One of the most populated countries and larger economies in Europe, Italy is among the larger, developed, and solvable markets for online shopping in the continent. Dominated by American giants, the Italian market is competitive with a number of foreign companies and some national stores and pure e-commerce players holding their ground.
The Italian internet and e-commerce landscape count tens of millions of users; it is among the larger European markets, though not as developed as the UK and Germany, which are themselves far behind the US in terms of size. With 49 million internet users, the Italian digital population is affluent and accustomed to e-commerce and its convenience. Italians use both computers and mobile devices to access the internet often and shop online for a wide array of goods and services.
Since the Italian e-commerce market is sophisticated, with high penetration and high solvency, the competition is fairly intense. Amazon, which benefits from the advantage of being the leader in the enormous American market and its very early development, also overwhelming dominates the Italian e-commerce market. And a number of other foreign companies, from America, China, Germany, and France have also taken a large share of the remainder.
Some specialized brick-and-mortar retailers have nonetheless been able to take their share of the market. Unieuro, the Italian leader in electronics and household appliances retailer stores, is well-positioned in the second tier of e-commerce. Two other specialized e-commerce platforms from Italy, IBS.it and ePrice, have also been able to take a share of the market thanks to their focus on key categories: electronics and home products.
For more information on other world-leading e-commerce actors, check our series of posts on Top E-commerce Sites.
List of top Italian e-commerce platforms with estimated traffic
To give you more perspective of the state of the market competition in the Italian e-commerce landscape, here are the current top 10 leaders of e-commerce platforms in Italy in 2020 and their estimated monthly traffic from SimilarWeb, as of April 2020.
Esselunga is a leading chain of supermarkets and hypermarkets in Italy. Founded in 1957, Esselunga was the first to introduce online shopping in Italy for groceries and fresh food products, as well as self-produced organic products. Esselunga operates about 160 stores in Northern and Central Italy, and it is now controlled by Supermarkets Italiani S.p.A.
Website: esselunga.it – Estimated monthly traffic: 5.1 Million visits
ePrice is a specialized e-commerce department store. It primarily operates as an online platform providing a wide range of consumer electronics, household appliances, tools, furniture, outdoor products, and car and motorbike parts and equipment. Operating as Banzai until 2016, ePrice has now also diversified to provide a range of home services related to the installation and protection of large home appliances.
Website: eprice.it – Estimated monthly traffic: 5.15 Million visits
8. Decathlon Italy
Decathlon is a French sporting goods chain of retail stores. Selling a wide range of sports equipment, shoes, clothing, and accessories for all types of sports, Decathlon has expanded to multiple countries of Europe, including Italy, South America, Asia-Pacific, and Africa. It has also developed its own brands of sports goods and clothing, and created an e-commerce platform to sell its products online.
Website: decathlon.it – Estimated monthly traffic: 5.9 Million visits
IBS.it, which stands for Internet Bookshop Italia, is an online bookstore and digital media store. Founded in 1998, IBS was a pioneer of e-commerce in Italy, credited with operating the first credit card sale on the internet in the country. It has now expanded to selling a range of books, media products, video games, toys, and ebooks.
Website: ibs.it – Estimated monthly traffic: 6.3 Million visits
6. Zalando Italy
Zalando is a German e-commerce company specialized in the online selling of fashion, shoes, beauty items, accessories, and sports items. Founded in 2008 by Rocket Internet, Zalando has expanded its operations to fifteen European countries, including Italy, and worldwide with spin-offs and subsidiary companies. Its largest shareholder is now the Swedish investment company Kinnevik.
Website: zalando.it – Estimated monthly traffic: 8.1 Million visits
5. AliExpress Italiano
AliExpress is a specialized online retail store and marketplace. AliExpress allows companies and individuals to sell through its platform a broad range of products including clothing and accessories, mobile phones and electronics, jewelry, home decoration, and sports products. Based in China and owned by the Alibaba Group, AliExpress particularly gathers a range of products from China and other Asian countries to be sold internationally, notably in Italy.
Website: it.aliexpress.com – Estimated monthly traffic: 8.65 Million visits
Unieuro is an Italian retail chain specialized in consumer electronics and household appliances. Tracing its origins to 1937, Unieuro now operates more than 460 stores across Italy, making the market leader in Italy. Unieuro has also developed its online store and acquired Monclick, a specialized e-commerce operator, to reinforce its online activities.
Website: unieuro.it – Estimated monthly traffic: 10.4 Million visits
Mediaworld is the Italian brand of MediaMarkt, a German multinational chain of stores specialized in the retail of consumer electronics. Founded in 1979, it has expanded to multiple countries of Europe, including Italy, and through its online platform, to become the world’s second-largest chain of consumer electronics, behind the American company Best Buy. It is owned by the German MediaMarktSaturn Retail Group.
Website: mediaworld.it – Estimated monthly traffic: 11.3 Million visits
2. eBay Italy
A pioneer of e-commerce, eBay is an American online marketplace that allows people and businesses to sell directly through its online auction platform. Founded in 1995, eBay has expanded to more than 20 countries including Italy, organizing the sale of products ranging from cars and vehicles to electronics and fashion, home and garden to sports and toys, and even business and industrial products.
Website: ebay.it – Estimated monthly traffic: 76.9 Million visits
1. Amazon Italy
Founded in the US in 1994, Amazon started as an online bookstore that later diversified to products including media, electronics, apparel, furniture, food, toys, and jewelry. Having expanded to many countries, including Italy, Amazon has become the uncontested global leader of e-commerce and developed further into brick-and-mortar retail with the acquisition of Whole Foods Market, as well as publishing, electronics, cloud computing, video streaming, and production.
Website: amazon.it – Estimated monthly traffic: 180.5 Million visits
Top e-commerce websites in Italy compared by monthly traffic
The estimated monthly traffic from the top 10 e-commerce platforms previously listed demonstrate the overarching lead of Amazon, who stands above 180 million monthly visits, before eBay at 75 million. The pack of followers is far behind in the range of traffic volumes from 5 to 12 million visits per month.
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Another leading e-commerce player in Italy
Besides these platforms operating through a wide array of products, one brand can also be highlighted for particularly standing out, even though it is not purely in the e-commerce market. As it is primarily involved in classified ads, Subito.it is not an online shop in itself. However, it does participate in the Italian e-commerce landscape by referring individuals to other sellers, individuals, and companies, and with more than 35 million visits per month, it is well worth being remarked here.
Here are the top e-commerce platforms in Italy. Have you ever bought goods or services from them? How was the experience, is the price cheaper and the delivery convenient? Let us know in the comments below!