Fashion market in Italy

The Italian Fashion eCommerce market is predicted to reach US$7,106.4 million by 2024 and accounts for 17.9% of the total eCommerce market in Italy. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 3.4%, resulting in a projected market volume of US$8,124.5 million by 2028. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Italian Fashion retail market, the online share is 34.9% and will increase by an average of 10.5% to 52.1% by 2028.

With sales in the Italian Fashion market, shein.com generated a revenue of US$959.5 million in 2023, which means it is the leading online store in this market. The Fashion ranking of Italy is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

With 96.6% VISA the most commonly offered payment method of all online stores in the Italian Fashion eCommerce market in 2023. Like VISA Mastercard with a share of 96.6% and American Express with a share of 59.8% the payment type Cards is the most common used by online retailers in in the Italian Fashion eCommerce market in 2023. Other commonly used payment methods in that market are PayPal (E-wallets) with 94.3% and Cash on delivery (Cash on delivery) with 50.0% of stores offering that payment method to the clients.

Despite DHL's dominant position with 31.6% of online stores opting for its services, the Italian Fashion eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including Bartolini (BRT), GLS, UPS (United Parcel Service), and SDA (Poste Italiane), hold smaller but significant shares, contributing to a dynamic and fragmented market.

Although Salesforce Commerce Cloud holds a commanding lead with 17.4% of online stores using the shop software solution, the Italian Fashion eCommerce market in 2023 remains vibrant and competitive. This is due to the presence of several other shop software solutions, including Magento, Shopify, PrestaShop, and WooCommerce, which collectively hold a significant share of the market.