Ecommerce Business Insights in Italy
Italy’s ecommerce sector has been growing steadily, projected to surpass €75 billion by 2026, with a strong push from younger, mobile-savvy consumers and increased trust in digital platforms.
Key insights:
- Mobile-First Growth: Over 60% of online purchases in Italy are made through mobile devices.
- Popular Categories: Fashion, electronics, beauty, home décor, and gourmet food dominate the online market.
- Consumer Behavior: Italian shoppers value product quality, clear return policies, and flexible delivery.
- Digital Adoption: The pandemic accelerated ecommerce use even in traditionally offline-focused regions.
- Cultural Trends: There is rising demand for localized experiences, artisan products, and sustainable brands.
Shopify Ecosystem & Support in Italy
Shopify adoption is on the rise in Italy, supported by local partners, multilingual tools, and compliance with EU digital laws.
- Local Agencies: Shopify experts in Milan, Rome, and Florence offer store design, branding, and SEO tailored to Italian merchants.
- Language & Currency: Shopify supports full storefronts in Italian and pricing in EUR.
- Tax Handling: Shopify enables configuration for Italy’s VAT (22%) and invoicing requirements.
- Training & Resources: Online workshops, Italian-language guides, and merchant communities are growing in support.
Major Shipping Partners for Shopify Stores in Italy
Reliable and cost-effective shipping is essential, especially in a geographically diverse country like Italy.
Top logistics partners:
- Poste Italiane: The national postal service, offering domestic and international delivery, compatible with Shopify via integrations.
- BRT (Bartolini): One of Italy’s most popular express couriers for ecommerce, offering nationwide coverage.
- GLS Italy: Known for fast delivery and strong European network connections.
- DHL Express Italy: Trusted for international and expedited shipping.
- SDA Express: A subsidiary of Poste Italiane, frequently used for bulk ecommerce shipments.
Shipping tools like Sendcloud, Packlink PRO, and Qapla automate label creation, tracking, and courier management.
Major Payment Gateways for Shopify Stores in Italy
Italian consumers expect a range of local and international payment options, with strong emphasis on card security and installments.
Key payment gateways include:
- Shopify Payments: Accepts Visa, Mastercard, Amex, Apple Pay, and Google Pay in EUR.
- Stripe: Offers advanced payment options and supports recurring payments, BNPL, and multi-currency.
- PayPal: Widely trusted in Italy for both desktop and mobile transactions.
- Satispay: A mobile-first Italian payment method gaining popularity for its ease of use and low fees.
- Klarna / Scalapay: Popular Buy Now, Pay Later providers offering interest-free installments.
- Mollie: Supports SEPA payments, PayPal, and major card networks.
All options are PSD2-compliant, offer 3D Secure authentication, and integrate easily into Shopify’s checkout system.
Popular Shopify Apps for Ecommerce Stores in Italy
To cater to local preferences and streamline store operations, Italian merchants rely on powerful Shopify apps.
Recommended apps include:
- Easy Bundles – Offers dynamic bundle-building features ideal for fashion, beauty kits, and food hampers.
- Fly Bundles – Pre-set product combinations used for seasonal promos and upsells.
- Checkout Wiz – Adds delivery preferences, gift messaging, and local custom fields at checkout.
- Kite – Enhances urgency and engagement with announcement bars, countdown timers, and alerts.
- Sendcloud – Automates shipping with carriers like BRT, GLS, and Poste Italiane.
- Judge.me – Displays reviews in Italian and supports rich UGC and star ratings.
- PageFly – A drag-and-drop builder used for campaign pages, landing pages, and homepages.
- Klaviyo / Omnisend – Powers email and SMS marketing flows in Italian with automation and segmentation.
- ReConvert – Optimizes the post-purchase journey with upsells, surveys, and reorder options.
- LoyaltyLion – Creates loyalty and referral programs, helping improve customer retention.
Regional Shipping and Payment Solutions for Italy’s Ecommerce Businesses
Shipping Strategy:
- Use BRT and GLS for fast, reliable national delivery.
- Leverage Poste Italiane and SDA for cost-effective options across rural and remote areas.
- Integrate Sendcloud or Packlink PRO for automated tracking, label printing, and rate comparisons.
Payment Strategy:
- Enable Shopify Payments for card processing and digital wallets.
- Offer Scalapay or Klarna for BNPL flexibility.
- Include Satispay for mobile-savvy, younger consumers.
- Always display prices in EUR, inclusive of VAT, with billing transparency at checkout.
Localization & Compliance:
- Offer full support in Italian, with optional English for tourists or international buyers.
- Ensure GDPR compliance with cookie banners, data processing policies, and clear opt-ins.
- Display legally required information such as Partita IVA, company address, and return policies.
Conclusion
Italy’s ecommerce landscape is evolving quickly, offering Shopify merchants a strong opportunity to grow. With rising digital adoption, preference for mobile shopping, and demand for secure payments and fast shipping, brands can succeed by localizing experiences. By leveraging logistics providers like BRT and GLS, enabling local payments like Satispay and Scalapay, and enhancing storefronts with apps like Easy Bundles, Checkout Wiz, Kite, and Sendcloud, Shopify stores in Italy are well-equipped to meet customer expectations and scale sustainably.
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