E-COMMERCE IN ITALy
2014
#ecommerce2014


 #Ecommerce2014
AGENDA
The State of
E-commerce
G
1
Strategies &
Marketing
2

Internationalization
3
Mobile
4
Social Media
5
Market Trends
6
F
5
6

i

The State of E-commerce
G
1
 #Ecommerce2014

 #Ecommerce2014
+6%
1.6 2.1
3.3
4.9
6.4
10.0
14.3
18.9
21.1
22.3
€ 0
€ 5
€ 10
€ 15
€ 20
€ 25
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
e-commerce in Italy
+12%
+29% +55%
+58%
+43%
+32%
+48% +31%
Turnover in billions €
 Variation %

 #Ecommerce2014
Industry sectors
B
S
B 
á
U
Food
Insurance
Home & Furnishings
Shopping Centers
Publishing
Consumer Electronics
Fashion
Health & Beauty
Leisure
Tourism
7
l

Z

 #Ecommerce2014
Relative share of turnover

 #Ecommerce2014
Strategies & Marketing
2


 #Ecommerce2014
Products
search
engines
Amazon, ebay and
other big players are
the first place where
consumers search for
products
Physical
stores sell
online
Physical retail
activities launch
online sale to face the
economic crisis
Producers
become media
companies
Manufacturing and
service companies
communicate and sell
directly to final
customers
Mobile is the
favorite way
to browse
Mobile traffic has to
be exploited in order
to increase
conversions
e-commerce Trends
Digitalization
of
Retail
Integration between web
and offline points of sale
is the competitive
strategy of multichannel
players
6
5s 7

 #Ecommerce2014
OnLine brand promotion

 #Ecommerce2014
Marketing activities
Investment spread

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Short term investments

 #Ecommerce2014
from Visitor to Customer
Conversion rate
Average
1,9%
20%
21%
25%
41%
48%
No trust in online payment
Shipping time
Offline purchase
Shipping costs
Price
Never been
analyzed
Reason for failed
conversion
25%
iÂ

 #Ecommerce2014
Conversion strategies
63%
Flash sales
& discunts
47%
Coupons &
vouchers
49%
Threshold
free shipping
22%
Free
shipping
44%
Website
graphics
29%
Customers
reviews
30%
mobileg
5
6
l


i
{

Purchase fulfillment

 #Ecommerce2014
trAFFIC sources

Google
Is the 1st traffic source for
77%
Of e-commerce companies61%
Google
(organic)
16%
Google
(paid)
Website visits

Advertising on
Google
44%
Say it’s their 2°
source of traffic
✉
Email &
newsletter
1° traffic source
15%
Of e-commerce companies

 #Ecommerce2014
Traffic sources
Sources generating more conversions
7%
1%
1%
2%
5%
6%
7%
11%
20%
34%
37%
53%
Other
YouTube
Other social media
News websites
Blog
Display adv
Company's websites
Facebook
Price comparison sites
E-mail
Google (paid)
Google (organic)
 
0%
Of e-commerce companies
twitter &
pinterest
Don’t generate conversions

 #Ecommerce2014
Internationalization
3


 #Ecommerce2014
Presence in foreign markets

 #Ecommerce2014
43%
22%
14%
17%
4%
International strategies
Multilanguage
website
Italian-only
website
Multinationals
Agencies
abroad
Italy-only
sales

Ë




 #Ecommerce2014
International turnover
International
turnover
Average
29% €€€€€€€€€€
Multilingual
website 41% €€€€€€€€€€
Italian-only
website 8% €€€€€€€€€€


% of turnover coming from foreign countries

 #Ecommerce2014
Mobile
4
5
6

 #Ecommerce2014
Mobile: turnover & budget
5
6 Mobile
turnover
2013
Average 8%
Marketing
budget
2013
Average
5% in 2012 3.5% in 2012
$
8.5%
+30%
Individuals who
access internet
from smartphone
2014 vs 2013
+156%
Individuals who
access internet
from tablet
2014 vs 2013
5 6
Data: Audiweb, 2014 (Italian population)
% of turnover coming from mobiles

 #Ecommerce2014
No
investment
Maintain same
investment
Reduce
investment in
2014
Increase
investment in
2014
24% Ë
65%
↑
11%

0%↓
6
5
Mobile: Investment

 #Ecommerce2014
Mobile: Strategy
Priority activities for mobile commerce

 #Ecommerce2014
Social Media
5
F

 #Ecommerce2014
Social Media

 #Ecommerce2014
Maintain same
investment
No investment
Reduce
investment in
2014
Increase
investment in
2014
30%

50%
↑
15%
Ë
5%
↓
F
Social Media: Investment

 #Ecommerce2014
Social Media & ROI

 #Ecommerce2014
Market Trends
6
i

 #Ecommerce2014
Food
+15%
á Insurance
+10%
Home &
furnishings
+15%
Shopping
centers
+50%
Publishing
+5%
Consumer
electronics
+10%
Fashion
+28%
Health &
beauty
+19%
Leisure
+10%
Tourism
+25%
S BU l
B 7  Z
Industry sectors in 2014

 #Ecommerce2014
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E-COMMERCE IN ITALy
2014
#ecommerce2014
