In Italy, online spending continues to grow: +7% compared to 2022, for a value of 1,3 billion euros. Among the products preferred by Italians, fruit and vegetables top the list
Shopping in Italy is increasingly done online. In fact, 10,8 million Italians buy consumer products online. A market that is currently worth 1,3 billion euros, growing by 7% compared to 2022.
This photograph was taken by Bennet, a chain of hypermarkets and superstores with 57 stores spread across Northern Italy, which through the infographic “How is online shopping going in Italy?” shed light on how Italians are changing the way they shop thanks to apps and websites.
The increase in online spending concerns the entire country, but some regions have particularly distinguished themselves compared to the others: Abruzzo, Molise, Puglia, Campania, Basilicata, Calabria and Sicily have in fact recorded a +24% compared to the previous year.
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Excellent growth also in Tuscany, Umbria, Marche, Lazio and Sardinia (+12%). Finally, a positive balance in Northern Italy: +6,5% for Veneto, Trentino Alto-Adige, Friuli-Venezia Giulia and Emilia-Romagna; +3%, instead, for Piedmont, Valle d'Aosta, Liguria and Lombardy.
A trend also confirmed by Bennet, which offers various services for online shopping, from the app - which in 2023 recorded a +31% in terms of purchases - to the site (+5,4%), also passing through the Bennet Flyer, which allows you to browse the catalog of offers and choose the products to order at home or to collect at the nearest store via the Bennetdrive option.
But what are the favorite products of Italians who shop online? In first place are fruit and vegetables, followed by mineral water and milk and yogurt. Outside the podium we find sweets, snacks and breakfast foods. Eggs and flour are also not missing, in fifth place.
If we consider the items most purchased by Italians compared to 2022, the top spot is occupied by facial tonics, which grew by 20%. Then there are rosé wines and spray dispensers, whose increase was 19% and 17% respectively. Finally, coffee beans (+5%) and sweets (+14%) close the top 14.
