E-commerce in Italy has grown steadily in recent years, with a sharp acceleration during the pandemic and consolidation afterwards. According to the B2c eCommerce Observatory by Netcomm and Politecnico di Milano, Italians’ online purchases had already exceeded €48 billion in 2022, driven by the recovery of services (travel and transport) and growth in products. But more than the figures, what matters is how the way people shop is changing.
In this article we look at how e-commerce has evolved, which trends are reshaping the sector and what companies need to do to stay competitive.
The trends reshaping e-commerce
1. The smartphone is the main store
Most online purchases happen on smartphones. A slow or awkward mobile site means abandoned carts. Speed, a simple checkout and fast payments are no longer extras but requirements.
2. Marketplaces and direct channels coexist
Marketplaces have become the first place many consumers search and buy, while your own website remains essential for brand, margins and customer relationships. Read more in Companies and marketplaces in Italy.
3. Social commerce and content
More and more purchases start from a video, a post or a creator. Social networks and content are now part of the buying journey.
4. Personalisation and artificial intelligence
Product recommendations, smarter on-site search, virtual assistants and personalised communication improve the experience and increase average order value.
5. Logistics and returns as a competitive lever
The big players have accustomed consumers to fast deliveries and easy returns. For smaller companies logistics is often the most delicate area: pick-up points, lockers, clear delivery times and transparent return policies make the difference.
6. Flexible payments
Digital wallets and instalment payment options reduce checkout abandonment, especially for higher-value purchases.
7. Omnichannel
The line between physical and online stores is increasingly thin: research online and buy in store, click and collect, in-store returns. Customers expect a consistent experience across all channels, in an omnichannel approach.
8. Sustainability and new rules
Packaging, deliveries and returns have an environmental impact that consumers increasingly consider. At the same time, EU rules on product safety, consumer information and the accessibility of online shops are becoming stricter.
B2B e-commerce
It is not just consumers: more and more businesses buy online from suppliers and distributors. B2B portals with personalised price lists, quick reordering and ERP integration are becoming standard in many sectors.
What companies need to do
- Start from the mobile experience: speed, simple navigation, checkout in a few steps.
- Choose the right channels: own website, marketplaces, social media, based on product and audience.
- Take care of logistics and support, clearly communicating times, costs and returns.
- Use data to know customers, personalise offers and bring them back.
- Invest in loyalty, because acquiring a new customer costs more than keeping one.
- Measure profitability, not just revenue.
FAQ
Is it still worth opening an online store?
Yes, but with a clear plan: competition and customer expectations are high. Start by analysing market, costs and channels before investing.
Own website or marketplace?
Often both: the marketplace to be found and acquire customers, your own website to build the brand and long-term relationships.
Which sectors sell most online in Italy?
Travel and transport among services; clothing, electronics, furniture, food & grocery and publishing among products.
Want to grow your online store?
E-Business Consulting supports companies with e-commerce consulting: strategy, choice of platforms and marketplaces, shopping experience, acquisition campaigns and customer loyalty activities. Get in touch with us for a conversation.
