+€62 billion for B2C eCommerce in Italy in 2025

B2C eCommerce in Italy: growth reaching €62 billion in 2025

The figures from the Netcomm Consortium tell a story of steady growth for eCommerce in Italy, despite a turbulent geopolitical context and complex technological challenges. With a total value exceeding €62 billion, the Italian B2C eCommerce market confirms its vitality. Of this, €40 billion comes from product sales, marking a 6% increase compared to the previous year. Services have also seen significant growth (+8%), reaching €22 billion. [Read more about this topic >]

In 2025, Italian eCommerce is undergoing a phase of consolidation. Growth rates are less rapid than in the past, but the quality of the offering continues to improve. Sectors such as Food & Grocery and Beauty & Pharma are leading this expansion, with increases of 7%, thanks to omnichannel integration and the adoption of technological innovations.

Behind these numbers lies a constant commitment from thousands of merchants dedicated to revolutionising how they engage with consumers: the goal is no longer just to sell products but to create authentic relationships, interactive experiences, and increasingly personalised purchasing journeys.

Beyond borders: strategies to compete in the Global Market

Despite progress, internationalisation remains a significant challenge. Over 54% of Italian companies struggle to expand beyond national borders, hindered by barriers such as tariffs, digital protectionism, and inadequate digital strategies. The free flow of data, crucial to meeting customer needs, is undermined by a complex geopolitical climate.

Investing in advanced skills and innovative technologies therefore becomes essential to overcome these obstacles and navigate an ever-changing environment.

Although supported by steady growth, Italian B2C eCommerce stands at a crossroads: only companies that innovate and place the customer at the centre of their strategy will be able to fully seize the opportunities offered by a future focused on progress.

The main touchpoints for online shopping in 2025

In 2025, more and more Italians are shopping online: the number has reached 35.2 million, with 1.5 million new consumers compared to the previous year. Before making a purchase decision, users typically consult an average of four touchpoints, choosing from a variety of options that include:

• Search engines (55.7%)

• Online reviews (50%)

• Brand websites (50.3%)

• Brand eCommerce sites (44.2%)

• Price comparison sites (40%)

• Social media (29.8%)

These figures highlight a balance between independent sources, such as search engines, reviews, and comparison sites, and brand-produced content, including websites and eCommerce platforms.

Furthermore, these dynamics vary depending on the product categories: tools like artificial intelligence and chatbots are particularly relevant in electronics and publishing, while offline retail media exerts a significant influence in the food sector.

Online payment trends in Italy

In 2025, online payment methods in Italy show greater variety compared to the past.

The most popular methods are:

• Digital wallets (30.8%)

• Credit cards (26.4%)

• Prepaid cards used directly on websites (23.6%)

Cash on delivery has become very rare, accounting for only 1.2% of transactions, while bank transfers are chosen by 2% of buyers, mainly for higher-value payments.

Consumers are increasingly valuing flexibility in the payment options offered by merchants, considering it a key factor for a positive shopping experience. Although concerns about transaction security have decreased in recent years, it remains a critical element in maintaining trust in digital commerce. For this reason, it’s essential to provide payment solutions that are simple, secure, and integrated, meeting the demands of an audience that seeks both variety and reliability.