Online shopping frequency in Italy in 2026 skews heavily toward younger adults, with 25–34 and 35–44 year-olds leading high-frequency purchasing. Among 25–34 year-olds, shop online at least once a week — combining who do so three or more times and who shop one to two times weekly — making them the most active age group. The 35–44 cohort follows closely, with shopping at least weekly.
Frequency drops notably with age. Adults aged 65 and over represent the least active segment: only shop at least once a week, and shop just a few times a year or not at all in the past 12 months. The 45–54 and 55–64 groups occupy a middle ground, with roughly one in five shopping weekly and the majority clustering around two to three times per month.
Across all age groups, the two-to-three-times-a-month cadence remains the single most common response, suggesting that moderate, recurring online shopping is the norm for Italian consumers regardless of age. Non-participation is minimal across all cohorts, with fewer than in any group reporting zero online purchases in the past 12 months.
