Investment Opportunities in Italy’s Sharing Economy: Capitalizing on Growth in USD

Italy’s sharing economy was valued at $22.7 billion in 2023, and is expected to reach $49.8 billion by 2034, expanding at a CAGR of 7.5% from 2024 to 2034. This growth is largely driven by increasing demand for sustainable, community-centered services that promote resource efficiency and eco-conscious practices.

The market has been boosted by a strong preference for authentic and local experiences, as travelers seek deeper cultural engagement. Digital platforms have made it easier to book unique offerings — from artisan-led workshops to rural agritourism stays — while socially responsible travelers are drawn to services that benefit local communities.

Rising digital literacy has also fueled growth, with over 80% of Italians online in 2023, and widespread smartphone adoption streamlining access to shared services. As mobile apps become more intuitive, platforms offering mobility, hospitality, and finance solutions have seen rapid uptake among tech-savvy users.

However, regulatory fragmentation poses a challenge. Varying regional laws on short-term rentals and ride sharing — such as strict limits in Milan and Rome — have complicated compliance and created barriers for new entrants. Traditional industries, including hotels and taxis, also continue to push back, limiting innovation in some areas.

Despite this, rural Italy presents a major untapped opportunity. Expanding sharing economy services to underrepresented regions could meet growing global demand for immersive, off-the-beaten-path travel. Initiatives promoting agritourism and cultural homestays can harness the country’s rich heritage to attract international visitors and further expand the market.

Segment Overview

The Italian sharing economy is segmented by:

• Type: Shared accommodation, transportation, finance, and others

• End user: Generation Z, millennials, Generation X, and baby boomer

• Key Players

Notable market participants include: BlaBlaCar Italia, Fairbnb, Gnammo, Winelivery, Satispay, LocLoc, Tannico, Sharing Torino, Soisy, and Wash Out.

To stay competitive, companies are enhancing user trust through stronger security and data-driven personalization, while forming partnerships with local businesses and cultural institutions. These efforts aim to provide region-specific services, build brand loyalty, and drive sustained market growth.

Source: Allied Market Research