• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
assoecommerce-acsel-2009-def-2.ppt
 

assoecommerce-acsel-2009-def-2.ppt

on

  • 438 views

 

Statistics

Views

Total Views
438
Views on SlideShare
438
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    assoecommerce-acsel-2009-def-2.ppt assoecommerce-acsel-2009-def-2.ppt Presentation Transcript

    • Italian eCommerce overview 2008 Focus on market of electronic commerce in 2008 A cura di: AssoeCommerce, Claudio Ferraris
    • Agenda
      • Key Economic data
      • Methodology
      • Data Analisys
        • Target
        • Buyer’s side
        • Merchant’s side
        • Advertising
      • Conclusions
      • Contact
    • Key economic Data, & Digital infrastructures
      • Italian population, 58 millions people
      • GDP Growth 1,5%
      • 45% of Homes with access to Internet,
        • 25% broadband
      • 73% of company with access to Internet
        • 36 % broadband,
      • 18 millions internet users,
      • 35 millions is the number of Mobile Users,
      • The largest share of internet users is concentrated in the large towns
        • Milan
        • Rome
        • Tourin
        • Naples
    • Methodology
      • The study was conducted t hrough direct interviews to the main actors of the Italian eCommerce
        • The estimation of the market measures the mix of the selling products and services made only by Internet and exclusively from Italian web sites to final consumers (Italian or Overseas)
    • Data analisys
    • Target
      • Who’s buying
        • In Italy the target of eCommerce is a population, very friendly with
        • technology : Male, 25-40 years old, high school and high education and business
        • position
      • Goods
        • Ticket travel (flight ticket)
        • Insurance products (car insurance)
        • High tech products (PC and Digital Camera)
        • Editorial (Books and DVD purchased on overseas web sites)
      • The average eCommerce expense in the 2008 was 900 €
      Source: AssoeCommerce, 2008
    • eCommerce (buyer's side)
      • eCommerce Italian revenue in 2008 is 6 billions € (1% of the total retailing amount)
        • 7 billions if we consider the shopping of Italian users on the eCommerce web sites overseas
      • Annual growth: 20 % in 2008 (23% in 2007) of internet buyers
      • Category products most frequently purchased online (Top5)
        • Tourism 3,4 billions € - 28% growth
        • High tech 550 million € - 9 % growth
        • Insurance 450 million € - 7% growth
        • Clothers 250 million € - 40% growth
        • Editory 120 million € - 20% growth
      Source: AssoeCommerce, 2008
    • eCommerce (merchant side)
      • In the top 20 of eCommerce merchants - 18 companies out of 20 sell services
        • 13 are tourism operators (Airfrance, Airone, Alitalia, eDreams, Expedia, lastminute.com, Meridiana, Myair, Trenitalia, Tui.it, Venere, Volagratis, Wind Jet),
        • 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
      • Scenario:
        • 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
        • Advertising online
        • 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:
        • Advertising online
          • Banner and geolocalization 75% ; DEM 10% ; eMail adv 15%
        • SEO
          • Google 61,6%; Yahoo! 20,4%; Microsoft MSN 9,1%; Virgilio (Telecom Italia) 4,6%; Others 4,3%
        • Affiliation Programs
          • TradeDoubler; Zanox
        • 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.
    • Conclusions
      • 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)
      • Examples:
          • 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
          • Apple Italia is the best brand shop
    • Contacts Claudio Ferraris AssoeCommerce [email_address] 00393475301332