Online Pharmacy Market in Italy
eCommerce Revenue
Growth
Growth Forecast
Average Order Value
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Italian Health Care eCommerce: Market Size & Growth
eCommerce Revenue by Year & Annual Growth Rate
The Italian Health Care eCommerce Market generated an eCommerce revenue of US$1,193m in 2024, reflecting an eCommerce growth rate of 30-35% compared to the previous year. Projections for 2025 see the eCommerce market trending toward a change of 30-35%.
Annual Revenue
Annual Growth Forecast
eCommerce Market Size by Annual Revenue (in Million US$)
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Monthly eCommerce Revenue & Growth
Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the Italian Health Care eCommerce Market, monthly revenues in May of 2025 were US$121m. This represents a change of 0-5% from the previous month.
Revenue Current Month
Growth from Previous Month
Monthly Revenue (in Million US$)
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Italian Health Care eCommerce: Product Categories
In the Italian Health Care eCommerce Market, Pharmaceuticals is the largest category, contributing 28% to the markets's total revenue. Among all eCommerce product categories, it holds the leading position in terms of revenue share and consumer demand.
Revenue Breakdown by Category
Pharmaceuticals (28%)
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Biggest Online Retailers in Italian Health Care eCommerce
The largest eCommerce retailer in the Italian Health Care eCommerce Market is redcare.it, with an online revenue of US$240m in 2024. Its revenue changed by 30-35% in 2024. Following in second place is amazon.it, followed by topfarmacia.it in third place.
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| Position | Store | Biggest Category | Biggest Country | Growth 24/25 | Revenue |
|---|---|---|---|---|---|
| 1. | Care Products | Italy | 15-20% | US$240m | |
| 2. | amazon.it | ||||
| 3. | topfarmacia.it |
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Italian Health Care eCommerce: Conversion Funnel KPIs
In 2024, the add-to-cart rate for the Italian Health Care eCommerce Market was 13.0-13.5%, while the cart abandonment rate was 77.5-78.0%,. The eCommerce shopping statistics of consumers buying are used to benchmark performance for eCommerce retailers in the market.
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