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Ecommerce in Italy 2015

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Presentation of the research "E-commerce in Italy 2015" by Casaleggio Associati

Published in: Business

Ecommerce in Italy 2015

  1. 1. E-COMMERCE IN ITAly #ecommerce2015  2015
  2. 2.  #Ecommerce2015 AGENDA The State of E-commerce G1 Strategies & Marketing 2  Social Media 5 F Mobile 4 5 6 Internationalization 3  Market Trends 6 i
  3. 3. The State of E-commerceG 1  #Ecommerce2015
  4. 4.  #Ecommerce2015 +6% 1,6 2,1 3,3 4,9 6,4 10,0 14,3 18,9 21,1 22,3 24,2 € 0 € 5 € 10 € 15 € 20 € 25 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 E-commerce in Italy +12% +29% +55% +58% +43% +32% +48% +31% turnover in billions €  Variation % +8%
  5. 5.  #Ecommerce2015 Industry Sectors B S B  á U Food Insurance Home & Furnishings Shopping Centers Publishing Consumer Electronics Fashion Health & Beauty Leisure Tourism 7 l  Z
  6. 6.  #Ecommerce2015 gambling (replayed winnings) 41% gambling (initial bets) 3% Leisure: other 5% Relative share of turnover 30% 7% 4% 4% 2% 1,3% 2% 0,5% 0,2% leisure Health & beauty tourism insurance 24,2billions euro Consumer electronics publishing Home & furnishings fashion Shopping centers food S B á U l B  7  Z E-commerce turnover 49%
  7. 7. Strategies & Marketing 2  #Ecommerce2015 
  8. 8.  #Ecommerce2015 Cross country sales Foreign markets become accessible to SME thanks to marketplaces E-commerce trends Ä MARKETPLACE Marketplaces are a key channel for sales and additional growth is expected Logistics as strategic asset New delivery and pickup models and efficient management of the last mile are priorities   Predictive selling Big data analysis allows companies to custom messages and products at single user level Subscription for commodities demand for subscriptions grows for repeated purchase products like food and cosmetics Digital content access Temporary access to digital content as music, video and games replaced the content possession    
  9. 9.  #Ecommerce2015 Online brand promotion
  10. 10.  #Ecommerce2015 Marketing activities Investment spread
  11. 11.  #Ecommerce2015 Short term investments 1% other $ 27% user experience f : 30% marketing & promotion   5  15% mobile 3% No investment  9% Internationalization  1,5% logistics 12% technologies 1,5% Customer care g Investment 2015
  12. 12.  #Ecommerce2015 Selling on marketplaces Percentage of companies which sell on marketplaces is 40% among companies selling physical or mostly physical products. Sell on marketplaces 33%  Don’t sell on marketplaces 67%  Ä  fees  competition with big players  lack of Know-how why?
  13. 13.  #Ecommerce2015 20% 2% 2% 4% 4% 57% 63% Most used Marketplaces other  flash sales or private sales websites  price comparison websites*  announcements websites* * On these websites it’s not possible to complete the purchase “Improper” marketplaces
  14. 14.  #Ecommerce2015 Marketplaces: investment 78% of companies which sell on marketplaces will increase or maintain constant the investment on this channel in 2015.
  15. 15.  #Ecommerce2015 Marketplaces: goals i  76% Company’s webstore sales supplement 12% Selling abroad ) 49% Increase sales & brand awareness
  16. 16.  #Ecommerce2015 Marketplaces: key success factors 46% Product presentation 44% Dymnamic price management 44% Shipping services  # 28% Customer service 28% Discounts & promotions 2% other g l Ä Sales on marketplaces
  17. 17. Internationalization 3  #Ecommerce2015 
  18. 18.  #Ecommerce2015 36% 32% 16% 13% 3% International strategies Multilanguage website Italian-only website Multinationals Agencies abroad Italy-only sales  Ë   
  19. 19.  #Ecommerce2015 Presence In foreign markets
  20. 20.  #Ecommerce2015 International turnover International turnover Average 31%  In 2014 the marketplaces stand as the channel to start international sales: companies which use them, even when having an Italian-only website, produce 10% of their turnover abroad. The most used marketplaces are Amazon and ebay. 6%  Multilingual website 36%  Italian-only website 10%  Italian website + marketplaces Ä % of turnover coming from foreign countries
  21. 21. Mobile 4  #Ecommerce2015 5 6
  22. 22.  #Ecommerce2015 5 6 20122013 Mobile turnover 2014 Average 13%  Mobile: turnover & growth 8,5% 5% 17,6 millions Online active users from mobile devices January 2015 Data Audiweb, 2015 (Italian population) K % of turnover coming from mobiles
  23. 23.  #Ecommerce2015 mobile: Investment
  24. 24. Social Media 5  #Ecommerce2015 F
  25. 25.  #Ecommerce2015 Social Media 68% 35% 19% 17% 16% 13% 11% 2% 1% 2% Facebook YouTube Twitter Instagram Google + LinkedIn Pinterest Flickr Foursquare Other F >     •• Very effective Fairly effective   
  26. 26.  #Ecommerce2015 Social Media & ROI
  27. 27.  #Ecommerce2015 Social Media: Investment
  28. 28. Market Trends 6  #Ecommerce2015 i
  29. 29.  #Ecommerce2015 Food +16% á Insurance +14% Home & furnishings +20% Shopping centers +40% Publishing +16% Consumer electronics -5% Fashion +30% Health & beauty +12% Leisure +5% Tourism +20% S BU l B 7  Z Industry sectors in 2015
  30. 30.  #Ecommerce2015 Casaleggio Associati Internet Strategies FacebooK facebook.com/Casaleggio.Associati slideshare slideshare.net/casaleggioassociati twitter @casaleggio linkedin Linkedin.com/company/casaleggio-associatiF   Casaleggio associati www.casaleggio.it e-commerce in italy Download our reports and focus www.casaleggio.it/e-commerce Linkedin group E-commerce in italy 
  31. 31. E-COMMERCE IN ITALy #ecommerce2015  2015

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