E-commerce in Italy 2008


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Research about e-commerce market in Italy

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E-commerce in Italy 2008

  1. 1. Casaleggio Associati |Net Strategies E-commerce in Italy 2008: “ Growth with a handbreak”
  2. 2. Methodology <ul><li>The study was conducted: </li></ul><ul><li>through direct interviews to the main actors, on line </li></ul><ul><li>questionnaires , phone interviews, and direct contacts </li></ul><ul><li>a total of 2.416 firms took part in the survey </li></ul><ul><li>350 of them actively participated in creating the </li></ul><ul><li>study </li></ul>
  3. 3. E-commerce market in Italy Source: Casaleggio Associati, 2008 <ul><li>Turnover 2007 : </li></ul><ul><li>4,868 billion euro </li></ul><ul><li>Europe Turnover 2007 : </li></ul><ul><li>210 billion euro </li></ul><ul><li>Main Industries: </li></ul><ul><li>Tourism (48,7%) - Leisure(15,4%) </li></ul><ul><li>Consumer Electronics(13,4%) </li></ul><ul><li>Growth : 42,2% </li></ul><ul><li>2004: 1,645 billion euro </li></ul><ul><li>2005: 2,123 billion euro </li></ul><ul><li>2006: 3,286 billion euro </li></ul>
  4. 4. Orders per sector Source: Casaleggio Associati, 2008 <ul><li>In 2007 around 23 million orders were placed on line in Italy. </li></ul><ul><li>The sectors with more purchases in 2007 were tourism (around 7.3 million) and leisure (around 6 million) </li></ul>
  5. 5. Average receipt ( in euros) Source: Casaleggio Associati, 2008 <ul><li>The average receipt is a factor of differentiation for on line sectors. </li></ul><ul><li>Insurance, home furnishing, and tourism are sectors with the average receipt is over 300 euros, and often have problems with the 500 euro limit of rechargeable cards. </li></ul><ul><li>Publishing and health and beauty, with a two digits receipt, are the sectors most impacted by transportation costs. </li></ul>
  6. 6. E-commerce firms presence Source: Casaleggio Associati, 2008 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
  7. 7. Online Payments Methods Source: Casaleggio Associati, 2008 <ul><li>Credit card is the most used </li></ul><ul><li>payment method for on line </li></ul><ul><li>purchases. Compared to last year </li></ul><ul><li>the trend is the following: </li></ul><ul><li>an increase on payments upon delivery from 24% to 30% </li></ul><ul><li>high receipts are paid trough bank transfers that represent 15% of the total payments </li></ul><ul><li>Paypal saw a strong increase, and now represents 9% of the volume </li></ul><ul><li>Alternative payment methods are also on the rise, such as mobile payments 4% </li></ul>
  8. 8. Anti-fraud Systems Source: Casaleggio Associati, 2008 <ul><li>The majority of firms with fraud prevention activity call their clients to verify the information (35.7%) </li></ul><ul><li>Around one fifth (20.7%) use active security software that identifies suspicious transactions </li></ul><ul><li>A tenth of the firms limit the service to obtain a greater security, shifting the problem on the client. </li></ul>
  9. 9. Shipment methods Source: Casaleggio Associati, 2008 <ul><li>The main carriers used for delivery for </li></ul><ul><li>e-commerce in Italy are the following four: Bartolini (21%), SDA (20%), TNT (16%) and Poste Italiane (15%). </li></ul><ul><li>A limited numbers of carriers use also their own means, especially in food and home and furnishing. </li></ul>
  10. 10. On line Promotion Source: Casaleggio Associati, 2008 <ul><li>One of the main challenges for the </li></ul><ul><li>e-commerce retailers is to attract new customers on its website. 55% of companies are still looking for best promotional practices and tools. </li></ul><ul><li>12% are unsatisfied </li></ul><ul><li>43% are in continuous experimentation, and think that on line promotion is difficult. </li></ul><ul><li>45% think to have found the right way to adequately promote their own business/activity. </li></ul>
  11. 11. Participation on Social Media Source: Casaleggio Associati, 2008 <ul><li>Social media is the term used to identify hundreds and thousands of applications like blogs and forums where people can freely publish their opinions. </li></ul><ul><li>Only 8% of firms involved in </li></ul><ul><li>e-commerce actively participate </li></ul><ul><li>53% think that the benefit of participation in social media doesn't cover the cost </li></ul>
  12. 12. Customer Generated Value Source: Casaleggio Associati, 2008 <ul><li>2007 was the year in which companies launched initiatives to involve customers in creating value. </li></ul><ul><li>Half of e-commerce companies limit themselves on allowing the clients to evaluate the purchased goods (53%) or let them tell others (47%). </li></ul><ul><li>27% allows to add a comment that will be read by future clients. </li></ul><ul><li>Only 12% allows the clients to communicate between themselves through forums or social network. </li></ul>27% 12% 53% 47%
  13. 13. Differentiation Source: Casaleggio Associati, 2008 <ul><li>The first incentive in which the firms act to differentiate themselves is the brand credibility (24%) that allows them to attract visitors, and better convert the visitors in clients. </li></ul><ul><li>The strategy of loyalty, and assistance to the client (23%) improves the return there. </li></ul><ul><li>Many firms point also on special offers (34%), wide range of products (17%), aggressive pricing (16%) and personalized products (1%). </li></ul>
  14. 14. E-commerce 2008 Report The Report E-commerce 2008 is available on the website: www.casaleggioassociati.it/e-commerce
  15. 15. Contacts Website: www.casaleggio.it Email: [email_address]