Qapla'
Log in
Qapla'
eCommerce Observatory

eCommerce trends and forecasts 2026

The white paper from the Qapla’ Observatory on the evolution of eCommerce: historical growth data, market projections for 2026 and the role AI is taking on in operations.

  • Sales and growth analysis 2024-2025
  • eCommerce in 2026: sector forecasts
  • AI as the operational engine of eCommerce

What’s inside the white paper

Three parts: where the market comes from, where it’s going in 2026, and what changes in the daily work of online sellers.

  1. Where it comes from

    Sales and growth analysis 2024-2025

    A comparison of two years of real growth data, with a B2C market above €62 billion in 2025, and shipping volume trends.

  2. Where it’s going

    eCommerce in 2026: the forecasts

    Expected performance for 2026: sector stability, the push from Fashion and the Pharma boom, the fastest-growing sector.

  3. What changes

    AI as the operational engine of eCommerce

    How AI changes the work in 2026: from predictive logistics that anticipates delays to conversational commerce that guides the user.

€62bn the B2C eCommerce market in Italy in 2025: the starting point of the report

Written by people who see shipments move

Market estimates should be read alongside what happens to shipments. That’s why the white paper puts sector data next to the shipping volumes recorded on Qapla’, with the source given for every external figure.

What the Observatory is

Who ships with Qapla’

  • «We chose Qapla’ to reduce WISMO tickets, standardise our communications, proactively manage exceptions, activate the tracking page as a service and marketing channel, and improve first-attempt delivery success.»
    Giovanni AlberoHead of Growth, Alberoshop.it
  • «The introduction of new features, such as PUDO pickup points and shipping rate comparison, will help us further streamline our logistics processes, widening the choice given to the end consumer and optimising costs.»
    Luca PittarelloeCommerce Manager, Pittarello
  • «We’ve been using Qapla’ for several years and couldn’t be happier. We really value the automatic customer notification with personalised tracking, which has reduced after-sales support requests.»
    Francesco MarcheseCEO, Hidrobrico.it

Every shipment is also a sales opportunity

Qapla’ connects your shop, marketplaces and couriers, and manages labels and tracking from one panel. Delivery emails, built with a drag & drop editor in your brand, can carry more than just the shipment status.

Email and tracking page
  • Recommended products Related products under the parcel status.
  • Coupon A code for the next order, in the message the customer is waiting for.
  • Banner Promotions and news with your brand.
  • Contact and support The support tools you want to offer.

Frequently asked questions

Is the white paper free?

Yes. Fill in the form on this page and you’ll receive it at no cost. The box for emails from Qapla’ is optional.

What does “eCommerce trends and forecasts 2026” cover?

The analysis of sales and growth in 2024-2025, with a B2C market above €62 billion in 2025 and shipping volume trends; the 2026 forecasts by sector, from the stability of the sector to the boost from Fashion and the growth of Pharma; the role of AI in operations, from predictive logistics to conversational commerce.

Where does the data in the report come from?

From shipments handled on Qapla’, over 21 million a year with more than 450 couriers, and from external market sources where needed. Every third-party figure cites its source.

Can I try Qapla’ on my own orders?

Yes. The trial lasts 14 days, with no credit card needed: you connect your shop and your couriers on your own.

eCommerce in 2026, with the data

Growth, sector forecasts and AI in operations, in one document.