Italy is one of Europe’s largest and most dynamic consumer markets, making it an increasingly attractive destination for e-commerce businesses seeking international growth. With a growing population of digital buyers and a robust logistics infrastructure, Italy offers immense potential for online retailers.
Expanding your ecommerce business expansion in Italy involves more than just translating your website. It requires a deep understanding of local VAT laws, warehousing strategy, and compliance with Italian regulations. In this guide, we break down everything you need to know to scale your e-commerce operations into the Italian market confidently.
Understanding the Italian E-commerce Landscape
Italy’s e-commerce market has seen double-digit growth in recent years, driven by rising smartphone usage, improved delivery networks, and an increasing preference for online shopping.
Market Size and Growth Trends
Italy ranks among the top five e-commerce markets in Europe. As of 2025, over 70% of Italians shop online, with strong year-on-year growth across fashion, electronics, and home goods sectors.
Top-Selling Products and Platforms
- Top categories Fashion, electronics, beauty, books, and groceries
- Popular platforms Amazon.it, eBay.it, Zalando, MediaWorld, Unieuro
Consumer Expectations
Italian consumers value clear return policies, local-language support, and reliable delivery. Preferred payment methods include credit cards, PayPal, and local solutions like PostePay.
Legal Considerations Before Expanding
Choosing a Legal Presence
You can operate as a cross-border seller from another EU country using the OSS scheme or establish a subsidiary in Italy to enhance credibility and access more logistical options.
Do You Need to Register a Company in Italy?
While it’s not mandatory for all sellers, having a local entity is beneficial if
- You store goods in an Italian warehouse
- You want faster returns processing
- You’re building a brand presence
The Role of Legal and Tax Advisors
Navigating local ecommerce laws requires Italian-speaking professionals familiar with regional regulations. UCI provides legal advisory and company formation support for e-commerce businesses entering the Italian market.
VAT Registration in Italy
One of the most critical aspects of an e-commerce business registration in Italy is understanding and complying with Italian VAT rules.
When VAT Registration is Mandatory
- Before OSS (One Stop Shop) – If your sales exceed €35,000 in Italy, you must register for Italian VAT.
- Post-OSS – If using OSS, you can report EU-wide B2C sales under one VAT registration.
- Important: If storing goods in Italy (e.g., via Amazon FBA), local VAT registration is mandatory.
Step-by-Step VAT Registration in Italy
- Appoint a local fiscal representative (if outside the EU)
- Apply the Agenzia delle Entrate (Italian Revenue Agency)
- Provide necessary documents (ID, business registration, articles of association)
- Receive VAT number and certificate
Required Documents
- Company registration documents
- ID/passport of company directors
- Proof of business activities (e.g., contracts, websites)
Using the OSS (One Stop Shop)
EU-based businesses can simplify VAT by registering under the OSS scheme, filing a single EU VAT return instead of multiple local registrations.
VAT Rates in Italy
| Category | VAT Rate |
| Standard Goods & Services | 22% |
| Basic Essentials (e.g., food) | 10% |
| Books & e-books | 4% |
| Medical and health products | 5% |
Warehousing and Fulfilment Options
Efficient logistics and warehousing play a key role in Italian e-commerce success.
Local Warehouse vs Pan-EU Fulfilment
- Local Warehouse Faster delivery, better returns management, mandatory VAT registration
- Pan-EU Fulfilment (e.g., Amazon FBA): Centralised inventory, cross-border flexibility, VAT required in each country where stock is held
Selling Without a Warehouse
You can ship directly from your home country, but this may result in slower delivery times and higher return costs.
Customs and EORI Requirements
If shipping from outside the EU, you’ll need an EORI number for customs clearance.
Inventory and Returns Handling
It’s recommended to use a 3PL provider in Italy to handle local returns, maintain customer satisfaction, and comply with return deadlines.
Shipping, Returns, and Delivery Expectations
Preferred Couriers
Popular courier companies in Italy include
- GLS
- SDA (part of Poste Italiane)
- BRT
- DHL / UPS
Return Policy Requirements
Under EU law, Italian consumers are entitled to a 14-day return period for most goods purchased online.
Managing Returns
Use local return addresses and offer prepaid return labels to build trust and meet local expectations.
Delivery Expectations
- Urban areas: 1–3 business days
- Rural areas: 3–5 business days
- Real-time tracking and SMS/email notifications are widely expected
E-invoicing and Fiscal Compliance
What Is Fattura Elettronica?
Italy mandates the use of e-invoicing (Fattura Elettronica) for most businesses, including cross-border sellers in certain cases.
When Foreign Sellers Must Comply
You must issue e-invoices if
- You are VAT-registered in Italy
- You sell to Italian businesses (B2B)
Digital Invoice Storage & SDI Integration
Invoices must be digitally stored and submitted through the Sistema di Interscambio (SDI). This may require integration with local invoicing platforms.
Partnering with Fiscal Representatives
UCI provides fiscal representation and e-invoicing support to help you meet all Italian tax and reporting requirements.
Data Protection and GDPR Compliance
GDPR in Italy
Italy follows the EU General Data Protection Regulation (GDPR), and online sellers must be compliant in how they handle customer data.
Key Requirements
- Clear cookie consent banners
- Transparent privacy policy in Italian
- Option to delete customer data on request
Cross-Border Data Transfers
If your platform or CRM provider is outside the EU, ensure they meet GDPR adequacy standards or have appropriate safeguards (e.g., SCCs).
Common Challenges and How to Overcome Them
Language Barriers
Many official websites (e.g., Agenzia delle Entrate) and forms are only available in Italian. UCI helps bridge this gap with bilingual support.
Bureaucracy
Italian bureaucracy can be slow and paper-heavy. Delays are common without local knowledge. UCI handles document filings and follows up with authorities on your behalf.
VAT Audits
Random VAT inspections or audits may be triggered. We help you prepare clean records and respond appropriately.
Trusted Local Partners
UCI works with local accountants, legal advisors, and logistics partners across Italy to provide end-to-end operational support.
How UCI Can Support Your Expansion?
UCI simplifies e-commerce business expansion in Italy by offering
- VAT registration and fiscal representation
- Italian company formation services for brands establishing a permanent presence
- Logistics and warehousing coordination with trusted 3PLs
- Ongoing tax filing, e-invoicing, and regulatory compliance
Whether you’re entering Italy as an EU seller or a global brand, UCI helps you launch faster and stay compliant.
Conclusion
Expanding into the Italian e-commerce market is a smart move, but success depends on understanding the local ecosystem, staying ahead of compliance, and delivering a seamless customer experience. From VAT registration to returns management, every step needs to be tailored to Italian consumer expectations and legal frameworks. With UCI as your partner, you can confidently set up your online store in Italy, manage cross-border sales, and scale your business across the EU.