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Anna Rosa Antonacci - Fiducia, l’elemento che incide di più sulla scelta di un sito e-commerce

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Secondo una recente ricerca Netcomm sicurezza e prezzo sono le più grandi preoccupazioni per gli acquirenti online e la presenza di un marchio di fiducia è l’elemento che incide di più sulla scelta di un sito poco conosciuto.
In questo intervento viene presentato lo strumento che Netcomm mette a disposizione delle aziende e-commerce per comunicare trasparenza e affidabilità al consumatore finale: Il Sigillo Netcomm.

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Anna Rosa Antonacci - Fiducia, l’elemento che incide di più sulla scelta di un sito e-commerce

  1. 1. 4 marzo 2016, Milano
  2. 2. 4 marzo 2016, Milano Anna Rosa Antonacci Fiducia, l’elemento che incide di più sulla scelta di un sito e-commerce Project Manager, Consorzio Netcomm
  3. 3. Il mercato e-commerce nel mondo e in Italia Il comportamento degli acquirenti online Sigillo Netcomm, il trustmark italiano dell’e-commerce Agenda
  4. 4. Dimensioni, caratteristiche e trend dell’e-commerce Il mercato e-commerce nel mondo e in Italia
  5. 5. @ConsNetcomm L’e-commerce nel mondo Principali dati Fonte: Ecommerce Europe, European B2C E-commerce Report 2015 Global $1,840 bn +18% Total B2C e-sales 2014 of goods and services Cross-border B2C E- commerce Most popular countries: “94 million consumers buy cross-border and this number is expected to grow” 7,360 million people live in the world 4,200 million people use the Internet 1,100 million people are e-shoppers 15% Forecast 2015 $ 2,100 bn Turnover E-commerce Goods & Services Estimated share of online goods in total retail of goods USA 45% UK 37% China / HK 26% Canada 18% Australia 16% Germany 14% 100% 57% Top 10 e-commerce countries in turnover China $ 500 Usa $ 460 UK $ 162 Japan $ 150 Germany $ 93 France $ 75 Australia $ 40 Canada $ 26 Russia $ 23 S. Korea $ 22 * B2C & C2C goods & services, excluding insurances 5.0% Asia-Pacific $ 740 bn +18% Europe $ 545 bn +13% North America $ 495 bn + 9% Latin America $ 39 bn +17% MENA $ 21 bn +24%
  6. 6. @ConsNetcomm L’e-commerce in Europa Principali dati 818 million people live in Europe 565 million people use the Internet 231 million people are e-shoppers 28% Forecast 2015 € 470 bn Turnover E-commerce Goods & Services Estimated share of online goods in total retail of goods West € 204 bn +12% Central € 102 bn + 9% South € 46 bn +12% North € 36 bn + 9% East € 22 bn +17% 100% 69% Top 5 mature e-commerce countries in turnover (million) UK € 122,000 Germany € 70,000 France € 56,800 Netherlands € 13,900 Austria € 11,000 6.1% Europe € 410 bn +11% EU 28 € 330 bn +13% 2.2% eGDP € 17.3 trn GDP 2014 Top emerging countries Russia € 17,000 Spain € 15,000 Italy € 14,400 Poland € 6,000 Fonte: Ecommerce Europe, European B2C E-commerce Report 2015
  7. 7. @ConsNetcomm L’e-commerce in Italia Fonte: Osservatorio eCommerce B2c, Netcomm - School of Management Politecnico di Milano, 2015
  8. 8. @ConsNetcomm L’e-commerce in Italia Fonte: Osservatorio eCommerce B2c, Netcomm - School of Management Politecnico di Milano, 2015
  9. 9. Evoluzione nel tempo del numero di e-shopper e principali fattori di influenza degli acquisti online Il comportamento degli acquirenti online
  10. 10. @ConsNetcomm La diffusione dell’esperienza di acquisto online in Italia Fonte: Net Retail, Il ruolo del digitale negli acquisti degli italiani Human Highway per Netcomm, ottobre 2015 In Italia 30,8 milioni di individui di almeno 15 anni di età accedono regolarmente alla Rete almeno una volta alla settimana, da ogni luogo e utilizzando un qualsiasi device. Universo Internet italiano Acquirenti online almeno una volta nella vita Acquirenti online negli ultimi 3 mesi Acquirenti online abituali 60,9% dell’utenza pari a 18,8 M di individui 78,7% dell’utenza Internet ovvero 24,2 M di individui Totale utenza Internet italiana 30,8M di individui 15+ 41,5% dell’universo pari a 12,8 M individui Le dimensioni dell’utenza Internet italiana
  11. 11. @ConsNetcomm La diffusione dell’esperienza di acquisto online in Italia Fonte: Net Retail, Il ruolo del digitale negli acquisti degli italiani Human Highway per Netcomm, ottobre 2015 2 5 8 11 14 17 20 apr-11 ott-11 apr-12 ott-12 apr-13 ott-13 apr-14 ott-14 apr-15 ott-15 Milioni di acquirenti online nel trimestre, distinti tra sporadici e abituali: nell’ultimo anno gli acquirenti sporadici sono cresciuti a un ritmo superiore a quello degli abituali Abituali: +7,7% nell’ultimo anno Sporadici: +11,1% nell’ultimo anno Gennaio 2016: 5,7 M Gennaio 2016: 12,8M
  12. 12. @ConsNetcomm La soddisfazione degli acquirenti online Fonte: Net Retail, Netcomm 2015 7,8 7,9 8 8,1 8,2 8,3 8,4 8,5 8,6 apr-11 ago-11 dic-11 apr-12 ago-12 dic-12 apr-13 ago-13 dic-13 apr-14 ago-14 dic-14 Dicembre 2015: 8,7 Aprile 2011: 8,0 Trend della soddisfazione dell’esperienza di acquisto online. Il valore medio è ricavato da una distribuzione di voto che va da 1 (completa insoddisfazione) a 10 (completa soddisfazione). Il 93% dà un voto superiore a 7 all’acquisto online
  13. 13. @ConsNetcomm Probabilità di acquistare online nei prossimi tre mesi Totale Campione Oltre il 36% dei rispondenti ritiene possibile ma non probabile il fatto di poter effettuare il suo primo acquisto su Internet nei prossimi tre mesi. Il 21% circa lo ritiene praticamente impossibile, il 37% non esclude la possibilità di poterlo fare e solo il 5,6% lo farà quasi certamente. Quale probabilità associ al fatto di poter fare il tuo primo acquisto su Internet nei prossimi tre mesi? 21,0% 36,3% 24,1% 13,1% 5,6% Lo ritengo impossibile E' possibile ma non probabile E' possibile E' probabile ma non ne sono sicuro E' molto probabile Fonte: Analisi degli inibitori e dei driver di acquisto online, Human Highway per Netcomm, marzo 2015
  14. 14. @ConsNetcomm Inibitori e driver di acquisto online 31,7% 7,7% 7,4% 2,5% 2,6% 3,5% 3,8% 4,6% 5,4% 6,6% 12,8% Temo fregature/Non mi fido Toccare con mano gli acquisti Preferisco acquistare in modo tradizionale Problemi economici Non mi interessa Non possiedo CdC Dipende dalla convenienza Potrei acquistare online Lo farò E' vantaggioso acquistare online Vorrei provare Mi piace acquistare online Puoi spiegarci perché hai risposto in quel modo alla domanda precedente, rispetto alla probabilità di effettuare un acquisto online nei prossimi tre mesi? Fonte: Analisi degli inibitori e dei driver di acquisto online, Human Highway per Netcomm, marzo 2015
  15. 15. L’iniziativa di Netcomm a supporto dello sviluppo dell’e-commerce in Italia Sigillo Netcomm, il trustmark italiano dell’e-commerce
  16. 16. @ConsNetcomm Sigillo Netcomm Come garanzia di qualità del sito e-commerce che lo espone Il Sigillo Netcomm rappresenta uno strumento a disposizione dei merchant per comunicare ai consumatori trasparenza e affidabilità del sito e-commerce Esperti legali verificano che sul sito ci siano tutte le informazioni previste dalla legge italiana ed europea per chi vende e offre servizi online Il Sigillo Gold rappresenta una versione evoluta del Sigillo Netcomm perché arricchita dalla raccolta di recensioni e valutazioni di consumatori reali Ecommerce Europe Trustmark, ha l'obiettivo di stimolare l'e-commerce transnazionale attraverso una migliore protezione di consumatori e venditori Il Sigillo Business Partner pensato per tutte le società non merchant che si associano a Netcomm e che offrono soluzioni e servizi per l’e-commerce
  17. 17. @ConsNetcomm Sigillo Netcomm Come funziona
  18. 18. @ConsNetcomm Principali evidenze sull’utilizzo del Sigillo Netcomm Gold dal 2014 ad oggi • Oltre 30.000 recensioni raccolte • Tasso di soddisfazione reale percepito dai consumatori del 97,8% (voto 3/4/5) • Valutazione media del servizio generale offerto dal merchant pari a 4,65 su 5, con il 70% dei consumatori che ha espresso una valutazione di 5 stelle su 5 70% 24% 5% 1% 1% 5 stelle 4 stelle 3 stelle 2 stelle 1 stella Valutazione media del servizio generale offerto dal merchant
  19. 19. @ConsNetcomm Netcomm in sintesi Ecommerce Europe 16 paesi rappresentati Lobby e area legale, regolamentare e fiscale Dati di mercato e ricerche Workshop ed eventi  Netcomm Ecommerce Forum  E-payment  Digital Export  E-logistics  … Formazione e servizi alle imprese
  20. 20. @ConsNetcomm Save the date
  21. 21. @ConsNetcomm Save the date La chiusura delle iscrizioni è stata eccezionalmente prorogata al 4 marzo 2016
  22. 22. 4 marzo 2016, Milano Grazie per l’attenzione Anna Rosa Antonacci Project Manager, Consorzio Netcomm

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