The majority of business-to-consumer (B2C) ecommerce sales in Italy last year occurred in service categories, such as tourism, according to a December 2016 report from Osservatori Digital Innovation della School of Management del Politecnico di Milano. Service ecommerce sales totaled €10.6 billion ($11.73 billion) in 2016, making up 54% of total ecommerce sales.
The largest sums of ecommerce service sales were conducted via tourism, with €8.6 billion ($9.51 billion) in 2016. Insurance brought in €1.2 billion ($1.33 billion) in sales, no small sum but a significantly distant second place.
Products made up the other 46% of ecommerce sales, totaling €9.0 billion ($9.96 billion). The breakdown among types of products is diverse. While IT and electronics totaled €2.9 billion ($3.21 billion) in sales in 2016—more than any other product—the gap between the next category, clothing, was just €1 billion ($1.11 billion).