E-commerce is growing in Italy

According to the Netcomm B2C eCommerce Observatory – School of Management of the Milan Polytechnic, in 2024 the B2C eCommerce market (to the consumer) in Italy reached a value of 58.8 billion euros, marking a growth of +6% compared to the previous year. This expansion is mainly driven by online purchases of services, which recorded an increase of8%, reaching the 20.2 billion eurosThe most dynamic sectors include the Tourism and Transport (+8%) and the Event Ticketing (+9%) .

Featured Product Sectors

Online purchases of products have reached 38.6 billion euros, with a growth of +6% compared to 2023. Among the best-performing sectors are:

• Furniture and home living: +12%, thanks to the adoption of technologies such as Extended Reality and value-added logistics services
• Beauty & Pharma: +12%, supported by growing demand for personal care products
• Food & Grocery: +8%, recovering after the 2023 contraction

Other sectors such as Computers and Consumer Electronics And Clothing showed growth in line with the market average, reaching between +5% and +6%

Online penetration and consumer behavior

The penetration of online in total retail purchases in Italy has risen to 13%, with a subdivision of the 17% for the services and11% for products. This indicates growing confidence among Italian consumers in online shopping.

Implications for businesses

The continued growth of B2C eCommerce in Italy offers businesses the opportunity to expand their online presence. Investing in innovative technologies, improving the user experience, and adopting omnichannel strategies is essential to meet the needs of modern consumers.

For further details and insights, you can consult the official press release of theNetcomm B2C eCommerce Observatory – School of Management of the Polytechnic University of Milan.