In 2024, B2C commerce in Italy reached 42,460 million dollars (6% more than the previous year). The B2B model is also growing in the European country, reaching 291.5 billion dollars in 2024, a 10% increase over 2023. It is projected that the online channel will represent 17% of total purchases this year.
Today we review the most popular online stores in Italy, according to their average number of unique monthly visitors. The data comes from the official site Ecommerce Italia and is updated as of February 2025.
Here are the top 10 eCommerce sites in Italy:
As of last year and similar to other European countries like France or Germany, heading the ranking is Amazon, the global retail leader in eCommerce. Amazon Italy has an average of 50.975 million unique visitors per month (over a million more than in 2024), who browse for approximately 08:58 minutes per session (an average of two minutes less than in 2024). The bounce rate is 43% (a 2% decrease from 2024).
Also maintaining its position from 2024, in second place is Subito, which was launched in 2007 and is currently the leading online classified ads site in Italy, with a monthly average of 16.235 million unique visitors (almost one and a half million less than last year) visiting for 9:25 minutes per session (compared to 14:30 in 2024). The bounce rate is 40%.
Pioneering the buying and selling on the internet since 1995, eBay has become a favorite platform among Italians. This marketplace has an average of 13.803 million unique visitors (almost the same figure as in 2024), who browse for approximately 9:15 minutes per session (compared to 12:56 in 2024). The bounce rate is 45% (1% less than the previous year).
Like the first two spots, this marketplace remains in the same rank from 2024.
Booking.com is a travel meta-search engine originating from the Netherlands, allowing reservations for accommodations, flights, car rentals, and tourist activities. Over the years, it has significantly expanded and now has a presence in 70 countries. In Italy, it boasts high popularity: averaging 12.240 million unique visitors per month (compared to 11.797 million from the previous year), browsing for around 12:22 minutes per session (only 20 seconds less on average than in 2024), and the bounce rate is 38%, significantly lower than the 46% average it had in 2024.
Entering the top 10 for the first time at the 5th spot is Sisal, an integrated platform for online gaming and betting, operated by Sisal S.p.A., a company with a long-standing history in the entertainment and lottery sector in Italy. Founded in 1945, Sisal is known for pioneering games like the ‘Totocalcio’ lottery and offers a wide range of digital services, including sports betting, online casino, poker, lotteries, and virtual games.
This website has an average of 7.680 million unique visitors per month, browsing for approximately 12:22 minutes per session. The bounce rate is 38%, the lowest in the entire listing.
Last year, this position was occupied by Trenitalia, the leading railway operator within Italy, which has fallen out of the top 10 this year.
We have previously discussed Leroy Merlin, a French multinational specializing in DIY, construction, decoration, and gardening that belongs to the Adeo Group and is present in 13 countries. The company launched its marketplace in 2022 to complement the company’s offerings, adding new categories such as indoor furniture, mattresses, small appliances, and pet products. In less than a year, it expanded from 150 sellers with 150,000 items available to surpassing one million products and 900 sellers on the platform.
In Italy, this website has an average of 7.626 million unique visitors monthly (almost one and a half million more than in 2024), browsing for approximately 7:14 minutes per session (compared to 9:34 minutes in 2024). The bounce rate remains the same as last year: 49%.
These numbers have earned the website an advancement in the top 10 of the most popular marketplaces in Italy, moving from seventh to sixth place.
There is no need to elaborate on what Apple Store is, a brand registered internationally. The Italian Apple Store has an average of 7.066 million unique visitors monthly (1.7 million more than in 2024), browsing for about 5:56 minutes per session (compared to 9:12 from a year ago). The bounce rate is 63% (6 percentage points less than in 2024).
This year, Apple’s online store dropped one spot, moving from sixth to seventh place in the most popular eCommerce rankings.
Making its debut in the ranking and placing directly at the 8th position, we find the Chinese marketplace Temu, the queen of online shopping apps globally. Currently, this marketplace has an average of 6.710 million unique visitors monthly, browsing around 8:45 minutes per session, with a bounce rate of 47%.
Moving up one position in the ranking, we find Ryanair, the Irish low-cost airline with its headquarters in Dublin, Ireland, founded in 1985 by Tony Ryan. Currently, it is the low-cost airline conducting the most flights across Europe, with more than 2000 routes and 84 bases; it is also one of the most profitable.
Its Italian website has an average of 6.127 million unique visitors per month (almost half a million more than in 2024), browsing for approximately 8:14 minutes per session (only 30 seconds less than the previous edition). The bounce rate is 35%, a considerably lower percentage than in 2024 when it was 41%.
Concluding the top 10 of the most popular eCommerce sites in Italy and dropping one position from 2024, is the marketplace of Ikea, a brand with a long-standing history in the manufacturing and retail furniture sector (founded in the 1940s). The beginnings of Ikea trace back to the Swedish city of Älmhult, from which it has expanded to have a presence in 28 countries worldwide.
Despite originating in a time when online shopping was not even a remote concept, the company has managed to adapt very well to changing consumer habits.
In Italy, the online store has an average of 6.060 million unique visitors monthly (almost half a million more than in 2024), browsing for about 9:13 minutes per session (compared to 10:59 last year). The bounce rate is 37%, 3 percentage points less than in the previous edition.
In 2024 this position was held by TicketOne, the largest company in Italy in the field of ticket sales services, marketing, information, and eCommerce for sports, entertainment, and culture.
Image: ChatGPT
Your email address will not be published. Required fields are marked *
Δ