2025 confirms itself as a year of consolidation for theeCommerce Italian. The companies are demonstrating increasing digital maturity and investment capacity: the overall value of the B2C market is expected to exceed 62 billion euros, with a growth of +6% compared to 2024. Of these, over 40 billion come from the sale of products (+6%) and 22 billion from services (+8%).
As emerged from theNetcomm Observatory created in collaboration with Cribis, this year the number of Italian companies with their own eCommerce site has reached 91.000, with a growth of +3,4% compared to the previous year. Particularly significant is the figure for joint-stock companies (+8,5%), which went from 47.000 to 51.000.
Where are the most eCommerce businesses in Italy
The regions with the greater concentration di eCommerce businesses are Lombardy (19%), Lazio (11,6%) and Campania (11,3%). At the provincial level, Milan (9,6%), Rome (9,3%) and Naples (6,2%) stand out. An interesting fact that demonstrates the growth potential is the spread of joint-stock companies with eCommerce in the South and the Islands, where 31% of the total is concentrated.
Agri-food, cosmetics e pharmaceutica are among the most dynamic sectors, with growth rates of around 7%. The presence of eCommerce on retail purchases reaches 11,2%, a sign of a progressive integration of online channels in the purchasing behavior of Italians.
However, over 54% of the companies cited has not yet managed to expand into foreign markets, often due to strategic shortcomings, lack of digital skills and difficulties in logistics and customs management. Exogenous factors such as the return of duties and digital protectionism further complicate the scenario.
