In 2024, Italian e-commerce hit a total of €85.4 billion, marking a 6% increase compared to the previous year. These insights are from the 19th annual e-commerce report by digital consulting firm Casaleggio Associati. Their earlier report had projected total online sales for 2023 at approximately €80.55 billion.
The latest findings reveal that the Travel and Tourism industry generated over €21.8 billion in online sales, outpacing other sectors. Marketplaces came next with €14.8 billion, followed by Leisure at €13.4 billion. Other major categories included Fashion, Gambling, and Food.
Italian e-commerce businesses are increasingly embracing Artificial Intelligence to improve various operations. AI tools are being used for translation, automated content generation, data analysis, and personalized experiences.
“2024 was the year businesses began to grasp the transformative power of AI in their internal workflows. Looking ahead, the real challenge in 2025 will be using these technologies to create entirely new forms of value, not just boost efficiency.” said Davide Casaleggio, president of Casaleggio Associati.
The report also highlights the impact of AI on international growth. Around 14% of Italian ecommerce businesses sold to customers in Germany and France, while Spain (12%), the Netherlands (9%), the UK (8%), and both Switzerland and the US (8%) were also key destinations for cross-border sales.
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