Italy E-commerce Market
Explore 178.3k verified e-commerce stores in the Italy. Compare platforms, categories, PSP/carrier signals, available contacts, and merchant-size segments.
Scanned from 300M+ domains. 397.2k with e-commerce signals. 178.3k verified as active stores.
This is a public report preview. Use the catalog, exports or API for account lists. Fields depend on your plan; coverage varies by merchant.
E-commerce Platforms Distribution
WooCommerce stores with 41.0% of stores with physical delivery (73,072 stores) , followed by Shopify (27.4%) and Custom (13.8%) .
Base: 178,329 active verified stores, including those without a detected platform. Rankings show leading platform combinations; displayed percentages need not sum to 100%. 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)
73,072 stores
48,844 stores
24,529 stores
15,014 stores
3,756 stores
3,140 stores
1,474 stores
1,131 stores
919 stores
678 stores
Visual Distribution
73,072 stores
48,844 stores
24,529 stores
15,014 stores
3,756 stores
3,140 stores
1,474 stores
1,131 stores
919 stores
678 stores
| Platform | Stores with Physical Delivery | Percentage |
|---|---|---|
| WooCommerce | 73072 | 40.98% |
| Shopify | 48844 | 27.39% |
| Custom | 24529 | 13.75% |
| PrestaShop | 15014 | 8.42% |
| Wix eCommerce | 3756 | 2.11% |
| Magento | 3140 | 1.76% |
| OpenCart | 1474 | 0.83% |
| JouwWeb | 1131 | 0.63% |
| Squarespace Commerce | 919 | 0.52% |
| VirtueMart | 678 | 0.38% |
Show broader dataset (all e-commerce signals)
Websites with E-commerce Signals
WooCommerce holds 51.5% share of detected Italy e-commerce signals (204,687) , with Shopify at 18.7% and Custom at 8.1% (October 2026) .
Base: 397,227 domains in this report's signal population, including domains without a detected platform. This is not a store count: it can include redirects and non-transactional sites. Displayed percentages need not sum to 100%.
Top 10 Platforms (All Signals)
204,687 websites
74,181 websites
32,326 websites
20,865 websites
28,826 websites
6,411 websites
2,132 websites
1,580 websites
6,151 websites
1,683 websites
Visual Distribution
204,687 websites
74,181 websites
32,326 websites
20,865 websites
28,826 websites
6,411 websites
2,132 websites
1,580 websites
6,151 websites
1,683 websites
| Platform | Websites with Signals | Percentage |
|---|---|---|
| WooCommerce | 204687 | 51.53% |
| Shopify | 74181 | 18.67% |
| Custom | 32326 | 8.14% |
| PrestaShop | 20865 | 5.25% |
| Wix eCommerce | 28826 | 7.26% |
| Magento | 6411 | 1.61% |
| OpenCart | 2132 | 0.54% |
| JouwWeb | 1580 | 0.40% |
| Squarespace Commerce | 6151 | 1.55% |
| VirtueMart | 1683 | 0.42% |
Categories Distribution
Clothing & Accessories stores with 17.6% of all stores (31,398 stores) , followed by Food & Beverages (16.2%) and Health & Beauty (12.0%) .
Base: 178,329 active verified stores, including stores without a detected category. Percentages use this full population, not only the displayed categories.
Top 10 Categories
31,398 stores
28,821 stores
21,340 stores
10,698 stores
8,279 stores
7,988 stores
7,776 stores
6,315 stores
5,588 stores
5,461 stores
Visual Distribution
31,398 stores
28,821 stores
21,340 stores
10,698 stores
8,279 stores
7,988 stores
7,776 stores
6,315 stores
5,588 stores
5,461 stores
| Category | Number of Stores | Percentage |
|---|---|---|
| Clothing & Accessories | 31398 | 17.61% |
| Food & Beverages | 28821 | 16.16% |
| Health & Beauty | 21340 | 11.97% |
| Home & Garden | 10698 | 6.00% |
| Jewelry & Watches | 8279 | 4.64% |
| Sporting Goods & Outdoor Gear | 7988 | 4.48% |
| Arts & Entertainment | 7776 | 4.36% |
| Electronics & Technology | 6315 | 3.54% |
| Business & Industrial | 5588 | 3.13% |
| Toys & Games | 5461 | 3.06% |
Payment Providers Distribution
PayPal accounts for 23.9% of displayed detection occurrences (116,009 occurrences) , followed by VISA (12.5%) and MasterCard (12.5%) .
Base: 484,906 provider detection occurrences in the displayed ranking, from active stores. One store can contribute multiple occurrences. These percentages are not the share of unique stores or all detections.
Detected from publicly accessible website content and technical signals. Detection does not confirm an active provider contract or availability at checkout.
Top 10 Payment Providers
116,009 occurrences
60,745 occurrences
60,552 occurrences
49,143 occurrences
45,137 occurrences
38,419 occurrences
36,343 occurrences
26,914 occurrences
25,900 occurrences
25,744 occurrences
Visual Distribution
116,009 occurrences
60,745 occurrences
60,552 occurrences
49,143 occurrences
45,137 occurrences
38,419 occurrences
36,343 occurrences
26,914 occurrences
25,900 occurrences
25,744 occurrences
| Payment Provider | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| PayPal | 116009 | 23.92% |
| VISA | 60745 | 12.53% |
| MasterCard | 60552 | 12.49% |
| Apple Pay | 49143 | 10.13% |
| American Express | 45137 | 9.31% |
| Klarna | 38419 | 7.92% |
| Maestro | 36343 | 7.49% |
| Stripe | 26914 | 5.55% |
| UnionPay | 25900 | 5.34% |
| Shop Pay | 25744 | 5.31% |
Shipping Carriers Distribution
GLS accounts for 20.1% of displayed detection occurrences (16,917 occurrences) , followed by BRT (17.6%) and DHL (14.7%) .
Base: 84,052 carrier detection occurrences in the displayed ranking, from active stores. One store can contribute multiple occurrences. These percentages are not the share of unique stores or all detections.
Detected from publicly accessible website content and technical signals. Detection does not confirm an active carrier contract or shipping destinations.
Top 10 Shipping Carriers
16,917 occurrences
14,828 occurrences
12,339 occurrences
9,327 occurrences
9,136 occurrences
8,021 occurrences
4,800 occurrences
4,334 occurrences
2,249 occurrences
2,101 occurrences
Visual Distribution
16,917 occurrences
14,828 occurrences
12,339 occurrences
9,327 occurrences
9,136 occurrences
8,021 occurrences
4,800 occurrences
4,334 occurrences
2,249 occurrences
2,101 occurrences
| Shipping Carrier | Detection Occurrences | Share of Displayed Occurrences |
|---|---|---|
| GLS | 16917 | 20.13% |
| BRT | 14828 | 17.64% |
| DHL | 12339 | 14.68% |
| Poste Italiane | 9327 | 11.10% |
| Italy SDA | 9136 | 10.87% |
| UPS | 8021 | 9.54% |
| FedEx | 4800 | 5.71% |
| TNT | 4334 | 5.16% |
| DPD | 2249 | 2.68% |
| ePacket | 2101 | 2.50% |
Store Launch Timeline
Over the past 12 months, 32,726 new stores were launched in Italy , with the highest activity in 2026-09 (4,783 stores) , demonstrating ongoing growth in the e-commerce market.
Last 12 Months
4,783 stores launched
3,382 stores launched
3,266 stores launched
2,843 stores launched
2,581 stores launched
2,589 stores launched
2,469 stores launched
2,276 stores launched
2,789 stores launched
2,878 stores launched
2,424 stores launched
446 stores launched
Monthly Trend
14.6% of last 12 months
10.3% of last 12 months
10.0% of last 12 months
8.7% of last 12 months
7.9% of last 12 months
7.9% of last 12 months
7.5% of last 12 months
7.0% of last 12 months
8.5% of last 12 months
8.8% of last 12 months
7.4% of last 12 months
1.4% of last 12 months
| Month | Stores Launched | Percentage |
|---|---|---|
| 2026-09 | 4783 | 14.62% |
| 2026-08 | 3382 | 10.33% |
| 2026-07 | 3266 | 9.98% |
| 2026-06 | 2843 | 8.69% |
| 2026-05 | 2581 | 7.89% |
| 2026-04 | 2589 | 7.91% |
| 2026-03 | 2469 | 7.54% |
| 2026-02 | 2276 | 6.95% |
| 2026-01 | 2789 | 8.52% |
| 2025-12 | 2878 | 8.79% |
| 2025-11 | 2424 | 7.41% |
| 2025-10 | 446 | 1.36% |
Active Stores by Launch Year
Currently, 177,455 active stores in Italy are tracked in our database , with the most stores launched in 2026 (28,102 stores still active) . This shows the distribution of currently active stores by their original launch year.
Active Stores by Launch Year
28,102 active stores
20,611 active stores
13,901 active stores
11,405 active stores
9,688 active stores
11,918 active stores
13,507 active stores
7,697 active stores
7,956 active stores
7,030 active stores
4,490 active stores
3,714 active stores
3,647 active stores
4,660 active stores
3,022 active stores
Distribution by Launch Year
15.8% of tracked active stores
11.6% of tracked active stores
7.8% of tracked active stores
6.4% of tracked active stores
5.5% of tracked active stores
6.7% of tracked active stores
7.6% of tracked active stores
4.3% of tracked active stores
4.5% of tracked active stores
4.0% of tracked active stores
2.5% of tracked active stores
2.1% of tracked active stores
2.1% of tracked active stores
2.6% of tracked active stores
1.7% of tracked active stores
| Launch Year | Active Stores | Percentage |
|---|---|---|
| 2026 | 28102 | 15.84% |
| 2025 | 20611 | 11.61% |
| 2024 | 13901 | 7.83% |
| 2023 | 11405 | 6.43% |
| 2022 | 9688 | 5.46% |
| 2021 | 11918 | 6.72% |
| 2020 | 13507 | 7.61% |
| 2019 | 7697 | 4.34% |
| 2018 | 7956 | 4.48% |
| 2017 | 7030 | 3.96% |
| 2016 | 4490 | 2.53% |
| 2015 | 3714 | 2.09% |
| 2014 | 3647 | 2.06% |
| 2013 | 4660 | 2.63% |
| 2012 | 3022 | 1.70% |
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 - Clothing & Accessories
WooCommerce - Home & Garden
Custom - Home & Garden
Shopify - Food & Beverages
Shopify - Health & Beauty
Data Coverage
Coverage among active verified stores in this country.
| Field | Rows count | Coverage |
|---|---|---|
| Website | 178.3k | 100.00% |
| Emails | 151.9k | 85.16% |
| Phones | 119.9k | 67.26% |
| Ecommerce platform | 178.3k | 100.00% |
| Couriers | 47.9k | 26.86% |
| Payment Providers | 134.6k | 75.47% |
| Categories | 159.8k | 89.58% |
| Social Media | 119.1k | 66.80% |
Coverage reflects detectability from publicly accessible website content and technical signals. A detected provider does not establish an active commercial relationship, and a missing signal does not establish absence. These counts are not confirmed transaction or shipment market shares.
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
- Periodic index updates
- Market sizing and segmentation
Strategic Intelligence
Custom research and competitive analysis
Tailored intelligence for strategic decisions
- Custom market reports and analysis
- Competitive landscape monitoring
- Direct support from the founder
- Flexible licensing and enterprise pricing
Market Intelligence
Understand the Italy e-commerce landscape:
Analyze 178.3k verified e-commerce stores in Italy - technology adoption, market share, competitive positioning.
- Compare Market Segments
-
Compare the platform, technology, and category segments in this report. For changes over time, request a custom comparison of available snapshots.
- Size Your Addressable Market
-
Segment stores by country, platform, category, PSP, carrier, technology, and merchant-size signals to quantify your market opportunity.
- Compare Markets
-
See how payment providers, shipping carriers and platforms differ by country, category and store size.
Data Access
- Interactive search and filtering via web app
- REST API for programmatic access and automation
- CSV/XLSX exports; full-market datasets by agreement
Use Cases
Get every store in this country with its payment providers, carriers and size tier as a market feed.
- Competitive intelligence and market sizing
- Technology adoption analysis and custom snapshot comparisons
- 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 178.3k verified Italy e-commerce stores whose profiles can include: 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 rebuild the searchable index typically every 2–4 weeks. Observation dates vary by source and field; a rebuild does not mean every website was observed again. This public report has its own publication date and may use an older snapshot than the live catalog. Coverage varies by field and market. A missing payment or carrier signal means we did not detect it, not that the merchant does not use it.
- 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
Instagram accounts for 34.1% of displayed detection occurrences (101,252 occurrences) , followed by Facebook (34.0%) and YouTube (8.5%) .
Base: 296,543 social-platform detection occurrences in the displayed ranking, from active stores. One store can contribute multiple occurrences. These percentages are not the share of unique stores or all detections.
Links and embeds detected on public pages; private/hidden profiles not counted.
Top 10 Social Platforms
101,252 occurrences
100,844 occurrences
25,181 occurrences
20,514 occurrences
12,698 occurrences
12,255 occurrences
10,024 occurrences
8,940 occurrences
4,207 occurrences
628 occurrences
Visual Distribution
101,252 occurrences
100,844 occurrences
25,181 occurrences
20,514 occurrences
12,698 occurrences
12,255 occurrences
10,024 occurrences
8,940 occurrences
4,207 occurrences
628 occurrences