The global website development market has experienced dynamic growth, with over 800,000 new websites launched daily, resulting in more than 1.78 billion websites worldwide as of June 2020. Internet usage and social media presence are key trends, with approximately 4.72 billion Internet users worldwide and nearly 4.33 billion on social networks as of April 2021. In response to COVID-19, the digitization of businesses has accelerated, with Italy seeing a 2.5 percent increase in domains registered in 2020. Italian SMEs emphasize social media, with 86% considering it essential for competitiveness. The e-commerce segment has burgeoned, with 85 percent of Italian digital shoppers making online purchases monthly in 2021. The web development market has diversified into various offerings, including open source CMS, online subscription software, turnkey solutions, and custom development—accompanied by the rise of no-code and low-code platforms. The Italian market reflects these trends with a growing number of Internet users and web developers predominantly consisting of males (93.1%) with a significant representation in the 31-40 age group (43.4%). The Italian regions leading in development are Lombardy, Lazio, and Piedmont. Regulations in the Italian market have been implemented to ensure security and accessibility for web development, particularly for public administration websites.

Trends and Dynamics in Italy's Internet Utilization and Website Development Market

Over the recent years, Italy has showcased a significant potential in the website development market, considering the burgeoning number of internet and social media users in the region. Despite being a country where a significant proportion of companies have yet to establish an online presence—with less than 20,000 of the approximately 6 million Italian businesses geared towards e-commerce—the digital sector has witnessed an impressive uptick in activity, particularly in online shopping which registered a growth rate estimated at around 75% to 80% in the first quarter of 2021. At the start of April 2021, the global count of internet users had surpassed the 4.5 billion mark, which sets an extensive base for market growth. Italy, following this trend, has more than 50 million daily internet users and about 40 to 45 million active on social media. Accounting for how Italians spend their online time, a notable share is dedicated to video games and engaging with digital services with statistics indicating an increase from the previous year. Furthermore, the social media impact cannot be overlooked as a significant proportion of Small and Medium-sized Enterprises (SMEs) in Italy consider their online presence on platforms like Facebook, Instagram, and WhatsApp essential for competitiveness. This number could be as high as around 85% to 90% of SMEs. With regards to the incorporation of internet and ICT in the professional sectors,industries such as accommodation and food services show a near total broadband connectivity, while the information and communication services sector marks a complete 100 percent. In the freelance sector, investments in digital technologies have seen an increment of 3% to 4% over the previous year, signaling the increasing importance of digital infrastructure for business practices. Against the backdrop of the Covid-19 pandemic, the landscape has shifted more significantly towards digital avenues, with domains for Italian made products increasing by around 2% to 3%, and the creation of numerous Covid-themed websites also marking a new trend related to internet use and website development in the country. This was partly facilitated by initiatives from organizations like, which aimed to boost online presence for businesses amidst the pandemic-induced economic shifts. From an e-commerce perspective, the shift has been towards more frequent online purchases with Italian digital shoppers making at least one purchase online per month, which is a 5% increase from 2020. Product types that dominate online sales include electronics, fashion & accessories, beauty & perfumes, indicating a broad.

Key Players Shaping the Web Development Landscape

The global and Italian web development markets are bustling with activity, characterized by a plethora of firms offering a wide range of services to businesses aiming to strengthen their digital presence. From the giants of social media to niche-focused digital agencies, the landscape is diverse and dynamic.

  • Google : As the most visited website in the world, Google plays a pivotal role by setting standards in search engine optimization (SEO) and web development practices. Its algorithms dictate the way web developers construct sites to ensure visibility and ranking, making it a central force in the industry.
  • Facebook : Alongside its primary function as a social network, Facebook offers businesses powerful platforms for digital marketing and e-commerce. Its pervasive presence encourages companies to incorporate social media strategies into their web development plans.
  • YouTube : As the second most visited site and the leading video sharing platform, YouTube has become an essential channel for content marketing. The integration of YouTube into website and social media strategies is now a standard approach for increasing engagement and reach.
  • Yahoo! and Baidu : While they may not dominate the search engine scene as they once did, Yahoo! and Baidu still maintain significant user bases. Their continued relevance requires that web developers consider compatibility and optimization for their platforms when designing websites.
  • Wix and Jimdo : These companies have democratized website creation by providing user-friendly, subscription-based online platforms that allow individuals and small businesses to build and manage websites with no technical expertise required.
  • WordPress, Joomla, and PrestaShop : As the leading open-source content management systems (CMS), these platforms serve as the backbone for a vast number of websites. They offer a balance between customization and user-friendliness, making them a go-to choice for self-developers and web agencies alike.
  • 1&1 (IONOS) : Known for its web hosting and cloud services, 1&1 now provides a suite of website creation tools. It competes with other online software services, catering to businesses that prefer a one-stop-shop for their web presence needs.
  • BitBoss : As a source of insightful data on the profile of IT developers in Italy, BitBoss provides valuable analytics that helps in understanding the demographic and professional landscape of those who are at the cutting edge of website development.
  • Hootsuite : This social profile management platform provides essential tools for managing a company's social media presence.
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  • Number of pages : 30 pages
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  • Last update : 15/11/2022
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Summary and extracts

1 Market Summary

1.1 Definition and presentation

The website development market includes website design and enhancement services. This includes a variety of professions, from creating the site itself to graphic design, improving the overall user experience, or database security.

In 2021, more than 1.84 billion websites were identified worldwide, while the number of e-commerce sites is estimated at 12 to 24 million. At the same time, an increasing number of people are using the Internet, totaling more than 4 .7 billion users at the beginning of April 2021.

In Italy, the market has significant potential, as a significant number of companies have not yet developed a website. In fact, out of 6 million Italian companies, less than 20,000 are geared toward e-commerce. Mostly composed of SMEs, only 15.9 percent of these companies sold a product online in 2019. Among large companies, 26.3% use artificial intelligence. On the other hand, the sector is very dynamic, with an impressive increase in online shopping estimated at 78% in the first quarter of 2021, which puts Italy in fourth place worldwide in terms of online shopping growth.

In Italy, web agencies not only create websites, but also offer other services related to web marketing, communication, or commerce.

These agencies cater to clients from all sectors and offer a variety of services tailored to the size and needs of different businesses. They rely mainly on their expertise in digital communication and marketing. However, the website creation market is highly competitive , and the technological skills associated with website creation are becoming more commonplace.

Faced with these developments, service providers need to develop their skills in marketing strategy and digital communication. They must also adapt their content to the advent of the cell phone as a web browsing tool. The rise of new technologies with strong technical skills, such asartificial intelligence or Progressive Web App, will also be criteria for differentiation

1.2 World market

The number of internet users is growing

The success of the Web development market directly depends on the growing share of Internet users worldwide: in April ****, there were about *.** billion Internet users This represents **.*% of the world's population connected to the Web, **% more than the *.* billion in ****, which represented **% of the ...

1.3 Italian market

More than ** million people in our country access the Internet every day and ** million are active on social media. The report, produced in collaboration with Hootsuite, a social profile management platform, shows that of the six hours each Italian spends online, an average of one is dedicated to video games, a ...

1.4 Impact of Covid

The market for websites and the internet in general has been positively affected by the Covid pandemic having accelerated the digitization of businesses.

On the business side, domains of Made in Italy companies have increased by *.* percent compared to ****. According to data updated to July ****, there are *,***,*** domains registered in Italy, ...

2 Demand analysis

2.1 Increasingly digital sectors

As mentioned above, companies and freelancers are using the Internet to promote their business, and the need to have a website is increasing.

Companies themselves are increasingly connected to the internet in order to communicate and expand their business. According to Istat data, in ****,the sector with the fewest businesses with ...

2.2 Services used

There are several services required and used by various companies in their websites.

Websites can be associated not only with the presentation of the company and its products or services, but also with online shopping, catalogs or price lists, order status tracking, product customization and design, customization of site content, the ...

2.3 Social Presence

social presence is considered necessary for many companies so much so that,in ****, **% of Italian SMEs say that a presence on social networks is essential to remain competitive and **% plan to increase their use of these platforms in ****, while **% are already present on more channels than last year.

Specifically, **% of companies ...

2.4 E-commerce

The need to open one's own website is also due to the fact that online commerce has exploded in the utmost years and, in particular, following the Covid pandemic.

According to a survey conducted in March ****, ** percent of Italian digital shoppers make, on average, at least one online purchase per month, ...

3 Market structure

3.1 Profile of an IT developer


The age groups of Italian developers are quite varied. Compared to ****, **** the percentage of developers over ** has increased: developers between the ages of ** and ** account for **.*% of the total, while **.*% claim to be between the ages of ** and **, and only *.*% are under **. These data do not take into conisderation students ...

3.2 Developers in Italy

It is estimated that there are a total of ** million developers worldwide, of which *.* million are in Europe. [***].

Number of developers by country European Union, ****, thousands Source: ****

Italy has a shortage of IT developers, according to Unionecamere there is a shortage of about ** percent of the workers needed, the number rises ...

3.3 Web agencies and freelancers

To design a website one normally relies on a web agency or freelancer developer.

According to research by Prometeia, carried out for UNA (***).

In terms of the areas of offerings that are most commonly manned, the top three include the web (***).

Services offered by Web agencies Italy, ****, percentage Source: ****

A sector, ...

4 Supply analysis

4.1 Offer

Summary of web development solutions

Turnkey web development solutions

Deployment of an open-source CMS

This solution is aimed at Internet users with basic knowledge of HTML/CSS and FTP, who want to spend as little as possible to create a site and are ready to invest their time. It consists of ...

4.2 Prices

Due to the fragmentation of the web development market, the lack of industry-wide figures, and the extreme diversity of web development projects, there are no figures for the costs of personnel, services, and infrastructure. While it is commonly accepted (***) that the domain name of a classic site costs an average of ...

4.3 Mobile Commerce

The rise of m-commerce

The growth of the web development market also lies in the new services offered by websites. First of all, it is the mobile commerce market This is the first time that m-commerce, otherwise known as e-commerce, is taking off. Commerce conducted from a tablet or smartphone, after ...

5 Rules and regulations

5.1 Regulations

There are guidelines for the design of interent sites drafted by Agid (***).

Based on the ISO/IEC Directives, Part * standards for the drafting of technical documents, the Design Guidelines provide indications that must be compulsorily met for the creation of PA websites and digital services, those that are optional and those ...

6 Positioning of actors

6.1 Segmentation

  • Monogrid
  • Awd Agency
  • StudioGusto
  • Aquest
  • Addlance
  • Upwork
  • Wix

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