According to PayNXT360, social commerce market in Italy is expected to grow by 25.2% on annual basis to reach US$5,883.5 million in 2026. The social commerce market in the country experienced robust...
According to PayNXT360, social commerce market in Italy is expected to grow by 25.2% on annual basis to reach US$5,883.5 million in 2026. The social commerce market in the country experienced robust growth during 2022-2025, achieving a CAGR of 36.7%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 16.0% during 2026-2031. By the end of 2031, the social commerce sector is projected to expand from its 2025 value of USD 4,698.9 million to approximately USD 12,372.9 million. Key trends and drivers 1. Move product discovery closer to checkout • Italy is moving from social media as a referral channel to a transaction channel. The clearest recent signal is TikTok Shop’s launch in Italy on 31 March 2025, which brings product discovery, creator content, livestreaming, merchant storefronts, and checkout closer together. This matters because Italy is not starting from a weak digital base; it is adding social commerce to an established e-commerce market and a consumer base already accustomed to shopping online. • The driver is structural. In Italy, online shopping is already broad across product categories, smartphone use is central to digital purchases, and app-based payments are becoming more common. That creates the right conditions for platforms to reduce the gap between seeing a product in content and completing the purchase. • Italy is likely to see more merchants treat social platforms as sell-through channels rather than media channels. At the same time, weak storefront execution and seller onboarding problems will matter more, so growth will favor retailers and brands that can connect content, stock, payments, and fulfillment rather than just generate views. 2. Turn community engagement into live and creator-led selling • Social commerce in Italy is moving beyond posting products on social feeds and toward community-led selling formats such as live shopping, creator recommendation, and native social integration. A recent signal from the Italian market is the Netcomm Award 2025, where the Social Commerce category was won by Avilia Home for native social integration, live shopping, and community engagement, with Goovi and Doppelgänger also recognized. Outside formal awards, the Financial Times recently highlighted CB Positano, an Amalfi Coast boutique that gained traction through TikTok-driven discovery. • Italy’s retail mix supports this model. Categories such as fashion, beauty, home, and lifestyle are well-suited to visual explanation, styling, demonstration, and creator commentary. Italy also has a large base of local brands and specialist retailers whose story, provenance, and product use can be communicated more effectively through people and communities than through static product listings. • This trend should intensify, but it will become more operational. More Italian brands will test creator-led selling and live formats, especially in visually led categories. However, one-off livestream events are likely to lose importance relative to repeatable formats built around creator partnerships, community management, and conversion-focused content calendars. 3. Shift influencer commerce into a regulated and trust-based model • Italy is moving from an informal influencer model to a more regulated one. In July 2025, AGCOM approved updated guidelines and a code of conduct for influencers, including a formal framework for “relevant” influencers, a registration process, and rules on commercial communications, minors, and content responsibility. This is a material change because it treats influential creators less like casual endorsers and more like actors operating inside a media and commerce system. • The driver needs to improve transparency and reduce ambiguity around paid promotion, product placement, and harmful or misleading content. The public debate around influencer accountability in Italy has also kept pressure on regulators and brands to tighten standards. For social commerce, trust is not a side issue; it is part of conversion. • This trend will intensify. Italy should see more formal contracting among brands, agencies, and creators, stricter disclosure practices, and greater attention to category risk, especially when minors or health-related claims are involved. The likely effect is that social commerce becomes more credible for larger advertisers, even if it becomes less open to informal operators. 4. Connect social commerce to omnichannel retail, media, and fulfillment • In Italy, social commerce is increasingly being absorbed into a broader retail operating model rather than run as a stand-alone experiment. Carrefour Italy expanded its retail media stack in January 2025 through Unlimitail and in-Store Media, combining website and app advertising, off-site media, couponing, and in-store activations. Netcomm’s 2025 industry agenda also placed AI, social, and retail media in the same conversation, while MediaWorld was recognized by the Netcomm Award for integrating online and physical retail. • The driver of that conversion in Italy goes beyond content. Mobile shopping, digital wallets, customer service, pickup, returns, and store integration all shape whether a social interaction becomes a completed purchase. Retailers, therefore, need closed-loop systems linking media exposure, product availability, payment, and fulfillment. • This trend should intensify and become a point of separation between leaders and followers. Retailers that connect social content to retail media, first-party data, stores, and logistics will be better placed to scale social commerce. By contrast, social activity that sits outside the wider commerce stack is likely to tone down because it is harder to measure and harder to repeat profitably. Competitive Landscape Over the next 2–4 years, competition should intensify rather than ease. TikTok Shop is likely to accelerate seller acquisition and creator commerce, while established retailers will respond by strengthening live commerce, retail media, and omnichannel integration. At the same time, AGCOM’s new influencer code will make the market more regulated, which should favor larger platforms, retailers, and agencies that can manage disclosure, compliance, and creator governance at scale. Current State of the Market • Italy’s social commerce market is moving from an engagement-led model to a transaction-led model. The main change in the last 12 months is TikTok Shop’s entry into Italy on 31 March 2025, which brings product discovery, live shopping, storefronts, and checkout into one flow. That raises competitive intensity because social platforms are no longer competing only for attention; they are competing for conversion, merchant onboarding, and repeat purchase behavior. Italy’s market still looks fragmented rather than consolidated, with platform-led commerce, retailer-led live commerce, and creator-led selling developing in parallel. Key Players and New Entrants • TikTok Shop is the clearest new entrant and the one most likely to reset competition. Among current operators, Carrefour.it stands out in Italy’s live and social commerce field, while QVC Italy remains relevant because it already has operating depth in live video selling. Netcomm’s 2025 awards also point to Farmasave and Doppelgänger as visible emerging operators in live and social commerce. The competitive field is therefore not defined by one dominant Italian specialist; it is being shaped by a mix of global platforms, omnichannel retailers, and merchants that can turn content into sales execution. Recent Launches, Mergers, and Acquisitions • The most important recent launch is TikTok Shop’s rollout in Italy. Partnership activity is also reshaping the market: Carrefour Italy expanded its retail media capabilities through Unlimitail and in-Store Media, strengthening the link between audience targeting, store media, and commerce activation. On the M&A side, the announced sale of Carrefour Italy to NewPrinces is not a pure social commerce deal, but it matters because ownership changes at a major omnichannel retailer can alter how digital commerce, media, and customer acquisition are managed in Italy. This report provides a detailed data-centric analysis of the social commerce sector in Italy, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics. It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics. PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
This report provides in-depth, data-centric analysis of social commerce in Italy. Below is a summary of key market segments: Italy Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2022-2031 Italy Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2022-2031 • Italy Social Commerce Industry Market Size and Forecast by Retail Product Categories, 2022-2031 --Clothing & Footwear --Beauty and Personal Care --Food & Grocery --Appliances and Electronics --Home Improvement --Travel --Hospitality • Italy Social Commerce Industry Market Size and Forecast by End Use Consumer Segment, 2022-2031 --B2B --B2C --C2C • Italy Social Commerce Industry Market Size and Forecast by End Use Device, 2022-2031 --Mobile --Desktop • Italy Social Commerce Industry Market Size and Forecast by Location, 2022-2031 --Domestic --Cross Border • Italy Social Commerce Industry Market Size and Forecast by Location, 2022-2031 --Tier-1 Cities --Tier-2 Cities --Tier-3 Cities • Italy Social Commerce Industry Market Size and Forecast by Payment Method, 2022-2031 --Credit Card --Debit Card --Bank Transfer --Prepaid Card --Digital & Mobile Wallet --Other Digital Payment --Cash • Italy Social Commerce Industry Market Size and Forecast by Platforms --Video Commerce --Social Network-Led Commerce --Social Reselling --Group Buying --Product Review Platforms • Italy Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour, 2025 --By Age --By Income Level --By Gender • Italy Social Commerce Market Share by Key Players, 2025
• Insights on Strategy & Innovation: Navigate through future direction of the social commerce industry market by understanding strategic initiatives taken by key players to gain market share and innovation. • In-depth Understanding of Social Commerce Market Dynamics in Italy: Understand emerging opportunities and future direction of the social commerce market, key drivers, and trends. Benefit from a detailed market segmentation with 50+ KPIs. • Value and Volume KPIs for Accurate Understanding: Value and volume key performance indicators (KPIs) help in developing an accurate understanding of market dynamics. • Gain comprehensive insights with this report, featuring Italy’s detailed report encompassing 44 tables and 57 charts, providing in-depth country-level analysis to support strategic decision-making. • Competitive Landscape: Get a snapshot of competitive landscape in social commerce sector with key players and market share in Italy. Formulate your strategy by gaining insights into the current structure of the market. • Develop Strategies to Gain Market Share: Create and fine tune your targeting strategy in the social commerce sector, identify growth categories and target specific segments across the value chain; evaluate important trends and risks unique to your market. • Deeper Understanding of Consumer Behaviour: Increase ROI by understanding how consumer attitudes and behaviours are evolving. Get a detailed view on retail spending dynamics across consumer segments in social commerce sector.
1. About this Report 1.1 Summary 1.2 Methodology 1.3 Definition 1.4 Disclaimer 2. Italy Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators 2.1 Italy Ecommerce – Gross Merchandise Value Trend Analysis, 2022-2031 2.2 Italy Ecommerce – Average Value Per Transaction Trend Analysis, 2022-2031 2.3 Italy Ecommerce – Transaction Volume Trend Analysis, 2022-2031 3. Italy Social Commerce Market Size and Future Growth Dynamics by Key Performance Indicators 3.1 Italy Social Commerce – Gross Merchandise Value Trend Analysis, 2022-2031 3.2 Italy Social Commerce – Average Value Per Transaction Trend Analysis, 2022-2031 3.3 Italy Social Commerce – Transaction Volume Trend Analysis, 2022-2031 3.4 Italy Social Commerce Market Share Analysis by Key Players 4. Italy Social Commerce Market Size and Forecast by Location 4.1 Italy Social Commerce Market Share by Location (%), 2022-2031 4.2 Italy Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2022-2031 4.3 Italy Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2022-2031 5. Italy Social Commerce Market Size and Forecast by Product Categories 5.1 Italy Social Commerce Market Share by Product Categories (%), 2025 5.2 Italy Social Commerce by Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2022-2031 5.3 Italy Social Commerce by Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2022-2031 5.4 Italy Social Commerce by Food & Grocery – Gross Merchandise Value Trend Analysis, 2022-2031 5.5 Italy Social Commerce by Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2022-2031 5.6 Italy Social Commerce by Home Improvement – Gross Merchandise Value Trend Analysis, 2022-2031 5.7 Italy Social Commerce by Travel – Gross Merchandise Value Trend Analysis, 2022-2031 5.8 Italy Social Commerce by Accommodation – Gross Merchandise Value Trend Analysis, 2022-2031 6. Italy Social Commerce Market Size and Forecast by End Use Segment 6.1 Italy Social Commerce Market Share by End Use Segment (%), 2025 6.2 Italy Social Commerce by B2C Segment – Gross Merchandise Value Trend Analysis, 2022-2031 6.3 Italy Social Commerce by B2B Segment – Gross Merchandise Value Trend Analysis, 2022-2031 6.4 Italy Social Commerce by C2C Segment – Gross Merchandise Value Trend Analysis, 2022-2031 7. Italy Social Commerce Market Size and Forecast by End Use Device 7.1 Italy Social Commerce Market Share by End Use Device (%), 2022-2031 7.2 Italy Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2022-2031 7.3 Italy Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2022-2031 8. Italy Social Commerce Market Size and Forecast by Cities 8.1 Italy Social Commerce Market Share by Cities (%), 2025 8.2 Italy Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2022-2031 8.3 Italy Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2022-2031 8.4 Italy Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2022-2031 9. Italy Social Commerce Market Size and Forecast by Payment Method 9.1 Italy Social Commerce Market Share by Payment Method (%), 2025 9.2 Italy Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2022-2031 9.3 Italy Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2022-2031 9.4 Italy Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2022-2031 9.5 Italy Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2022-2031 9.6 Italy Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2022-2031 9.7 Italy Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2022-2031 9.8 Italy Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2022-2031 10. Italy Social Commerce Market Size and Forecast by Platforms 10.1 Italy Social Commerce Market Share by Platforms Method (%), 2025 10.2 Italy Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2022-2031 10.3 Italy Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2022-2031 10.4 Italy Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2022-2031 10.5 Italy Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2022-2031 10.6 Italy Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2022-2031 11. Italy Social Commerce Market Size and Forecast by Contents 11.1 Italy Social Commerce Market Share by Contents (%), 2025 11.2 Italy Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2022-2031 11.3 Italy Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2022-2031 11.4 Italy Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2022-2031 11.5 Italy Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2022-2031 11.6 Italy Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2022-2031 12. Italy Social Commerce Market Size and Forecast by Consumer Demographics & Behaviour 12.1 Italy Social Commerce by Spend Share by Age Group, 2025 12.2 Italy Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2022-2031 12.3 Italy Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2022-2031 12.4 Italy Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2022-2031 12.5 Italy Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2022-2031 12.6 Italy Social Commerce Share by Income Level, 2025 12.7 Italy Social Commerce Share by Gender, 2025 13. Further Reading 13.1 About PayNXT360 13.2 Related Research
Table 1: Italy Ecommerce – Gross Merchandise Value (US$ Million), 2022-2031 Table 2: Italy Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Table 3: Italy Ecommerce – Transaction Volume (Million), 2022-2031 Table 4: Italy Social Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Table 5: Italy Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Table 6: Italy Social Commerce – Transaction Volume (Million), 2022-2031 Table 7: Italy Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2022-2031 Table 8: Italy Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2022-2031 Table 9: Italy Social Commerce by Clothing & Footwear – Gross Merchandise Value (US$ Million), 2022-2031 Table 10: Italy Social Commerce by Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2022-2031 Table 11: Italy Social Commerce by Food & Grocery – Gross Merchandise Value (US$ Million), 2022-2031 Table 12: Italy Social Commerce by Appliances and Electronics – Gross Merchandise Value (US$ Million), 2022-2031 Table 13: Italy Social Commerce by Home Improvement – Gross Merchandise Value Trend Analysis, 2022-2031 Table 14: Italy Social Commerce by Travel – Gross Merchandise Value (US$ Million), 2022-2031 Table 15: Italy Social Commerce by Accommodation – Gross Merchandise Value Trend Analysis, 2022-2031 Table 16: Italy Social Commerce by B2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Table 17: Italy Social Commerce by B2B Segment – Gross Merchandise Value (US$ Million), 2022-2031 Table 18: Italy Social Commerce by C2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Table 19: Italy Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2022-2031 Table 20: Italy Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2022-2031 Table 21: Italy Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Table 22: Italy Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Table 23: Italy Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Table 24: Italy Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2022-2031 Table 25: Italy Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2022-2031 Table 26: Italy Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2022-2031 Table 27: Italy Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2022-2031 Table 28: Italy Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2022-2031 Table 29: Italy Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2022-2031 Table 30: Italy Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2022-2031 Table 31: Italy Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2022-2031 Table 32: Italy Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Table 33: Italy Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2022-2031 Table 34: Italy Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2022-2031 Table 35: Italy Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2022-2031 Table 36: Italy Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Table 37: Italy Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Table 38: Italy Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2022-2031 Table 39: Italy Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2022-2031 Table 40: Italy Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2022-2031 Table 41: Italy Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Table 42: Italy Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Table 43: Italy Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2022-2031 Table 44: Italy Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031
Figure 1: PayNXT360’s Methodology Framework Figure 2: Italy Ecommerce – Gross Merchandise Value (US$ Million), 2022-2031 Figure 3: Italy Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Figure 4: Italy Ecommerce – Transaction Volume (Million), 2022-2031 Figure 5: Italy Social Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Figure 6: Italy Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2022-2031 Figure 7: Italy Social Commerce – Transaction Volume (Million), 2022-2031 Figure 8: Italy Social Commerce Market Share Analysis by Key Players (%), 2025 Figure 9: Italy Social Commerce Market Share by Location (%), 2022-2031 Figure 10: Italy Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2022-2031 Figure 11: Italy Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2022-2031 Figure 12: Italy Social Commerce Market Share by Product Categories (%), 2025 Figure 13: Italy Social Commerce by Clothing & Footwear – Gross Merchandise Value (US$ Million), 2022-2031 Figure 14: Italy Social Commerce by Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2022-2031 Figure 15: Italy Social Commerce by Food & Grocery – Gross Merchandise Value (US$ Million), 2022-2031 Figure 16: Italy Social Commerce by Appliances and Electronics – Gross Merchandise Value (US$ Million), 2022-2031 Figure 17: Italy Social Commerce by Home Improvement – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 18: Italy Social Commerce by Travel – Gross Merchandise Value (US$ Million), 2022-2031 Figure 19: Italy Social Commerce by Accommodation – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 20: Italy Social Commerce Market Share by End Use Segment (%), 2025 Figure 21: Italy Social Commerce by B2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 22: Italy Social Commerce by B2B Segment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 23: Italy Social Commerce by C2C Segment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 24: Italy Social Commerce Market Share by End Use Device (%), 2022-2031 Figure 25: Italy Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2022-2031 Figure 26: Italy Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2022-2031 Figure 27: Italy Social Commerce Market Share by Cities – Gross Merchandise Value (%), 2025 Figure 28: Italy Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Figure 29: Italy Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Figure 30: Italy Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2022-2031 Figure 31: Italy Social Commerce Market Share by Payment Method (%), 2025 Figure 32: Italy Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 33: Italy Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2022-2031 Figure 34: Italy Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2022-2031 Figure 35: Italy Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2022-2031 Figure 36: Italy Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2022-2031 Figure 37: Italy Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2022-2031 Figure 38: Italy Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 39: Italy Social Commerce Market Share by Platforms Method (%), 2025 Figure 40: Italy Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 41: Italy Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2022-2031 Figure 42: Italy Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2022-2031 Figure 43: Italy Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2022-2031 Figure 44: Italy Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2022-2031 Figure 45: Italy Social Commerce Market Share by Contents (%), 2025 Figure 46: Italy Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Figure 47: Italy Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2022-2031 Figure 48: Italy Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2022-2031 Figure 49: Italy Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 50: Italy Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2022-2031 Figure 51: Italy Social Commerce by Share by Age Group (%), 2025 Figure 52: Italy Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Figure 53: Italy Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Figure 54: Italy Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2022-2031 Figure 55: Italy Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2022-2031 Figure 56: Italy Social Commerce Share by Income Level (%), 2025 Figure 57: Italy Social Commerce Share by Gender (%), 2025
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