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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.

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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%
E-Commerce market size forecast ($US billion)
2022 51.2
2023 57.3
2024 63.0
2025 68.7
2026 74.4
E-Commerce spending per capita ($US)
2022 867
2023 972
2024 1072
2025 1172
2026 1272
E-Commerce spending as % of GDP
2022 2.4
2023 2.6
2024 2.8
2025 3.0
2026 3.2

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.

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