Retail in Italy

May 2026
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Overview:

Understand the latest market trends and future growth opportunities for the Retail industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retail industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retail in Italy report includes:

  • Analysis of key retail trends
  • Detailed segmentation of offline and online retail sales
  • Historic channel sizes (retail value sales, outlet counts, and selling space)
  • Company and brand market shares (retail value sales and outlet counts)
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retail in Italy?
  • Which are the leading retailers in Retail in Italy?
  • How are products distributed in Retail in Italy?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Italy?
  • To what extent are sales shifting towards digital channels?​
  • What is the long-term outlook for bricks-and-mortar? 
  • How is macroeconomic and political uncertainty affecting the retail industry?​
  • What types of retailers are seeing the fastest growth in digital sales?​
  • What is the future of retail?

Retail in Italy

Discounters Attracts Value-Focused Shoppers as Spending Remains Cautious

Key Data Insights

Chart 1 Key Industry Trends for Retail
Discounters Attracts Value-Focused Shoppers as Spending Remains Cautious
Retail E-Commerce Outpaces Traditional Channels with Digital Investment
Benetton Boosts Digital Outlet Sales to Capture Bargain Hunters
Chart 2 OBI opens its first global showroom in Milan
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Discounters and E-Commerce Win Cautious Shoppers as Omnichannel Expands
Chart 5 Analyst Insight for Retail
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Eurospin Expands through Value Focus as Competitors Lag
Brico Io and Louis Vuitton Set Innovation Pace with Digital Launches
Chart 8 Brico Io introduces generative AI in store
Chart 9 Louis Vuitton launches virtual try-on for its new line of cosmetics
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Christmas Holidays
Easter
Valentine’s Day/Father’s Day/Mother’s Day
Summer Holidays/Back to School
Chart 13 Economic Context for Retail
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025

Convenience Retailers in Italy

Key Data Insights

Glovo Accelerates On-The-Go Shopping with Fast Delivery Partnerships
Chart 19 Key Industry Trends for Convenience Retailers
Glovo Accelerates On-The-Go Shopping with Fast Delivery Partnerships
Chart 20 Glovo’s quick commerce expanding in Italy
Gruppo Végé Leverages Quick Commerce to Capture Digitally Minded Shoppers
Coop Drives Community Engagement through Sustainability Leadership
Chart 21 Rising sustainability investments for Coop in Italy
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Quick Commerce Reshapes Local Shopping through Digital Immediacy
Chart 24 Analyst Insight for Convenience Retailers
Retailers Integrate Health and Sustainability to Attract Conscious Shoppers
Automated Stores and Messaging Platforms Drive Loyalty and Efficiency
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Conad Expands Store Base to Reinforce Its National Lead
Chart 27 Company Shares 2025
Chart 28 Brand Shares 2025
Chart 29 Economic Context for Convenience Retailers
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Convenience Retailers
Chart 33 Population 2020-2030
Chart 34 Population by Generation 2025

Supermarkets in Italy

Key Data Insights

Acceleration of Growth
Chart 35 Key Industry Trends for Supermarkets
Acceleration of Growth
Basko Strengthens Brand Loyalty through Environmental Initiatives
Chart 36 Basko promotes activities for environmental protection
Carrefour Uses Ai-Driven Campaigns to Personalise Family Shopping
Chart 37 Value Sales 2020-2030
Digital Integration Reshapes Consumer Journeys and Competitive Priorities
Private Label Gains Traction as Consumer Needs Polarise
Chart 38 Growing role for private label
Chart 39 Forecast Value Sales 2020-2030
Chart 40 Analyst Insight for Supermarkets
Conad Accelerates Share Gains as Private Label and Sustainability Initiatives Pay off
Chart 41 Company Shares 2025
Chart 42 Brand Shares 2025
Chart 43 Economic Context for Supermarkets
Chart 44 Real Gdp Growth 2020-2030
Chart 45 Inflation 2020-2030
Chart 46 Consumer Context for Supermarkets
Chart 47 Population 2020-2030
Chart 48 Population by Generation 2025

Hypermarkets in Italy

Key Data Insights

Conad and Iperal Reshape Customer Experience through Innovation and Community Focus
Chart 49 Key Industry Trends for Hypermarkets
Conad and Iperal Reshape Customer Experience through Innovation and Community Focus
Chart 50 La Spesa che fa Bene returns in 2025 with Iperal
Chart 51 Value Sales 2020-2030
Iper Montebello Spa Redefines the Store Experience through Digital Integration
Retailers Harness Ai and Omnichannel to Counter Margin Pressures
Chart 52 Conad tests grocery shopping with artificial intelligence
Chart 53 Forecast Value Sales 2020-2030
Chart 54 Analyst Insight for Hypermarkets
Ipercoop Leverages Private Label and Wellness to Sustain Its Lead
Chart 55 Company Shares 2025
Chart 56 Brand Shares 2025
Chart 57 Economic Context for Hypermarkets
Chart 58 Real Gdp Growth 2020-2030
Chart 59 Inflation 2020-2030
Chart 60 Consumer Context for Hypermarkets
Chart 61 Population 2020-2030
Chart 62 Population by Generation 2025

Discounters in Italy

Key Data Insights

Lidl Shields Households From Inflation with Price-Fixing Initiative
Chart 63 Key Industry Trends for Discounters
Lidl Shields Households From Inflation with Price-Fixing Initiative
Chart 64 Lidl renews its zero inflation strategy in 2025
Penny Enhances Convenience with Digital Payment Innovation
Chart 65 Value Sales 2020-2030
Online Expansion and Healthy Product Focus Reshape Consumer Loyalty
Aldi Leverages Digitalisation and Sustainability to Drive Value Growth
Chart 66 Aldi set to expand in Italy
Chart 67 Forecast Value Sales 2020-2030
Chart 68 Competitive Landscape for Discounters
Eurospin Expands Value Offering and Strengthens National Reach
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Chart 71 Economic Context for Discounters
Chart 72 Real Gdp Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Discounters
Chart 75 Population 2020-2030
Chart 76 Population by Generation 2025

Small Local Grocers in Italy

Key Data Insights

Proximity-Focused Stores Gain Sales as Consumers Seek Convenience and Fresh Products
Proximity-Focused Stores Gain Sales as Consumers Seek Convenience and Fresh Products
Independent Grocers Lose Space but Retain Shopper Loyalty through Fresh Offerings
Fresh Produce and Sustainability Drive Premium Sales for Proximity Stores
Chart 77 Value Sales 2020-2030
Proximity Stores Invest in Digital Innovation to Retain Consumer Loyalty
Sustainability Initiatives Reposition Stores as Responsible Leaders and Drive Premiumisation
Digital Transformation Enables Omnichannel Convenience and Boosts Competitiveness
Chart 78 Forecast Value Sales 2020-2030
Chart 79 Analyst Insight for Small Local Grocers
Ecor Naturasì Spa Drives Organic Focus to Expand Affordable Ranges
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Chart 82 Economic Context for Small Local Grocers
Chart 83 Real Gdp Growth 2020-2030
Chart 84 Inflation 2020-2030
Chart 85 Consumer Context for Small Local Grocers
Chart 86 Population 2020-2030
Chart 87 Population by Generation 2025

General Merchandise Stores in Italy

Key Data Insights

Growth Driven by Variety Stores
Chart 88 Key Industry Trends for General Merchandise Stores
Growth Driven by Variety Stores
Action Expands Store Network as Value Drives Shopper Demand
Upim Gallery Reinvents In-Store Experience to Revive City Centres
Chart 89 Upim opens new Upim Gallery
Chart 90 Value Sales 2020-2030
Chart 91 Value Sales by Category 2025
Variety Stores Accelerates Outlet Expansion as Value Proposition Wins
Chart 92 Analyst Insight for General Merchandise Stores
Hybrid and Digital Strategies Reshape Shopper Engagement and Loyalty
Chart 93 Forecast Value Sales 2020-2030
Chart 94 Forecast Value Sales by Category 2025-2030
Action Accelerates Store Openings as Coin Restructures and La Rinascente Capitalises on Tourism
Chart 95 Action continues to expand in Italy in 2025
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Chart 98 Economic Context for General Merchandise Stores
Chart 99 Real Gdp Growth 2020-2030
Chart 100 Inflation 2020-2030
Chart 101 Consumer Context for General Merchandise Stores
Chart 102 Population 2020-2030
Chart 103 Population by Generation 2025

Apparel and Footwear Specialists in Italy

Key Data Insights

Primark’S App Launch Drives Digital Convenience Amid Price Sensitivity
Chart 104 Key Industry Trends for Apparel and Footwear Specialists
Primark’S App Launch Drives Digital Convenience Amid Price Sensitivity
Chart 105 Primark launches shopping app in 2025
Chart 106 European Accelerator launched in Italy in 2025
Chart 107 Value Sales 2020-2030
Retailers Embrace Digital Couponing and Retail Media to Drive Omnichannel Engagement
Personalisation and Payment Innovation Reshape Consumer Spending Habits
Stable Household Spending and Muted Economic Growth Influence Strategic Priorities
Chart 108 Forecast Value Sales 2020-2030
Zara Italia Gains Third as Competitive Landscape Remains Fragmented
Chart 109 Analyst Insight for Apparel and Footwear Specialists
Chart 110 Company Shares 2025
Chart 111 Brand Shares 2025
Chart 112 Economic Context for Apparel and Footwear Specialists
Chart 113 Real Gdp Growth 2020-2030
Chart 114 Inflation 2020-2030
Chart 115 Consumer Context for Apparel and Footwear Specialists
Chart 116 Population 2020-2030
Chart 117 Population by Generation 2025

Appliances and Electronics Specialists in Italy

Key Data Insights

Mediaworld and Unieuro Drive Innovation and Circularity through Rentals and Refurbished Offerings
Chart 118 Key Industry Trends for Appliances and Electronics Specialists
Mediaworld and Unieuro Drive Innovation and Circularity through Rentals and Refurbished Offerings
Chart 119 MediaWorld and Banca Ifis provide innovative tech device rental service
Chart 120 Value Sales 2020-2030
Ai Set to Transform the Value Proposition
Omnichannel Events and Flexible Payments Enhance Premium Engagement
Chart 121 Refurbished/used products a strategic pillar for Unieuro
Circularity and Sustainability Shape Refurbished Electronics as a Growth Driver
Chart 122 Forecast Value Sales 2020-2030
Chart 123 Analyst Insight for Appliances and Electronics Specialists
Unieuro Expands Omnichannel Strategy and Strengthens Lead with Services and Innovation
Chart 124 Company Shares 2025
Chart 125 Brand Shares 2025
Chart 126 Economic Context for Appliances and Electronics Specialists
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Appliances and Electronics Specialists
Chart 130 Population 2020-2030
Chart 131 Population by Generation 2025

Home Products Specialists in Italy

Key Data Insights

Leroy Merlin Drives Responsible Consumption with Sustainability Ratings
Chart 132 Key Industry Trends for Home Products Specialists
Leroy Merlin Drives Responsible Consumption with Sustainability Ratings
Coop Expands Reach with Easycoop Petstore Online Launch
Chart 133 Coop launches EasyCoop Petstore in 2025
Chart 134 Value Sales 2020-2030
Chart 135 Value Sales by Category 2025
Digital Integration and Premium Sustainability Boost Future Growth Potential
Chart 136 Analyst Insight for Home Products Specialists
Chart 137 Forecast Value Sales 2020-2030
Chart 138 Forecast Value Sales by Category 2025-2030
Leroy Merlin Sees Share Gains through Sustainability and Digital Investment
Chart 139 Leroy Merlin launches the Home Index
Chart 140 Company Shares 2025
Chart 141 Brand Shares 2025
Chart 142 Economic Context for Home Products Specialists
Chart 143 Real Gdp Growth 2020-2030
Chart 144 Inflation 2020-2030
Chart 145 Consumer Context for Home Products Specialists
Chart 146 Population 2020-2030
Chart 147 Population by Generation 2025

Health and Beauty Specialists in Italy

Key Data Insights

Pinalli Drives Private Label Innovation to Meet Value and Loyalty Demands
Chart 148 Key Industry Trends for Health and Beauty Specialists
Pinalli Drives Private Label Innovation to Meet Value and Loyalty Demands
Chart 149 Pinalli launches its first private label line in 2025
Lush Expands Sustainable Beauty Reach through Partnership with Eb Stores
Chart 150 Lush partners with EsserBella
Us Food as Medicine Concept Signals Future Innovation Potential
Chart 151 Value Sales 2020-2030
Chart 152 Value Sales by Category 2025
Pharmacy Players Expand Healthcare Role as Health and Personal Care Stores Expands
Sustainable Packaging and Digital Tools Reshape Consumer Experience
Chart 153 Analyst Insight for Health and Beauty Specialists
Chart 154 Forecast Value Sales 2020-2030
Chart 155 Forecast Value Sales by Category 2025-2030
Acqua &?Sapone Extends Network and Strengthens Sales Leadership
Chart 156 Company Shares 2025
Chart 157 Brand Shares 2025
Chart 158 Economic Context for Health and Beauty Specialists
Chart 159 Real Gdp Growth 2020-2030
Chart 160 Inflation 2020-2030
Chart 161 Consumer Context for Health and Beauty Specialists
Chart 162 Population 2020-2030
Chart 163 Population by Generation 2025

Vending in Italy

Key Data Insights

Drinks and Tobacco Vending Withstands Rising Costs as Other Products Vending Falters
Drinks and Tobacco Vending Withstands Rising Costs as Other Products Vending Falters
Cost Pressures Force Operators to Shift Focus to Core Demand
Chart 164 Value Sales 2020-2030
Chart 165 Value Sales by Category 2025
Operators Invest in Smart Technology to Unlock Premium Product Growth
Machine Upgrades and Green Packaging Transform Consumer Engagement
Chart 166 Forecast Value Sales 2020-2030
Chart 167 Forecast Value Sales by Category 2025-2030
Ivs Italia Spa Maintains Lead as Argenta Loses Ground
Chart 168 Company Shares 2025
Chart 169 Brand Shares 2025
Chart 170 Economic Context for Vending
Chart 171 Real Gdp Growth 2020-2030
Chart 172 Inflation 2020-2030
Chart 173 Consumer Context for Vending
Chart 174 Population 2020-2030
Chart 175 Population by Generation 2025

Direct Selling in Italy

Key Data Insights

Direct Selling Grows in a Cautious Consumer Environment
Chart 176 Key Industry Trends for Direct Selling
Direct Selling Grows in a Cautious Consumer Environment
Bimby’S Online Launch Offers Flexible Shopping and Boosts Loyalty
Chart 177 Bimby also available online
Chart 178 Value Sales 2020-2030
Chart 179 Value Sales by Category 2025
Large Brands Embrace Omnichannel and Digital Tools to Outpace Rivals
Digitalisation and Premiumisation Drive Survival and Transformation
Stable Household Spending Supports Innovation Despite Muted Economic Growth
Chart 180 Forecast Value Sales 2020-2030
Chart 181 Forecast Value Sales by Category 2025-2030
Chart 182 Analyst Insight for Direct Selling
Vorwerk Drives Growth with Product Innovation and Stable Network
Chart 183 Company Shares 2025
Chart 184 Brand Shares 2025
Chart 185 Economic Context for Direct Selling
Chart 186 Real Gdp Growth 2020-2030
Chart 187 Inflation 2020-2030
Chart 188 Consumer Context for Direct Selling
Chart 189 Population 2020-2030
Chart 190 Population by Generation 2025

Retail E-Commerce in Italy

Key Data Insights

Amazon Drives Second-Hand Surge as Italians Seek Value and Sustainability
Chart 191 Key Industry Trends for Retail E-Commerce
Amazon Drives Second-Hand Surge as Italians Seek Value and Sustainability
Chart 192 Amazon launches discounts on second-hand products in Italy
Cortilia Expands Reach through Amazon Partnership and Omnichannel Integration
Chart 193 Cortilia partners with Amazon in 2025
Household Spending Growth Slows as Consumers Prioritise Savings and Essentials
Chart 194 Value Sales 2020-2030
Chart 195 Value Sales by Category 2025
Amazon, Carrefour and Zalando Drive Technology Integration to Enhance Shopper Experience
Amazon and Temu Consolidate Marketplace Dominance as New Entrants Expand Reach
Sephora and Vinted to See Strong Growth in Health and Beauty and Circular Commerce
Chart 196 Forecast Value Sales 2020-2030
Chart 197 Forecast Value Sales by Category 2025-2030
Chart 198 Analyst Insight for Retail E-Commerce
Amazon Faces Pressure From Fast-Growing Shein and Temu
Chart 199 Company Shares 2025
Chart 200 Brand Shares 2025
Chart 201 Economic Context for Retail E-Commerce
Chart 202 Real Gdp Growth 2020-2030
Chart 203 Inflation 2020-2030
Chart 204 Consumer Context for Retail E-Commerce
Chart 205 Population 2020-2030
Chart 206 Population by Generation 2025

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The following categories and subcategories are included:

Retail

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retail

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

See all of our definitions
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This report originates from Passport, our Retail research and analysis database.

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