+6% growth: Italian eCommerce accelerates during the summer sales

What are the summer sales and when do they start in 2025?

The summer sales 2025 represent the most anticipated promotional period of the year for the retail sector, characterised by significant price reductions to clear warehouses of seasonal stock and prepare for the arrival of the new autumn-winter collections. The summer sales 2025 officially start on Saturday 5 July in most Italian regions, lasting 60 days until 3 September 2025, offering businesses a strategic timeframe to maximise revenue and optimise stock turnover.

Online retail is not immune to this phenomenon. eCommerce and digital marketplaces are completely redefining the traditional dynamics of the promotional period, experiencing exponential growth year after year. What was once predominantly a physical event has transformed into an omnichannel opportunity that requires integrated digital marketing strategies, advanced logistics, and data-driven performance management.

B2C eCommerce data: how much Italians will spend during the summer sales 2025

The consolidated data from 2024 and projections for 2025 outline a scenario of sustained growth that requires strategic planning and smart resource allocation.

According to the Digital Innovation Observatory of the Politecnico di Milano, Italian B2C eCommerce is set to grow by +6% compared to 2024, exceeding €62 billion in total purchases. This expansion is driven by a dual dynamic: the services sector recording +8% growth, and product eCommerce maintaining a solid +6%, confirming the maturity of the Italian digital market.

From a behavioural perspective, a significant trend emerges in spending propensity: the percentage of consumers expecting to spend more during the summer sales rises from 20.2% in 2024 to 22.1% in 2025. Additionally, Confcommercio estimates that Italian households will spend an average of €218 during the 2025 sales, with particularly notable peaks in Central Italy (€263) and among those aged over 34 (€239).

The leading categories during the summer sales 2025

As every year, the macro-category most involved in the summer sales is clothing. In particular, the highlights include:

• Footwear (61%) with summer sneakers, ballerinas, sandals, slingbacks, and boat shoes, alongside significant growth in technical footwear for running, trekking, and tennis.

• T-shirts and tops (57%) including polo shirts and sports tees for the male segment, with strong female demand for premium fabrics such as linen and silk.

• Trousers and skirts (44%) featuring midi-length skirts and growing interest in shorts, denim bermudas, leggings, and cargo trousers.

• Summer knitwear (41%)

• Dresses (39%)

• Shirts (30%) made from light cotton, linen, or silk.

• Swimwear and beachwear (29%)

• Pyjamas and nightshirts (16%)

• Bags (15%)

But it’s not just about clothing: today this sector is evolving, embracing categories that previously stayed on the sidelines of major seasonal promotions.

Take the pharmaceutical sector, for example: sun creams, vitamin supplements, and summer wellness products now find a place in sales windows, following the natural rhythm of the seasons. The same applies to home furnishings, where garden furniture, fans, and lightweight fabrics become the stars of summer offers.

The result? A richer and smarter commercial landscape, where each season brings its own specific opportunities, becoming a true reflection of our lifestyle and consumption habits.

Returns, refunds and compliance: the operational challenge during seasonal sales

During the summer sales 2025, the exponential increase in order volumes demands flawless management of warehousing and customer service, with particular focus on returns, refunds and fiscal compliance. These aspects are often seen as operational, but they hold strategic importance to sustain competitiveness and maintain a positive customer experience even under pressure.

The rise in shipments presents a multidimensional challenge requiring strong capacity planning and infrastructure scalability, but above all a thorough review of communication and customer care strategies to uphold high-quality standards despite volume pressures.

Consumer expectations confirm this need: a 2023 Ifop study shows that 87% of online shoppers consider real-time tracking essential, while 71% find clear and timely post-purchase information crucial.

The sales period thus represents a great opportunity for Italian companies to demonstrate their ability to adapt to an increasingly demanding market. With integrated solutions covering every phase of the process, from logistics to customer care, T-Data supports businesses in turning every step of the purchase journey into added value, strengthening trust-based relationships and building a reputation for operational excellence.

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