E-commerce has become deeply embedded in Italian society, cutting across age groups and social classes. Nearly all Italians have made at least one online purchase, and a growing share now consists of regular digital shoppers. Major e-commerce platforms rank among the most visited websites in the country, often serving as the first stop for consumers attracted by wide product ranges, competitive pricing and fast delivery.

Yet Italy’s online retail landscape remains relatively balanced. Alongside global giants, small and medium-sized enterprises continue to occupy a significant space in the purchasing process, appealing to consumers seeking trust, personal relationships and tailored shopping experiences.

According to the study “Packlink Barometer: Online Consumers in a Changing World”, more than half of Italians (58%) believe that large platforms generally outperform small online retailers in terms of delivery. Their advantage lies primarily in logistics expertise and optimized shipping times.

That said, perceptions are nuanced. While 30% of respondents consider the delivery experience of major platforms clearly superior, 28% say that delivery times are only slightly better and broadly comparable to those offered by smaller retailers. This suggests that market standards have largely converged.

The gap between the two groups remains limited, showing that while speed remains a key factor for Italian consumers, it is no longer an exclusive advantage of e-commerce giants. For small businesses, competitiveness increasingly lies in combining efficient delivery with personalized service.