These are the 23 most important B2C online marketplaces for selling to ITALY!
The new version of our Marketplace Country Quadrant Italy only lists 23 marketplaces instead of 35 as before. The reason for this is that we now only list 3 marketplaces in each category because it is almost impossible to find providers that we consider to be truly relevant.
The Market
Italy has a population of around 61 million. The average net household income is €24,065, while the current VAT rate is 22 percent. In 2023, e-commerce generated a turnover of €33 billion, an increase of 11 percent over the previous year. Online GMV reached 80.5 billion euros in 2023.
67 percent of the population are regular online shoppers. Demand is highest in the hobby & leisure, electronics and fashion categories. The top 5 online stores are Amazon, Shein, Apple, Zalando and MediaMarkt. About 44 percent of online sales are made through online marketplaces. Amazon penetration, as measured by traffic, is around 98 percent. This means that almost every online user in Italy visits Amazon at least once a month – one of the highest figures in Europe. Our Marketplace Country Quadrant Italy shows the most important players.
The generalists in the Marketplace Country Quadrant Italy
The most dominant platforms are the generalist marketplaces, led by the well-known giants Amazon, eBay and AliExpress. A newcomer is Temu: the Chinese low-cost marketplace has stormed the Italian charts in the last 12 months and is now a well-established platform.
And then there is the local player Subito: Subito started out as a C2C platform, but now also has a significant proportion of B2C sellers – similar to the German platform Kleinanzeigen.de.
The specialists in the 6 Marketplace categories
Looking at the Marketplace Country Quadrant Italy in the individual categories, there is a clear lack of local players. There is a colorful mix of German, French, British and Dutch players:
- In the Fashion category Zalando, Shein and Farfetch are the dominant players.
- MediaMarkt is one of the major providers in the “Electronics” category. The strong presence of the two marketplaces for used electronic devices, BackMarket and refurbed, is striking.
- The Home & Living, Sports and Beauty & Care categories are firmly in the hands of marketplaces from neighboring countries, such as Maison du Monde, ManoMano, Zalando, Douglas and Decathlon.
The Changes
By concentrating on the three most important players in each category, some local players have been left out, for example the fashion marketplace Privalia and the electronics marketplaces ePrice and unieuro. This means that the picture is even more characterized by internationally operating platforms than before. We have removed the supplier VidalXL from the country quadrant because it now only operates dropshipping.
Industry-specific marketplace quadrants
In addition to our country quadrants, there are also our industry-specific marketplace quadrants. They are available for the categories Fashion, Electronics, Sports, DIY & Garden, Beauty & Care, Kids and Watches & Jewellery. They serve as the basis for the country quadrants and are updated by us at regular intervals. Click here for an overview of our marketplace quadrants.