Here are the 10 most popular eCommerce in Italy

Italy was one of the European countries hardest hit by the pandemic, but began to show signs of recovery in 2022, and in B2C trade in 2023 in Italy amounted to EUR 35.2 billion (8% more than a year earlier). Moreover, Italy is the country in the European Union that most often uses marketplaces for online shopping: last year, 62% of companies were already present on this type of platforms (+49% compared to 2022).

Today we will check which ones are most popular online stores in Italyaccording to their (average) number of unique users per month. The data comes from the official website of Ecommerce Italia and is updated as of March 2024.

Amazon
Subita
eBay
Book
Trenitalia
Apple Store
Leroy Merlin
Ikea
TicketOne
Ryanair

1. Amazon

At the top of the ranking, just like in other European countries, including: France and Germany are Amazon, the world’s leading e-commerce retailer. Amazon Italy has an average of 49,557,662 million unique users per month who browse approximately 11:36 minutes per session. The bounce rate is 45%.

Captura de la web de Amazon Italia.

2. Subita

In second place is Subito, which was released in 2007 and is currently a leader on the Internet classified ads website in Italy, with an average monthly number of 17,494,611 million unique users who browse approximately 14:30 minutes per session. The bounce rate is 41%.

Screenshot of the Subito Italia website

3. eBay

A pioneer of online shopping and selling since 1995, eBay has become one of the favorite platforms of Italians. This marketplace has an average of 13,865,262 million unique users who browse for approximately 12:56 minutes per session. The bounce rate is 46%.

Screenshot of the eBay Italy website

4. Reservation

Booking.com is a journey metasearch engine originating from the Netherlands, which allows booking accommodation, flights, car rental and tourist activities. Over the years, the company has developed significantly and is now present in 70 countries. It is very popular in Italy, with an average of 11,797,783 million unique visitors per month, browsing for approximately 12:40 minutes per session, and a bounce rate of 46%.

Screenshot of the Booking Italia website

5. Trenitalia

Trenitalia is in fifth place, main railway operator in Italy, which also has connections with Austria, Belgium, France, Germany, Hungary, Slovenia, Spain and Switzerland. This site receives an average of 6,953,738 million unique visitors per month who browse for approximately 9:49 minutes per session. The bounce rate is 79%.

Screenshot of the Trenitalia website

6. Apple Store

The Apple Store Italy receives an average of 6,744,127 million unique visitors per month who browse for approximately 9:12 minutes per session. The bounce rate is 69%.

Apple Italia screenshot

7. Leroy Merlin

Leroy Merlin is a French multinational company specializing in DIY, construction, decoration and gardening, part of the Adeo Group and installed in 13 countries. The company launched its stock exchange in 2022, aiming to complement the company’s offer with new categories, such as interior furniture, mattresses, small household appliances and pet products. In less than a year it has passed 150 sellers and 150,000 available elements to more than one million available products AND 900 sellers on the platform.

In Italy, this website has an average of 6,213,069 million unique menu visitors who browse for approximately 9:34 minutes per session. The bounce rate is 49%.

8. Ikea

With a long history in the furniture manufacturing and retail sectors (founded in the 1940s), Ikea’s origins lie in the Swedish city of Älmhult, from where it expanded and is now present in 28 countries around the world.

Despite the fact that it was born in a time when online shopping was not yet so close, the company was able to adapt very well to changing consumer habits.

In Italy the average is approx 5,680,969 million unique users per month, who browse for approximately 10:59 minutes per session. The bounce rate is 40%.

Screenshot of the Ikea Italia website

9. TicketOne

TicketOne is a leading Italian company in the field of ticketing, marketing, information and e-commerce services for sports, entertainment and culture throughout Italy. He’s average 5,679,872 million unique users per month who browse approximately 7:31 minutes per session. The bounce rate is 44%.

Screenshot of the TicketOne Italia website

10.Ryanair

Ryanair is an Irish low-cost airline based in Dublin, Ireland, founded in 1985 by Tony Ryan. It is currently the busiest low-cost airline in Europe, serving over 2,000 routes and 84 bases; it is also one of the most profitable.

Its Italian website has average results 5,487,522 million unique users per month who browse approximately 8:44 minutes per session. The bounce rate is 41%.

Screenshot of the Ryanair Italia website

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