The 2025 is setting a new record for digital shopping in Italy. According to the most recent data:
- In addition 51,5 millions of Italians regularly shop online, equal to approximately 85% of the connected population.
- The e-commerce turnover has reached 80,55 billion €, with constant growth compared to previous years.
- The most dynamic categories are Moda & Accessories (+35%), Furniture & Garden (+8%) and Electronics (+5%).
- The Food sector & Grocery e Beauty & Pharma record higher than average increases, with growth rates around +7%.
Italians demonstrate a strong propensity for digital, con over four out of five who make at least one online purchase a month. Comparing prices and using multiple touchpoints before concluding an order are now an integral part of purchasing behavior.
The problem of abandoned carts
Despite the growth, e-commerce faces a significant obstacle: abandonment of the online cart. Second Statesman, in 2023 the global dropout rate has reached 70%, and the trend is also confirmed in 2025. In practice, 7 consumers on 10 they add products to the cart but do not complete the purchase.
The causes are multiple: shipping costs perceived as too high, complex checkout processes, indecision or simple curiosity. For companies, this translates into billions of euros of lost revenue.
The consequences: reminder and targeted advertising
Cart abandonment is not an endpoint, but the beginning of a new phase of digital marketing.
- Users who leave products in the cart are often reached by email reminded, aimed at stimulating the completion of the purchase.
- Parallelamente, campaigns are activated advertising retargeting, which show targeted ads precisely on the abandoned product category.
This mechanism, while on the one hand it increases the chances of recovering the sale, on the other hand it can generate a sense of pressure in consumers, who find themselves chased by banners and notifications linked to their online behavior.
Up to 4 reminder emails and continuous targeted advertising!!!
The picture that emerges is that of an increasingly digital Italy, where e-commerce represents a central part of consumption. However, the 70% of abandoned carts remains an open challenge: companies must balance effective recovery strategies with the need not to exasperate customers with overly insistent advertising.
In a market from beyond 80 billion €, the game is played right here: transform the purchase intention into a real transaction, without losing consumer trust.
Alex Gaetani
Sources: Inside Marketing HDblog.it moviweb.it TG Poste techbusiness Statesman