Italy's Thriving E-commerce Industry Achieves €71 Billion in Revenue

09 Sep, 2023

Italy's Thriving E-commerce Industry Achieves €71 Billion in Revenue

With €48 billion in transactions and €71 billion in total turnover, the e-commerce sector is rapidly gaining prominence in Italy, emerging as a vital catalyst for business development opportunities. This digital revolution is making significant contributions to Italy's economy, with a workforce of 380,000 employees driving its growth.

Italian companies that have embraced e-commerce are experiencing remarkable outcomes. On average, they have reported an impressive 8.8% increase in turnover, an 8.1% boost in marginality, and an 8.1% surge in exports. However, the real beneficiaries of this digital shift are the small and medium-sized enterprises (SMEs), which have seen their turnover soar by over 9.3%, with a staggering margin increase of more than 64% and a substantial 3% uptick in exports. These findings stem from a comprehensive study conducted by The European House – Ambrosetti in collaboration with Amazon.

Furthermore, companies engaged in online commerce are reaping rewards not only in the virtual realm but also in the physical market. Many of them have witnessed a significant uptick in brand awareness, with 7 out of every 10 surveyed companies attesting to this positive effect. The adoption of a multichannel approach has led to innovation in product offerings, benefiting 6 out of 10 companies. Simultaneously, there has been a marked improvement in after-sales service for a similar proportion of businesses. Additionally, around 6 out of 10 companies have expanded their customer base, both domestically and internationally, amplifying their reach and impact.

These transformative effects have the potential to reshape Italy's economic landscape significantly. If applied on a broader scale, extending to all Italian enterprises capable of integrating with the digital channel, these advantages could stimulate Italy's economy with an infusion of over €110 billion, equivalent to 6% of the country's GDP in 2022.

The illuminating study, titled 'The Scenarios of Today and Tomorrow for Competitive Strategies,' was unveiled at the prestigious Cernobbio Forum in 2023. It serves as a testament to the pivotal role that e-commerce plays in driving Italy's economic growth and shaping its competitive strategies for the future.