0
E-COMMERCE IN ITALy
2014
#ecommerce2014

 #Ecommerce2014
AGENDA
The State of
E-commerce
G
1
Strategies &
Marketing
2

Internationalization
3
Mobile
4
Social Medi...
The State of E-commerce
G
1
 #Ecommerce2014
 #Ecommerce2014
+6%
1.6 2.1
3.3
4.9
6.4
10.0
14.3
18.9
21.1
22.3
€ 0
€ 5
€ 10
€ 15
€ 20
€ 25
2004 2005 2006 2007 2008 20...
 #Ecommerce2014
Industry sectors
B
S
B 
á
U
Food
Insurance
Home & Furnishings
Shopping Centers
Publishing
Consumer Elect...
 #Ecommerce2014
Relative share of turnover
 #Ecommerce2014
Strategies & Marketing
2

 #Ecommerce2014
Products
search
engines
Amazon, ebay and
other big players are
the first place where
consumers search for...
 #Ecommerce2014
OnLine brand promotion
 #Ecommerce2014
Marketing activities
Investment spread
 #Ecommerce2014
Short term investments
 #Ecommerce2014
from Visitor to Customer
Conversion rate
Average
1,9%
20%
21%
25%
41%
48%
No trust in online payment
Ship...
 #Ecommerce2014
Conversion strategies
63%
Flash sales
& discunts
47%
Coupons &
vouchers
49%
Threshold
free shipping
22%
F...
 #Ecommerce2014
trAFFIC sources

Google
Is the 1st traffic source for
77%
Of e-commerce companies61%
Google
(organic)
16...
 #Ecommerce2014
Traffic sources
Sources generating more conversions
7%
1%
1%
2%
5%
6%
7%
11%
20%
34%
37%
53%
Other
YouTub...
 #Ecommerce2014
Internationalization
3

 #Ecommerce2014
Presence in foreign markets
 #Ecommerce2014
43%
22%
14%
17%
4%
International strategies
Multilanguage
website
Italian-only
website
Multinationals
Age...
 #Ecommerce2014
International turnover
International
turnover
Average
29% €€€€€€€€€€
Multilingual
website 41% €€€€€€€€€€
...
 #Ecommerce2014
Mobile
4
5
6
 #Ecommerce2014
Mobile: turnover & budget
5
6 Mobile
turnover
2013
Average 8%
Marketing
budget
2013
Average
5% in 2012 3....
 #Ecommerce2014
No
investment
Maintain same
investment
Reduce
investment in
2014
Increase
investment in
2014
24% Ë
65%
↑
...
 #Ecommerce2014
Mobile: Strategy
Priority activities for mobile commerce
 #Ecommerce2014
Social Media
5
F
 #Ecommerce2014
Social Media
 #Ecommerce2014
Maintain same
investment
No investment
Reduce
investment in
2014
Increase
investment in
2014
30%

50%
↑
...
 #Ecommerce2014
Social Media & ROI
 #Ecommerce2014
Market Trends
6
i
 #Ecommerce2014
Food
+15%
á Insurance
+10%
Home &
furnishings
+15%
Shopping
centers
+50%
Publishing
+5%
Consumer
electron...
 #Ecommerce2014
Casaleggio Associati
Internet Strategies
FacebooK
facebook.com/Casaleggio.Associati
slideshare
slideshare...
E-COMMERCE IN ITALy
2014
#ecommerce2014

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E-commerce in Italy 2014

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Presentation of the research "E-commerce in Italy 2014" by Casaleggio Associati

Published in: Business, Technology

Transcript of "E-commerce in Italy 2014"

  1. 1. E-COMMERCE IN ITALy 2014 #ecommerce2014 
  2. 2.  #Ecommerce2014 AGENDA The State of E-commerce G 1 Strategies & Marketing 2  Internationalization 3 Mobile 4 Social Media 5 Market Trends 6 F 5 6  i
  3. 3. The State of E-commerce G 1  #Ecommerce2014
  4. 4.  #Ecommerce2014 +6% 1.6 2.1 3.3 4.9 6.4 10.0 14.3 18.9 21.1 22.3 € 0 € 5 € 10 € 15 € 20 € 25 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 e-commerce in Italy +12% +29% +55% +58% +43% +32% +48% +31% Turnover in billions €  Variation %
  5. 5.  #Ecommerce2014 Industry sectors B S B  á U Food Insurance Home & Furnishings Shopping Centers Publishing Consumer Electronics Fashion Health & Beauty Leisure Tourism 7 l  Z
  6. 6.  #Ecommerce2014 Relative share of turnover
  7. 7.  #Ecommerce2014 Strategies & Marketing 2 
  8. 8.  #Ecommerce2014 Products search engines Amazon, ebay and other big players are the first place where consumers search for products Physical stores sell online Physical retail activities launch online sale to face the economic crisis Producers become media companies Manufacturing and service companies communicate and sell directly to final customers Mobile is the favorite way to browse Mobile traffic has to be exploited in order to increase conversions e-commerce Trends Digitalization of Retail Integration between web and offline points of sale is the competitive strategy of multichannel players 6 5s 7
  9. 9.  #Ecommerce2014 OnLine brand promotion
  10. 10.  #Ecommerce2014 Marketing activities Investment spread
  11. 11.  #Ecommerce2014 Short term investments
  12. 12.  #Ecommerce2014 from Visitor to Customer Conversion rate Average 1,9% 20% 21% 25% 41% 48% No trust in online payment Shipping time Offline purchase Shipping costs Price Never been analyzed Reason for failed conversion 25% iÂ
  13. 13.  #Ecommerce2014 Conversion strategies 63% Flash sales & discunts 47% Coupons & vouchers 49% Threshold free shipping 22% Free shipping 44% Website graphics 29% Customers reviews 30% mobileg 5 6 l   i {  Purchase fulfillment
  14. 14.  #Ecommerce2014 trAFFIC sources  Google Is the 1st traffic source for 77% Of e-commerce companies61% Google (organic) 16% Google (paid) Website visits  Advertising on Google 44% Say it’s their 2° source of traffic ✉ Email & newsletter 1° traffic source 15% Of e-commerce companies
  15. 15.  #Ecommerce2014 Traffic sources Sources generating more conversions 7% 1% 1% 2% 5% 6% 7% 11% 20% 34% 37% 53% Other YouTube Other social media News websites Blog Display adv Company's websites Facebook Price comparison sites E-mail Google (paid) Google (organic)   0% Of e-commerce companies twitter & pinterest Don’t generate conversions
  16. 16.  #Ecommerce2014 Internationalization 3 
  17. 17.  #Ecommerce2014 Presence in foreign markets
  18. 18.  #Ecommerce2014 43% 22% 14% 17% 4% International strategies Multilanguage website Italian-only website Multinationals Agencies abroad Italy-only sales  Ë   
  19. 19.  #Ecommerce2014 International turnover International turnover Average 29% €€€€€€€€€€ Multilingual website 41% €€€€€€€€€€ Italian-only website 8% €€€€€€€€€€   % of turnover coming from foreign countries
  20. 20.  #Ecommerce2014 Mobile 4 5 6
  21. 21.  #Ecommerce2014 Mobile: turnover & budget 5 6 Mobile turnover 2013 Average 8% Marketing budget 2013 Average 5% in 2012 3.5% in 2012 $ 8.5% +30% Individuals who access internet from smartphone 2014 vs 2013 +156% Individuals who access internet from tablet 2014 vs 2013 5 6 Data: Audiweb, 2014 (Italian population) % of turnover coming from mobiles
  22. 22.  #Ecommerce2014 No investment Maintain same investment Reduce investment in 2014 Increase investment in 2014 24% Ë 65% ↑ 11%  0%↓ 6 5 Mobile: Investment
  23. 23.  #Ecommerce2014 Mobile: Strategy Priority activities for mobile commerce
  24. 24.  #Ecommerce2014 Social Media 5 F
  25. 25.  #Ecommerce2014 Social Media
  26. 26.  #Ecommerce2014 Maintain same investment No investment Reduce investment in 2014 Increase investment in 2014 30%  50% ↑ 15% Ë 5% ↓ F Social Media: Investment
  27. 27.  #Ecommerce2014 Social Media & ROI
  28. 28.  #Ecommerce2014 Market Trends 6 i
  29. 29.  #Ecommerce2014 Food +15% á Insurance +10% Home & furnishings +15% Shopping centers +50% Publishing +5% Consumer electronics +10% Fashion +28% Health & beauty +19% Leisure +10% Tourism +25% S BU l B 7  Z Industry sectors in 2014
  30. 30.  #Ecommerce2014 Casaleggio Associati Internet Strategies FacebooK facebook.com/Casaleggio.Associati slideshare slideshare.net/casaleggioassociati twitter @casaleggio linkedin Linkedin.com/company/casaleggio-associatiF   Casaleggio associati www.casaleggio.it e-commerce in italy Download our reports and focus www.casaleggio.it/e-commerce Linkedin group E-commerce in italy 
  31. 31. E-COMMERCE IN ITALy 2014 #ecommerce2014 
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