How to sell to customers in Italy

How people pay online

• 30% of online purchases in Italy in 2025 were paid with a digital wallet. 1
• Mollie says BANCOMAT Pay lets over 37 million Italians pay online from their phone; it is available in Italy, in EUR only. 2

Taking payments from abroad

• Stripe accounts in the US, Canada, UK, Australia, Singapore and across Europe can accept Satispay, a wallet for customers in Italy, in EUR, for B2C sales only. 3
• In Italy, Klarna on Stripe supports Pay later (€0 to €500), Pay in 3 (€1 to €3,000) and financing (€35 to €3,000). 4
• Stripe offers Klarna to shoppers in Italy, but only businesses based in the EEA, the UK or Switzerland can use it cross-border; a Stripe account in another country (for example the US or Australia) can only take Klarna from customers in its own country. 4
• PayPal through Stripe is only open to Stripe accounts in a list of European countries (including Germany, France, the Netherlands, Spain, Italy, Ireland, the UK, Switzerland and Norway); sellers based elsewhere, such as the US, must connect their own PayPal account instead. 5

Import tax and duty on parcels

• Orders of up to €150 shipped to Italy from outside the EU can go through the EU Import One-Stop Shop (IOSS), which lets the seller collect VAT at checkout and file one monthly VAT return in a single EU country. 6
• From 1 July 2026 the EU charges a temporary €3 customs duty on parcels worth up to €150 imported from outside the EU, per item by tariff classification (3 T-shirts and a watch = €6), declared and paid by the seller or importer. 7
• The standard VAT rate in Italy is 22%. 8
• Italy's Revenue Agency notes that marketplaces and other electronic interfaces registered in IOSS pay the VAT due on the sales they facilitate. 9

Where to reach buyers

• YouTube's ad reach in Italy was 41.2 million people in late 2025, equal to 69.7% of the population. 10
• Instagram's ad reach in Italy was 29.9 million (50.5% of the population) in late 2025 and Facebook's 28.5 million (48.1%). 10
• TikTok reached 22.0 million adults in Italy with ads in late 2025, 43.5% of those aged 18 and over; Pinterest reached 10.9 million and Snapchat 5.11 million. 10

Common questions

1. How do people in Italy pay online?

   30% of online purchases in Italy in 2025 were paid with a digital wallet. More on payments

2. Can a business outside Italy accept the payment methods people there use?

   Stripe accounts in the US, Canada, UK, Australia, Singapore and across Europe can accept Satispay, a wallet for customers in Italy, in EUR, for B2C sales only. More on taking payments

3. Do customers in Italy pay import tax or duty on goods bought from abroad?

   Orders of up to €150 shipped to Italy from outside the EU can go through the EU Import One-Stop Shop (IOSS), which lets the seller collect VAT at checkout and file one monthly VAT return in a single EU country. More on import tax

4. Where should a business advertise to reach buyers in Italy?

   YouTube's ad reach in Italy was 41.2 million people in late 2025, equal to 69.7% of the population. More on ads