Italian e-commerce: Which Italian marketplaces should you choose?

Launching on a new channel without proper preparation is a bit like setting sail without a map – you might have a fantastic ship (your product), but it is remarkably easy to lose your way. At Raise Your Sales, we have guided numerous brands through international expansion, and if there is one thing we know for sure, it is that Italy can catch you off guard. In this article, I will show you how to approach your expansion strategically and safely.

The Italian e-commerce landscape

Italy currently stands as the fourth-largest e-commerce market in Europe. In 2023, the market value reached approximately €48 billion, with projections showing consistent year-on-year growth driven by the rising popularity of mobile commerce and digital payment solutions.

Local consumers are notoriously brand-conscious and place a high premium on aesthetics and customer support. Online shopping via mobile devices is dominant, and purchase decisions are heavily influenced by user reviews and social proof. It is a market that highly rewards well-optimised listings and a genuine understanding of local expectations.

The Italian e-commerce landscape

Top marketplaces in Italy

Amazon.it

Amazon.it is the undisputed leader in Italy and the primary destination for local consumers. Shoppers trust the platform implicitly due to its convenience, fast shipping, and hassle-free returns. For expanding brands, this presents a massive opportunity to access millions of active buyers without the overhead of building a localised storefront from scratch.

The platform provides access to the full suite of ecosystem tools, including FBA (Fulfillment by Amazon), targeted advertising, promotional events, and automated translation features. However, to win the Buy Box and maintain a flawless Account Health score in Seller Central, you must invest heavily in high-quality content localisation, native customer service, and competitive pricing. Local buyers are notoriously meticulous when comparing options.

eBay.it

eBay still holds a powerful position in Italy, particularly within specific product categories. It serves a diverse audience, ranging from casual consumer-to-consumer shoppers to professional merchants. The segments driving the highest volume on eBay.it include automotive parts, refurbished items, collectibles, consumer electronics, and DIY tools.

From a merchant perspective, eBay offers significantly more flexibility than Amazon. You have greater creative control over your listings and storefront, more freedom with pricing models, and total autonomy over your logistics setup. It is an excellent channel for brands offering niche or unique products who want to establish a presence without directly competing against global retail giants.

ePRICE

ePRICE.it is one of Italy’s premier home-grown e-commerce sites. While it may lack the global brand recognition of Amazon, it commands immense trust among local shoppers, specifically for high-ticket items.

The platform excels in specific product categories such as major household appliances, consumer electronics, smart home technology, and computers. Because it is a platform built specifically by and for the local market, it offers distinct advantages: competition is significantly lower, and local buyers often prefer supporting a domestic platform over a multinational corporate giant.

Zalando

Zalando is the dominant force for fashion and footwear within Italian e-commerce. Style and fashion are deeply embedded in Italian culture, so it is no surprise that Zalando has achieved massive penetration here. Shoppers are drawn to its vast brand selection, highly intuitive mobile app, and seamless return process.

For apparel, shoe, and accessory brands, this online fashion store represents a premium expansion channel. The platform prioritises quality and visual presentation. To join as a partner, you must meet strict onboarding criteria regarding product photography, descriptions, and logistics. However, the reward is access to a highly loyal, fashion-conscious audience willing to pay a premium – resulting in a higher average order value than on Amazon.

ManoMano

ManoMano has established itself as the go-to specialist platform in Italy for home improvement, gardening, and DIY enthusiasts. The platform enjoys high traffic volumes from consumers looking for tools, building materials, renovation supplies, outdoor furniture, lighting, and plumbing equipment.

For businesses operating within the DIY, home and garden, or technical equipment sectors, ManoMano offers a highly targeted entry point into the Italian market, matching you directly with high-intent buyers.

AliExpress

AliExpress, alongside newer cross-border platforms like Temu, is seeing increased traction in Italy, particularly among younger, price-sensitive demographics. While the sheer volume of traffic might make it seem like an attractive channel for European brands, the operational reality is highly challenging.

These platforms are heavily dominated by factory-direct Chinese sellers operating on razor-thin margins. Competing solely on price is virtually impossible, and product quality often takes a backseat. If your business strategy relies on brand equity, premium customer care, and high product standards, you will find a much healthier environment on Amazon.it, eBay.it, or Zalando, where consumers are willing to pay for value.

Which online marketplace should you choose for the Italian market?

When evaluating the landscape of online marketplaces in Italy, Amazon.it remains the definitive market leader. Specialist platforms like eBay, Zalando, and ePRICE serve distinct audiences but trail significantly behind Amazon in terms of pure reach and scaling infrastructure.

Instead of fragmenting your resources across multiple niche local marketplaces from day one, the most effective strategy is to fully capitalise on the potential of Amazon.it first. Once your brand is established and your logistics are running smoothly, you can audit secondary platforms to see if there is genuine volume for your specific product categories.

In our experience, if secondary local platforms lack the necessary depth, the smartest move after conquering Amazon.it is to pivot horizontally into other major European markets. Whether that means expanding further west or capturing the CEE region via platforms like Allegro or eMAG, this approach allows you to scale your business efficiently without diluting your focus on channels that offer lower returns on investment.

Summary

The Italian e-commerce market offers incredible room for growth, making it a prime target for brands looking to diversify their revenue streams internationally. The secret to success lies in understanding the local consumer and adapting your operational strategy to the nuances of the market.

If you want to launch on Italian platforms efficiently, avoid costly compliance or logistical mistakes, and accelerate your sales growth, get in touch with us today.