{"id":199948593,"date":"2026-05-07T14:39:19","date_gmt":"2026-05-07T12:39:19","guid":{"rendered":"https:\/\/www.shellrent.com\/blog\/?p=199948593"},"modified":"2026-05-07T14:39:22","modified_gmt":"2026-05-07T12:39:22","slug":"le-commerce-italiano-nel-2026-tra-ai-e-customer-journey","status":"publish","type":"post","link":"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/","title":{"rendered":"L&#8217;e-commerce italiano nel 2026 tra AI e customer journey"},"content":{"rendered":"\n<p>Il 2026 segna una fase di consolidamento e maturit\u00e0 per l\u2019e-commerce italiano. I dati emersi dal <strong>Netcomm Forum 2026 <\/strong>raccontano un settore ormai strutturale per l\u2019economia del Paese, ma soprattutto profondamente trasformato dalla tecnologia, dall\u2019intelligenza artificiale e da un consumatore sempre pi\u00f9 esigente.<\/p>\n\n\n\n<p>Non si parla pi\u00f9 solo di crescita, ma di evoluzione del modello: pi\u00f9 qualit\u00e0, pi\u00f9 integrazione e pi\u00f9 valore lungo tutto il customer journey.<\/p>\n\n\n\n<p>Il valore complessivo dell\u2019e-commerce B2c in Italia raggiunge <strong>66,6 miliardi di euro<\/strong>, con una crescita del <strong>+6%<\/strong> rispetto all\u2019anno precedente. Un dato che conferma due tendenze ormai chiare:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>il mercato continua a crescere, ma a ritmi pi\u00f9 moderati.<\/li>\n\n\n\n<li>la competizione si sposta sempre pi\u00f9 sulla qualit\u00e0 dell\u2019offerta.<\/li>\n<\/ul>\n\n\n\n<p>L\u2019e-commerce non \u00e8 pi\u00f9 un canale \u201calternativo\u201d, ma una componente stabile del retail.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Indice dei contenuti:<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69fcc7574ba5e\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #282828;color:#282828\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #282828;color:#282828\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69fcc7574ba5e\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/#35_milioni_di_consumatori_online\" >35 milioni di consumatori online<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/#Lintelligenza_artificiale_ridisegna_il_customer_journey\" >L\u2019intelligenza artificiale ridisegna il customer journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/#Il_checkout_diventa_un_fattore_strategico\" >Il checkout diventa un fattore strategico<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/#Conclusione_le-commerce_entra_nellera_dellintelligenza\" >Conclusione: l\u2019e-commerce entra nell\u2019era dell\u2019intelligenza<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"35_milioni_di_consumatori_online\"><\/span>35 milioni di consumatori online<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In Italia si contano circa 35 milioni di consumatori online, un dato che evidenzia come lo shopping digitale sia ormai parte integrante delle abitudini quotidiane. Un aspetto particolarmente rilevante \u00e8 la composizione del pubblico:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>et\u00e0 media di 48 anni;<\/li>\n\n\n\n<li>forte trasversalit\u00e0 generazionale;<\/li>\n\n\n\n<li>digitalizzazione ormai estesa anche alle fasce pi\u00f9 mature.<\/li>\n<\/ul>\n\n\n\n<p>L\u2019e-commerce non \u00e8 pi\u00f9 legato a un target giovane e tech-oriented, ma rappresenta un comportamento diffuso su larga scala.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lintelligenza_artificiale_ridisegna_il_customer_journey\"><\/span>L\u2019intelligenza artificiale ridisegna il customer journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Uno dei cambiamenti pi\u00f9 significativi riguarda l\u2019ingresso dell\u2019intelligenza artificiale nel processo d\u2019acquisto. Oggi l\u2019AI viene utilizzata dagli utenti per confrontare prodotti in modo pi\u00f9 rapido, sintetizzare recensioni e informazioni e ricevere suggerimenti personalizzati.<\/p>\n\n\n\n<p>L\u2019indagine, condotta da Netcomm insieme a Banca Sella, Beintoo, Confcommercio Milano Lodi Monza e Brianza, EDI \u2013 Ecosistema Digitale per l\u2019Innovazione di Confcommercio, InPost, Magnews e Trustpilot, evidenzia come il customer journey sia diventato sempre pi\u00f9 complesso. <strong>Prima di effettuare un acquisto, i consumatori interagiscono con circa quattro touchpoint diversi<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>soluzioni basate su AI e chatbot;<\/li>\n\n\n\n<li>i siti ufficiali dei brand;<\/li>\n\n\n\n<li>le recensioni;<\/li>\n\n\n\n<li>attivit\u00e0 pubblicitarie e promozionali realizzate all\u2019interno dei punti vendita.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Il_checkout_diventa_un_fattore_strategico\"><\/span>Il checkout diventa un fattore strategico<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Anche la fase di pagamento evolve rapidamente. Nel 2025 circa il <strong>30% delle transazioni online<\/strong> \u00e8 avvenuto tramite wallet ed \u00e8 cresciuta l\u2019adozione di sistemi di pagamento veloci e integrati.<\/p>\n\n\n\n<p>Il pagamento non \u00e8 pi\u00f9 un passaggio tecnico, quanto pi\u00f9 una fase determinante nella conversione. Un\u2019esperienza complessa o lenta pu\u00f2 incidere direttamente sulle vendite.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusione_le-commerce_entra_nellera_dellintelligenza\"><\/span>Conclusione: l\u2019e-commerce entra nell\u2019era dell\u2019intelligenza<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Il quadro che emerge dal Netcomm Forum 2026 \u00e8 chiaro: l\u2019e-commerce italiano non \u00e8 pi\u00f9 nella sua fase espansiva, ma in una fase evolutiva. I driver principali sono:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>intelligenza artificiale;<\/li>\n\n\n\n<li>pagamenti digitali evoluti;<\/li>\n\n\n\n<li>customer journey sempre pi\u00f9 personalizzato;<\/li>\n\n\n\n<li>centralit\u00e0 dell\u2019esperienza utente.<\/li>\n<\/ul>\n\n\n\n<p>L\u2019e-commerce non \u00e8 pi\u00f9 solo \u201cvendita online\u201d: \u00e8 <strong>progettazione dell\u2019intera esperienza di acquisto<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il 2026 segna una fase di consolidamento e maturit\u00e0 per l\u2019e-commerce italiano. I dati emersi dal Netcomm Forum 2026 raccontano un settore&#8230;<\/p>\n","protected":false},"author":19,"featured_media":199948596,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-199948593","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-breaking-news"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;e-commerce italiano nel 2026 tra AI e customer journey<\/title>\n<meta name=\"description\" content=\"L&#039;e-commerce italiano nel 2026 (dati Netcomm): crescita del mercato, AI, pagamenti digitali ed evoluzione del customer journey.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;e-commerce italiano nel 2026 tra AI e customer journey\" \/>\n<meta property=\"og:description\" content=\"L&#039;e-commerce italiano nel 2026 (dati Netcomm): crescita del mercato, AI, pagamenti digitali ed evoluzione del customer journey.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shellrent.com\/blog\/le-commerce-italiano-nel-2026-tra-ai-e-customer-journey\/\" \/>\n<meta property=\"og:site_name\" content=\"Hosting, domini e cloud: guide e novit\u00e0 - 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