The number of online shoppers grew from 60% of internet users in 2005 to 72% in 2010 and 80% in 2019, with another jump with the start of lockdown measures in March 2020, the results of a survey by statistics office Statec show.
Clothes were at the top of the list of shopping baskets, with 60% of internet users buying them online, followed by restaurant deliveries ordered online (33%), books (32%), and furniture or home accessories (24%). Cosmetics, personal electronic devices, sports articles and toys all came in fifth place at 22%.
The number of people who shopped online with a local business was up from 30% in 2019 to 43% during March to June 2020.
The online platform Letzshop, which allows local businesses to set up an online shop, waived fees for merchants during the pandemic and saw a boom in users, with orders rising more than 1,400%.
Online shopping was most popular among younger generations, with 78% of 25 to 34-year-olds making purchases online, compared to just 49% of 65 to 74-year-olds.
Younger people were also more likely to buy digital goods, such as music, films and online computer games. For example, 32% of 16 to 24-year-olds bought music in a digital format compared to just 16% of 55 to 74-year-olds.
On the other hand, around a quarter of 55 to 74-year-olds bought e-books compared to just 11% of respondents in the 16 to 24 age bracket.