These are the 35 most important B2C online marketplaces for
selling to ITALY!
The Italian e-commerce market reached a GMV of 80.5 billion euros in 2023. This corresponds to an increase of 6.2 percent compared to the previous year. Online retail is heavily dominated by marketplaces: The marketplace share in Italy is 44 percent. 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, Privalia is the only Italian provider. Marketplaces such as Zalando, Shein and Farfetch are also on the list.
- Only two Italian marketplaces are represented in the Electronics category, namely ePrice and unieuro. The two marketplaces for used electronics BackMarket and refurbed are strong.
- 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.
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.