Online shopping in Italy is a habitual behaviour for both genders, with the majority of men and women purchasing online at least once a month. When examining online shopping frequency by gender in Italy, women shop slightly more often at the highest frequencies, with buying at least once a week compared to of men.
Men lead in the mid-tier frequency bracket, with shopping two to three times a month versus of women. At the once-a-month level, both genders are evenly matched at , suggesting a shared baseline shopping rhythm. Less frequent behaviours — every two to three months or a few times a year — are nearly identical across genders, indicating no meaningful divergence at the lower end of the scale.
Near-absence from online shopping remains rare across both groups, with just of men and of women reporting no online purchases in the past 12 months. This underscores how deeply embedded e-commerce has become in Italian consumer life regardless of gender.
