4 in insurance (Direct Line, Genertel, Genialloyd, Linear)
1 in the mobile communication of recharging (Vodafone).
2 operators in the top 20 sell products: eBay e Yoox.
7 out of 20 are Dot Com
50% share of the eCommerce Italian market is developped by pure players
Top 5 are: eBay, Expedia, Venere, lastminute.com, Volagratis, Yoox
eCommerce Shipment methods
North Italy is strategic on logistic map for the axe West-East-West Europe
Milan is the natural place of logistic groups
Malpensa International Hub
“ Milano Centrale” bigger Italian railway station
1 and ½ h. Truck to Genova port
Best prices for final delivery!
Italian logistic market in 2009-2010 forecast the start of Industrial logistic operators (Ceva logistic, Zust-Ambrosetti, DHL, ecc.. )
Carriers specialized in e-commerce delivery are the following four: Bartolini (21%), SDA-Poste Italiane group(20%), TNT (16%) and Poste Italiane (15%).
A limited numbers of carriers use also their own means, especially in food and home and furnishing.
Top Italian eCommerce deliverey copmany
E-commerce firms presence Very High Lombardia High Emilia Romagna, Toscana, Piemonte, Veneto Medium Abruzzo, Marche, Puglia, Liguria, Sicilia, Campania, Lazio Low Umbria, Trentino Alto Adige, Valle d'Aosta, Calabria, Friuli, Sardegna Very Low Basilicata, Molise
Online Marketing, Advertising, search & social network
The Italian online advertising market doesn’t know the crisis.
In 2007, 42% increase from 190,300 millions € in 2006 to 269,857 millions €
In 2008, The market reached the billion of € (989,200 millions €) (source Nielsen)
In Italy the most effective marketing leverage on the eCommerce are:
Banner and geolocalization 75% ; DEM 10% ; eMail adv 15%
Google 61,6%; Yahoo! 20,4%; Microsoft MSN 9,1%; Virgilio (Telecom Italia) 4,6%; Others 4,3%
Impact of social networks is massive:
Facebook; MySpace; Hi5 are the most popular social networks. In 2008 social networks represent more than 6 millions of people and the impact on the online advertising was heavy in terms of opinion making on products.
Rose it’s the future of Italian eCommerce
The reasons are:
Positive approach of the new generation
“ Made in Italy” very appreciate of the global market
Very high quality of the technical services
Hight speed connection increases (in the main cities)
Logistic market well developped by pan european actors
In this context some of the best players have increased the investments in the italian eCommerce market (technology and knowledge)
eBay Italia has a smarter way to shop on line
Yoox is the biggest italian on line retailer (very high speed growing ) focused on fashion goods
Kelkoo i s the most popular shopbot in Italy
FNAC Italia has started the selling activity on a dedicated web site with a massive SEO advertising campaign