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Italy Online Grocery Market Overview

Market Size in 2024: USD 16.48 Billion

Market Size in 2033: USD 53.18 Billion

Market Growth Rate 2025-2033: 13.90%

According to IMARC Group's latest research publication, "Italy Online Grocery Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2025-2033", The Italy online grocery market size was valued at USD 16.48 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 53.18 Billion by 2033, exhibiting a CAGR of 13.90% during 2025-2033.

How AI is Reshaping the Future of Italy Online Grocery Market

• Enhancing Store Operations: Carrefour Italy adopted SymphonyAI Store Intelligence in January 2025 to reduce labor costs, improve pricing strategies, and automate store operations through predictive analytics.
• Personalizing Shopping Experiences: AI-driven recommendation engines are transforming online grocery platforms, creating personalized shopping experiences that increase customer retention and average order values.
• Optimizing Supply Chain Management: Major retailers like Esselunga are implementing AI-powered automated dark-stores and temperature-controlled systems to improve inventory management and reduce food waste.
• Improving Last-Mile Delivery: AI algorithms optimize delivery routes and predict demand patterns, enabling faster delivery times and reduced operational costs for online grocery platforms.
• Advanced Customer Analytics: Machine learning tools analyze consumer behavior patterns to predict purchasing trends, helping retailers stock relevant products and implement dynamic pricing strategies.

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Italy Online Grocery Market Trends & Drivers:

Italy's online grocery market is experiencing remarkable growth driven by changing consumer preferences and technological advancements. The market recorded a significant 7% jump in 2023 against 2022, reaching over €1.3 billion, with consumers now purchasing online eight times per year on average. This growth is fueled by increasing smartphone penetration, improved logistics infrastructure, and the convenience factor that appeals to busy Italian consumers. The COVID-19 pandemic accelerated digital adoption, creating lasting behavioral changes that continue to drive online grocery shopping even as restrictions lifted.

The expansion of product categories is reshaping Italy's online grocery landscape, with Pet Care leading growth at 25% in 2023. Fresh produce, fruits, vegetables, and herbs are gaining significant traction as retailers improve cold-chain logistics and temperature-controlled delivery systems. Traditional Italian grocers are partnering with tech companies to enhance their digital capabilities, while international players are entering the market with innovative fulfillment models. The integration of click-and-collect services and dark-store concepts is making online grocery shopping more accessible across urban and suburban areas.

E-commerce adoption and mobile commerce are driving unprecedented growth in Italy's online grocery sector. With improved user interfaces, secure payment systems, and seamless shopping experiences, more Italian consumers are shifting from traditional shopping methods to digital platforms. The rise of subscription models, bulk purchasing options, and loyalty programs is increasing customer lifetime value. Additionally, sustainability concerns are pushing consumers toward online platforms that offer eco-friendly packaging and reduced food waste through better inventory management systems.

Italy Online Grocery Industry Segmentation:

The report has segmented the market into the following categories:

Analysis by Product Type:

• Vegetables and Fruits
• Dairy Products
• Staples and Cooking Essentials
• Snacks
• Meat and Seafood
• Others

Analysis by Business Model:

• Pure Marketplace
• Hybrid Marketplace
• Others

Analysis by Platform:

• App-Based
• Web-Based

Analysis by Purchase Type:

• One-time
• Subscription

Regional Analysis:

• Northwest
• Northeast
• Central
• South
• Others

Competitive Landscape:

The competitive landscape of the industry has also been examined along with the profiles of the key players.

Recent News and Developments in Italy Online Grocery Market

• February 2025: Esselunga expanded its automated dark-store network in Milan, implementing temperature-controlled pickup lockers to facilitate fresh food collection and improve customer convenience in urban areas.
• March 2025: Major Italian retailers reported increased adoption of AI-powered personalization tools, with customer engagement rates improving by 35% through advanced recommendation engines and targeted marketing campaigns.
• April 2025: Italy's e-commerce sector showcased significant AI integration at the Ecommerce Italy 2025 conference in Milan, highlighting how artificial intelligence is redefining online grocery shopping experiences through personalization and automation.

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