The digital retail and e-commerce supply chain confirms its status as a strategic pillar for the Italian economy, capable of generating a staggering overall economic value of €993 billion. This data emerges clearly from the new research "The Contribution of the Digital Value Network to the Competitiveness of the Italian System," conducted by Netcomm in collaboration with Nomisma and presented in Rome at the "David Sassoli" Europa Experience space.

The wealth produced by the sector is divided into €293 billion in value added—representing the wealth generated and retained within the system through wages, profits, and taxes, equal to 13% of Italy's GDP in 2025—and €700 billion linked to intermediate consumption and production factors. The sector boasts an impressive multiplier effect of 5.6: meaning every euro spent online generates €5.60 in the national production system. Today, the entire supply chain employs 2.2 million people, about 9% of the national workforce, and guarantees the exchequer a contribution of approximately €69 billion in direct and indirect taxes.

Online commerce also proves to be a formidable accelerator for small and medium-sized enterprise exports, recording a 9% growth rate compared to a 3% increase in overall traditional exports. Consumer choices are primarily driven by competitive pricing and shopping convenience, factors particularly appreciated by Baby Boomers. Finally, among the strongest emerging trends is the explosion of Artificial Intelligence, with 44% of users already adopting virtual assistants to gather information and compare products. Estimates suggest that by 2030, over half of the Italian population will steadily rely on algorithms to guide their purchases.