The latest report by Idealo on the Italian E-commerce market in 2024 provides a comprehensive overview of the shopping habits and behavior of Italians. Despite economic challenges such as inflation and energy crisis, the e-commerce sector in Italy has remained resilient and competitive, with a consistent number of regular customers for the third year in a row.

According to the report, consumer prices increased by an average of 5.7% compared to the previous year, with significant growth recorded in the food sector (8.8% in 2022 and 9.8% in 2023). The data suggests that Italian consumers are becoming more conscious and informed about their online shopping choices, with 47% using price comparison tools to access product information and 46% looking for special offers and discounts.

The report also highlights the growing trend towards second-hand shopping, particularly electronics, where interest has increased by 4% year-on-year. Used smartphones and notebook computers are among the most popular products sought after by consumers, indicating a shift towards sustainable and financially viable options. Additionally, different age groups have distinct preferences when it comes to online shopping. Electronics are popular among 45-55 year olds while fashion and accessories are favored by younger generations aged 25-34 years old.

Overall, these insights provide valuable information for online retailers to develop effective sales strategies that leverage price comparison platforms to reach a wider audience. With increasing competition from international players, especially in the sports and outdoor sector where over 58% of best deals come from Italian e-stores, Italian online stores need to remain competitive to stay afloat in this dynamic marketplace.

In conclusion, this report sheds light on how technology is changing consumer behavior in Italy’s digital marketplace. As consumers become more aware of their spending patterns and seek out sustainable options, online retailers need to adapt their strategies accordingly to remain competitive in this rapidly evolving landscape.

By Samantha Johnson

As a dedicated content writer at, I immerse myself in the art of storytelling through words. With a keen eye for detail and a passion for crafting engaging narratives, I strive to captivate our audience with each piece I create. Whether I'm covering breaking news, delving into feature articles, or exploring thought-provoking editorials, my goal remains constant: to inform, entertain, and inspire through the power of writing. Join me on this journalistic journey as we navigate through the ever-evolving media landscape together.

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