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Italy has a robust ecommerce market and internet-savvy shoppers. Online marketplaces are used by Italians to purchase low-priced and discounted goods.
According to ecommerceDB, Italy is the 10th largest ecommerce market in the world as of 2023. The value of the ecommerce market is predicted to be USD 47.7 billion by 2023 and USD 74 billion by 2027.
What is an online marketplace?
An online marketplace, sometimes known as an electronic marketplace, is an ecommerce site. It is defined by two criteria:
- A wide variety of products available to purchase
- There are third-party sellers
Which online marketplaces are popular in Italy?
This article shows you nine of the biggest ecommerce marketplaces in Italy, according to Similar Web statistics for September 2023.
1. Amazon.it
The king of ecommerce, Amazon, tops the list as the most popular online marketplace in Italy. As with the rest of European countries, Amazon is favoured for its extensive range of product categories, competitive prices, and super-fast delivery to consumers.
| Global rank | #148 |
| Country rank | #5 in Italy |
| Category rank | #1 in Italy (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 163.7 million |
| Share of visitors | 94% Italy 0.7% Switzerland 0.5% China |
| Annual revenue | Greater than $1 billion |
2. Temu.com
Temu is an online marketplace that offers discounted items across fashion, home and kitchen, pet supplies, beauty and health, kid's toys, and electronics. It is headquartered in Boston, USA. Temu Italy is popular for extremely low prices, lightning deals, and seasonal promotions.
| Global rank | #86 |
| Category rank | #2 in Italy (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 326 million |
| Share of visitors | 30% USA 17% Japan 7.2% Italy |
| Annual revenue | Greater than $1 billion |
3. eBay.it
American online giant, eBay, has a large share of the online marketplace niche in Italy. Trusted by Italian consumers, the brand is well-known and considered a reputable ecommerce platform.
| Global rank | #795 |
| Country rank | #25 in Italy |
| Category rank | #1 in Italy (Ecommerce & Shopping > Marketplace) |
| Monthly visits | 47.3 million |
| Share of visitors | 95% Italy 0.4% UK 0.4% USA |
| Annual revenue | Greater than $1 billion |
4. Zalando.it
A German retailer of fashion, sportswear, shoes, and beauty, Zalando has more than 51 million active users in 25 European countries. It is an ecommerce pure play business with no physical stores. In Italy, Zalando is favoured for fast delivery, free product returns, and large selection of discounted goods.
| Global rank | #4,065 |
| Country rank | #107 in Italy |
| Category rank | #1 in Italy (Lifestyle > Fashion & Apparel) |
| Monthly visits | 10.4 million |
| Share of visitors | 96% Italy 0.6% Switzerland 0.6% Ukraine |
| Annual revenue | Greater than $1 billion |
5. Manomano.it
The French online marketplace, Mano Mano, expanded into the rest of Europe and became a big hit in Italy. The ecommerce marketplace offers items in the DIY, home improvement, gardening, plumbing, and building niche.
| Global rank | #8,686 in Italy |
| Country rank | #213 in Italy |
| Category rank | #1 in Italy (Home & Garden > Other) |
| Monthly visits | 6.6 million |
| Share of visitors | 97% Italy 0.6% Switzerland 0.4% France |
| Annual revenue | Greater than $1 billion |
6. Leroymerlin.it
Leroy Merlin is a French company based in Lezennes. It specialises in home improvement, DIY, and gardening products that are available in physical stores throughout Europe (including Italy) as well as online.
| Global rank | #6,466 in Italy |
| Country rank | #165 in Italy |
| Category rank | #1 in Italy (Home & Garden > Other) |
| Monthly visits | 8.1 million |
| Share of visitors | 97% Italy 0.6% Switzerland 0.4% Netherlands |
| Annual revenue | Greater than $1 billion |
7. Eprice.it
Another popular Italian online marketplace is ePRICE. The ecommerce platform offers over one million items in the electronics, home appliances, and gaming niche.
| Global rank | #32,317 |
| Country rank | #797 in Italy |
| Category rank | #7 in Italy (Computers, Electronics & Technology > Consumer Electronics) |
| Monthly visits | 1.5 million |
| Share of visitors | 96% Italy 0.8% Germany 0.6% France |
| Annual revenue | $100-200 million |
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