According to the recent survey of eCommerce Observatory B2c Netcomm – School of Management at the Politecnico di Milano Italian e-commerce has grown this year by 20%, which should surpass earnings of 6 billion euros by the end of the year. The main profit comes from tourism, clothing with its famous brand names such as Armani, Valentino, Gucci, Prada and others. Sale of food and wines has also brought some income.

Overall, though, e-commerce in Italy makes up less than 1% of all sales, much lower than other countries that register 3–10%. The data on what products are sold also highlights a big contradiction: though in traditional channels for products (wine & food, products for the home, electronics, music, and books) present about 80% of all acquisitions, on-line they don’t even reach 30%, with food products and household items making up barely 1% of on-line sales. It is a trend that is very different from that of other countries, where the rate of on-line food and wine sales vary from 7-14%. Without counting, however, the fact that they already begin with higher absolute numbers, in respect to great Britain, which is the European country that is most familiar with this mode of commerce, Italy has less than a quarter of the users, and with an average spending of 900 euros per person, less than one third of that spent by British citizens, reports WineNews.