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Marketplaces Lead The Market Again
Marketplace platforms were among the strongest-performing e-commerce segments in Italy last year, reaching more than €17.1 billion in turnover with annual growth of 15.7%.
Amazon, Temu, Subito and eBay occupied the top four positions in Italy’s e-commerce rankings, reinforcing the growing importance of platform-based e-commerce models.
Temu’s rise stands out in particular. The platform climbed to second place in Italy less than two years after entering the market.
According to the report, marketplaces are strengthening their role within the digital commerce ecosystem, while sales through apps are also becoming increasingly relevant in the sector.
Source: Casaleggio Associati
Fashion And Beauty Continue Growing
Fashion remained one of Italy’s largest e-commerce categories in 2025, generating €6.56 billion in turnover with growth of 8.8%.
Health and Beauty recorded some of the strongest growth across the market, rising by 24.2% to more than €2 billion. The report links this performance to influencer marketing and social media content.
Sport also posted solid growth at 10.4%, while electronics increased by 6.5% and food and beverage by 5%.
At the same time, some sectors that grew rapidly during previous years started slowing down. Pets declined by 3.3%, cars and motorcycles fell by 4.1%, while home and furniture slipped by 1.1%.
The report describes 2025 as a phase of “normalisation” for Italian e-commerce following the strong acceleration seen in earlier years.
AI Becomes A Bigger Ecommerce Priority
Artificial intelligence is one of the most discussed themes in the report’s outlook for 2026.
Among surveyed companies, 17% said they are increasing the use of AI models to create predictive and personalised shopping experiences in real time. Another 14% pointed to conversational commerce and automated customer service through increasingly sophisticated AI chatbots.
Source: Casaleggio Associati
The report also highlights growing interest in “Agentic Commerce”, where AI agents could manage customer interactions and potentially support purchasing decisions in the future.
In the introduction, Casaleggio Associati raises the possibility that e-commerce may gradually shift toward systems designed to interact not only with consumers but also with AI assistants.
Mobile Shopping Still Dominates
Mobile devices continue to play a central role in Italian e-commerce. According to the report, 35.4 million Italians used mobile devices daily to browse online in 2025, while desktop usage continued to decline.
Source: Casaleggio Associati
The study also shows a strong presence of app-based e-commerce in sectors such as fashion, marketplaces and tourism, particularly among the country’s largest e-commerce operators.
International Platforms Increase Pressure
The report also highlights the growing weight of international e-commerce companies within the Italian market.
In categories such as Marketplaces, Tourism and Electronics, global operators continue to dominate the highest-ranking positions. Chinese platforms including Temu, Shein and AliExpress are also continuing to expand across European markets, including Italy.
Source: Casaleggio Associati
Some categories remain strongly domestic. Pharmacies, for example, are 99% Italian-owned, largely because of regulatory requirements.
Overall, the report paints a picture of an Italian e-commerce market that is becoming increasingly concentrated around large platforms, mobile commerce and AI-driven technologies, while growth varies significantly between sectors.
