Italy E-commerce Market
Explore 188.4k verified e-commerce stores in the Italy. Compare platforms, categories, PSP/carrier signals, available contacts, and merchant-size segments.
Scanned from 300M+ domains. 325.9k with e-commerce signals. 188.4k verified as active stores.
This is a public preview. Use the catalog, exports, or API for full account lists and CRM-ready fields.
· · Next full refresh: June 2026
E-commerce Platforms Distribution
WooCommerce stores with 42.5% of stores with physical delivery (77,512 stores) , followed by Shopify (28.1%) and Custom (14.2%) .
Note: This distribution covers only stores selling physical products with active shopping carts and physical product shipping. Digital products, services, and non-transactional sites are excluded. All stores are verified by our proprietary AI model to ensure accurate e-commerce classification.
Top 10 Platforms (Physical Delivery)
77,512 stores
51,223 stores
25,959 stores
16,395 stores
4,305 stores
3,634 stores
1,113 stores
781 stores
775 stores
604 stores
Visual Distribution
77,512 stores
51,223 stores
25,959 stores
16,395 stores
4,305 stores
3,634 stores
1,113 stores
781 stores
775 stores
604 stores
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| WooCommerce | 77512 | 42.52% |
| Shopify | 51223 | 28.10% |
| Custom | 25959 | 14.24% |
| PrestaShop | 16395 | 8.99% |
| Wix eCommerce | 4305 | 2.36% |
| Magento | 3634 | 1.99% |
| Squarespace Commerce | 1113 | 0.61% |
| VirtueMart | 781 | 0.43% |
| OpenCart | 775 | 0.43% |
| nopCommerce | 604 | 0.33% |
Show broader dataset (all e-commerce signals)
All Stores Distribution
WooCommerce holds 57.8% share of all Italy e-commerce stores (179,095) , with Shopify at 17.7% and Custom at 8.4% (May 2026) .
Note: This broader view includes all domains where e-commerce signals were detected, useful for lead generation and competitive analysis. Some may be inactive or non-transactional. For verified active stores, see the default view above.
Top 10 Platforms (All Stores)
179,095 stores
54,731 stores
25,959 stores
17,609 stores
18,804 stores
4,561 stores
5,369 stores
1,551 stores
1,339 stores
711 stores
Visual Distribution
179,095 stores
54,731 stores
25,959 stores
17,609 stores
18,804 stores
4,561 stores
5,369 stores
1,551 stores
1,339 stores
711 stores
| Platform | Total Stores | Percentage |
|---|---|---|
| WooCommerce | 179095 | 57.82% |
| Shopify | 54731 | 17.67% |
| Custom | 25959 | 8.38% |
| PrestaShop | 17609 | 5.69% |
| Wix eCommerce | 18804 | 6.07% |
| Magento | 4561 | 1.47% |
| Squarespace Commerce | 5369 | 1.73% |
| VirtueMart | 1551 | 0.50% |
| OpenCart | 1339 | 0.43% |
| nopCommerce | 711 | 0.23% |
Categories Distribution
Clothing & Accessories stores with 20.7% of all stores (33,806 stores) , followed by Food & Beverages (18.3%) and Health & Beauty (14.2%) .
Base: 163,227 AI-verified stores with physical delivery and detected product categories (86.6% of all verified stores). Percentages show share of stores within each category.
Top 10 Categories
33,806 stores
29,947 stores
23,191 stores
10,708 stores
8,687 stores
8,546 stores
8,296 stores
6,802 stores
5,758 stores
5,732 stores
Visual Distribution
33,806 stores
29,947 stores
23,191 stores
10,708 stores
8,687 stores
8,546 stores
8,296 stores
6,802 stores
5,758 stores
5,732 stores
| Category | Number of Stores | Percentage |
|---|---|---|
| Clothing & Accessories | 33806 | 20.71% |
| Food & Beverages | 29947 | 18.35% |
| Health & Beauty | 23191 | 14.21% |
| Home & Garden | 10708 | 6.56% |
| Jewelry & Watches | 8687 | 5.32% |
| Sporting Goods & Outdoor Gear | 8546 | 5.24% |
| Arts & Entertainment | 8296 | 5.08% |
| Electronics & Technology | 6802 | 4.17% |
| Business & Industrial | 5758 | 3.53% |
| Vehicles & Parts | 5732 | 3.51% |
Payment Providers Distribution
PayPal stores with 41.3% among AI-verified physical stores (46,816 stores) , followed by American Express (10.7%) and MasterCard (10.0%) .
Base: 58,247 AI-verified physical stores with detectable payment providers (30.9% coverage of all stores). Percentages show share of detected provider instances (stores may use multiple providers).
Detected from checkout/payment scripts and provider tags; off-site/manual payments excluded where undetectable.
Top 10 Payment Providers
46,816 stores
12,062 stores
11,297 stores
11,162 stores
6,662 stores
4,787 stores
4,365 stores
4,233 stores
3,766 stores
3,285 stores
Visual Distribution
46,816 stores
12,062 stores
11,297 stores
11,162 stores
6,662 stores
4,787 stores
4,365 stores
4,233 stores
3,766 stores
3,285 stores
| Payment Provider | Store Count | Market Share |
|---|---|---|
| PayPal | 46816 | 41.34% |
| American Express | 12062 | 10.65% |
| MasterCard | 11297 | 9.98% |
| Stripe Connect | 11162 | 9.86% |
| Klarna | 6662 | 5.88% |
| VISA | 4787 | 4.23% |
| PostePay | 4365 | 3.85% |
| Apple Pay | 4233 | 3.74% |
| Google Pay | 3766 | 3.33% |
| Satispay | 3285 | 2.90% |
Shipping Carriers Distribution
GLS stores with 19.0% among AI-verified physical stores (10,164 stores) , followed by UPS (15.6%) and DHL (13.2%) .
Base: 33,049 AI-verified physical stores with detectable shipping carriers (17.5% coverage of all stores). Percentages show share of detected carrier instances (stores may use multiple carriers).
Detected from checkout/shipping pages and shipment widgets; cross-border carriers included where visible.
Top 10 Shipping Carriers
10,164 stores
8,347 stores
7,076 stores
6,017 stores
4,822 stores
4,219 stores
4,007 stores
2,962 stores
1,589 stores
1,319 stores
Visual Distribution
10,164 stores
8,347 stores
7,076 stores
6,017 stores
4,822 stores
4,219 stores
4,007 stores
2,962 stores
1,589 stores
1,319 stores
| Shipping Carrier | Store Count | Market Share |
|---|---|---|
| GLS | 10164 | 18.98% |
| UPS | 8347 | 15.59% |
| DHL | 7076 | 13.21% |
| BRT | 6017 | 11.23% |
| TNT | 4822 | 9.00% |
| Poste Italiane | 4219 | 7.88% |
| Corriere Espresso | 4007 | 7.48% |
| FedEx | 2962 | 5.53% |
| USPS | 1589 | 2.97% |
| DPD | 1319 | 2.46% |
Store Launch Timeline
Over the past 12 months, 33,727 new stores were launched in Italy , with the highest activity in 2026-04 (3,145 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
3,145 stores launched
3,519 stores launched
2,990 stores launched
3,873 stores launched
3,434 stores launched
3,192 stores launched
2,950 stores launched
2,911 stores launched
1,835 stores launched
2,309 stores launched
2,302 stores launched
1,267 stores launched
Monthly Trend
9.3% of last 12 months
10.4% of last 12 months
8.9% of last 12 months
11.5% of last 12 months
10.2% of last 12 months
9.5% of last 12 months
8.7% of last 12 months
8.6% of last 12 months
5.4% of last 12 months
6.8% of last 12 months
6.8% of last 12 months
3.8% of last 12 months
| Month | Stores Launched | Percentage |
|---|---|---|
| 2026-04 | 3145 | 9.32% |
| 2026-03 | 3519 | 10.43% |
| 2026-02 | 2990 | 8.87% |
| 2026-01 | 3873 | 11.48% |
| 2025-12 | 3434 | 10.18% |
| 2025-11 | 3192 | 9.46% |
| 2025-10 | 2950 | 8.75% |
| 2025-09 | 2911 | 8.63% |
| 2025-08 | 1835 | 5.44% |
| 2025-07 | 2309 | 6.85% |
| 2025-06 | 2302 | 6.83% |
| 2025-05 | 1267 | 3.76% |
Active Stores by Launch Year
Currently, 187,228 active stores in Italy are tracked in our database , with the most stores launched in 2026 (13,817 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
13,817 active stores
28,906 active stores
16,682 active stores
13,037 active stores
11,180 active stores
13,744 active stores
15,142 active stores
8,561 active stores
8,754 active stores
7,756 active stores
4,969 active stores
4,175 active stores
4,094 active stores
5,117 active stores
3,276 active stores
Distribution by Launch Year
7.4% of tracked active stores
15.4% of tracked active stores
8.9% of tracked active stores
7.0% of tracked active stores
6.0% of tracked active stores
7.3% of tracked active stores
8.1% of tracked active stores
4.6% of tracked active stores
4.7% of tracked active stores
4.1% of tracked active stores
2.7% of tracked active stores
2.2% of tracked active stores
2.2% of tracked active stores
2.7% of tracked active stores
1.7% of tracked active stores
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2026 | 13817 | 7.38% |
| 2025 | 28906 | 15.44% |
| 2024 | 16682 | 8.91% |
| 2023 | 13037 | 6.96% |
| 2022 | 11180 | 5.97% |
| 2021 | 13744 | 7.34% |
| 2020 | 15142 | 8.09% |
| 2019 | 8561 | 4.57% |
| 2018 | 8754 | 4.68% |
| 2017 | 7756 | 4.14% |
| 2016 | 4969 | 2.65% |
| 2015 | 4175 | 2.23% |
| 2014 | 4094 | 2.19% |
| 2013 | 5117 | 2.73% |
| 2012 | 3276 | 1.75% |
Featured Stores
A selection of notable and recently launched stores in this segment.
Notable Stores
A sample of well-known stores in this segment tracked by ShopRank.
Custom
Custom - Toys & Games
Custom
Custom - Clothing & Accessories
Custom
New Stores
Recently launched stores detected by ShopRank in the last full month.
Shopify - Electronics & Technology
Shopify - Health & Beauty
Shopify
Custom - Electronics & Technology
WooCommerce - Health & Beauty
Data Coverage
| Field | Rows count | Coverage |
|---|---|---|
| Website | 188.4k | 100.00% |
| Emails | 109.9k | 58.33% |
| Phones | 105.5k | 55.98% |
| Ecommerce platform | 188.4k | 100.00% |
| Couriers | 33.0k | 17.54% |
| Payment Providers | 58.2k | 30.92% |
| Categories | 167.8k | 89.06% |
| Social Media | 127.5k | 67.69% |
Coverage reflects detectability from public website analysis. Payment providers and shipping carriers are identified from checkout pages and shipping widgets. Stores using off-site payment flows or custom shipping integrations may not be detected. Actual adoption rates are higher than shown.
Market Intelligence
On-demand market analysis
Self-service access to market data and insights
- Search and segment stores by any criteria
- API integration for automated workflows
- Monthly data refreshes
- Market sizing and segmentation
Strategic Intelligence
Custom research and competitive analysis
Tailored intelligence for strategic decisions
- Custom market reports and analysis
- Competitive landscape monitoring
- Dedicated analyst support
- Flexible licensing and enterprise pricing
Market Intelligence
Understand the Italy e-commerce landscape:
Analyze 188.4k verified e-commerce stores in Italy - technology adoption, market share, competitive positioning.
- Track Competitive Shifts
-
Monitor platform migrations, technology adoption, and market share changes across Italy e-commerce.
- Size Your Addressable Market
-
Segment stores by country, platform, category, PSP, carrier, technology, and merchant-size signals to quantify your market opportunity.
- Monitor Adoption Trends
-
Identify which payment providers, shipping carriers, and platforms are gaining or losing traction.
Data Access
- Interactive search and filtering via web app
- REST API for programmatic access and automation
- Monthly data refreshes with historical tracking
Use Cases
- Competitive intelligence and market sizing
- Technology adoption and platform migration analysis
- Sales prospecting and account-based targeting
- Investment research and due diligence
Explore Other Markets
Frequently Asked Questions
- What data is included in the Italy e-commerce intelligence?
-
We track 188.4k verified Italy e-commerce stores with 50+ data points per store: e-commerce platform, product counts, categories, payment providers, shipping carriers, technology stack, merchant-size signals, and available business contact fields.
- How is the data collected and how often is it updated?
-
We continuously crawl 300M+ domains using proprietary web crawlers, AI classification, and technology fingerprinting. The database is refreshed monthly, so you always work with current market data.
- How do I access the data?
-
Self-service plans give you instant access through our web app and REST API. You can search, filter, and segment stores interactively or integrate programmatically into your workflows. View plans →
- Can I filter by specific segments?
-
Yes. You can segment by country, platform, product category, payment provider, shipping carrier, technology stack, store age, cross-border signals, and merchant-size bands. Some advanced signals are plan-gated, and the same field contract is used by the web app, exports, and API.
- Do you offer enterprise or custom licensing?
-
Yes. For large-scale data needs, custom market reports, or dedicated support, contact us to discuss enterprise pricing.
Social Media Usage
Facebook stores with 33.9% among stores with at least one detectable social profile (108,675 stores) , followed by Instagram (33.7%) and YouTube (8.8%) .
Base: 127,525 stores with any detectable social profile (67.7% of all stores). Percentages show share of detected platform instances (stores may use multiple platforms).
Links and embeds detected on public pages; private/hidden profiles not counted.
Top 10 Social Platforms
108,675 stores
107,994 stores
28,353 stores
20,844 stores
14,226 stores
13,646 stores
11,155 stores
10,686 stores
4,577 stores
673 stores
Visual Distribution
108,675 stores
107,994 stores
28,353 stores
20,844 stores
14,226 stores
13,646 stores
11,155 stores
10,686 stores
4,577 stores
673 stores