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ICT Diffusion and development of e-commerce in Italy

  • According to Istat Italian Report, in the 2010 ICT (Information and Communication Tecnologies) has widely consolidated for Italian companies with at least 10 employees belonging to the industrial market and services: in fact, 95.1% of companies claim to use a pc and 93.7% have an Internet connection.

According to Istat Italian Report, in the 2010 ICT (Information and Communication Tecnologies) has widely consolidated for Italian companies with at least 10 employees belonging to the industrial market and services: in fact, 95.1% of companies claim to use a pc and 93.7% have an Internet connection. The analysis shows that 86.6% of companies use Internet to access online banking and financial services, 65.5% for information about business, 55.3% to obtain services and information in digital format, 50.9% to acquire after-sales services and, finally, 22.6% to plan online training course for their employers.

In January 2010, the website presence involves 6 out of 10 companies of which about 65.0% are companies located in North of Italy, while the rate drops to 60.2% and 51.1% in Central and South of Italy. The possibility to consult catalogs and view pricing of products is the service that is available in most of home pages (37.6%), while it shows a relative lack for more complex services, such as personalization of content website (2.5%), the ability to design products (4.2%), and to place orders on-line from customers (13.6%).

It’s interesting to underline how the use of e-commerce for Italian companies is spreading strongly. In 2009 35.9% of companies with at least 10 employees have shopped online, but the use of Internet for buying is more common for larger firms (59.1%) and among those of the North-West of Italy (approximately 39.2%). Also worthy of note, the importance of E-commerce for some economic activities, in particular for telecommunications companies, publishers, services related to travel agents and bookings, software production, advisory services and film, video, television production, music recordings, broadcasts solutions.

In 2009, online sales involve 5% of enterprises with 10 employees. Those who base their own sales on network are mainly enterprises with 250 employees (16.6%) and those of non-financial services (8.4%). The businesses with the greatest intensity of firms carrying out on-line at least half of their total revenues are metallurgy and metal manufacturing trade (28.7%), energy and water supply (22.9%), transport (27.2%), manufacture of motor vehicles (23.9%), production of software and information services (25.9%). Typically, travel agencies and accommodation services are among the companies that occur more frequently in online sales, recording a rate of revenues for the first four positions.

The choice of sales channel seems to be related to the type of product or service offered and the type of customer (business or otherwise): the manufacturing sector prefers an automated exchange (81.4% of total online sales), while for the services sector the website is the main tool for E-commerce, as in the case of publishing activities (99.3%), accommodation services (82.5%) and travel agencies (84%).

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