Italian consumers are increasingly turning to online shopping, with 92% believing that buying directly from manufacturers helps them save money without compromising quality, according to a new consumer study. The study also highlights the growing trust in digital marketplaces and direct purchases from manufacturers as a cost-effective solution, especially in times of economic uncertainty.
This trend is evident in an independent study conducted on 1,000 consumers by Istituto Piepoli, commissioned by Temu, an online marketplace where products come directly from manufacturers. The survey shows that Italian consumers are taking a more strategic approach to their purchases, with 87% rating the quality of online products as good, and 89% expressing trust in what they buy online.
Price Remains a Critical Factor
The study indicates that 9 out of 10 Italians consider price a key factor in their purchasing decisions.
Commenting on the results, Livio Gigliuto, President of Istituto Piepoli, stated: “The preference for buying directly from manufacturers and the growing trust in digital marketplaces demonstrate how consumer culture is increasingly embracing the opportunities offered by technology. In a context of economic uncertainty, Italians are showing a more informed and strategic approach to purchases, focusing on the quality and reliability they perceive in online services.”
Temu Gains Popularity in Italy
Since entering the Italian market in April 2023, Temu has gained momentum, with its mobile app being among the most downloaded in the country. The online marketplace is known for offering quality at affordable prices, directly connecting consumers with manufacturers and eliminating intermediary costs. About two-thirds of those familiar with the platform say they would recommend it to family and friends, according to Istituto Piepoli’s survey.
“Italian consumers seek quality at affordable prices through platforms like Temu, where cost savings are achieved by streamlining the supply chain and reducing intermediary costs,” said a Temu spokesperson. “With our growing presence in Italy, word of mouth is becoming increasingly important. When customers share their positive experiences with friends and family, it’s a clear sign that we have earned their trust, to the point that they feel confident in recommending us to their loved ones.”
Average Online Spending of Italian Consumers Reaches 552 Euros
The study further reveals that online shopping in Italy has grown by 10% over the past 12 months, with significant increases among men and younger consumers. Currently, 57% of Italians make at least half of their purchases online, and 86% prefer using online platforms. Average online spending, excluding groceries and essentials, reached 552 euros in the past year.
Decoupling of Price and Quality
Technological advancements and the growing demand for low-cost products are leading to a “decoupling” of price from quality, according to the report. Only one-third of respondents believe that price directly reflects quality. The study also highlights that inflation is driving 9 out of 10 Italians to choose generic products over branded ones, with brand recognition becoming a key factor in price perception.
“Online shopping in Italy reflects a significant shift in consumer behavior, driven by the search for convenience and trust in digital platforms,” said Livio Gigliuto, President of Istituto Piepoli. “This phenomenon is not just about saving money; it also represents an evolution in shopping habits, where product accessibility and variety play a crucial role.”
Sales and Offer Hunting
Italian consumers are increasingly waiting for sales before making purchases. The study found that over 8 out of 10 Italians delay their purchases until discounts are available, and 9 out of 10 appreciate notifications about deals. Moreover, 77% of respondents are willing to accept longer delivery times to save money. Clothing remains the most popular online shopping category, followed by travel, small appliances, and household items.
Convenience Remains Fundamental
According to the survey, Italian consumers cite price (78%), product variety (65%), and shipping (62%) as the main advantages of online shopping platforms. Additionally, 4 out of 10 consumers compare prices across different platforms before making a purchase. Customer service quality is also considered crucial, with 76% of respondents stating that it is a key factor in choosing an e-commerce platform.
Temu User Profile
The study provides insights into the profile of Temu users in Italy, revealing that 94% prefer online shopping over visiting physical stores, and 86% place orders at least once a month. Popular categories for Temu shoppers include clothing (67%), household items (63%), and small appliances (61%).
Overall, the results show that Temu users reflect a broader trend among Italian consumers, who are benefiting from business innovations that allow them to access a wide range of products at lower prices—without sacrificing quality.
In conclusion, the study indicates that Temu users represent a growing number of Italian consumers taking advantage of the convenience and variety offered by online shopping platforms, while still maintaining quality standards.
About Temu
Temu is a global e-commerce company that connects consumers with millions of business partners, manufacturers, and brands with the mission of enabling them to live better lives. Temu is committed to offering affordable products to allow consumers and business partners to realize their dreams in an inclusive environment. Temu began operations in the United States in September 2022 and is now available in over 79 markets worldwide.
