Italy E-Commerce Insights 2026

About this report

About The Italy E-Commerce Insights 2026 Report

The TGM Italy E-Commerce Insights 2026 Report provides an in-depth look at how Italian consumers browse, evaluate and purchase products online. The study covers online shopping frequency, devices, product categories, promotions, purchase decision factors and preferred payment methods. It is based on a representative survey of 882 Italian consumers aged 18–65+, conducted on 3–4 December 2025 via online interviews (CAWI) by TGM Research.

The analysis compares consumers across six age groups, gender and different levels of online shopping frequency, allowing businesses to examine how e-commerce behavior changes between audience segments. The report can inform decisions across customer experience, mobile and desktop strategy, product and category positioning, promotional planning, payment options and consumer targeting within the Italian market.

What's inside

1. The Scroll — E-Commerce Landscape & How Consumers Browse and Shop Online

Shopper profiles by purchase frequency; heavy, moderate, light and non-shoppers; online shopping frequency; frequency by age; preferred shopping devices; device choice by shopping intensity, gender and age; online shopping categories; categories by shopper type, gender and generation.

2. The Decision Window — Factors Influencing Online Purchase Intention

Most appealing online promotions; percentage discounts; free or faster shipping; bundle offers; cashback and platform credits; promotional preferences by shopper type and age; factors determining where consumers shop; price, shipping, delivery speed, returns, authenticity and reviews, loyalty, payment flexibility, service, privacy and sustainability.

3. The Spend — Payment Preferences & Checkout Behavior

Preferred payment methods; debit and credit cards; PayPal or similar services; bank transfers; cash on delivery; Buy Now, Pay Later; e-wallets; payment preferences by gender, generation and shopping-frequency segment.

4. E-Commerce User Portrait — How Each Generation Navigates the Digital Marketplace

Consumer profiles for ages 18–24, 25–34, 35–44, 45–54, 55–64 and 65+; shopping frequency; preferred device; promotional preferences; purchase decision drivers; payment choices; leading categories; behavioral interpretation of each generation.