Y-o-y e-commerce revenue growth in Italy 2009-2023

In 2023, e-commerce revenue went up by 27.14 percent in Italy. This represented a significant growth but still a slowdown compared to the growth registered in 2021 (33 percent). As the COVID-19 pandemic broke out in 2020, the year-over-year change registered a negative trend for the first time in more than a decade. Why do Italians shop online?E-commerce growth in popularity is due to different reasons. Mainly, it appears that online shopping is generally convenient and fast compared to offline shopping, which attracts many users. In fact, a survey conducted among Italians in 2022 revealed that convenient prices and home delivery were the main reasons to shop online. Also, the latest ranked as first purchase driver in online grocery shopping, according to a 2023 survey. Mobile is keyIn the last quarter of 2022, nearly 40 percent of the online purchases of Italian customers were finalized via desktop. In the same period, purchases carried out via smartphone accounted for 61 percent of the total, whereas purchases made via tablet represented only two percent of the total. Smartphones were even more relevant in online traffic, as they accounted for about 80 percent of online visits to e-commerce sites.

于2023年，意大利的电子商务收入增长了27.14%。这一增长虽为显著提升，但相较于2021年的增长速度（33%）而言，仍有所放缓。自2020年新冠疫情爆发以来，年同比增长率首次出现负增长趋势，已逾十年。为何意大利人热衷于在线购物？电子商务的流行增长可归因于多种因素。主要来看，相较于线下购物，在线购物因其便捷性和速度而普遍受到青睐，吸引了众多用户。实际上，2022年针对意大利消费者进行的一项调查显示，价格实惠及送货上门是选择在线购物的主要原因。此外，根据2023年的调查，最新产品被视为在线食品购物的主要购买驱动力。移动设备至关重要。在2022年最后一个季度，意大利消费者近40%的在线购买是通过桌面完成的。同期，通过智能手机完成的购买占总数的61%，而通过平板电脑完成的购买仅占总数的2%。在在线流量方面，智能手机的作用更为显著，其占比高达80%，为电子商务网站的在线访问量提供了主要贡献。