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Slide 1: www.c a s a le g g io.it Casaleggio Associati |Net Strategies E-commerce in Italy 2008: “Growth with a handbreak”

Slide 2: www.c a s a le g g io.it Methodology The study was conducted: through direct interviews to the main actors, on line • questionnaires, phone interviews, and direct contacts a total of 2.416 firms took part in the survey • 350 of them actively participated in creating the • study 2 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 3: www.c a s a le g g io.it E-commerce market in Italy Turnover 2007: 4,868 billion euro Europe Turnover 2007: 210 billion euro Main Industries: - Tourism (48,7%) - Leisure(15,4%) - Consumer Electronics(13,4%) Growth: 42,2% 2004: 1,645 billion euro 2005: 2,123 billion euro 2006: 3,286 billion euro Source: Casaleggio Associati, 2008 3 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 4: www.c a s a le g g io.it Orders per sector 7.361.208  In 2007 around 23 million orders 6.079.138 were placed on line in Italy.  The sectors with more purchases in 2007 were tourism (around 7.3 2.762.231 million) and leisure (around 6 2.142.948 1.530.384 million) 1.490.765 467.785 818.015 252.297 49.308 Fo Ma Co Fa He Le Ins Ho Pu To shi od isu u ri bli nsu alt me rke u ran on sh i re sm ha me tpl an ce ng nd ace dF rE Be lec u rn au tr o itu ty nic re s Source: Casaleggio Associati, 2008 4 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 5: www.c a s a le g g io.it Average receipt ( in euros) € 418 € 410 The average receipt is a factor of differentiation for on line sectors. € 322 Insurance, home furnishing, and tourism are sectors with the € 236 average receipt is over 300 euros, € 185 and often have problems with the € 123 500 euro limit of rechargeable € 105 € 92 € 70 cards. € 59  Publishing and health and beauty, with a two digits receipt, are the Ins Fo Ho Ma Pu Co Fa He Le To od shi isu uri bli nsu u ra me alt rke sectors most impacted by shi on re s ha nc tpl me m a transportation costs. nd ng e nd ac rE f e urn Be lec au tro ish ty n ic in g s Source: Casaleggio Associati, 2008 5 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 6: www.c a s a le g g io.it E-commerce firms presence Very High Lombardia Emilia Romagna, Toscana, Piemonte, High Veneto Abruzzo, Marche, Puglia, Liguria, Medium Sicilia, Campania, Lazio Umbria, Trentino Alto Adige, Valle Low d'Aosta, Calabria, Friuli, Sardegna Very Low Basilicata, Molise Source: Casaleggio Associati, 2008 6 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 7: www.c a s a le g g io.it Online Payments Methods Credit card is the most used payment method for on line purchases. Compared to last year 42% the trend is the following: 30%  an increase on payments upon 15% delivery from 24% to 30% 9% 4%  high receipts are paid trough bank transfers that represent 15% of the total payments Ot Cr e Pa Ba Pa  Paypal saw a strong increase, and he ym nk yp d it C r al now represents 9% of the volume en Tra tu ard nsf po er  Alternative payment methods are nd also on the rise, such as mobile eli ve payments 4% ry Source: Casaleggio Associati, 2008 7 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 8: www.c a s a le g g io.it Anti-fraud Systems  The majority of firms with fraud prevention activity call their clients to verify the information (35.7%)  Around one fifth (20.7%) use active security software that identifies suspicious transactions  A tenth of the firms limit the service to obtain a greater security, shifting the problem on the client. Source: Casaleggio Associati, 2008 8 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 9: www.c a s a le g g io.it Shipment methods Source: Casaleggio Associati, 2008  The main carriers used for delivery for  A limited numbers of carriers use also e-commerce in Italy are the following their own means, especially in food and four: Bartolini (21%), SDA (20%), TNT home and furnishing. (16%) and Poste Italiane (15%). 9 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 10: www.c a s a le g g io.it On line Promotion One of the main challenges for the e-commerce retailers is to attract new customers on its website. 55% of companies are still looking for best promotional practices and tools. 12% are unsatisfied  43% are in continuous experimentation, and think that on line promotion is difficult.  45% think to have found the right way to adequately promote their own business/activity. Source: Casaleggio Associati, 2008 10 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 11: www.c a s a le g g io.it Participation on Social Media 8% Social media is the term used to identify hundreds and thousands of The comany actively partecipate in forum applications like blogs and forums 13% coversation and blogosphere where people can freely publish their opinions. Sometimes the company has partipated in forum conversation and blogosphere  Only 8% of firms involved in e-commerce actively participate 53% Staff could talk in behalf of company but has to hold by  53% think that the benefit of some rules participation in social media 25% The partecipation is not doesn't cover the cost essential Source: Casaleggio Associati, 2008 11 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 12: www.c a s a le g g io.it Customer Generated Value 2007 was the year in which companies launched initiatives to 12% involve customers in creating value.  Half of e-commerce companies limit themselves on allowing the 27% clients to evaluate the purchased goods (53%) or let them tell others (47%). 47%  27% allows to add a comment that will be read by future clients. 53%  Only 12% allows the clients to communicate between themselves through forums or social network. Source: Casaleggio Associati, 2008 12 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 13: www.c a s a le g g io.it Differentiation  The first incentive in which the firms act to differentiate themselves is the brand credibility 24% Brand credibility (24%) that allows them to attract 23% Customer service and loyalty programs visitors, and better convert the visitors in clients. 17% Product range 16% Price policies  The strategy of loyalty, and 11% assistance to the client (23%) Shippping costs and delivery times improves the return there. 3% Additional services 1%  Many firms point also on special Personalizing products/services offers (34%), wide range of 1% Lack of differentiation products (17%), aggressive pricing 1% Exclusive product/service (16%) and personalized products (1%). 2% Other Source: Casaleggio Associati, 2008 13 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 14: www.c a s a le g g io.it E-commerce 2008 Report The Report E-commerce 2008 is available on the website: www.casaleggioassociati.it/e-commerce 14 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la

Slide 15: www.c a s a le g g io.it Contacts Website: www.casaleggio.it Email: info@casaleggio.it 15 Copyrig h t: CAS ALE G G IO AS S OCIATI S TR ATE G IE DI R E TE - è vie ta ta la