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Italy was one of the European countries hardest hit by the pandemic, but in 2022 it began to show signs of recovery, and in 2023 B2C commerce in Italy reached 35.2 billion euros (8% more than the previous year). Moreover, Italy is the country in the European Union that most uses marketplaces for its online purchases: last year, 62% of companies were already present on this type of platforms (+49% than in 2022).

Today we review which are the most popular online stores in Italy, according to their (average) number of monthly unique visitors. The data are from the official site Ecommerce Italia and are updated as of March 2024.

  1. Amazon
  2. Subito
  3. eBay
  4. Booking
  5. Trenitalia
  6. Apple Store
  7. Leroy Merlin
  8. Ikea
  9. TicketOne
  10. Ryanair

1. Amazon

Topping the ranking, as in other European countries such as France and Germany, is Amazon, the world’s leading eCommerce retailer. Amazon Italy has an average of 49,557,662 million unique visitors per month, who browse about 11:36 minutes per session. The bounce rate is 45%.

Captura de pantalla de la web de Amazon Italia.

2. Subito

In second place, we find Subito, which was launched in 2007 and is currently the leading online classified ads site in Italy, with a monthly average of 17,494,611 million unique monthly visitors, who browse about 14:30 minutes per session. The bounce rate is 41%.

Screenshot of Subito Italia web

3. eBay

A pioneer in online buying and selling since 1995, eBay has become one of the favorite platforms for Italians. This marketplace has an average of 13,865,262 million unique visitors, who browse about 12:56 minutes per session. The bounce rate is 46%.

Screenshot of eBay Italy website

4. Booking

Booking.com is a travel metasearch engine originating in the Netherlands, which allows booking of accommodation, flights, rental cars and tourist activities. Over the years it has expanded strongly and now has a presence in 70 countries. In Italy it enjoys great popularity: it has an average of 11,797,783 million unique visitors per month, who browse for about 12:40 minutes per session, and the bounce rate is 46%.

Screenshot of Booking Italia website

 5. Trenitalia

In fifth place is Trenitalia, the main railway operator within Italy, which also has connections with Austria, Belgium, France, Germany, Hungary, Slovenia, Spain, and Switzerland. This website has an average of 6,953,738 million unique visitors per month, who browse about 9:49 minutes per session. The bounce rate is 79%.

Screenshot of Trenitalia web

6. Apple Store

The Apple Italy store averages 6,744,127 million unique monthly visitors, who browse about 9:12 minutes per session. The bounce rate is 69%.

Screenshot of Apple Italia

7. Leroy Merlin

Leroy Merlin, is the French multinational specialized in DIY, construction, decoration and gardening belonging to the Adeo Group and installed in 13 countries. The company launched its marketplace in 2022 with the aim of complementing the company’s offer, incorporating new categories, such as indoor furniture, mattresses, small household appliances or pet supplies. In less than a year, it went from 150 sellers and 150,000 available items to over one million available products and 900 sellers on the platform.

In Italy, this website has an average of 6,213,069 million unique menu visitors, who browse for about 9:34 minutes per session. The bounce rate is 49%.

Captura de pantalla de la web de Leroy Merlin Italia

8. Ikea

With a long history in the furniture manufacturing and retail sector (it was founded in the 1940s), Ikea’s beginnings date back to the Swedish city of Älmhult, from where it has expanded to have a presence in 28 countries around the world.

Despite being born at a time when online shopping was nowhere near, the company has been able to adapt very well to changing consumer habits.

In Italy it has an average of 5,680,969 million unique monthly visitors, who browse for about 10:59 minutes per session. The bounce rate is 40%.

Screnshot of Ikea Italia web

9. TicketOne

TicketOne is Italy’s leading company in the field of ticketing, marketing, information and e-commerce services for sports, entertainment and culture throughout Italy. It has an average of 5,679,872 million unique visitors per month, who browse about 7:31 minutes per session. The bounce rate is 44%.

Screenshot od TicketOne Italia web

10. Ryanair

Ryanair is an Irish low-cost airline based in Dublin, Ireland, which was founded in 1985 by Tony Ryan. It is currently the low-cost airline company that operates the most trips in Europe, with more than 2000 routes and 84 bases; it is also one of the most profitable.

Its Italian website averages 5,487,522 million unique visitors per month, who browse about 8:44 minutes per session. The bounce rate is 41%.

Screenshot of Ryanair Italia web

 

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