E-commerce in Italy 2013

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Presentation of the research "E-commerce in Italy" by Casaleggio Associati

Published in: Business, Technology

E-commerce in Italy 2013

  1. 1. i Market G trends The State of The industry e-commerce sectors in 2013 e-commerce in Italy and in the world F SOCIAL E-commerce # turnover The value of the market MEDIA in Italy Interact with 2013 customers Strategies & marketing 6 #ecommerce2013 PROMoting the brand on line 5 Mobile E-COMMERCE and Let’s come & see  INTERNAtionaliSation Exporting the BUSINESS MULTIple Channels
  2. 2. E-commerce in italy 2013 agenda I G II The state Industry sectors &  Strategies E- commerce trends of e- turnover & commerce marketing differentia tion & on line IV  III promotion 6 Mobile Presence commerce & Mobile 5 in foreign markets & internat. internatioV strategies mobile strategies naliSation  F Social media Vi Social media effective ness Social media & roi i Market Industry sectors in 2013 trends  #Ecommerce2013
  3. 3. G IThe stateofe-commercee-commerce in italyand in the world
  4. 4. Metodology The research E-commerce in Italy Participating companies More than 3.000 analysed 350 actively participated in creating the report Survey & interviewsé The research was conducted by means of an on line survey and exploratory interviews with the major market players  #Ecommerce2013
  5. 5. Industry sectors Market categories and servicesá food 7 Consumer electronicsU insurance B fashionS Home & furnishings  Health & beautyl Shopping centres Z leisureB publishing  Tourism  #Ecommerce2013
  6. 6. e-commerce value on line sales growth€ 25   +32% +12% 21,1 € 20 +43% 18,9€ 15  +58% 14,3   +48% +31% 10,0 € 10 +55% €5  +29% 4,9 6,4 Turnover in billions € 3,3  1,6 2,1 Variation % €0 2004 2005 2006 2007 2008 2009 2010 2011 2012  #Ecommerce2013
  7. 7. Relative share of Turnover 2% 1,2% l 3% Shopping centres food á B publishing 1,1% fashion B 0,4% 7 5% Consumer Home & furnish. S electronics Health & beauty insurances 0,3% U 6% E-commerce 57% Z leisure turnover 21,1 Billions 48,5% gambling euro (re-played tourism 24% winnings) 3,5% gambling (initial bets) leisure: other 5%  #Ecommerce2013
  8. 8. II Strategies &marketingPromoting the brandon line
  9. 9. E-commerce TRENDS PricinginternationaliSation $ Multiple channelsmobile  e-commerce Ü profiling TRENDS 6 5  Social media  F  #Ecommerce2013
  10. 10. Differentiation strategies how do you differentiate from competitors? 38% 31% 24% 24% 14% 14% 12% 6%  g #     :Brand credibility Customer loyalty Pricing Brand range Delivery times Additional Other No and costs services differentiation   #Ecommerce2013
  11. 11. on line MARKETING: brand promotion how is the promotion on line activity?    30% 53% 17%satisfactory difficult unsATISFACTORY-8% down on 2012 +6,9% up on 2012 +1,2% up on 2012  #Ecommerce2013
  12. 12. on line MARKETING: INVESTMENT SPREAD : OTHER a PRESS : TV 2% 8% 3% KEYWORD 0 RADIO 3% 23% ADV BANNER & SPONSORSHIP 5% Acquisition costs PRICE COMPARISON 8%4 SITES 8% 25,4 17% euro SEOy AFFILIATION PROGRAMS s 13% v SOCIAL 17% MEDIA E-MAIL ✉  #Ecommerce2013
  13. 13. SHORT TERM INVESTMENT how will you invest in 2013? f 24% user experience   $ Investment 44%11% 2013 marketing &internationaliSation promotion10% technology 2% g  Customer care 10% 2%  No investment : logistics 3% other  #Ecommerce2013
  14. 14. InternaTionaliSATION IIIEXPORTING THE business
  15. 15. PresenCE IN FOREIGN MARKETS how much do you sell in foreign markets? 63% 58% 45% 35% 31% 31% 14% 37% NorTH Eu 14% 11% 8% Asia: other 9% 2% LATIN africa • America • Marked presence Adequate presence  #Ecommerce2013
  16. 16. internationALISATION: STRATEGIES ITALIAN-  ONLY SITE 12% MultinaTIONALS 30%  SitES in 9% APPLICABLE LANGUAGES sì 5% AGENCIES ABROAD  no ITALY-ONLY 45% SALES Ë  #Ecommerce2013
  17. 17. internationalisation: TURNOVERwhat % of turnover is coming from foreign countries?  #Ecommerce2013
  18. 18. 65 IVmobileE-commerce &multiple channels
  19. 19. Mobile : investment in 2013 you will: ↓ Reduce Increase investment ↑ investment 49 % 1% 6 Maintain same 5 investment10 % Ë 40 % No investment  #Ecommerce2013
  20. 20. Mobile strategieswhich activies are priorities for mobile commerce? 6 mobile website development 5 59% smartphone app development 5 33% 6 tablet app development 26%mobile advertising & promotion  24% none Ë 15%  #Ecommerce2013
  21. 21.  FSocial mediaInteract with customers V
  22. 22. Social media which social media are effective?67% • very effective • fairly effective 37% 33% 20% 15% 11% 7% 5% 4% 3% F >        :Facebook YouTube Twitter Google + LinkedIn Pinterest Foursquare Instagram Flickr Other  #Ecommerce2013
  23. 23. social media: investment in 2013 you will:↓ Reduce Increase investment ↑ investment 51%5%Ë17% No investment  F  28% Maintain same investment  #Ecommerce2013
  24. 24. Social media & roi social media activity in terms of ROI is:    19% 52% 29% satisfactory difficult unsatisfactoryWe found the activities Social media impact on sales Social media have low which increase sales is difficult to measure impact on sales  #Ecommerce2013
  25. 25. iMarket VItrendsIndustry sectors in 2013
  26. 26. Industry sectors in 2013 growth forecast á U S l B food insurance Home & furn. Shopping c. publishing +18% +19% +31% +27% +18% 7 B  Z Consumer el. fashion Health & b. leisure tourism +10% +21% +19% +4% +15%  #Ecommerce2013
  27. 27. casaleggio associati Internet strategies Casaleggio associati www.casaleggio.itF FacebooK facebook.com/Casaleggio.Associati  linkedin Linkedin.com/company/casaleggio-associati twitter slideshare @casaleggio slideshare.net/casaleggioassociati e-commerce in italy  Download our reports and focus  Linkedin group www.casaleggio.it/e-commerce E-commerce in italy  #Ecommerce2013
  28. 28. i Market G trends The State of The industry e-commerce sectors in 2013 e-commerce in Italy and in the world F SOCIAL E-commerce # turnover The value of the market MEDIA in Italy Interact with 2013 customers Strategies & marketing 6 #ecommerce2013 PROMoting the brand on line 5 Mobile E-COMMERCE and Let’s come & see  INTERNAtionaliSation Exporting the BUSINESS MULTIple Channels

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