Ecommerce in Italy 2011

Casaleggio Associati | Internet Strategies E-commerce in Italy 2011

Metodology
The research project “E-commerce in Italy 2011” was carried out:
by means of interviews with the principal players, online questionnaires, telephone interviews and face to face meetings
a total of 2,986 companies were included in the survey
249 actively participated in the creation of the report

e-commerce in Italy – 2004/2010 Source Casaleggio Associati, 2011 e-commerce in Italy: 14,357 billion euro in 2010 Growth: +43%

Sales Distribution Principal sectors: - Leisure (mainly gambling) accounting for nearly half the market (48.5%) - Tourism (31.4%) - Consumer Electronics (7.1%)

Differentiation strategies The companies position themselves with Brand and Range For the last two years, this has been more important than Loyalty Source: Casaleggio Associati, 2011 Multipla responses

Source: Casaleggio Associati, 2011 Choosing to buy online According to the companies, customers buy online for convenience (37%) and price (26%)

Short term Investments Fonte: Casaleggio Associati, 2011 The main investments are for marketing and promotion (44%) and improving the website usability (22%) always with a view to maximising investments in the short term Projects to sell abroad have decreased in the last two years (from 6% to 4% last year)

Online Brand Promotion The number of companies that have not yet found a definitive solution for the issue of promotion is rising slightly each year, and today has arrived at 58% with 12% that consider the solutions available in the market to be unsatisfactory Source: Casaleggio Associati, 2011

Customer Acquisition Costs by Sector Source: Casaleggio Associati, 2011 The sector in which acquiring a customer is the dearest is insurance (50 euro), while the cheapest is publishing (9 euro)

Conversion Rate for Visits into Customers by Sector Source: Casaleggio Associati, 2011 The sector that has optimised this process best is Tourism with a rate of converting visits into customers of 2,8% due to the large number of transactions that have made optimization possible Free delivery and Amazon Prime

Customer Purchase Frequency Source: Casaleggio Associati, 2011 E-commerce websites can expect a customer to make a purchase every three months. Companies indicating an average frequency of once a month are mostly in the fashion sector (particularly for instant purchases), or leisure (gambling) and food (particularly supermarkets)

Integration of Social Media in the Store Source: Casaleggio Associati, 2011 Most widespread action: Integration of social media in the store (59% of the companies) by use of gadgets indicating interest (eg. “Like” on Facebook, Twitter and Google Buzz) and the display of product-related social media content and the possibility of interacting with customer support directly on the social media.

Flow of Information with Suppliers Source: Casaleggio Associati, 2011 Different types of investments are needed to grow your product range efficiently The companies that have evolved the most are in the sectors of consumer electronics, tourism, and online shopping malls and they make almost exclusive use of automatic and semi-automatic systems

Average number of people in the e-commerce team Source: Casaleggio Associati, 2011 Companies with less than 5 million euros are small and on average have less than 10 people More structured companies have more than 100 people and they are in the insurance and leisure sector

Factors Determining the Choice of Delivery Service Source: Casaleggio Associati, 2011 The main companies used for deliveries of online shopping products are these four: Bartolini, SDA, Poste Italiane and TNT A limited number of companies use their own vehicles, especially in the food and furnishings sectors

Average spend by sector Source: Casaleggio Associati, 2011 In relation to last year, the sectors that have seen the greatest drop in the average spend are Publishing (going from 47 to 34 euro in a year because of the sale of music digitally) and Tourism (from 358 to 312 euro)

Growth of e-commerce Source: Casaleggio Associati, 2011

Casaleggio Associati | Internet Strategies www.casaleggio.it/e-commerce [email_address]

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Ecommerce in Italy 2011

by Casaleggio Associati on Apr 26, 2011

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