+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 begin on Saturday 5 July in most Italian regions, lasting 60 days until 3 September 2025, providing businesses with a strategic time window to maximise revenues and optimise stock turnover.

Online channels are not immune to this phenomenon. eCommerce and digital marketplaces are completely redefining the traditional dynamics of the promotional period, recording exponential growth year after year. What was once predominantly a physical event has transformed into an omnichannel opportunity requiring 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 for 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 registering +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 over 34 years old (€239).

The leading categories during the summer sales 2025

As every year, the largest category involved in the summer sales is clothing. In particular, the highlights are:

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

• T-shirts and tops (57%), including polos and sports t-shirts for men, alongside strong female demand for premium fabrics such as linen and silk.

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

• Summer knitwear (41%)

• Dresses (39%)

• Shirts (30%) made of lightweight cotton, linen, or silk.

• Swimwear and beachwear (29%)

• Pyjamas and nightshirts (16%)

• Bags (15%)

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

Take the pharmaceutical sector: sunscreen creams, vitamin supplements, and summer wellness products are now featured in the sales displays, following the natural seasonal rhythm. The same applies to home furnishings, where garden furniture, fans, and light fabrics become the stars of summer offers.

The result? A richer and smarter commercial landscape, where each season brings its own specific opportunities, reflecting faithfully our way of living and consuming.

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

During the summer sales of 2025, the exponential increase in order volumes demands flawless warehouse management and customer service, with particular focus on returns, refunds, and tax compliance. Often seen as mere operational tasks, these areas hold strategic importance for maintaining competitiveness and ensuring a positive customer experience even under pressure.

The surge in shipments presents a multidimensional challenge requiring robust capacity planning and scalable infrastructure, but above all a thorough review of communication and customer care strategies to uphold high-quality standards amid volume spikes.

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

Seasonal sales thus offer a great opportunity for Italian companies to demonstrate their ability to adapt to an increasingly demanding market. With integrated solutions covering every phase from logistics to customer care, T-Data helps businesses turn each step of the purchasing journey into added value, building trust and a reputation for operational excellence.

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