DIY market in Italy

The Italian DIY eCommerce market is predicted to reach US$3,490.1 million by 2024 and accounts for 8.8% 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 7.2%, resulting in a projected market volume of US$4,602.8 million by 2028. Within the DIY market ECDB considers the following three sub-markets: Tools & Construction Supplies, Vehicle Parts, and Garden.

Market development

eCommerce revenue development in the Gardening Accessories market in Italy

The Italian Gardening Accessories eCommerce market is predicted to reach US$142.8 million by 2024 and accounts for 25.7% of the Garden 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 7.8%, resulting in a projected market volume of US$192.7 million by 2028. The Gardening Accessories eCommerce market is a sub-market of the Garden market. Further categories within the Garden market are: Barbecues, Other Garden, and Plants & Seeds.

eCommerce revenue development in the Gardening Accessories market in Italy

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Gardening Accessories market in Italy

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)23.137.142.74.739.999.921.944.1

Online share

eCommerce online share of the total Gardening Accessories market in Italy

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 Gardening Accessories retail market, the online share is 6.2% and will increase by an average of 4.1% to 7.2% by 2028.

eCommerce online share of the total Gardening Accessories market in Italy

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)60.0%87.7%22.7%96.1%77.4%41.6%73.3%89.7%

Market definition

Definition of the Gardening Accessories market within the DIY market

Market definition: DIY > Garden > Gardening Accessories The category Gardening Accessories includes the online trade of garden supplies (e.g. soil, mulch, pots, planters, fertilizers, pest control), gardening tools (e.g. sprinklers, shovels, rakes, lawn mowers, shears, wheelbarrows), rain barrels, and more. This category does not cover outdoor furniture, plants and seeds or barbecues. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Garden supplies (e.g. soil, mulch, pots, planters, fertilizers, pest control)
  • Gardening tools (e.g. sprinklers, shovels, rakes, lawn mowers, shears, wheelbarrows)
  • Rain barrels
  • Greenhouses
  • Compost bins and tumblers

Out-of-scope

  • Outdoor furniture
  • Plants and seeds
  • Barbecues

Market comparison

The Italian Gardening Accessories market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis