Across top online shopping categories by age group in Italy, clothing and accessories dominates every demographic, peaking at among 18–24 year-olds and remaining the clear leader even among those aged 65+, where it still reaches . Health products emerge as the standout category for older shoppers, ranking first among the 65+ group at — a sharp contrast to younger adults aged 18–24, for whom it trails well behind fashion at just .
Grocery and fresh food online purchasing skews notably younger, with of 18–24 year-olds and of both 25–34 and 35–44 year-olds reporting purchases, compared to just among those 65 and over. Home décor and furnishings peaks among the 35–44 cohort at , reflecting a life stage associated with household investment, while digital products such as apps, games, and subscriptions are significantly more common among 25–44 year-olds than among those aged 55 and above.
The 65+ group consistently records the lowest engagement across most categories and leads in opting out entirely, with selecting "none of the above" — compared to just 1– among younger age groups. This signals a persistent digital commerce gap among older Italian consumers that younger cohorts have largely closed.
