+6% growth: italian eCommerce speeds up during summer sales

What are 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 5th July in most Italian regions, lasting 60 days until 3rd September 2025, offering businesses a strategic timeframe to maximise revenues and optimise stock turnover.

The online channel is not immune to this phenomenon. E-commerce and digital marketplaces are completely redefining the traditional dynamics of the promotional period, recording exponential growth year after year. What was once predominantly an in-store 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

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, the Italian B2C eCommerce market is expected to grow by +6% compared to 2024, surpassing €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 planning to spend more during the summer sales rises from 20.2% in 2024 to 22.1% in 2025. Furthermore, Confcommercio estimates that Italian families will allocate an average of €218 to the 2025 summer sales, with particularly notable peaks in Central Italy (€263) and among the over-34 age group (€239).

Key categories during the Summer Sales 2025

As every year, the macro category most involved in the summer sales is clothing. In particular, the following stand out:

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

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

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

• Summer knitwear (41%)

• Dresses (39%)

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

• Swimwear and beachwear (29%)

• Pajamas and nightshirts (16%)

• Bags (15%)

But it’s not just about clothing: today this world is transforming, embracing sectors that previously remained on the margins of major seasonal promotions.

Take the pharmaceutical sector, for example: sun creams, vitamin supplements, and products for summer wellness now feature 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 faithful reflection of how we live and consume.

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 warehouse operations and customer service, with particular focus on returns, refunds, and tax compliance. These aspects are often viewed as operational but hold strategic importance to sustain competitiveness and maintain a positive customer experience even under pressure.

The surge in shipments presents a multidimensional challenge that requires robust 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% deem receiving clear and timely information after purchase as crucial.

Sales periods thus represent a significant opportunity for Italian companies to demonstrate their ability to adapt to an increasingly demanding market. With integrated solutions covering all stages 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 relationships and building a reputation for operational excellence.

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