Local payment methods

Italy

General Information

Population 60.5m
Population 15 + 52.3m
Online Population 50.6m
Area 301,340 km²
Currency EUR
GDP 1,884.9bn USD
GDP per Capita 31,288 USD

Card-based payments
Cash-based payments
Bank transfer
Wallets
Other

[{"label":"Card-based payments","value":"38"},{"label":"Cash-based payments","value":"5"},{"label":"Bank transfer","value":"9"},{"label":"Wallets","value":"36"},{"label":"Other","value":"12"}]

Banked population

Italy 94%
Western & Central Europe 94%
World 67%

Credit card penetration

Italy 44%
Western & Central Europe 46%
World 19%

Internet penetration

Italy 84%
Western & Central Europe 91%
World 62%

Smartphone penetration

Italy 83%
Western & Central Europe 75%
World 70%

The number of consumers using e-commerce prior to the beginning of the COVID-19 pandemic stood at 11%, two weeks later that figure had reached 41%.

Italy has one of the lowest penetrations of e-commerce in Europe and one of the lowest average e-commerce spending per capita but as a percentage of income is among one of the highest. Ecommerce makes up only 6% of retail revenue but is expected to grow to 10% by 2024.

Amazon is scaling up the size of its operations in Italy, hiring 3,000 permanent roles and investing more than 425.8 million USD to support the increase in business from the North of the country.

Italy’s economy dropped by 8.9% in 2020 but is forecast to grow by 4.2% in 2021 and 3.6% in 2022 according to the IMF. Inflation fell in 2020 by 0.1% and is expected to rise by 0.8% in 2021 and by 0.9% in 2022.

Future e-commerce trends (2021-2025)

E-Commerce market size forecast ($US billion)

2021 47.0

2022 56.4

2023 66.3

2024 75.7

2025 84.9

E-Commerce spending per capita ($US)

2021 790

2022 951

2023 1120

2024 1282

2025 1440

E-Commerce spending as % of GDP

2021 2.2

2022 2.6

2023 3.0

2024 3.3

2025 3.6

Italy

The E-Commerce Market

Top e-commerce segments 2019 | 2020

Airlines & Hotels: 56% | 30%
Health & Beauty: 12% | 18%
Electrical Goods: 12% | 18%
Homeware & Furniture: 5% | 9%
Food & Drink: 5% | 9%

Cross-border e-commerce

Cross-border proportion of total e-commerce – 17%
Value of cross-border e-commerce ($US billion) – 6.6
% of online shoppers who have shopped cross-border – 47%

Top 3 cross-border shopping origin markets

China: 32%
UK: 20%
Germany: 14%

E-commerce % of total retail

Italy 6%
Western & Central Europe 17.6%
World 20%

E-commerce completed on a mobile device

Italy 49%
Western & Central Europe 43%
World 53%

The Credit Card Split

Visa
Mastercard
American Express
Local Schemes

[{"label":"Visa","value":"25"},{"label":"Mastercard","value":"19"},{"label":"American Express","value":"1"},{"label":"Local Schemes","value":"55"}]

E-commerce market size ($US billion) 39.7bn USD
E-Commerce spending per capita ($US) 666 USD
E-commerce spending as % of GDP 2.0%

_{The information on our Insights pages has been compiled by us in cooperation with Datamatics and Wright & Brown. The data shown is partially owned by us and partially owned by GlobalData. © 2021 by PPRO Financial Ltd. No data and information can be used for any further publication without the explicit approval of PPRO.}

Italy

Local Payment Methods

BitPay

Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Hyperwallet

Type Bank transfer, Gift card, Prepaid voucher Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High MyBank

Type Bank transfer Regions Western & Central Europe Market relevance High PayPal

Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PaysafeCard

Type Prepaid voucher Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PaysafeCash

Type Cash Regions Eastern Europe & the CIS, North America + 1 Paysera Wallet

Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Satispay

Type Wallet Regions Western & Central Europe Market relevance Medium SEPA Direct Debit

Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance High Skrill