Online shopping continued to gain ground in Italy last year. In 2024, Italian ecommerce reached a total value of €85.4 billion, marking a 6% increase compared to 2023.

This growth shows that more people are getting comfortable with buying things online. Whether it’s booking a trip, ordering clothes, or paying for digital services, Italians are spending more on the internet than ever before.

One of the biggest drivers of this growth was the travel and tourism sector. Italians, as well as visitors planning trips to Italy, turned to the internet to book flights, hotels, and other travel experiences. After a few quiet years during and after the pandemic, the sector seems to have bounced back strongly. Many businesses in this space reported higher online sales, and the demand for travel-related services has clearly returned.

Ecommerce has become a part of everyday life in Italy, but the journey hasn’t been the same for every type of business. Some industries, like fashion and electronics, have reached a point of steady growth, while others—like travel—are experiencing a sharper rise now as people start moving and exploring again.

At DMSMatrix, we’ve seen this trend reflected in the kind of support our clients are asking for. Travel companies are focusing more on improving their websites, simplifying booking processes, and building trust with new customers. More than ever, businesses are looking to get the basics right—clear product pages, smooth checkout experiences, and strong customer support.

Although the overall growth rate of 6% might not seem huge, it’s important to remember that ecommerce in Italy has already reached a significant size. An increase of 6% on top of €85 billion is still a lot of movement in the market.

As we step into 2025, the Italian ecommerce scene looks steady and promising. Customers are getting used to the convenience of online shopping, and businesses—especially those in tourism—are responding by improving how they serve those customers online.