Italy

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

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

Cross-border e-commerce

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

Top 3 cross-border shopping origin markets

  1. China: 32%
  2. UK: 20%
  3. 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 Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Trustly Type Bank transfer Regions Eastern Europe & the CIS, North America + 1 Market relevance High TrustPay Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Allied Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High UnionPay Type Local payment card Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Apple Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Amazon Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, North America + 1 Market relevance High BANCOMAT Pay Type Wallet Regions Western & Central Europe Market relevance High Boku Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High DaoPay Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Google Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Masterpass Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Mobiamo Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Mooney Type Prepaid card Regions Western & Central Europe Market relevance High Razer Gold Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Samsung Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High SEPA Credit Transfer Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance High SWIFT Type Bank transfer Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High MySi di CartaSi Type Wallet Regions Western & Central Europe Market relevance Medium PostePay Type Wallet Regions Western & Central Europe Market relevance Medium Secure Remote Commerce (SRC) Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance Medium SEPA Instant Credit Transfers (SCT Inst) Type Bank transfer Regions Eastern Europe & the CIS, Western & Central Europe Market relevance Medium Boloro Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Clearpay Type Instalments Regions Western & Central Europe Market relevance High G2A Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Microsoft Pay Type Wallet Regions North America, Western & Central Europe NETELLER Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Nexi Pay Type Wallet Regions Western & Central Europe Splitit Type Instalments Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3

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