With over 60 million inhabitants, Italy is the most populous country in southern Europe. As in many other European countries, Amazon has great market power in this country (1.8 billion euros in sales in 2017). However, online retail in Italy has numerous country-specific peculiarities. For example, so far only one in two Italians shops online – but with a strong upward trend in the coming years, as Italy is investing a lot of money in the expansion of the Internet.
When shopping online, Italians also prefer the Italian language – since most Italians do not speak English – and good usability. In addition, PayPal is the most popular payment method. English websites, which are also difficult to use, therefore have no chance on the Italian market. This makes it all the more important to work with market experts and native speakers who can help you expand online.