E-commerce in Italy 2012

www.casaleggio.itCasaleggio Associati | Internet Strategies E-commerce in Italy 2012

www.casaleggio.itMethodologyThe “E-commerce in Italy 2012” study: Was conducted by means of an online survey and exploratory interviews with the major market players More then 3,000 companies taken into account 338 participated actively in the creation of the Report Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 2

www.casaleggio.itIndustry sectors Food Foods, beverages, supermarkets, catering. Insurance Home, motorcar and motorcycle policies. Home and Furnishings Furniture, household goods, garden. Shopping centres Multiple products. Publishing Home video, books, music, software, information. Consumer electronics Electrical appliances, hardware, telephony, photography, audio. Fashion Clothing, footwear, jewellery, eyewear. Health and Beauty Perfumes, cosmetics, wellness products, medications. Betting, gambling, toys, sports equipment, entertainment, Recreation telephony. Tourism Transport, hotels, tour operators, attractions. Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 3

www.casaleggio.it E-commerce in Italy: 2004-2011€ 20,000,000,000€ 18,000,000,000 Food€ 16,000,000,000 Insurance 18.970€ 14,000,000,000 Home and billion Euro furnishing Online shopping in 2011€ 12,000,000,000 centres Publishing€ 10,000,000,000 Growth € 8,000,000,000 Consumer electronics +32% Fashion € 6,000,000,000 Health and beauty € 4,000,000,000 Recreation € 2,000,000,000 Tourism €0 Source: Casaleggio Associati, 2012 2004 2005 2006 2007 2008 2009 2010 2011 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 4

www.casaleggio.it Relative Share of turnover Food Fashion Home and 1.3% 1.2% furnishing Health and Online 0.3% beauty shopping 0.3% Recreation: Centres Gambling (re- 2.0% playedPublishing winnings) 2.5% 47.9% Recreation Consumer 54.1% electronics 5.7% Insurance Recreation: Tourism 6.3% Recreation: Gambling 26.4% Other (initial bets) 5.2% 3.9% Fonte: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited

www.casaleggio.it Differentiation strategies Brand credibility 49% Brand range 32% The main factors as regards differentiation between Customer loyalty 31% competitors are linked to value and brand credibility. Pricing policies 22% These are followed byProvision of value-added services 13% product brand range and customer loyalty. Delivery times and costs 9% Pricing policies appear to be Other 5% less important than they were in the past. No differentiation 5% Source: Casaleggio Associati, 2012 6 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited

www.casaleggio.itOnline marketing: brand promotion Satisfactory Difficult 46.6% 38% (-3,7% down on (+0.5% up on 2011) 2011) Unsatisfactory 15,4% (+3,1% up on 2011) Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 7

www.casaleggio.it Online marketing: investment spread Keyword Advertising 23% Keyword advertising and SEO appear to be the preferred investment SEO 17% activities. Email marketing 12% This is followed by e-mail Social Media 11% marketing, social media activity andPrice comparison sites 11% presence in the shopping areas or on price comparison sites. Affiliation programs 5% The lowest values are found in the Press 5% activities linked to the traditional Banner/sponsorship 5% media (press, television, radio) and investments in banners and Television 3% sponsorships. Radio 1% Other 7% Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited

www.casaleggio.it Short-term investment Customer care 2% In the short-term, companies will Marketing and continue to invest mainly in Other promotion 41% 2% marketing and promotion and in improving the user-experience and usability of their own Logistics websites.User-experience 3% 29% The percentage of companies that are intending to set up a foreign sales activity is on the increase. Technological No investment infrastructure 11% 5% Foreign sales 7% Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 9

www.casaleggio.it Internationalisation: strategies When compared to the We sell only past, there now appearsSites in in Italy to be a strong need toapplicable expand the businesslanguages 25% abroad in order to create 33% adequate economies of scale to be able to fight off international competition. 24% 5% Agencies 13% abroadItalian - 67% of companies haveonly site some sort of presence in Multinationals the international market, albeit utilising different methods. Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 10

www.casaleggio.it Internationalisation: presence in foreign markets57% 55% The Countries in which the presence of Italian companies is most marked include 40% 36% Germany, France and 30% Switzerland, followed by 25% 24% Spain, the United Kingdom and other northern European Countries. 10% 7% 8% 6% 5% However, the presence of 2% 1% Italian operators on the Asian Continent (Japan, China and other oriental Countries), as well as in Africa and Latin America remains very limited. Marked presence Adequate presence Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 11

www.casaleggio.itSocial media: tops in terms of effectiveness The social media sites that are deemed to be most effective are Facebook, YouTube, Twitter and Google+, with a distinct preference for the former. Many firms run their own YouTube channel on which they post their own advertising spots, promotional videos and other multimedia content. Pinterest is attracting an increasing amount of interest, albeit on a trial basis, specifically for the presentation of images and photographs, with commentary, on the products on offer. Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 12

www.casaleggio.it E-commerce staff The human resources allocated to e-commerce are on the increase in52 medium-size companies seeking to 47 invest in order to increase growth. 2010 2011 In companies with a turnover in excess of 5 million Euro, staffing levels have declined thanks to the increased efficiency of their processes. 12 9 7 The figures pertaining to smaller 5 4 3 3 2 firms that are finding it difficult to invest remain virtually unchanged.Over 5mn € 1 mn to 5 mn € 500,000 to 1mn € 100,000 to 500,000 € Up to 100,000€ Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 13

www.casaleggio.it Entry into the e-commerce market1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 14

www.casaleggio.itThe various sectors in 2012 Foodstuffs Insurance Furnishings Online shopping centres Publishing Consumer electronics Fashion Health and beauty Recreation Tourism Source: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 15

www.casaleggio.it I settori nel 2012Da inserire a tutta pagina la cartina Fonte: Casaleggio Associati, 2012 Copyright: CASALEGGIO ASSOCIATI - INTERNET STRATEGIES – Reproduction prohibited 16

www.casaleggio.itCasaleggio Associati |Internet Strategies www.casaleggio.it/e-commerce info@casaleggio.it

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E-commerce in Italy 2012

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