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Across all age groups examined in the Top Online Shopping Decision Factors by Age Group in Italy 2026, best overall price dominates as the primary purchase driver, peaking among consumers aged 65+ () and 55–64 (), while younger shoppers aged 25–34 rank it somewhat lower at . Free or low-cost shipping follows as the second most influential factor, with older cohorts (35–44, 45–54, and 65+) all reaching , compared to just among 18–24 year olds.
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