Italy COD 2026: what changed, average order values, competition, and niches still open

Felipe Santana · 2026-10-07

Saturation by subcategory

The COD landscape in Italy shows varying levels of saturation across subcategories. Segments like fashion and electronics are becoming increasingly saturated, with intense competition. Looking at the data, campaigns have a high cost per acquisition (CPA), making profitability harder to achieve. On the other hand, niches like health and wellness, pet products, and personalized items still have room for new entrants. Keep an eye on trends and look for less-explored subcategories within these segments.

Average order value

The average order value in Italy’s COD market is around €40 to €70. Higher-priced products, between €80 and €150, tend to have lower acceptance, especially among customers who choose this payment method. Products priced under €40 have high turnover, but require a higher sales volume to be profitable. When defining your strategy, consider the balance between price and perceived value.

Customers 55+

The 55+ audience is proving to be a promising segment. This group values convenience and security when shopping, especially for health and wellness products. Your messaging should be clear and direct, using channels this audience frequents, like Facebook and WhatsApp. Also, campaigns highlighting how easy COD is can increase the conversion rate in this niche.

Open niches

Niches that are still open include sustainable products, personal care items, and home solutions. With growing concern for the environment, eco-friendly products have been attracting the attention of Italian consumers. Also, products that promote self-help and personal development are trending. Research local demand and use data from the FreeSpy ad spy tool to identify trends and competition in real time.

Ad spy tool data

Using FreeSpy, you can pull important data about the market. The tool provides information on the most-scaled ads, helping you identify which products and categories are generating the most interest. Check the "Top Scaled" and "Store Monitor" tabs for valuable insights into the competition. This data can guide your marketing decisions and help minimize risk.

What’s your estimated average order value for your COD product in Italy?