E-commerce in Italy returns growing in 2010 after the slowdown of 2009 with a double-digit growth of 14% for a total turnover of around 6,5 billion Euros. Sales of services increase of 15% and product sales increase of 13%.
The number of online buyers in Italy reaches 8 million (12% of Italians) value that remains still low compared to a European average of 28, 20, 34 million of UK, France and Germany respectively.
Trades with the best growth performance in 2010 were:
• Fashion + 43%
• Grocery + 19%
• Insurance + 18%
• Tourism + 15%
The average annual expenditure of the Italian web shopper is aligned with the French and German users with values between 800 and 900 Euros, much lower than the UK users to more than 1.400 Euro per year.
The E-commerce in Italy is still highly concentrated and the top 20 players account for almost 73% of turnover. 50% of Italian companies with ecommerce are traditional while the remaining 50% are pure Dot Com.
The Italian trade with the latest development of policies for online selling compared to other international markets is grocery, with the only national label (Esselunga) and some interesting initiative at local level.
Despite the continued growth and spread in Italy of the smartphones and its high expectations, the value of mobile e-commerce in 2010 was only of 12 million Euros (0,2% of the total market in Italy); 80% came from iPhone applications.