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The Most Popular Top-Level Domains in Italy


Table of Content

Introduction
Italy's Digital Landscape
Overview of the .IT Domain
What are the Second-Level Domains Under the .IT Domain?
Registration Statistics and Trends
Why Choose an .IT Domain? 
Using .IT  for Domain Hacks
What are the Most Visited .IT Domains in Italy?
What Other TLDs are Popular in Italy?
Top Trending Websites in Italy
E-Commerce in Italy
Conclusion
 

Introduction

Italy, a country celebrated for its rich cultural heritage, artistic masterpieces, and innovative spirit, stands as a global hub for business and tourism. With the highest concentration of UNESCO World Heritage sites globally, Italy boasts iconic landmarks like the Colosseum and St. Peter's Basilica, while its influence extends to opera, fashion, science, and automotive engineering.

This vibrant landscape, combined with Italy's diverse natural beauty, has established it as a prime destination for both visitors and entrepreneurs. In this digital age, a strong online presence, symbolized by the .it domain, is crucial for success in the Italian market.

The .it domain, Italy's country code top-level domain (ccTLD), has become synonymous with Italian digital identity. It serves as a powerful tool for businesses of all sizes to connect with the Italian audience and establish their brand in this thriving market.

This blog post will delve into the top domains in Italy, exploring their significance, analyzing current trends, and shedding light on the ever-evolving digital landscape. 

Whether you're a budding entrepreneur or an established business seeking growth, understanding Italy's domain ecosystem is essential to unlocking new opportunities and achieving success in this dynamic market.


Italy's Digital Landscape

Italy in 2024 is a digitally vibrant nation, with 51.56 million internet users, giving it an impressive internet penetration rate of 87.7 percent. This widespread connectivity shows how crucial the internet has become in daily life and business across the country.

Social media is equally significant, with 42.8 million active users, representing 72.8 percent of the population. Despite a slight decrease in users over the past year, social media remains a key platform for engagement, with 83 percent of internet users active on these platforms. This highlights the importance of digital marketing for businesses aiming to reach Italian consumers.

Mobile connectivity is also strong, with 81.55 million cellular connections, equivalent to 138.7 percent of the population. Many Italians increasingly using multiple mobile connections, reflecting the need for constant connectivity in both personal and professional lives.


Overview of the .IT Domain

Created as a country code TLD for Italy, the .it domain has been active since January 1, 1988. It is currently overseen by Registro.it.

Registration for .it domains is open to organizations and individuals with citizenship, residence, or commercial presence in European Economic Area (EEA) countries, the Vatican City, San Marino, and Switzerland.

The versatility of .it makes it ideal for domain hacks, such as letsdo.it, band.it, and breakthelim.it, which help create shorter, more memorable website names. This appeal is likely a key factor in the continuous growth of .it domain registrations overall, which have now surpassed 3 million.


What are the Second-Level Domains Under the .IT Domain?

Second-level domains under the .it domain include:

  • .gov.it: for Government and Public Administration.

  • .edu.it: for educational institutions (schools, universities, etc.).

  • .difesa.it: for the Italian Armed Forces (excluding the Carabinieri).

  • .esteri.it: for the Italian Ministry of Foreign Affairs and diplomatic entities.

Additionally, there are domains reserved for geographical locations and specific uses:

  • Provincial and municipal domains: e.g., comune.palermo.it for the Municipality of Palermo.

  • Regional domains: e.g., regione.lazio.it for the regional government of Lazio.

  • .co.it: specific to the province of Como, but not for business use.


Registration Statistics and Trends

The .it domain remains a popular choice with over 3.4m registrations as shown by the graph below.



Figure 1. Total number of Registrations 2008 to 2024. Source: Registro.it 2024.

Nevertheless, the Registro reported a drop in new .it domain registrations in the first quarter of 2024, and a rise in cancellations.



Figure 2. Number of .it domain registrations per year 2008 to 2024. Source: Registro.it 2024.

As we can see from the illustration above, New registrations totaled over 164,000 in the first quarter of 2024, a decrease from 176,000 in the same quarter of the previous year. In 2023 there were over 482,000 registrations, compared to 475,000 in 2022.


Why Choose an .IT Domain? 

Selecting the right domain extension is integral to establishing your online identity and communicating effectively with your target audience.  It can affect not only brand perception and memorability but also SEO performance.

The .it domain is synonymous with the Made in Italy brand, making it an excellent choice for businesses targeting Italian audiences or websites featuring Italian culture, language, or interests. It suggests a local Italian presence, which can foster trust and relevance among Italian users.

This geographic specificity makes .it domains offers several unique benefits and remains a preferred choice for many local businesses and content creators aiming to build a strong online presence within Italy.

On the other hand, .com remains the most globally recognized domain and is suitable for organizations with an international reach.
 

Pros of .IT Domain:

  • Cultural Relevance: The .it extension resonates with Italian users, giving websites an authentic and trustworthy appeal.

  • Local SEO Benefits: Search engines often prioritize local domains in relevant search results, helping .it websites rank higher for searches conducted within Italy.

  • Versatility: Suitable for a wide range of website types, from personal blogs to corporate sites, .it domains offer flexibility for various content and business models.

Cons of .IT Domain:

  • Geographic Limitation: While .it is perfect for targeting Italian users, it might not be the best choice for businesses looking to expand internationally. In such cases, more globally recognized extensions like .com or .net may be more appropriate.


Using .IT  for Domain Hacks

The .it domain extension is ideal for creative domain hacks that make web addresses memorable and engaging.

Examples include "play.it" for gaming sites, "invite.it" for event planning, "snap.it" for photography, "rate.it" for reviews, and "print.it" for printing services. These hacks seamlessly integrate the service into the web address, enhancing branding and user recall.

However, it's important to consider that some users might assume a .it domain is Italian. And while domain hacks are great for branding, they may present SEO challenges, so it's crucial to balance creativity with search optimization needs.


What are the Most Visited .IT Domains in Italy?

Many top websites in Italy leverage the .it TLD, symbolizing trust and local relevance, to establish a robust local presence and connect with Italian consumers.

It holds a special place in the hearts of consumers, and showcases a rich array of interests, from media and e-commerce to government and education.

Leading the pack is amazon.it with 51 million visitors, highlighting the nation's growing embrace of online shopping.

For culinary delights, giallozafferano.it attracts 30 million food enthusiasts with its extensive recipe collection. Entertainment platforms such as sky.it (26M visitors) and mediaset.it (22M visitors) cater to Italy's love for media content.

News sites corriere.it (23M visitors) and repubblica.it (15M visitors) keep Italians informed, while sports fans flock to gazzetta.it (17M visitors) and diretta.it (18M visitors) for the latest updates.

Health and wellness are covered by my-personaltrainer.it with 24 million visitors, offering fitness and nutrition advice. tripadvisor.it (20M visitors) assists travel enthusiasts with planning, and subito.it (13M visitors) serves as a popular classifieds marketplace.

From movie reviews on mymovies.it (10M visitors) to financial insights on borsaitaliana.it (9.7M visitors), Italy's top .it domains cater to a diverse range of interests, playing a crucial role in the digital lives of millions.
 




Figure 3. Top Websites in Italy by Traffic. Source: Ahrefs 2024.
 

What other TLDs are Popular in Italy?

Other TLDs also have a significant presence in the Italian market. For instance,  youtube.com and facebook.com are widely accessed, highlighting the global nature of social media and video-sharing platforms.

Websites using non-.it TLDs, such as the online encyclopedia, wikipedia.org and microsoft.com, indicate the Italian consumers' trust in internationally recognized platforms for information and software needs. This diverse usage of TLDs underscores the versatility and broad range of interests among Italian internet users.


Top Trending Websites in Italy

Italy's digital landscape is dynamic, with several websites experiencing significant upward trends in popularity.

  • Poste.it: This site, managed by the Italian postal service, saw a remarkable rise of 216 ranks, reflecting increased user engagement possibly due to enhanced online services or marketing efforts.

  • Booking.com: Known for its hotel and travel bookings, this site moved up 27 ranks, indicating a resurgence in travel planning among Italian users.

  • Canva.com: A popular design tool, Canva gained 19 ranks, suggesting a growing interest in graphic design and content creation in Italy.

  • Meteo.it: Climbing 15 ranks, this weather forecasting site indicates a strong demand for reliable weather updates.

  • Calciomercato.com: This site, dedicated to football transfer news, rose 14 ranks, likely driven by the ongoing football season and transfer activities.

  • Mymovies.it: A go-to site for movie enthusiasts, Mymovies saw an increase of 10 ranks, pointing to a rising pointing to a rising interest in cinema and movie information.



Figure 4. Top trending Websites in Italy 2024. Source: Ahrefs 2024.


E-Commerce in Italy

Italy's journey into online shopping took longer compared to countries like the Netherlands and Germany. However, it has now emerged as one of the fastest-growing e-commerce markets in Europe, presenting substantial opportunities for new businesses.

  • Market Size and Growth: With over 60 million inhabitants, Italy presents a substantial market. In 2023, Italians spent €54.2 billion online, a 13% increase from 2022. Product sales grew by 8% to €35 billion, and the services sector saw a 25% increase, reaching €19.2 billion.

  • Regional Preferences: Online shoppers are mainly concentrated in the affluent northern regions, which are more accustomed to international e-commerce, highlighting the importance of targeted marketing.

  • Popular Platforms: Amazon dominates with a 38% market share, followed by eBay and Facebook Marketplace.

  • Future Outlook: Supported by European funds, government incentives, and rapid digitization, the Italian e-commerce market is poised for continued growth over the next 3 to 5 years.


Conclusion

Italy's digital landscape is vibrant and rapidly evolving, with high internet penetration and significant mobile connectivity. The .it domain is central to this ecosystem, symbolizing Italian digital identity and serving as a trusted choice for businesses and content creators targeting the Italian market. With over 3.4 million registrations, the .it domain remains popular and versatile, suitable for a wide range of uses from government and educational institutions to innovative domain hacks and e-commerce platforms. If you’re looking to establish a presence in Italy, it’s essential to register an .it domain to ensure your brand is recognized and trusted within this dynamic market.

Understanding the dynamics of the .it domain and its impact on SEO and brand perception is crucial for businesses looking to establish a strong online presence in Italy. The country’s engaged online audience offers significant growth opportunities, especially in the flourishing e-commerce sector, which continues to expand year by year.

Other top-level domains (TLDs) like .com and .org also hold substantial presence in Italy, reflecting the global nature of digital engagement among Italian users.

As Italy embraces digital transformation, businesses must stay informed about the latest trends and leverage the right domain strategies to connect effectively with their audience. The rise of trending websites and the growth of the e-commerce market underline the importance of a robust online strategy.

So, whether you're launching a new venture or expanding an established business, understanding Italy's digital trends and the .it domain is key to unlocking new opportunities and achieving success in this dynamic market.

The future is bright for Italy's digital landscape, and those who adapt and innovate will thrive.