The last is from the last few days: shelves with the words "do not touch" in the departments of the stationery shop, of the underwear and of gardening of supermarkets. Small tensions at the checkout and the explanation of the clerks "are not basic necessities". In recent days there have been various reports on social media about this decision implemented by various brands of large retailers, based on the rules of the latest government decree.
But there is no fuss: it is just one of the many momentary changes that the Covid-19 is carrying in our carts.
Supermarkets and consumers are changing habits together. Meanwhile the safety: throughout the large retailers, disinfectant dispensers have been installed, disposable gloves have been distributed and the safety distances to be observed while standing in line at the checkout have been reported.
Our approach to shopping seems to change forever. Italians are discovering e-commerce out of necessity and perhaps, who knows, many will never leave it. As for the management of school lessons and telework, there will be a before and after.
Distribution numbers in Italy
Intana some data: ADM, the Modern Distribution Association that brings together cashiers, shop assistants, sales staff, has about 410,000 workers in Italy for 26,700 stores, now growing, given the need for recruitment.
Often employed in the front line, the staff, equipped with a mask and plexiglass dividers at the checkout (in the case of Coop), is facing an emergency in an emergency. But also to communicate correctly. Yes, because the message to the consumer is: no to exaggerated expenses. Supermarkets are replenished regularly and are open at regular times, seven days a week. therefore the first rule is and remains not to rush en masse to unload the shelves, sometimes unnecessarily. It affects our health but also that of the professionals.
The case of yeast and flour
After the Amuchina case, there are now also some products taken by storm yeast is flour. It seems that the Italians, thanks to the time spent at home and the order that pushes them to go out as little as possible (also decimating the first daily trips to the baker) are discovering a people of bakers, pizza makers and pastry chefs. From North to South, powdered and fresh yeast, flours of various types and, it seems with peaks on the weekend, mozzarella, an essential ingredient in pizza, are also snapped up.
There is also a great demand for fruit and vegetables: the encouragement of the Ministry of Health to adopt a diet that raises the immune system has turned into a + 30% demand for fresh products.
New rhythms of shopping
Forced enclosure also leads to less frequent and more reasoned spending. the point, however, is that even at home consumption has doubled: by having lunch and dinner at home every day, Italians need 25% more than their weekly supplies.
Having stopped the assaults of the past weeks, the situation, however, despite being non-normal, is settling down.
The pace of purchases? Most shop once a week. There are those who resist up to two. Supermarkets in the home are preferred, where it is easier to monitor the queue situation at the entrance. If you reach the hypermarkets, where the elevators for security reasons are reserved only for those with disability problems) you will often find the queue. This is why consumers opt for midweek and off-the-beaten-track hours, early in the morning or immediately after lunch, depending on the family organization and the new smart-working.
Small local fruit and vegetable shops have also been rediscovered, less crowded than supermarkets, bakers and small delicatessens.
Online shopping boom and crash. And new jobs are born
After our Premier Cote blessed it "it is safer" online shopping has exploded, with current delivery times of even two weeks, despite the efforts of distributors. Often offline, e-commerce sites, like the Italians, were in fact overwhelmed by the emergency.
Filling the electronic cart is somewhat difficult. And if you succeed, arrived at the time of transaction, often jump. But how the insiders are gearing up. We have heard a few. The hope that the situation will improve is concrete. And there is already someone holding the crash test.
Literally taken by storm (it went from 4% to 20%) Esselunga's online shopping now serves 1,700 municipalities thanks to 2,500 suppliers. Free these days for the over 65 and disabled was launched in 2000. It was among the best prepared to face this tsunami of attempted supplies. However, to do the shopping you have to arm yourself with patience (up to two weeks of waiting for a delivery are the hooligans to date). The cart fills up online, even on the app. It is also possible for blind and partially sighted customers to access it. You can even choose the thickness of the slice in cured meats and there is a virtual sommelier available. Each product has an information sheet that tells its traceability for meat and fish, nutritional values, origin for fruit and vegetables and also the presence of allergens.
In 2017, the Click and Go sales channel was activated, through which the customer does online shopping and picks it up in the day with the car. The future? "They are thinking of a reorganization and a strengthening of online spending, but the situation is now too changeable to define to what extent".
The online emergency for the group founded by Oscar Farinetti, which currently ranks among the most efficient, is holding up strongly. Higher prices than large retailers, currently guarantees the shopping delivered three to 7 days from the order. A real godsend right now. "The volumes have more than tripled," they explain, "to cope with the request, we have strengthened the logistics, with additional agreements also with Amazon. We have also lowered the minimum spending threshold, for free home delivery, from 70 to 39 Euros, for long promotional periods . There are two ways: Eataly Today, with home delivery even during the day in Milan, Rome and Turin, used mostly for over the counter products (bread, meat, fish and cheeses as well as fruit and vegetables) and there is the e-commerce site. The latter, with the Pantry service, allows you to order multifunctional packages at special prices.
Iper la Grande i
Here too, online shopping and collection in the shop with Iperdrive. None the additional cost, in all regions where the brand is present. Here we are not only talking about shopping: the chain offers, on 19 out of 22 stores, the Iperstation service where you can fill up with petrol 24 hours a day. In some stations you can also recharge your electric car. IperFarma, on the other hand, is the parapharmacy service inside the shops, open at the same times as the shops. Here also discounts for over 65s: for them, home shopping in the provinces of Varese, Milan, Verona and Monza is free.
First of all, safety and hygiene. Exclusively telematic negotiations with suppliers (email and video calls) for the Despar, Eurospar and Interspar chain. A widespread distribution (1393 points of sale in Italy), the group's shops face the emergency with a reinforcement, even logistical, of online shopping: Desparcasa, with home deliveries in Sicily, Puglia, Calabria and Abruzzo. Their strength, however, remains the collection in the store: the most popular products? Mineral water, fresh fruit and vegetables, milk, pasta and vegetable purée.
EasyCoop is the online shopping service at home for Coop Alleanza 3.0, the largest Italian consumer cooperative, founded in early 2026 by the union of Coop Adriatica, Coop Consumers Nordest and Coop Estense. At the moment they have the widest offer today, on the national territory, of food e-commerce with an assortment of 13 thousand products, of which 3 thousand fresh. Slowdowns here too and reinforcements on the way. Shopping is done from PC or smart phone by downloading the app. mobile, and you receive it directly on the landing of the house. EasyCoop currently delivers free to over 65s throughout Italy. Nova Coop Piemonte instead offers the free service, regardless of age, over 60 Euros. In this emergency period, deliveries are not available before 6-8 days. This is why the brand is reorganizing itself, asking the customer for collaboration "organize your online purchases in time and calculate well, studying the pantry, what you really need", the advice.