeting Germany, France, and Spain, and a modest 5% eyeing the United States. This European focus leverages geographic proximity and shared regulatory frameworks, while the U.S. presence hints at ambitions for broader global reach. Companies that blend site optimization, AI‑driven insights, and strategic market expansion are poised to capture a larger slice of the burgeoning $99 billion Italian e‑commerce pie.