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Online Consumers in 2026: Trends, Behaviors, and Opportunities for E-commerce

To understand the emerging trends for 2026 in online consumer behavior, we must first consider the past year. Italian online consumer behavior in 2025 underwent a significant evolution: digital shopping is no longer just a trend, but a well-established choice and an integral part of daily life. According to a study by Doofinder, users today expect fast, intuitive, and reliable experiences, with very high expectations in terms of personalization, trust, and omnichannel integration.

The Digital Consumer in 2025: A Well-Established Evolution

In 2025, online consumer behavior can no longer be seen as a response to temporary trends or emerging impulses. Digital purchasing now represents a structural shift that has profoundly transformed the way users search for information, compare options, and complete transactions.

The report’s data confirm that e-commerce has become a stable part of daily habits: over 80% of users regularly use digital channels, naturally integrating them into their decision-making process.

This evolution is reflected in several key elements:

  • 46% of users make online purchases at least once a month, with significant growth among young adults and professionals living in urban areas.

  • Digital channels are no longer chosen solely for cost savings, but for the ability to save time and simplify daily activities.

  • Marketplaces continue to play a central role (mentioned by 61% of respondents), but attention is increasing toward brand-owned e-commerce sites, especially when they offer more curated shopping experiences, personalized services, and exclusive benefits.

  • User expectations have become higher: complex journeys, unclear interfaces, or inconsistent steps quickly undermine the experience.

Today, the purchase journey must be seamless, fast, and frictionless, with complete consistency across the website, mobile, customer care, and external channels.

The most significant aspect is that online is no longer seen as an alternative to physical stores, but as a central component of the customer journey, capable of influencing decisions made offline as well.

Abitudini di acquisto online in Italia: frequenza, categorie e dispositivi

Online shopping is now a common practice for the majority of Italian consumers. Data from the Doofinder 2025 report show that 88.5% of users make online purchases with some regularity, even if not always consistently. This confirms that e-commerce is no longer a novelty in the digital market, but a structural component of consumer behavior.

The analysis of purchase frequency highlights the presence of different user profiles:

  • 55.8% of users make online purchases once or twice a month, representing the largest segment.

  • 20.7% of users make purchases multiple times a week, indicating a high familiarity with the digital channel.

  • 11.9% of users complete a purchase every two to three months, reflecting a more occasional usage.

  • Only 1.6% of users report never having made an online purchase, a figure that is now marginal in the Italian market.

Regarding the most purchased product categories, user preferences are diverse and cross-cutting:

  • 58.5% of users purchase clothing and accessories, which remain the most popular category.

  • 55.1% of users choose electronics and technology products.

  • 48.5% of users purchase home and furniture items.

  • 36.6% of users make purchases related to personal care and beauty.

  • 29.7% of users order groceries and beverages online.

  • 19.9% of users purchase books, music, and multimedia content.

  • 14.4% of users are interested in travel, experiences, and leisure activities.

  • 9.2% of users purchase over-the-counter medications and para-pharmaceutical products, a segment that is steadily growing

Nello specifico analizziamo i 10 fattori da tenere in considerazione per il 2026:

1. Online Shopping Behavior in Italy

In 2025, more than 80% of Italian users shop online, with purchase frequencies ranging from weekly to monthly.

Statistiche chiave:

  • 55.8% of users shop online 1–2 times per month;

  • 20.7% several times a week;

  • Only 1.6% have never shopped online.

Mobile dominates: 58.3% of transactions occur via smartphone, 39.5% via PC, and only 2.2% via tablet.

2. The Main Reasons for Online Purchases

Why do Italians shop online? The main reasons include:

  • Competitive prices
  • Convenience and 24/7 flexibility
  • Wide selection of products
  • Home delivery
  • Reviews and comparisons
  • Discounts and promotions

3. Barriers to Online Purchases

  • High shipping costs
  • Lengthy or uncertain delivery periods
  • Previous negative experiences
  • Difficulty with returns
  • Concerns about payment security

4. Internal Search Engine: a Critical Element

A key factor affecting conversion is the internal search engine of an eCommerce site. According to the study, nearly 60% of users find this feature unsatisfactory, citing:

  • Irrelevant results
    Inconsistent suggestions
    Lack of effective filters
    Slow loading times

The adoption of semantic AI and predictive systems can drastically improve search quality and boost conversions.

5. Brand Trust and Online Reputation

Trust is fundamental. The key elements that build it include:

  • Positive reviews and social proof
  • Professional design and intuitive navigation
  • Active presence on social media
  • Payment security certifications
  • Responsive customer service

6. Generation Z: New Buying Behaviors

Generation Z consumers (ages 18–25) have very high expectations:

  • Above-average purchase frequency
  • Strong preference for smartphones
  • Focus on personalization
  • Emphasis on brands with ethical values
  • Interaction via social media (e.g., Instagram, TikTok)

7. Personalization and AI: The Key to Customer Loyalty

Personalization is a key driver of conversion:

  • Recommendations based on purchase preferences
  • Smart filters and personalized recommendations
  • Dynamic homepages and contextual content

8. Logistics and Customer Service: The Invisible but Decisive Factors

Efficient logistics and high-quality customer service are crucial for user satisfaction and repeat purchases:

  • Fast delivery times
  • Simple and free returns
  • Support via chat, WhatsApp, or phone

9. Omnichannel: The New Standard in the Shopping Experience

Consumers no longer distinguish between online and offline: they expect a consistent experience across all touchpoints:

  • tegration between eCommerce and physical stores
  • In-store price comparison via smartphone
  • Showrooming and webrooming are increasingly common

10. eCommerce Heavy Users: Who They Are and What They Want

Heavy users, those who shop frequently (more than 10 times a year), demand superior website performance:

  • Efficient internal search
  • Personalized recommendations
  • Clarity on stock and delivery times
  • Immediate customer care
Nicoletta Nicolini