ANDN 2024 B2C trade in Italy reached 38.6 billion euros (6% more than the previous year). The B2B model is also growing in the European country, reaching 265 billion euros in 2024, 10% more than in 2023. For this year it is projected that the online channel will represent 17% of total purchases.
Today we review what are the most popular online stores in Italyaccording to its (average) number of unique monthly visitors. The data are from the official Ecommerce Italia site and are updated to February 2025.
This is the Top 10 ecommerce of Italy:
Amazon Subito Ebay Booking Sisal Leroy Merlin Apple Store Temu Ryanair Ikea
1. Amazon
As a year ago and as in other European countries such as France or Germany, heading the ranking we find Amazon, a retail world of electronic commerce. Amazon Italy has an average of 50,975,038 million visitors unique per month (more than one million more than in 2024), which navigate some 08:58 minutes by session (an average two minutes less than in 2024). The rebound rate is 43% (2% less than in 2024).
Amazon Italy website screenshot.
2. Subito
Also keeping its position with respect to 2024, secondly it appears Suddenwhich was launched in 2007 and that is currently the leading site of classified ads Online in Italy, with a monthly average of 16,235,163 million visitors unique monthly (almost a million and a half less than last year) 17,494,611 per month, navigating 9:25 minutes per session (compared to 14:30 of 2024). The rebound rate is 40%.
Subito Website screenshot.
3. EBAY
Pioneer in the purchase and sale online since 1995, Ebay has become one of the favorite platforms of the Italians. This marketplace has an average 13,803,198 million visitors unique (almost the same figure as in 2024), which navigate some 9:15 minutes per session (compared to 12:56 of 2024). The rebound rate is 45% (1% less than the previous year).
Like the first two positions, this marketplace remains in the same place with respect to 2024.
EBAY ITALY screen capture
4. Booking
Booking.com is a Travel metabuscator A native of the Netherlands, which allows accommodation reserves, flights, rental cars and tourist activities. Over the years he has expanded strongly and now has a presence in 70 countries. In Italy it has great popularity: it has an average of 12,240,238 million visitors unique per month (compared to 11,797,783 of the previous year), which navigate some 12:22 minutes per session (only 20 seconds less on average than in 2024), and the rebound rate is 38%quite less than the average 46% in 2024.
Booking Web screenshots Italy
5. SISAL
For the first time in the top 10 in position 5 we find Sisala comprehensive platform of Online games and betsoperated by Sisal Spa, a company with a long career in the entertainment sector and lotteries in Italy. Founded in 1945, Sisal is known for being a pioneer in the management of games such as the “Totocalcio” lottery and offers a wide range of digital services, including sports bets, online casino, poker, lotteries and virtual games.
This website has an average of 7,680,020 million visitors unique per month, that navigate some 12:22 minutes per session. The rebound rate is 38%the lowest of the entire list.
Last year this position was occupied by Trenitalia, the main rail operator within Italy, which this year has been out of the top 10.
6. Leroy Merlin
We have already spoken on several occasions of Leroy Merlin, 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 in order to complement the company's offer, incorporating new categories, such as interior furniture, mattresses, small appliances or pet items. In less than a year, he went from 150 Sellers and 150,000 articles available to overcome the Million products available and the 900 Sellers On the platform.
In Italy, this website has an average of 7,626,355 million visitors unique monthly (almost one and a half million more than in 2024), which navigate some 7:14 minutes per session (compared to 9:34 minutes of 2024). The rebound rate It is the same as last year: 49%.
These numbers have earned the web upload a position in the most popular Marketplaces Top 10 in Italy, moving from the seventh to sixth place.
7. Apple Store
We do not need to explain what it is Apple Storea registered trademark at the international level. Apple Italia store has an average 7,066,220 million visitors unique monthly (1.7 million more than in 2024), which navigate some 5:56 minutes by session (compared to 9:12 a year ago). The rebound rate is 63% (6 percentage points less than in 2024).
This year, Apple's online store descended a position, passing from sixth to seventh place in the most popular ecommerce table.
Apple Italian website screenshot
8. Temu
Debuting in the ranking and placing themselves directly in the 8th place in the table, we find the Chinese Marketplace Temu, queen of online purchase apps in the world. Currently, this marketplace has an average 6,710,028 million visitorS unique monthly, that navigate some 8:45 minutes by session, with a 47%rebound rate.
9. Ryanair
Uploading a position in the table we find Ryanairthe Irish Low-Cost airline based in Dublin, Ireland, which was founded in 1985 by Tony Ryan. Currently, it is the low -cost air company that makes more trips in Europe, with more than 2000 routes and 84 bases; It is also one of the most profitable.
Its Italian website has an average of 6,127,757 million visitorS unique per month (almost half a million more than in 2024), which navigate some 8:14 minutes by session (only 30 seconds less than in the previous edition). The rebound rate is 35%a much lower percentage than from 2024, when it was 41%.
Ryanair Italy website screenshot.
10. Ikea
Closing the most popular ecommerce top 10 and descending a position with respect to 2024, is the marketplace of IKEAa brand that has a long career in the furniture retail manufacturing and sale (it was founded in the 40s). The beginnings of Ikea date back to the Swedish city of älmhult, from where they have expanded until they have a presence in 28 countries of the world.
Although it was born in a time where online purchases were not even remotely close, the company has managed to adapt very well to changes in consumer habits.
In Italy, the online store has an average of 6,060,261 million visitors unique monthly (almost half a million more than in 2024), which navigate some 9:13 minutes by session (compared to 10:59 last year). The rebound rate is 37%3 percentage points less than in the previous edition.
IKEA Website screenshot
In 2024 this position was occupied by Ticketonethe most important company in Italy in the field of ticket sales, marketing, information and electronic commerce for sports, entertainment and culture.
Photo: Chatgpt
