This document summarizes the state of e-commerce in Italy in 2015. It finds that the e-commerce market in Italy grew to €24.2 billion in 2014, an increase of 8% from the previous year. The largest sectors for e-commerce are gambling, consumer electronics, fashion, and food. The document also examines strategies and trends related to marketplaces, mobile commerce, social media, and international sales. It provides statistics on companies' investments and goals regarding these channels.
2. #Ecommerce2015
AGENDA
The State
of E-commerce
G1
Strategies &
Marketing
2
Social Media
5
F
Mobile
4 5
6
Internationalization
3
Market Trends
6
i
5. #Ecommerce2015
Industry Sectors
B
S
B
á
U
Food
Insurance
Home & Furnishings
Shopping Centers
Publishing
Consumer Electronics
Fashion
Health & Beauty
Leisure
Tourism
7
l
Z
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Cross country
sales
Foreign markets become
accessible to SME thanks to
marketplaces
E-commerce trends
Ä
MARKETPLACE
Marketplaces are a key
channel for sales and
additional growth is
expected
Logistics as
strategic asset
New delivery and pickup
models and efficient
management of the last mile
are priorities
Predictive selling
Big data analysis allows
companies to custom
messages and products at
single user level
Subscription for
commodities
demand for subscriptions
grows for repeated
purchase products like
food and cosmetics
Digital content
access
Temporary access to digital
content as music, video and
games replaced the
content possession
11. #Ecommerce2015
Short term investments
1%
other
$
27%
user
experience
f
:
30%
marketing &
promotion
5
15%
mobile
3%
No investment
9%
Internationalization
1,5%
logistics
12%
technologies
1,5%
Customer care
g
Investment
2015
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Selling on marketplaces
Percentage of
companies which
sell on
marketplaces is
40% among
companies selling
physical or mostly
physical products.
Sell on
marketplaces
33%
Don’t sell on
marketplaces
67%
Ä
fees
competition with big players
lack of Know-how
why?
13. #Ecommerce2015
20%
2%
2%
4%
4%
57%
63%
Most used Marketplaces
other
flash sales or private sales websites
price comparison websites*
announcements websites*
* On these websites it’s not possible to
complete the purchase
“Improper” marketplaces
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International turnover
International
turnover
Average
31%
In 2014 the
marketplaces
stand as the
channel to start
international sales:
companies which
use them, even
when having an
Italian-only website,
produce 10% of
their turnover
abroad. The most
used marketplaces
are Amazon and
ebay.
6%
Multilingual
website
36%
Italian-only
website
10%
Italian website
+ marketplaces
Ä
% of turnover coming from foreign countries
29. #Ecommerce2015
Food
+16%
á Insurance
+14%
Home &
furnishings
+20%
Shopping
centers
+40%
Publishing
+16%
Consumer
electronics
-5%
Fashion
+30%
Health &
beauty
+12%
Leisure
+5%
Tourism
+20%
S BU l
B 7 Z
Industry sectors in 2015
30. #Ecommerce2015
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