Subscribe
A growing market
Italian e-commerce continues its constant growth and in 2024 it reached a total value of 58.8 billion euros, marking a 6% increase compared to the previous year. This data, provided by the Polimi and Netcomm B2C E-commerce Observatory, confirms the ever-increasing importance of online purchases in the behaviour of Italian consumers.
The international price comparison portal Idealo has also highlighted this trend, recording a 5% increase in purchase intentions compared to 2023. A key element of this growth is the increasingly central role of price comparison platforms, used by 22% of Italian consumers to obtain detailed information on products, access special offers and consult reviews. This behaviour reflects greater awareness and the need to make increasingly informed purchases. Price comparison platforms are proving to be fundamental tools for Italian consumers, especially for the younger age groups. Analysis of Idealo data shows that the 16-24 generation is increasingly inclined to buy from lesser-known online stores, provided that it brings a financial advantage. This trend is especially evident in the electronics sector, which continues to dominate the online market. However, inflation has significantly affected the prices of some product categories, such as video games and gaming steering wheels, which have seen increases of 50.5% and 40.5% respectively.
Despite this, thanks to price comparison platforms, consumers can still obtain significant savings, with reductions of up to 19.5% for game consoles and 16% for tablets. The analysis of online purchasing habits reveals interesting differences between generations. Baby Boomers, for example, focus more on health and pharmacy products, while Millennials and Gen Z prefer categories such as fashion, cosmetics and gaming. This diversification highlights how e-commerce has adapted to the needs of each age group, offering a wide range of products to satisfy different preferences. In addition, Idealo data allows us to identify the best times to make online purchases at the most advantageous prices. For example, April is the ideal month to buy PCs and motherboards, while May offers the best opportunities to buy televisions and gamepads.
The growth trend of Italian e-commerce shows no signs of slowing down. With greater digitalization and growing attention to prices by consumers, the sector will continue to evolve, offering new opportunities for both buyers and sellers. Awareness and the use of tools such as price comparison platforms remain key elements to maximize economic benefits and improve the shopping experience. At the same time, the logistics sector is undergoing a transformation to respond to the increase in demand. E-commerce companies are increasingly investing in fast and efficient delivery solutions, such as same-day delivery and automated collection points, to improve the customer experience and optimize distribution costs.
Another important aspect is the focus on sustainability. Many consumers, especially the younger ones, are increasingly attentive to the environmental impact of their purchases. As a result, companies are adopting more eco-friendly practices, such as the use of recycled packaging and the reduction of emissions in transport. Finally, the integration of artificial intelligence and big data is revolutionizing the sector, allowing for increasingly accurate customization of offers and an improvement in the customer experience. Companies that are able to adapt to these innovations will have a greater chance of success in an increasingly competitive and dynamic market. In a constantly evolving landscape, Italian e-commerce is establishing itself as a fundamental pillar of the retail market, with increasingly promising growth prospects in the coming years.
With the progress underway, especially in the technological and IT fields, the development of an infrastructure linked to the online market becomes fundamental, as well as the ability of the population to approach the new system. However, on the part of the Government and the competent bodies, it will be essential to assist the workers of the related industries linked to retail trade and that generated by craftsmanship, which has always been an added value to the economy of the Bel Paese. As with every aspect linked to the looming of modernity, also in this case, correct management will be mandatory for international competitiveness.
Alessandro Fiorentino