Italy Online Grocery Market

Italy Online Grocery Market Size and Share:

The Italy online grocery market size was valued at USD 16.48 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 53.18 Billion by 2033, exhibiting a CAGR of 13.90% during 2025-2033. The market is driven by the increasing consumer preference for convenience, as more consumers opt for online grocery shopping due to time-saving benefits and easy access to products. Additionally, the growing adoption of digital payment methods and enhanced delivery services is fueling the shift toward e-grocery platforms. Moreover, the expansion of product variety, along with personalized shopping experiences through advanced AI and data analytics, is further augmenting the Italy online grocery market share.

The market is heavily influenced by the changing consumer trends and technological advancements. Moreover, the higher adoption of social media also plays a key role in market growth. Companies are successfully utilizing platforms such as Facebook and Instagram to reach a wide group of people, providing discounts, introducing new products, and gaining brand loyalty. According to industry reports, there are 72.8 percent of social media users in Italy as of 2024, creating a huge potential for target customers. Such high social media usage enables companies to reach out to customers directly, increasing website traffic and sales through carefully crafted promotional campaigns. In addition, the development of customized shopping experiences with the support of artificial intelligence (AI) and machine learning (ML) is resulting in increased customer satisfaction, hence contributing to repeat buying. Further, the surging demand for diverse food products, such as organic and specialty food products, is compelling retailers to increase their online inventories.

Apart from this, the increasing number of young consumers who are technology-savvy has also fueled the expansion of the online grocery market since this group of consumers is more likely to utilize online platforms for their purchasing requirements. Besides, the offering of appealing discounts and offers by online grocery companies has also brought the online platforms closer to competitiveness, thereby enhancing the growth of the market. Also, strategic collaborations between supermarkets and third-party delivery platforms have boosted the speed and efficiency of delivery, which has increased online shopping. According to industry reports, Italy's mobile payments saw strong growth in 2024, with PayTech leader Nexi driving the trend, recording a 61% year-on-year growth in mobile payment volumes. These payment system advancements are improving the process of online grocery shopping by providing safer and more convenient ways for transactions.

Italy Online Grocery Market Trends:

Urbanization and Time Constraints

The rapid urbanization and growing concerns regarding fast-paced lifestyle pushes consumers to adopt online grocery shopping. According to industry reports, the overall urban population in Italy as of 2025 is at 72% and is still gradually increasing. As city dwellers face time constraints and demanding schedules, the amenity of online grocery shopping becomes increasingly appealing. Online grocery shopping and delivery is a much more convenient way for the working population and other groups of people in urban areas since they can order groceries from their workplaces and have them delivered to their doorstep. This shift is expected to continue as the urban population increases, and consumer preferences evolve toward more convenient and flexible shopping options. The convenience of online groceries is the key factor creating a positive Italy online grocery market outlook.

Pandemic-Driven Shift towards Online Grocery Shopping

The coronavirus (COVID-19) pandemic propelled a rapid transformation in the grocery shopping landscape in Italy. According to an industry report, online food purchasing in the country increased by 42% in 2019, with nine million consumers opting to buy groceries through e-commerce channels. Huge restrictions regarding lockdowns and social distancing measures triggered consumers to rely on e-commerce platforms for their necessities. The growing demand for convenience, coupled with improved delivery services, has further encouraged this shift. Consumers now enjoy the flexibility of ordering groceries from the comfort of their homes, saving both time and effort. This transition to online platforms became habitual in consumer behavior, with consumers shopping online even after the pandemic. Therefore, fast adoption of online grocery shopping is not only a short-term trend but is likely to become a permanent feature of the country’s grocery market in the future, transforming the way consumers go about their grocery requirements.

Rising Mobile Penetration and Accessibility

The country's burgeoning smartphone penetration and enhanced internet infrastructure are contributing to Italy online grocery market growth. As per the Italian Communications Regulatory Authority (AGCOM) reports, around 81% of Italians are accessing the internet via mobile devices. Thus, mobile apps and optimized websites have become indispensable tools for online grocery shopping. This widespread accessibility is enabling consumers with the convenience of browsing and purchasing groceries anytime, anywhere, fueling the sector's expansion. The seamless integration of mobile technology into daily life is further accelerating the adoption of online grocery platforms, offering unparalleled convenience and flexibility. As mobile penetration continues to rise and internet accessibility improves, the online grocery market in the country is poised for sustained growth, with mobile devices serving as key enablers of this digital transformation.

Italy Online Grocery Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Italy online grocery market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on product type, business model, platform, and purchase type.

Analysis by Product Type:

• Vegetables and Fruits
• Dairy Products
• Staples and Cooking Essentials
• Snacks
• Meat and Seafood
• Others

Vegetables and fruits play a major role in the market, with Italian consumers giving high importance to fresh fruits and vegetables. The market for organic and locally sourced fruits and vegetables is increasing as health-oriented individuals look for products that are compatible with the Mediterranean diet. The convenience of buying fresh produce online has helped to fuel market expansion, keeping consumers away from lengthy visits to brick-and-mortar outlets. The assurance of delivery services for the products also guarantees convenience and freshness, which are the driving forces of online grocery shopping. With the population of Italy continuing to adopt digital grocery shopping, vegetables and fruits will continue to be the core of the industry.

Dairy products form an important segment of the market due to the nation's strong dairy heritage. The Italian passion for cheese, milk, yogurt, and other dairy products is evident in the increasing demand for such products in online grocery purchases. Purchasers now like to purchase their preferred dairy products from online stores for the benefit of home delivery as well as price comparison. Premium dairy products, including organic milk and artisanal cheeses, are especially sought after, leveraging the nation's emphasis on high-quality, locally produced goods. The significance of the dairy category is compounded by health influences and the country's gastronomic culture, promoting consistent demand on online sites.

Staples and kitchen staples form the cornerstone of the market, with demand invariably robust for the likes of pasta, rice, flour, and oils. The Italian gastronomic heritage, for which these staples are fundamental, guarantees their visibility in e-commerce. Convenience and the facility to stock up on the essentials of good brands are prime motivators for consumer choice to buy these products online. Furthermore, the increasing popularity of home cooking, driven in part by the global pandemic, underscores the role of staples in online shopping for groceries. Customers increasingly look for bulk quantities, which can be easily provided by online stores, thereby expanding the growth potential of the market.

Analysis by Business Model:

• Pure Marketplace
• Hybrid Marketplace
• Others

The pure marketplace business model is gaining traction in the market, where platforms connect consumers to several sellers. The platforms do not keep inventory but enable transactions between buyers and third-party sellers and provide a high assortment of products. In Italy, pure marketplace models such as Amazon and eBay have been able to capitalize on increasing demand for convenience, offering consumers a wide range of products and low prices. The major benefit of this model is that it has low operational expenses since the platform does not have to deal with stock or logistics directly. The model is becoming increasingly appealing to smaller, local retailers seeking to reach wider customer bases.

The hybrid marketplace business model is becoming an important feature in the market. Under the model, platforms integrate marketplace and retailer operations, both managing inventory alongside enabling third-party sellers to sell their products. It gives the Italian consumer a rich variety of options, ranging from well-known national and global brands to specialty local products. Hybrid models such as those adopted by platforms like Carrefour and Coop Italia allow for a greater management of the shopping experience, with the platform able to guarantee product stock and delivery time. The flexibility of the hybrid model and the potential to provide a compromise between control and assortment make it highly adaptable to the evolving market.

Analysis by Platform:

• App-Based
• Web-Based

App-based platforms play a growing role in the online grocery landscape, which responds to the rising trend of mobile-first consumers. Since smartphones have become an essential part of everyday life, Italian consumers tend to use apps to make their groceries easier to access, thanks to their simplicity of use, individualized notifications, and on-the-go purchasing capabilities. These platforms provide functions such as order tracking, mobile payment, and location services, enhancing the convenience of grocery shopping. Major Italian retailers have already adopted app-based platforms successfully, catering to the desire for rapid, convenient shopping. The convenience and flexibility of app-based grocery shopping are major drivers in the market.

Web platforms are at the forefront of the market, providing consumers with the comfort of shopping on their phone or laptop. Italian consumers find it convenient to shop using websites as they are easy to navigate and familiar to browse on a larger screen. Platforms have friendly interfaces, enabling customers to easily locate products, compare prices, and make an informed choice of what to buy. Web-based platforms also serve the elderly demographic, who might find it easier to use a conventional browser. With access to the internet, web-based shopping for groceries continues to be a favorite option in Italy, generating a lot of traffic and activity.

Analysis by Purchase Type:

• One-time
• Subscription

One-time purchases continue to be a key feature of the market, fueled by consumer desire for convenience and flexibility. Italian consumers tend to switch to online food platforms as a one-off, specific requirement, either for week-long essentials, special occasions, or promotional purchases. This buying behavior provides consumers with the flexibility to control their expenditure, without committing to long-term undertakings. It finds appeal especially with consumers who prefer to buy when they need to or for products without subscribing to continuous delivery. Single purchases also accommodate the seasonal character of some Italian food products, including holiday-oriented items, so that consumers can pick what is convenient for them at any moment.

Subscription formats have made strong inroads in the market, providing customers with the ease of automatic replenishments at a set interval. The format is becoming more popular for essentials such as dairy, pasta, and fresh fruits and vegetables, enabling Italian consumers to have a constant store of essentials without repeatedly having to order them. Subscription platforms come with extra benefits in the form of discounts, tailored suggestions, and customizable delivery frequencies. This model is attractive to time-starved families and people who want a convenient shopping experience. With convenience and sustainability as the driving factors, subscription-based online grocery stores are well on their way to becoming a central aspect of the changing Italian market.

Regional Analysis:

• Northwest
• Northeast
• Central
• South
• Others 

Northwest is one of the most important regions in the online grocery market as it has vast urban areas, high population density, and a high level of economic prosperity. Cities such as Milan and Turin are top e-commerce drivers, with customers in this region having a high demand for convenience and quality in groceries. The market for organic, premium, and imported goods is strong, hence a central market for retailers. With a technologically advanced population, the consumers in the Northwest are very active in terms of online platforms, and this has aided both web-based and app-based models of grocery shopping to thrive.

Northeast region is also a major contributor to the market, characterized by a combination of industrial zones and tourist hotspots. Veneto and Friuli Venezia Giulia are among the regions where online grocery services are being increasingly adopted by both locals and tourists seeking convenience. Fresh produce, specialty, and regional food items are in high demand in the Northeast. E-commerce websites have capitalized on this by providing region-specific products, elevating their appeal. The high level of infrastructure and digital penetration in the region makes it an appealing market for large as well as new online grocery companies.

The Central region, including Tuscany, Lazio, and Umbria, is a major market for online grocery services. This region combines rich heritage and local culture with modern amenities, and the locals have increasingly become interested in ordering food online. The consumers of this region, who tend to look for premium and locally available items, offer a chance for e-commerce websites to provide local and premium products. The online food retail market here is supported by consistent demand for handmade foods, fresh fruits and vegetables, and organic items. The increasing trend of online involvement and changing consumer behavior is likely to accelerate further the growth of the market in Central Italy.

Southern region, comprising provinces such as Campania, Sicily, and Calabria, has been a more subdued but increasingly promising region for online grocery development. Although the uptake of e-commerce has traditionally been slower across this region, there is an increasing trend now towards online shopping, especially in cities such as Naples and Palermo. This is fueled by a widening base of internet users and greater convenience from delivery services. South consumers favor affordability and staple foodstuffs, and thus online platforms emphasizing affordable grocery options and local specialties are gaining more success. The changing infrastructure of the region favors additional growth in the market.

Competitive Landscape:

The market is characterized by the presence of traditional retailers and new e-commerce platforms that compete for market share through innovative means. Major grocery chains are increasingly building their digital bases, providing customers with extensive selections to capture the increasing demand for convenience. These players are investing in developing seamless online ordering systems, improved mobile apps, and smart logistics networks to enhance customer experience and retention. New market entrants and niche e-commerce websites are also increasing competition in the market, often focusing on niche areas like organic, premium, or local products in order to differentiate themselves. Several players are using promotions, loyalty schemes, and subscription models to acquire and retain customers. Companies are also using data analytics and artificial intelligence to optimize inventory management and tailor shopping experiences. According to the Italy online grocery market forecast, the competition is set to intensify, with strong growth anticipated in the coming years as digital adoption continues to gain momentum.

The report provides a comprehensive analysis of the competitive landscape in the Italy online grocery market with detailed profiles of all major companies.  

Latest News and Developments:

• April 2025: Kaufland, part of the Schwarz Group (which also owns Lidl), announced that it would launch its online marketplace, Kaufland.it, in Italy. The platform will feature millions of products across over 6,400 categories, including grocery, electronics, fashion, and baby products.
• March 2025: TikTok expanded its e-commerce platform, TikTok Shop, to France, Germany, and Italy. The platform allows users to purchase products, including groceries, directly through the app, integrating social media with online shopping.
• January 2025: Carrefour Italy, a grocery chain in Italy, established a partnership with Appier to redesign its online grocery and retail marketing approach. By utilizing AiDeal, an AI-powered solution, Carrefour aims to boost online conversions.

Italy Online Grocery Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Italy online grocery market from 2019-2033.
• The Italy online grocery market research report provides the latest information on the market drivers, challenges, and opportunities in the regional market.
• The study maps the leading, as well as the fastest-growing, regional markets.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Italy online grocery industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.