Despite one of the leading nations when it comes to smartphone adoption and social media use, Italy is lagging far behind when it comes to ecommerce.
The finding comes from a recent Ofcom report, which examined digital habits throughout Europe.
It found that Italy ranked first for social media use in Europe, with 78% of internet users accessing a social network at least once a week, and second for smartphone adoption, with 79% having a smartphone.
When it came to ecommerce, however, Italy was one of the lowest ranking European markets. The average Italian spent just £175 online last year, a miniscule amount compared to the £1,591 spent online by the average Brit during in the same period.
17 million Italians currently engage in ecommerce, equivalent to just 28% of the population.
The most popular ecommerce channels in the country are eBay, Amazon and social media.Â
