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eCommerce 2015 Italy

  • Reference of the 2015 data presented from Polytechnic of Milan

Yesterday ended the event ‘’Social? Mobile? Multichannel? Yes, but are service and convenience the lymph of eCommerce in Italy’’, organised by Osservatori.net in the Great Hall of the Bicocca University of Milan, where different exponents of the sectors Digital, Logistics and Advertising confronted on the situation of eCommerce in Italy.

During the event there were tons of expositions and interventions aimed to offer an exhaustive research of the Italian situation of eCommerce, drawing potential strategies and opportunities for the Italian sector.

The event offered very interesting data about the development of this sector, and in particular underlined as, from 2012 Italian eCommerce presented every year a constant growth,  arriving to register in 2015 an increase in operations of about 16%, respect to previous year, for an overall amount that will surpass the sum of 16 billions euro.

Despite the encouraging trend of growth, the penetration rate of eCommerce on the total amount of the Retail sales is still low (4%), registering a data inferior to the main European countries.

The Italian situation presents, on the side of demand a major incidence of services (60% of the total amount) respect to products (40%).

In the Italian market a strong contribution to eCommerce growth came from the Tourism sector, that in 2015occupied the 47% of the online purchases.

Other two sectors that contributes in a significant way are Computer and Electronic that totalised the 13% of sales, and Apparel , which contributes for 9%.

A very interesting data concerns the behaviour of Italian consumers in front of eCommerce: in fact, 13 millions of them search a product online and then purchase it in the store, verifying price, features and conformity respect to what they saw on the web.

This behaviour denotes a high diffidence in front of eCommerce, and still a strong attachment to classic stores and traditional ways to do shopping.

The most used payment method is the credit cart, with an incidence of 65% on the six main eCommerce sectors, followed by Paypal used in the 25% of transactions (except for Food&Grocery, where checks still have their importance).

Looking to the side of offer, the forecasted growth is of 15%, with an overall amount that might overpass 15 billions euro.

The offer side presents a repartition more equal between products (49%) and services (51%), registering for export a growth of 22%.

The aggregators (operators that can merge an offer that is very fragmented without risks of unsold) has an increasing role in eCommerce, presenting an incidence of 37% (+6% respect to 2014).

Important considerations emerge from the world of mobile, instrument that is having a growing portion of space in online operations.

The eCommerce demand from smartphones in Italy presents, in the last two years, a growing rate of 65%, that is more superior respect to the main European countries.

The amount foreseen for 2015 should exceed EUR 1.7 billion, occupying about 10% of the total expenditure of the purchases online.

For what concerns global growth, in 2015 Europe ranks second with a rate of 13%, preceded only from Asia, with an increase of 18%, exceeding even the North America (9%), which until now it has been presented as the main driver in the development of eCommerce.

For the current year, the countries with the best data in Europe (demand side) are the UK (planned spending for 2015 is 122 billion euro), Germany (70 bn) and France (57 billion), while Italy, with a total of 14 billion so far recorded is at the third place among the emerging countries, preceded only by Russia and Spain.

From the global side Italy still has many steps to take in terms of growth, not even reaching the top ten e-commerce world, whose leadership is firmly in the hands of China (only for 2015 will account for expenditure of 500 billion dollars).

While some encouraging data were presented for future development of the Italian market, there have been some negative considerations, which greatly hinder the final explosion of online commerce.

In particular, the transmitted data reveal that only 65% of companies operating in 'e-commerce presents initiatives for the world of mobile (optimized mobile-friendly sites, dedicated app and more), as it has enormously counterproductive impact in a country where 70% of individuals with a smartphone search products online.

Another fact not to underestimate is the low presence of Italian companies in e-commerce (only 4% of the total), either due to a mentality often still wary, and for the lack of an adequate network coverage in many areas of Italy.

Is also currently lacking optimization in operations of coordination between the different sectors of the campaign (online, warehouse and delivery), which often makes it difficult to implement policies of hourly delivery or delivery to a collection point, solutions often preferred by consumers given the difficulties to be found in the home.

As witnessed by the distinguished speakers present, today markets also lack of customer care policies that transform the online purchase not in a mere operation of trades, but a real experience, pushing the consumer to return.

From the evidence available, is clear how much has been done, but how much remains to be done to put Italy in a truly competitive, especially in terms of furniture and optimization of the supply chain purchase.

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