The e commerce market in Italy
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The e commerce market in Italy

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Italy as a market is expected to grow strongly, China and India are hot growth areas in emerging markets. Despite the gloomy macroeconomic forecasts, e-commerce is expected to grow at 16% per year ...

Italy as a market is expected to grow strongly, China and India are hot growth areas in emerging markets. Despite the gloomy macroeconomic forecasts, e-commerce is expected to grow at 16% per year till ´16. Italy is expected to catch up mature markets as it still has a low penetration rate of online buyers. The country is third after China and Spain as 7% more buyers will turn to e-commerce in the next 3 years and is considered an emerging market that is expected to grow mature than peers. Consumer confidence in Italy is picking up, particularly among younger age groups. Italians are still using PCs to shop online, mobile commerce is still a green field to explore. Those using mobile devices to shop say that the presence of an app would increase their purchases. A survey shows that many buyers are happy with their experience, but there is further room to improve. In case of bad experiences return policies and customer care are key services. Payment, security, easy logistics and a customer care are key issues influencing the purchase behavior.










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    The e commerce market in Italy The e commerce market in Italy Presentation Transcript

    • digital allee www.digitalallee.com tw: @digitalallee The e-commerce market in Italy August 2013 © digitalallee-ubequitysrl all rights reserved
    • Disclaimer  All data and information of this presentation have been collected from public available sources  As it includes several forward looking statements it should be clear that there may be a significant margin of error in the projections  Any investment or decision should be made after a detailed due diligence and digital allee is no way responsible for any decision taken after looking at this presentation  We furthermore may change or include any information without any further notice  E-commerce market includes travel, digital downloads and event tickets, gaming and gambling is excluded © digitalallee-ubequitysrl all rights reserved
    • Asia Pacific region will be largest B2C e-commerce market by 2016 in terms of global market share 3 34% 32% 24% 4% 4% 2% North America Asia Pacific W Europe C. E. Europe Latin America Middle East Africa 31% 38% 21% 4% 4% 2% 2013 2016 Source: digital allee calculations on e-marketer data July 2013 http://www.emarketer.com/Article/B2C-Ecommerce-Climbs-Worldwide-Emerging-Markets-Drive-Sales-Higher/1010004 $1,2 tr $1,9 tr +52% Market share by geographic area © digitalallee-ubequitysrl all rights reserved
    • Italy as a market is expected to grow strongly, China and India are hot growth areas in emerging markets 4 142% 86% 58% 41% 40% 38% 38% 36% 34% 34% 30% 28% 28% 27% 25% 0% 20% 40% 60% 80% 100% 120% 140% 160% Total growth rate from 2013 to 2016 in absolute terms for selected geographies Source: digital allee calculations on e-marketer data July 2013 © digitalallee-ubequitysrl all rights reserved
    • Despite the gloomy macroeconomic forecasts, e- commerce is expected to grow at 16% per year till ´16 5 34% 23% 16% 12% 12% 11% 11% 11% 10% 10% 9% 9% 9% 8% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% Compounded average growth rate (CAGR) for selected geographies from 2013-2016 Source: digital allee calculations on e-marketer data July 2013 © digitalallee-ubequitysrl all rights reserved
    • Italy is expected to catch up mature markets as it still has a low penetration rate of online buyers 6 49% 55% 44% 74% 68% 73% 36% 24% 40% 76% 81% 87% 75% 81% 78% 67% 62% 51% 80% 75% 77% 40% 27% 43% 79% 83% 89% 76% 82% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Digital buyers penetration rate on total retail buyers for selected countries Source: digital allee calculations on e-marketer data July 2013 © digitalallee-ubequitysrl all rights reserved
    • 17,7% 7,5% 6,9% 6,6% 6,5% 4,0% 4,0% 3,5% 2,8% 2,4% 2,2% 1,7% 1,4% 1,3% 1,1% 0,0% 2,0% 4,0% 6,0% 8,0% 10,0% 12,0% 14,0% 16,0% 18,0% 20,0% Italy is third after China and Spain as 7% more buyers will turn to e-commerce in the next 3 years Total increase of digital buyers penetration from 2013 to 2016 for selected countries 7 Source: digital allee calculations on e-marketer data July 2013 © digitalallee-ubequitysrl all rights reserved
    • -10.000 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 0% 5% 10% 15% 20% 25% 30% 35% 40% USA China Italy India Russia Brazil Spain Norway Germany Netherlands Sweden UK France ball size equals the market size of e- commerce market Italy is considered an emerging market and it is expected to grow more than mature markets Source: digital allee calculations on e-marketer data July 2013, OECD, World Bank GDP per capita in 2016 in USD Componded average yearly growth rate of e-commerce sales 2013-2016 Prioritization matrix for slected e-commerce markets 8© digitalallee-ubequitysrl all rights reserved
    • -60 -50 -40 -30 -20 -10 0 10 20 Jan-2010 Feb-2010 Mar-2010 Apr-2010 May-2010 Jun-2010 Jul-2010 Aug-2010 Sep-2010 Oct-2010 Nov-2010 Dec-2010 Jan-2011 Feb-2011 Mar-2011 Apr-2011 May-2011 Jun-2011 Jul-2011 Aug-2011 Sep-2011 Oct-2011 Nov-2011 Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012 Sep-2012 Oct-2012 Nov-2012 Dec-2012 Jan-2013 Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013 Jul-2013 until 29 years 30-49 years 50-64 years 65 years and over total Consumer confidence in Italy is picking up, particularly among younger age groups Consumer confidence index by age group in Italy Consumer confidence = Financial situation over next 12 months 9 Source: ISTAT, national statistics bureau © digitalallee-ubequitysrl all rights reserved
    • 94% 4% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Only PC Smartphone Tablet Italians are still using PCs to shop online, mobile commerce is still a green field to explore Devices used to purchase a product 10 Source: Survey on 75k individuals representing the Italian population http://www.contactlab.com/ecommercereport © digitalallee-ubequitysrl all rights reserved
    • 16% 20% 42% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Only a little No change More Significantly more Those using mobile devices to shop say that the presence of an app would increase their purchases 11 Source: Survey on 75k individuals representing the Italian population http://www.contactlab.com/ecommercereport How much would a mobile app increase your purchases? (out of those responding they are purchasing with smartphone/tablet in previous question © digitalallee-ubequitysrl all rights reserved
    • 0% 0% 1% 1% 4% 10% 19% 35% 16% 14% 0% 5% 10% 15% 20% 25% 30% 35% 40% 1 2 3 4 5 6 7 8 9 10 A survey shows that many buyers are happy with their experience, but there is further room to improve 12 How would you rate your purchase experience in the last 12 months (1 = very poor, 10 = excellent) Source: Survey on 75k individuals representing the Italian population http://www.contactlab.com/ecommercereport © digitalallee-ubequitysrl all rights reserved
    • 70% 41% 29% 31% 25% 27% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% Free pick up of the broken product and replacement Lean and fast procedures with no extra cost to cancel the purchase Call center should be always available Option to replace the product at a physical retail store Coupon issue for future purchases Partial reimbursement also after the product is in use Special discounts to be used in following months In case of bad experiences return policies and customer care are key services 13 In case of a negative experience, what do you expect an e-commerce firm seller to do? Source: Survey on 75k individuals representing the Italian population http://www.contactlab.com/ecommercereport © digitalallee-ubequitysrl all rights reserved
    • 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Paying with a monthly rate during 1 or more years The presence of a quality seal More certainties regarding sensible data and security More easy and convenient to send back items that are not wanted More convenient prices Payment could be authorized after the goods arrival Payment through smartphone Direct billing on banking acocunt Presence of direct contact point with seller (phone/e- mail/chat) Payment, security, easy logistics and a customer care are key issues influencing the purchase behavior 14 Source: Survey on 75k individuals representing the italian population http://www.contactlab.com/ecommercereport How much would the following things influence your purchase behavior A lot Not much © digitalallee-ubequitysrl all rights reserved
    • 15© digitalallee-ubequitysrl all rights reserved www.digitalallee.com