Fashion Ecommerce in Italy – 2025 rankings and market overview
Italy’s fashion ecommerce market is set to reach an estimated turnover of €6.03 billion in 2024, marking a 16% increase compared to 2023. According to the Ecommerce Italia 2025 Fashion Report, part of this growth around 4% is due to rising prices, while the bulk (13%) comes from an increase in the volume of items sold.
Data from Casaleggio Associati shows that Zalando leads both in market turnover rankings and popularity among Italian consumers. It holds the top position with a popularity score of 10.000, far ahead of second-placed Vinted (4.958) and third-placed Shein (4.153). Other brands in the top 10 for popularity are Zara, OVS, H&M, Tezenis, ASOS, Bonprix, and Intimissimi.
In terms of turnover rankings for 2025, the top 10 ecommerce fashion sites in Italy are:
Foreign presence in the market is significant. International companies represent 21% of all ecommerce players in Italy, and six of the top ten turnover-ranked platforms are foreign-owned. The most represented countries among these are the United States, France, and Great Britain. Despite this strong competition from abroad, Italian companies still account for 79% of the sector overall, although only 40% of the top ten by turnover are Italian brands.
