To start an online store in Italy, it is important to carefully evaluate the costs. This includes costs you will incur for the ecommerce business from the outset and during day-to-day operation. Knowing the costs of an ecommerce business in advance can help you estimate the necessary investment, plan your cash flow, and prevent unexpected expenses.

This article explains the costs of ecommerce businesses in Italy. This includes fixed and variable costs, such as those for logistics, value-added tax (VAT) registration, taxes, social security contributions, and fees for accepting and making payments.

We also describe the costs of setting up an ecommerce website and the expenses associated with shipping, refunds, and payment processing. Finally, we explain how to manage the running costs of an ecommerce website and which tools can simplify payment processing, centralize operations, and facilitate domestic and international transaction management.

What’s in this article?

• What are the costs of an ecommerce business in Italy?
  
• Fixed and variable costs for ecommerce businesses in Italy
  
• Start-up costs for ecommerce businesses in Italy
  
• Taxes and social security for ecommerce businesses in Italy
  
• Payment fees for ecommerce businesses in Italy
  
• Return and shipping costs for ecommerce businesses in Italy
  
• How to manage the costs of an ecommerce business
  
• How Stripe Payments can help
  

What are the costs of an ecommerce business in Italy?

When starting an ecommerce business, it is common to wonder how much an ecommerce business costs. The answer varies depending on the business model, operational structure, and expected sales volume. However, there are recurring categories that any business must consider. In general, the costs of an ecommerce business include a series of expenses from the initial phase to the day-to-day management. The main costs of an ecommerce business include the following:

• Website: Hosting, domain, platform, plug-ins, and maintenance costs
  
• Logistics: Warehouse, packaging, order management, and shipping costs
  
• Marketing: Advertising campaigns, search engine optimization (SEO), content, customer acquisition, and analytics tools
  
• VAT: Registration, consulting, accounting management, tax returns, and administrative requirements
  
• Payment fees: Fees for online payment services
  
• Returns: Returns processing, return labels, and repackaging
  
• Sales abroad: EU VAT management and international returns
  

If selling outside of Italy (e.g., in other European countries), business owners also need to consider tax obligations in those countries. This directly affects the costs of a European ecommerce business.

Fixed and variable costs for ecommerce businesses in Italy

When evaluating the costs of an ecommerce business, it is important to clearly distinguish between fixed and variable costs.

Fixed costs

The fixed costs of an ecommerce business are those incurred regardless of the number of orders. The main ones include the following:

• Ecommerce website setup costs (e.g., domain names, hosting, and website design)
  
• Software subscriptions
  
• Legal and tax advisory services
  
• Recurring costs for marketing (e.g., for ongoing campaigns)
  

Variable costs

On the other hand, variable costs depend directly on sales volume. They include the following:

• Logistics costs (e.g., shipping and packaging)
  
• Payment fees
  
• Return and refund costs
  
• Recurring marketing costs (e.g., for performance-based advertising models, such as pay-per-click)
  

This distinction is important. An ecommerce business with high fixed costs requires a constant minimum sales volume, whereas a model with higher variable costs is often more flexible, especially in the early stages.

Start-up costs for ecommerce businesses in Italy

To evaluate the initial costs of setting up an ecommerce business, it’s important to consider both technical and administrative costs. The amounts vary depending on the platform, level of customization, type of products sold, and tax scheme. In general, when evaluating the costs of setting up an ecommerce business, it is useful to break down the main expenses into clear categories:

Administrative costs

• Registration for VAT
  
• Registration with the Business Register
  
• Notice to the Municipal One-Stop Business Advisory Center (SUAP) (e.g., the Certified Notice of Business Start [SCIA], when required)
  
• Possible registration with the Italian National Social Security Institute (INPS) and the Italian National Institute for Insurance against Accidents at Work (INAIL)
  
• Initial tax advice to choose the most suitable tax scheme
  

Ecommerce website costs

• Domain purchase
  
• Hosting plan
  
• Professional graphics theme or template
  
• Website development, configuration, and customization
  
• Integration of plug-ins, payment systems, and security tools
  

Product and initial logistics costs

• Purchase of initial inventory, if selling physical products
  
• Warehouse costs for storing goods
  
• Packaging materials
  
• Initial agreements with carriers on shipping rates
  

Marketing costs for the launch

• Content creation (e.g., product photos, descriptions, copies)
  
• Initial advertising campaigns
  
• Automation or analysis tools
  

Overall, the costs for setting up an ecommerce business can range from a few hundred euros to several thousand. The cost depends on the technical complexity and level of customization required.

At this stage, it is also important to define the technical and operational infrastructure that will support the online store. Here are some considerations:

• Platform flexibility: This can help avoid redesigns when traffic increases.
  
• Level of security: This is especially important for managing customer data and transactions.
  
• Tool integration: This includes how easily the platform can integrate with marketing, accounting, customer relationship management (CRM), or logistics tools.
  
• Technical support: This is particularly useful in the first few months after launch.
  

How much does it cost to set up an ecommerce business?

The initial costs involved in setting up an ecommerce business can vary greatly depending on the business model, products or services sold, tax scheme, etc.

Taxes and social security for ecommerce businesses in Italy

When setting up an ecommerce business, a significant portion of the costs are for taxes and social security obligations. Tax management and social security contributions depend on the legal form (e.g., sole proprietorship, company, freelance professional) and the tax regime. It is useful to know in advance which items have the greatest impact on the annual budget. Below are the main elements to consider.

Tax scheme

An ecommerce business in Italy can operate under a flat-rate, simplified, or ordinary tax scheme:

• Ordinary scheme
  Under the ordinary scheme, business income is taxed under personal income tax (IRPEF) or Italian corporate income tax (IRES), if operating as a company. This is in addition to Italian regional tax on productive activities (IRAP). The business can deduct expenses and claim back VAT.
  
• Simplified scheme
  This type of scheme is intended for companies with specific turnover limits. It involves less burdensome accounting than the ordinary scheme, with reduced obligations and the possibility of deducting costs according to simplified rules.
  
• Flat-rate scheme
  Under the flat-rate scheme, businesses pay a substitute tax for IRPEF and regional and municipal surtaxes. This is generally at a rate of 15%—or 5% for the first 5 years for new businesses. However, the business cannot deduct professional expenses to reduce the tax base.
  

VAT

Ecommerce businesses in Italy must apply VAT to sales and pay it periodically, following the deadlines of the tax scheme. In addition to monthly or quarterly settlements, businesses must use electronic invoicing, digitally store invoices, and submit annual VAT returns.

If the business sells to customers in other EU countries, it might have to comply with additional requirements. These can include registering for the OSS scheme to simplify VAT reporting in different member states or registering for the IOSS scheme for B2C sales of low-value imported goods. These tools allow businesses to avoid multiple VAT registrations and simplify tax management of international sales.

INPS social security contributions

Depending on the business and legal form, ecommerce businesses in Italy can fall under one of the following:

• Merchant management: This includes sole proprietorships and partnerships and requires fixed annual contributions plus an income percentage.
  
• Separate management: This includes freelancers without professional registration. Contributions are calculated solely on actual income.
  
• Other funds: These are applicable if the business is subject to professional regulations, such as lawyers or accountants.
  

What are the tax requirements for ecommerce?

Here are the main tax requirements for ecommerce:

• VAT registration with the correct Classification of Economic Activity (ATECO) code
  
• Registration in the Business Register and submission of SCIA to the municipality, if required
  
• Issuance of electronic invoices and the correct application of VAT
  
• Periodic VAT settlements (e.g., monthly or quarterly) and annual VAT return
  
• Bookkeeping according to the chosen tax scheme (e.g., flat-rate, simplified, or ordinary)
  
• Tax returns and payment of taxes and INPS contributions
  
• EU requirements, such as registering for the One Stop Shop (OSS) or Import One Stop Shop (IOSS) for those selling in other EU countries
  

Payment fees for ecommerce businesses in Italy

Online payment systems represent one of the most significant variable costs for an ecommerce business. Ecommerce fees include the processing of payments using payment methods such as cards, digital wallets, or instant wire transfers. Regardless of the platform used, each transaction incurs a percentage fee, and a fixed fee is sometimes added. These costs must be included in ecommerce cost calculations when evaluating the profitability of the business’s products.

Stripe Payments, for example, charges transparent fees and allows you to accept both domestic and international payments through a single integration. It offers advanced features to improve transaction authorization rates and simplify payment management, helping to reduce operational errors and manage chargebacks more efficiently.

Return and shipping costs for ecommerce businesses in Italy

In addition to payment fees, there are costs associated with refunds and product returns, including the following:

• Shipping costs for returns: These are paid by the customer or the company, depending on the policy adopted.
  
• Return processing costs: These can include quality control, repackaging, and restocking.
  
• Loss of product value: This occurs if the item cannot be resold as new.
  

Shipping costs represent an important and often underestimated item in the budget of an ecommerce business. Shipping costs depend on several factors:

• Package weight and size
  
• Destination (e.g., domestic or international)
  
• Selected service level (e.g., standard, express, insured)
  
• Commercial agreements with carriers
  

It is also important to consider the indirect costs of shipping, such as inventory management, packaging, and protective materials. In sectors with high return volume—such as fashion and footwear—the combination of shipping and refunds can become one of the most significant expenses.

How to manage the costs of an ecommerce business

Managing the costs of an ecommerce business involves full control over the main areas of expenditure. This includes adopting strategies that allow the business to maintain sustainable margins in the long term. The first step is to clearly distinguish fixed and variable costs. Because of this classification, business owners can understand which expenses are unavoidable and which can be refined based on sales trends.

A good practice is to constantly monitor data by analyzing conversion rates, customer acquisition costs, average order value, and return rates. These indicators help identify waste, inefficiencies, or areas to reduce costs without compromising the quality of service.

Here are some options to help improve operational management:

• Automate repetitive tasks: This can include sending notifications, managing catalogs, or tracking shipments.
  
• Consolidate digital tools: Doing so can help avoid overlaps and unnecessary subscriptions.
  
• Negotiate better rates with carriers: This can be especially helpful when the business starts generating larger order volumes.
  
• Fine tune logistics processes: This can reduce order processing times and minimize errors.
  

Warehouse management is also important. Excessively high inventory levels increase storage costs, while low availability can lead to delays and cart abandonment. Implementing a proper inventory management system can make a big difference, especially if the business sells in multiple countries or across multiple channels.

Lastly, always keep accounting and tax records up-to-date. Careful management of deadlines and compliance requirements can help avoid penalties and unexpected costs. Doing so can also make it easier to assess a business’s profitability throughout the year. Thorough planning and a comprehensive overview of ecommerce costs allow owners to manage their online stores with greater confidence and direct investments where they truly generate value.

How Stripe Payments can help

Stripe Payments provides a unified, global payments solution that helps any business—from scaling startups to global enterprises—accept payments online, in person, and around the world.

Stripe Payments can help you:

• Optimize your checkout experience: Create a frictionless customer experience and save thousands of engineering hours with prebuilt payment UIs, access to 125+ payment methods, and Link, a wallet built by Stripe.
  
• Expand to new markets faster: Reach customers worldwide and reduce the complexity and cost of multicurrency management with cross-border payment options, available in 195 countries across 135+ currencies.
  
• Unify payments in person and online: Build a unified commerce experience across online and in-person channels to personalize interactions, reward loyalty, and grow revenue.
  
• Improve payments performance: Increase revenue with a range of customizable, easy-to-configure payment tools, including no-code fraud protection and advanced capabilities to improve authorization rates.
  
• Move faster with a flexible, reliable platform for growth: Build on a platform designed to scale with you, with 99.999% historical uptime and industry-leading reliability.
  

Learn more about how Stripe Payments can power your online and in-person payments, or get started today.