Digital commerce in Italy reaches 178 billion euros in sales

The Italian retail landscape is undergoing a major structural shift as digital commerce expands. According to a 2025 report by Netcomm and Nomisma, e-commerce sales in Italy have reached 178 billion euros, comprising 105 billion euros in B2B and B2G segments and 73 billion euros in B2C.

The total value generated by the digital value chain has reached 993 billion euros, contributing 293 billion euros in added value, which represents approximately 13% of Italy's GDP. The report highlights a significant multiplier effect, noting that every euro spent online generates 5.6 euros of value within the productive system. The sector involves 2.2 million employees, accounting for roughly 9% of the Italian workforce, and generates 69 billion euros in tax revenue.

As digital penetration grows, traditional retail models face challenges. B2C e-commerce penetration now exceeds 13% of total consumption, with 62% of Italians identifying as e-shoppers. Consumers cite lower prices (52%) and convenience (42%) as primary drivers for online shopping, contributing to the decline of local neighborhood shops and the struggle of large-scale traditional distributors.