General information

Country: Italy

Official language: Italian

National Association (NA): Netcomm

Currency: Euro (EUR)

Overview of Italian e-commerce statistics

Online shoppers: 17.7 mn

Average spending per online shopper: €938

E-commerce growth in 2015: 15.6%

Standard VAT-rate: 22%

Italian online population

Italy’s population exists of 60.8 million people, of which 68% uses the internet. 17.7 million of these internet users shop online. These online shoppers or e-shoppers on average spend €938 per year.

Italian e-commerce

The Italian E-commerce sales reached €16.6bn, which means there has been a 15.6% e-commerce growth in 2015. The VAT-rate in Italy is 22%.

National Association


Today we can absolutely say that e-commerce plays a strategic role in all the processes about innovation in our country. The steady growth pace it has been keeping for over 5 years now, confirms its dynamic nature and its positive trend. However, e-commerce players still have to face some critical issues for what concerns legal/tax, communication/promotion, logistic/educational contexts, which nowadays are common to the whole sector. That’s the reason why Netcomm has been created. In order to give some answers to these needs, Netcomm aims at sharpening cooperation among companies and entrepreneurs, acting for them at national and international levels; it aims also at supporting all the initiatives designed to promote themes, services and technologies related to e-commerce and interacts with the media for a correct communication about the subject. Finally, it defines the routes necessary to identify the high-quality outcomes among all the e-commerce players.

Become a member!

Becoming a member of Netcomm has several advantages:

  1. Free access to the European and Global B2C Ecommerce Light reports
  2. Participation in all activities, events and conferences