E-commerce in Italy grows by +3.4% in 2025

Laptop open on an eCommerce page with a small shopping cart placed on the keyboard, symbolizing digital commerce.

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E-commerce growth in Italy: 2025 data

E-commerce in Italia cresce del +3,4% nel 2025

From North to South, digital Made in Italy is growing at a steady pace

E-commerce in Italy grows by +3.4% in 2025

<h3>The boom of Made in Italy e-commerce: 91,000 businesses online in 2025</h3>2025 marks a milestone for Italian e-commerce, with 91,000 businesses operating their own online sales sites. This represents a 3.4% growth compared to the previous year, confirming the sector's vitality in Italy. Leading this expansion are joint-stock companies, whose numbers grew by 8.5%, from 47,000 in 2024 to 51,000 in 2025.This growth is not only quantitative but also qualitative: many businesses are investing in increasingly sophisticated digital strategies and advanced technological infrastructures. These are signs of a more mature market, reflecting sector consolidation and evolution toward more structured and globally competitive business models. At the core is a key concept: achieving an effective balance between offline and online operations.<h3><img src="https://d2mci1vigyc8gh.cloudfront.net/T_Data_boom_e_Commerce_Italia_c7463538e9.jpg" alt="Impiegati seduti in sala riunione che elaborano una strategia marketing"></h3><h3>The Face of Made in Italy E-commerce Businesses</h3>The Italian e-commerce sector is predominantly led by micro and small enterprises, but it also includes a significant presence of larger companies with a stronger national reach.Most e-commerce businesses in Italy were established between 6 and 25 years ago, but there is a noticeable increase in the average age, indicating the sector's growing maturity and the stabilization of digital enterprises.Among industries, Commerce is the most prominent, accounting for 47.5%, followed by Services at 24%. At the micro-sector level, standout categories include the Beverage Industry (25.5%), Publishing Activities (18.6%), Chemical Manufacturing (12.6%), and Food Industries (12.1%).<hr><h3>Geographical Distribution of Made in Italy E-commerce Businesses</h3>The geographical distribution of Italian e-commerce businesses highlights an interesting diversification. Northern Italy remains the main driver of digital commerce, with a high concentration of technologically advanced companies and well-developed logistics infrastructure. In particular, Lombardy leads the sector, accounting for 19% of e-commerce businesses.However, Central and Southern Italy are also experiencing significant growth, with Lazio contributing 11.6% of e-commerce businesses, followed by Campania with 11.3%. Additionally, 31% of joint-stock companies with e-commerce are located in the South and Islands, reflecting dynamic development in these areas as well.<h3><img src="https://d2mci1vigyc8gh.cloudfront.net/T_Data_espansione_e_Commerce_Italia_34446f409b.jpg" alt="Illustrazione delle tre regioni italiane con il maggiore aumento di aziende che hanno scelto l'eCommerce come strategia di vendita nel 2025: Lazio, Lombardia e Campania"></h3><h3>Great prospects for Italian Digital Attitude</h3>Italian businesses are strengthening their commitment to digitalization: by 2025, 67.2% of companies will have reached a high level of "Digital Attitude", a significant leap from 49.2% in 2024. This data comes from the adoption of advanced digital strategies, including investments in online marketing, technological transformation, cutting-edge web infrastructure, and more mature use of e-commerce-optimized websites.Staying on the same theme, 30.1% of businesses stand out for their high level of "Innovation", while more than half (54.7%) are in the medium-high range. These positive figures highlight a growing inclination towards innovation, evident in various areas such as improved productivity, patent development, research and development (R&amp;D), and the ability to adopt flexible, forward-looking management approaches.<a target="" rel="" href="https://www.consorzionetcomm.it/">(Source: Consorzio Netcomm)</a>

From North to South, digital Made in Italy is growing at a steady pace

E-commerce and generations compared: how to provide tailored customer support

Discover how different generational habits are revolutionising customer support

Customer support for e-commerce and marketplaces that speaks to all generations

E-commerce and generations compared: how to provide tailored customer support

<h3>The revolution in communication of the new generations</h3>The technological evolution of recent decades has radically transformed the way people communicate, influencing daily life and the dynamics between companies and customers.For example, until a few decades ago, previous generations considered the telephone the main tool for professional and personal communications. The phone call represented a direct and immediate interaction, while fax and email later expanded contact possibilities, though generally maintaining a slower pace compared to modern digital standards. The idea of receiving customer support was often based on long waits on the phone or face-to-face interactions.With the advent of digital technology, the landscape has changed dramatically: Millennials and Generation Z have introduced new communication standards, favouring WhatsApp, Telegram, social media, messaging apps, and real-time chat platforms, while the telephone is increasingly relegated to the background.<img src="https://d2mci1vigyc8gh.cloudfront.net/T_Data_nuove_generazioni_customer_service_3be572718e.jpg" alt="Sei giovani adulti delle generazioni Millennial e Gen Z che utilizzano lo smartphone per ricevere supporto tramite live chat o chatbot per i loro acquisti online."><h3>Generational differences in the approach to customer service</h3>Generational differences are clearly reflected in the approach to customer service. According to a study, 75% of Gen Z and 62% of Millennials prefer to seek assistance through digital channels such as chat, social media or online searches, rather than relying on call centres. <a target="_blank" rel="" href="https://www.gartner.com/en/newsroom/press-releases/2021-04-20-gartner-says-millennials-and-gen-z-customers-prefer-t">(Source)</a>This phenomenon is better understood by analysing the context in which the two generations grew up. Millennials, witnesses to the rise of the internet, experienced technological evolution alongside their own growth, while Generation Z was born directly into the digital age. Consequently, both generations have become accustomed to using messaging apps and social platforms, expecting quick, personalised responses and, above all, without the need for a phone call, which is often perceived as intrusive and a source of stress.<h3><img src="https://d2mci1vigyc8gh.cloudfront.net/T_Data_servizio_clienti_telefonico_bbe0211d4b.jpg" alt="Addetti alla customer service che prestano assistenza telefonica ai clienti"></h3><h3>The importance of a tailored service</h3>It is therefore not surprising that a fundamental aspect of modern customer service is the importance of self-service and the possibility for customers to solve problems independently: guides, FAQs, AI chat and other useful resources to resolve issues without needing to contact an operator are among the most sought-after requests.However, it is essential to find a balance between autonomy and human support. Although chatbots have revolutionised customer service with quick responses and 24/7 availability, the value of human contact remains indispensable, especially in the case of more complex issues. (<a target="" rel="" href="https://www.t-data.it/en/news/chatbots-and-customer-care-the-automatic-efficiency-that-isn-t-always-enough-1">Read more on this topic here &gt;</a>)Channels such as live chat, email and social media, managed by real operators, allow for a tailored, fast, digital service while also conveying humanity and professionalism, key elements for building a trusting relationship with customers.<hr><h3>A customer service for all generations</h3>While Millennials and Gen Z are redefining customer service standards for e-commerce and marketplaces, it is also important to consider the needs of previous generations to offer inclusive and effective support across the board. Baby Boomers (1946 - 1964) and Generation X (1965 - 1980), for example, continue to prefer telephone communication, valuing direct human contact which they often perceive as a sign of reliability and care.To satisfy customers of all ages, companies must adopt a multichannel approach that integrates innovative digital solutions with more traditional support methods. A comprehensive e-commerce customer service system should therefore include chatbots and self-service portals for those seeking autonomy and speed, as well as experienced operators available via phone or live chat to handle more complex requests or for those who prefer a more personal interaction.Thanks to solutions like those offered by T-Data, companies can combine advanced technologies with personalised human support, ensuring universal assistance suitable for every generational need.

Customer support for e-commerce and marketplaces that speaks to all generations

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Vertical marketplaces: why ManoMano is the ideal platform for the DIY sector

How and why to sell on ManoMano

Selling on ManoMano: advantages, methods, and product categories

How and why to sell on ManoMano

<h3>What is ManoMano</h3>Founded in 2013, ManoMano is the leading marketplace in Europe for DIY, gardening, furniture, and hardware.Today, ManoMano operates in Italy, France, Spain, Germany, and the UK, with a strong base of active users, over 50 million monthly visits, and 7 million loyal customers.With a catalog of over 10 million references, what sets ManoMano apart is its digital ecosystem designed for both B2C and B2B, offering manufacturers and retailers the chance to connect with an exclusive community of experts and enthusiasts in the sector.In essence, the marketplace is a privileged channel for companies and professionals looking to target a specific demand, optimizing conversion rates and increasing the average sale value.<img src="https://d2mci1vigyc8gh.cloudfront.net/T_Data_vendere_Mano_Mano_ca15bf63ea.jpg" alt="Una selezione di utensili suddivisi per categorie: attrezzi da giardinaggio, strumenti per elettricisti, accessori per animali e strumenti per pittura venduti su ManoMano"><h3>The main advantages of selling on ManoMano</h3>Selling on ManoMano offers numerous advantages, making it an extremely beneficial channel for companies and professionals in the sector. Here are the main ones:<ol><li>Highly targeted audience: One of ManoMano's main strengths is its focused audience. This means sellers have the opportunity to tap into a specific demand, reducing the typical dispersion found on generalist marketplaces.</li><li>Great visibility: ManoMano invests millions of euros every year in advertising campaigns and digital marketing initiatives to drive traffic to the site. These investments are aimed at increasing the visibility of products, ensuring that items reach an ever-growing audience.</li><li>Integrated marketing: ManoMano provides its sellers with a range of tools designed to improve sales performance, such as ManoMano Ads and promotional offers. Additionally, the company offers continuous support to optimize sales operations, from catalog management to marketing strategy.</li><li>An active and engaged community: Did you know that ManoMano was the first DIY marketplace to develop a community-based model? Instead of simply selling products, it created a space where DIY enthusiasts can share experiences, tips, and projects. This distinctive approach has fostered a sense of belonging among members, who not only shop but also actively participate in the platform, exchanging ideas and inspirations.</li></ol><img src="https://d2mci1vigyc8gh.cloudfront.net/T_Data_vendere_Mano_Mano1_97b33003f0.jpg" alt="Un carrello della spesa pieno di scatole simboleggia lo shopping, affiancato da una selezione di utensili per il fai-da-te, tra cui una ganascia, un metro, pinze, una brugola, una chiave inglese, un martello e un cacciavite, pronti per ogni progetto."><h3>How to sell on ManoMano</h3>We have explored the advantages of selling on ManoMano, but how can you get started?There are two main ways to sell:<ol><li>Selling directly on ManoMano: Opening a seller account on ManoMano is not immediate: the process is structured and divided into several stages. From registration to verifying requirements, the marketplace carefully selects sellers based on offer quality, pricing, customer service efficiency, and online reputation. Additionally, a candidacy form must be completed, which is reviewed before approval. This evaluation process can take time, as ManoMano ensures high standards for its platform.But the effort doesn't stop with account activation. Once approved, sellers must manage product listings, orders, shipping, returns, customer service, and payment management, all of which require time, maintenance, and resources.</li><li>Relying on a specialized outsourcing partner: For those who want to sell on ManoMano without managing every operational phase directly, relying on a specialized partner is a strategic solution. These professionals handle all essential activities, including logistics, tax compliance, customer service management, shipping, returns, and sales optimization.A qualified partner like T-Data simplifies daily operations and also allows for scaling the service based on the company's needs, optimizing processes and improving sales performance without burdening the internal organization.</li></ol><hr><h3>What to sell on ManoMano</h3>As a vertical marketplace, ManoMano focuses exclusively on a limited number of product categories, selected to meet the needs of professionals and DIY enthusiasts, home decor, and maintenance.Here is the list of main categories on the platform:<ul><li>Garden and Pools</li><li>Tools</li><li>Home Furnishing</li><li>Plumbing and Heating</li><li>Bathroom</li><li>Lighting</li><li>Electrical</li><li>Hardware</li><li>Appliances</li><li>Kitchen</li><li>Paint and Solvents</li><li>Tiles, Parquet, and Flooring</li><li>Building and Construction Materials</li><li>Pet Products</li><li>Carpentry</li></ul>