Smartphones dominate online shopping device usage in Italy, with nearly two in three shoppers (64%) reaching for their phone first when making purchases online. Computers — whether desktop or laptop — follow at a distant 30%, highlighting a clear and decisive shift toward mobile-first commerce among Italian consumers.
Tablets account for just 5% of primary shopping devices, while smart TVs and streaming devices register at a negligible 1%. The steep drop-off beyond smartphones and computers suggests that secondary screen devices play a minimal role in the Italian online shopping journey.
The 34-percentage-point gap between smartphones and computers underscores how central mobile devices have become to everyday commerce in Italy. For retailers and e-commerce platforms operating in the Italian market, a mobile-optimised experience is not optional — it is the primary touchpoint for the majority of online shoppers.
