ONLINE SHOPPING GOES BEYOND SIMPLE TRANSACTIONS

Zalando

Summary:

• 89% of Italians buy fashion and beauty products through multibrand e-commerce platforms, with online shopping weighing more heavily in purchase decisions compared to five years ago.
• 56% of Italian consumers view artificial intelligence as a shopping ally that saves time and provides personalized style advice, while virtual try-on technology gains traction across age groups.
• E-commerce platforms serve as cultural curators for 71% of Italians, who use them for brand discovery and style inspiration beyond simple product purchases.

Italian consumers view e-commerce as more than a digital storefront. Research conducted by Zalando and Ipsos Doxa reveals that 89% of Italians purchase fashion and beauty products through multibrand online platforms, rising to 94% among respondents aged 25 to 34. The shift extends beyond convenience. Seven out of ten consumers report that online channels weigh more heavily in their purchase decisions than they did five years ago.

E-commerce platforms enable personal expression for Italian shoppers. 70% of buyers believe online shopping allows better representation of their identity. This perception peaks at 78% among adults aged 35 to 44 and drops to 57% among Baby Boomers. Consumers attribute this sense of freedom to three factors: wide variety of styles and brands (25%), technology features for inspiration and sizing (23%), and the ability to experiment with looks they would not try in physical stores (22%).

Virtual try-on technology and augmented reality tools define the next phase of online retail. 48% of Italians have already experimented with these features, with adoption reaching 67% among those under 25. Among consumers over 55, 69% have not used these tools yet, but 46% express interest in trying them. The primary emotion toward these innovations is enthusiasm (31%), followed by curiosity mixed with caution and comfort, indicating growing acceptance of technology in daily shopping (23%).

Artificial intelligence plays an expanding role in product selection. More than half of Italian consumers (56%) consider AI an ally in online fashion and lifestyle shopping. Younger demographics show stronger adoption: 66% of those under 25 and 69% of the 25-34 age group trust algorithm-based suggestions. While concerns about missing physical try-ons (21%) and taste standardization (16%) persist, positive perceptions dominate. Consumers value AI for time savings (21%, reaching 32% among younger shoppers), improved shopping experiences (18%), personalized style recommendations (18%), and detailed product information (14%).

E-commerce sites function as cultural curators for 71% of Italian consumers, who view them as sources of inspiration and discovery. This influence extends to personal style, with 56% of respondents noting that online purchases shape their wardrobe choices. 43% emphasize the importance of combining platform content with external inspiration. Brand discovery completes this picture: 80% of consumers have found new brands through online shopping, with rates exceeding 90% among younger age groups.

Luxury perception varies across generations. 49% of Italians associate luxury with exceptional quality and craftsmanship, followed by brand reputation (40%) and exclusive shopping experiences (28%). Younger consumers prioritize storytelling and heritage (30%, nearly double the 16% average). Online luxury purchases show generational differences: 79% of those under 25 have bought luxury items online compared to 58% of those over 55.

The future of online shopping centers on immersive experiences and technology. Italians predict that augmented and virtual reality will drive sector evolution (33%), alongside sustainability innovations (24%) and AI-driven personalization (23%). Virtual fitting rooms and try-on tools rank first among impactful future features (31%, rising to 36% among those over 55), followed by smart fabrics connected to IoT (24%) and 3D printing for on-demand clothing production (23%).

Younger consumers show different priorities. They place smart fabrics first (31%), followed by 3D printing (28%) and immersive experiences (26%), reflecting sensitivity toward new consumption models that balance sustainability, innovation, and sensory experimentation.

Italian shoppers describe fashion and beauty shopping in 2030 with three concepts: technology and innovation (39%), sustainability and awareness (27%), and meta-luxury, meaning experiences and products that convey exclusivity through digital storytelling (26%). Meta-luxury resonates particularly with the 18-24 age group (40%), suggesting that brand value will shift from product quality alone toward narrative power. This generation also emphasizes synesthesia, or multisensory shopping experiences integrating visual, tactile, and auditory stimuli (26% versus 16% national average).

The research, conducted on 1,000 Italian adults between September and October 2025, shows that multibrand e-commerce sites serve as innovation engines and style drivers. Immersive experiences and inspiration emerge as key factors across all age groups.