There’s a long way to go before Italian eCommerce takes on the breadth and depth of, say, the UK’s digital shopping landscape, with many product sectors well represented. In Italy, over half (54.0%) of 2013 B2C ecommerce sales to consumers belonged to the “leisure” category. The bulk of this (46% of the total) was spending on online games, including bets on gambling sites and apps as well as replayed gambling winnings. Tourism—including travel and accommodation—accounted for 27.0% of the total.
eMarketer estimates that the number of digital buyers in Italy—people ages 14 and older who make at least one purchase via any digital channel during the year—will continue to rise by single digits each year through 2017, when the digital buying population will pass 18 million. But the proportion of internet users and of the wider population buying online or via mobile phone or tablet will remain markedly lower than in the UK, for example. In Italy, we expect the share of residents buying online this year to be just 28.2%—compared with 72.7% in the UK and 52.9% across Western Europe as a whole. Read the rest at eMarketer.