Netcomm publishes figures on Italian e-commerce


In September 2022, Ecommerce Europe’s Italian member, Netcomm, released a study on the state of play of e-commerce in the Italian economy. As the publication’s title suggests, shoppers in Italy are increasingly enjoying a multichannel experience, with digital commerce becoming ever more popular among Italian consumers. 

The study provides insightful information on consumer trends for online shopping as well as brick-and-mortar and their complementarity in making the shopping experience for Italian buyers more complete. Growth figures of the number of e-shoppers in Italy are encouraging, with 35.6 million users in 2021 up from 33 million in 2020, and forecasts predict a further increase in the next couple of year.  

E-shoppers in Italy are increasingly buying from multichannel retailers, even if most of these are still far from providing fully integrated omnichannel services. Multichannel shopping in Italy is clearly on the rise for different categories of goods. While the pharmaceutical segment experienced the highest growth rate in 2021 in comparison with 2020, fashion recorded the largest use of hybrid off and online shopping channels, with 40 percent of Italian online shoppers purchasing clothing in 2021.  

Italian users of e-commerce outlets rely more often on in-store visits and price comparison platforms ahead of making their purchases. In the fashion and lifestyle segment, shoppers still prefer physical store touchpoints. Consumers buying groceries online generally look out for multiple payment methods available, online reviews and delivery timeslots. 

You can learn more about trends in the Italian e-commerce landscape in the light version of the report, which you can freely access here. 

The study was developed by Netcomm, the Italian Digital Commerce Association, in cooperation with Statista.  

Press contact: Angelo Ventriglia,, +390282842410