A guide to Italian e-commerce and local payments

Get all the information you need to break into Italian e-commerce market

Countries Italy

Quick Facts

The IMF in their most recent forecast at the beginning of August, saw the Italian GDP rising by 3% in 2022 before dropping back to 0.75% in 2023. They also see Italy as surfing the inflation wave with a high of 6.75% in 2022 then dropping in 2023.
Italy ranks in the top ten for cross border shopping in a recent survey by CB Commerce, with 52% of Italians buying from other countries.
82% of Italians are online, but only 59% shop in online stores. Of those that do 51% have only shopped once or twice in the previous three months to being surveyed.
In May 2022, Amazon.it was the most popular website for Italian internet users, clocking up 40.09% of visits that month.

Page index

Reach out to talk about payments in Italy.

Get in touch

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 Market relevance Medium 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 SafetyPay Type Bank transfer, Cash Regions South & Central America, Western & Central Europe Market relevance High Splitit Type Instalments Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3

General Information

  • Population 60.4 m
  • Population 15 + 52.6 m
  • Online Population 55.8 m
  • Area 301,340 km2
  • Currency EUR
  • GDP 2,120.2 bn USD
  • GDP per Capita 35,122 USD

Payment types

  • Card-based payments
  • Cash-based payments
  • Bank transfer
  • Wallets
  • Other
[{"label":"Card-based payments","value":"32"},{"label":"Cash-based payments","value":"4"},{"label":"Bank transfer","value":"11"},{"label":"Wallets","value":"34"},{"label":"Other","value":"19"}]

Banked population
  • Italy 95%
  • Western & Central Europe 94%
  • World 67%
Credit card penetration
  • Italy 46%
  • Western & Central Europe 46%
  • World 19%
Internet penetration
  • Italy 93%
  • Western & Central Europe 91%
  • World 62%
Smartphone penetration
  • Italy 77%
  • Western & Central Europe 75%
  • World 70%

The E-Commerce Market

Top e-commerce segments 2021

  1. Electronics & Media: 29%
  2. Fashion: 26%
  3. Toys, Hobby & DIY: 16%
  4. Food & Personal Care: 15%
  5. Furniture & Appliances: 14%

Cross-border e-commerce

  1. Cross-border proportion of total e-commerce – 17%
  2. Value of cross-border e-commerce – 7.3 bn USD
  3. Online shoppers who have shopped cross-border – 52%

Top 3 cross-border shopping origin markets

  1. China: 38%
  2. Germany: 18%
  3. UK: 12%
B2C E-commerce Growth 20->21
  • Italy 21.5%
E-commerce % of total retail
  • Italy 8%
  • Western & Central Europe 17.6%
  • World 20%
E-commerce completed on a mobile device
  • Italy 39%
  • Western & Central Europe 43%
  • World 53%

E-Commerce Trends

  • E-commerce market size 44.8 bn USD
  • E-Commerce spending per capita 758 USD
  • E-commerce spending as % of GDP 2.2%

The Credit Card Split

  • Visa
  • Mastercard
  • American Express
  • Local Schemes
[{"label":"Visa","value":"37"},{"label":"Mastercard","value":"24"},{"label":"American Express","value":"1"},{"label":"Local Schemes","value":"38"}]

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.

Sales-more-questions-component

Let’s talk about
payment methods in Italy!

Offer your customers locally preferred payment methods today.

Need more info

Find the country you
want to sell in by region

United Kingdom United States Germany
Select a country