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

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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