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Italians spent an average of €635 online over three summer months, with the highest spending recorded in Bologna (€722), Bari (€708), and Milan (€700).
Consumers devoted more than 5 hours per week to browsing products, comparing prices, and reading reviews before making purchases. Nearly half of all summer purchases (47%) took place online, confirming the growing importance of digital channels.
Marketplace Dominates
Online marketplace platforms remain the most popular shopping channel with a 67% share, followed by retailer websites (33%) and mobile apps (21%). Social commerce recorded 13% participation.
Spending Categories
The highest amounts went to electronics and home appliances (€120), clothing and footwear (€113), and telecommunications products (€109). Significant spending was also recorded for groceries (€101), beauty and health (€88), and home and garden (€75).
“Summer confirms the key role of e-commerce in Italy. High digital engagement and a preference for platforms that combine convenience, variety, and inspiration,” commented Sara Zheng, Marketing Director of AliExpress for Italy and Spain.
The report provides valuable insights into seasonal consumer behavior and can serve as a benchmark for comparison with Central and Eastern European markets.
About the report: The data comes from AliExpress Summer Trends Report 2025, shared via press release. The research was conducted by Censuswide on a sample of 1,000 respondents in Italy between August 5-12, 2025.
