Marketplaces in Italy

Trends and figures from the world of Digital Export and marketplace were presented on November 5th at the fifth edition of “Netcomm Focus Digital Export & Marketplace,” an event dedicated to opportunities, innovations, and trends in the sector.

In Italy, 3 out of 4 purchases are made through eRetailers and Marketplaces.

“eRetailers” refer to digital native merchants that operate online and sell products; “marketplaces”, on the other hand, refer to multi-brand digital native merchants that act as aggregators and intermediaries between sellers and buyers, allowing commercial transactions to be concluded directly.

Product prices (37.9%), reduced delivery costs (31.8%), and wide assortment and choice (29.9%) are the main drivers guiding Italians in purchasing on Marketplaces.

eRetailers and Marketplaces play an increasingly crucial role in driving the development, innovation, and internationalization of Italian businesses, allowing new players and business models to enter the market and foster economic growth.

Digital native platforms are the primary sales channel in Italy: in 2024, 76.6% of products purchased online go through an eRetailer or Marketplace. For digital services, the percentage stands at 21.5%.In Italy, eRetailers and Marketplaces have a higher share of purchases in the Accessories and Gadgets category, followed by Electronics, Jewelry and Watches, and Health and Wellness products. A lower share is observed in the Services, Food & Grocery, and Sports Equipment categories.

Roberto Liscia, President of Netcomm, comments: “Marketplaces have gained significant weight in our country’s digital economy. Italy, where 3 out of 4 purchases are made through Marketplaces and eRetailers, is one of the countries with the highest market share held by these channels: in 2023, the market share value of Marketplaces in Italy stands at 57%, compared to the European average of 36%.”

According to Netcomm NetRetail 2024, Marketplaces are characterized by high levels of habit and loyalty. In more than 7 out of 10 cases, purchases from eRetailers and Marketplaces are repeat purchases. The main touchpoints guiding purchases on Marketplaces are web searches (55.7%), product reviews (52%), visits to sites and applications selling the selected product (45.2%), and price comparisons (38.3%).

The most used delivery method for Marketplace purchases is home or workplace delivery (81.7%), followed by pickup at post offices, newsstands, or bars (9.1%), and lockers (5.5%).

For consumers, Marketplaces represent a channel characterized by speed and efficiency.

The main purchase drivers are:

eRetailers and Marketplaces are also the most consulted digital touchpoints before in-store purchases: online influences four out of ten traditional purchase decisions, particularly in the Smartphones, Electronics, and Sports Equipment categories.