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eCommerce 2016 Italy

  • Scenario summary from the data presented in 2016 by the Politecnico di Milano

Was held last event 'B2C eCommerce in Italy: graduation exam for the offer' 'organized by Osservatori.net at the Aula Magna of the University of Milan Bicocca, in which several members of the sectors Digital, Logistics and Advertising They met to discuss the progress of eCommerce in Italy.

During the morning they have followed exhibitions and interventions to provide an exhaustive picture of the Italian situation in the context of eCommerce, outlining potential strategies and opportunities for the sector, the Italian scene.

The event offered as a very interesting complex data regarding the development of this sector, in particular as from 2012, the Italian eCommerce findings each year steady growth, reaching a record in 2016 an expected increase of transactions by 18% compared to 'the previous year to a figure of about 20 billion euro spent.

Despite the encouraging growth trend, the penetration rate of eCommerce of total retail sales is still low (5% of the total this year), thus recording a figure lower than the main European countries (not just the UK and Germany, around the 15-20%, but also France to 10%).

The Italian situation presents, on the demand side, an increased incidence of services (10.6 billion euro, 56% of total expenditure) compared to products (9 billion, 46% of total expenditure).

In the Italian market, SE The factor with the highest turnover remains Tourism (of the market, in 10% Growth Since last year 44%), a strong contribution to the growth of eCommerce IS from consumer electronics sector (not smartphone only, but also appliances, with a 28% increase on an annual basis) and the clothing sector (+ 27%, driven Especially from middle and low-end brands from sportswear). food and groceries, home furnishings and beauty contribute to the total EXPENSES soloist for 1.5%, but show growth between 30% and 50% on an annual basis, with prospects Extremely interesting Especially for food and groceries and the arrival in Italy of Quick Offers delivery services from major players (eBay Already Active in Milan, but Also Uber What is testing this service in other European countries).

The payment method is used more for almost all sectors, the credit card, with an incidence of 65% on e-commerce payments, Followed by Paypal, which is used in 31% of transactions (the mark or transfer They Still an important role in Sectors Details, came the food foodand payment on delivery or insurance, with amounts often superiors to cap for credit cards).

As regards to the Offer side, the Companies Dot Com recorded a growth of 28% compared to last year, the while 10% Traditional Businesses Grow soloist: the Main Factors of this difference are the Investment in New Technologies and Capacity ' innovation of Purchase experience, activities that the Dot Com are of course more likely to undertake and that can Compiere with greater flexibility.

The export of e-Commerce (ie products Sold by Italian companies to foreign buyers) increased in 2016 by 17%, with a value of 3.4 billion Euros addition: tourism and clothing alone account for 78% of the volume of this, WHILE food and grocery and furniture, the jewels of Italian production, suffer from a poorly developed supply and other operational complexity (especially logistics), while offering excellent Growth Opportunities.

The eCommerce demand from smartphone in Italy grows further than last year and contributes to the total turnover of more than 3 billion euro (17% of total volume) and, unlike the average figure, the main impact comes from smartphones products, with 63%, meter services stop at 36%. Smartphones and tablets, together, make up 26% of eCommerce sales in Italy.

As for global growth, in 2016 the eCommerce market grew by 17%, an increase of 13% in Europe, preceded only by the Asia-Pacific, which recorded a growth of 28%. China, alone, develops 33% of total turnover, followed by the USA, UK, Japan and France. These five countries alone account for 75% of total turnover.

While some encouraging data have been confirmed for a future development of the Italian market, there have been some negative considerations, which considerably hamper the final explosion of online commerce, in particular a digital culture is not yet fully developed, a certain skepticism towards new market channels and the fear of exploring new frontiers (for example, many companies still perceive exports as an obstacle, without knowing the way the many and comprehensive regulations and directives that facilitate the exchange of goods between countries, especially at European level).

Also is currently lacking in optimization of operations coordination among the different sectors of the campaign (online, warehousing and courier), which often makes it difficult to implement an hourly delivery policies or delivery to a collection point, often more preferred by consumers given the difficulties to be found in the home.

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

From the evidence available it is understood how much has been done, but much remains to be done to put Italy in a very competitive position, especially in terms of the purchasing supply chain optimization.

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