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Social commerce Italy updated


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A strategic overview on the italian market, 2010

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Social commerce Italy updated

  1. 1. Social Commerce Italy 2010 A strategic overview By Marcello del Bono Milan, Italy
  2. 2. Social Commerce A list of alternative definitions here: socialcommercetoday CC by Marcello del Bono What is it? It is the use of social media i n the context of e-commerce Image Courtesy
  3. 3. Ante litteram social : A r e com mendation engine CC by Marcello del Bono
  4. 4. Buying clubs are typical examples of social commerce CC by Marcello del Bono
  5. 5. Main Market segments: -Buying clubs vati, etc -Social coupons providers - Trad itional e-tailers - Facebook shops CC by Marcello del Bono Image Courtesy
  6. 6. Market sizing Not enough data at the moment. A quick and dirty estimate for Italy 2010 can be valued this year around 5% of total ecommerce italian market*. *Total ecommerce Italy (2009) = 5,8 Bln Euro | Social Commerce Italy, quick and dirty estimate : = 250 Mln Euro CC by Marcello del Bono
  7. 7. Strategic Positioning - Italy Services Products Low Social Focus High Social Focus <ul><li>Virtual Coupon : Tuangon, Citydeal, Glamoo, Poinx, Groupalia </li></ul><ul><li>Digital Buying Clubs : Privalia, Saldi Privati, BuyVip </li></ul><ul><li>Amazon </li></ul><ul><li>eBay </li></ul><ul><li>Expedia </li></ul><ul><li>IBS </li></ul><ul><li>Self Serve online adv platforms </li></ul><ul><li>Volagratis </li></ul>CC by Marcello del Bono <ul><li>Wishpot </li></ul><ul><li>Ferrari (FB), Guess (FB) </li></ul>
  8. 8. Opportunities and threats (1/3) - Buyers - Opportunities Threats What to do Buyers Access greatly discounted items Quality of service/products provided/delivered lower than desired Check out the social media presence of the e-tailer, read negative and positive feedbacks, verify reactions to negative comments, avoid e-tailers that do not answer to negative feedbacks quicly and giving the maximum customer satisfaction. Start with small amounts buy CC by Marcello del Bono
  9. 9. Opportunities and threats (2/3) - Social e-tailers - Opportunities Threats What to do Social e-tailers Access a fast gowing e-commerce segment Increasing competition, harder differentiation from competitors, quality of italian postal service Invest on display and social communication , quality of service to users, relationships with merchants, partnering with price comparison webistes CC by Marcello del Bono
  10. 10. Opportunities and threats (3/3) - merchants - Opportunities Threats What to do Merchants Get new clients, increase visibility, piggyback on the social e-tailer network/audience, sell-off old inventory Strict agreement conditions, brand dilution, wrong audience tapped Start with test campaigns, choose the right segment/audience/etailer, carefully read and understand the agreement conditions CC by Marcello del Bono
  11. 11. How does the future look like? Eventually – 5 years from now- every e-commerce platform will be based/include a strong focus on social media features Image courtesy CC by Marcello del Bono
  12. 12. Mar Marcello del Bono Marcello del Bono makes the first projects online as a web project manager in year 1996 , after a two years long experience in the digital television business (Tele+) . In year 2000 he is in Matrix (Virgilio) and then at Cap Gemini Ernst & Young in the WEB/CRM group. He has been later Digital Business Manager responsible of the online advertising revenues in Italy for The New York Times, Le Figaro, Rolling Stone Italia, la Cucina Italiana and many other prestigious websites. He has an MBA-Master of Business Administration awarded by the SDA Bocconi’s School of Management in Milan and a Political Science-Economics Degree from the University of Milan. Contact him for job proposals , critics or just to say hallo via his blog or via email at marcello dot delbono at gmail dot com CC by Marcello del Bono
  13. 13. These work is released under the Creative Commons attribution 2.5 license. You can -images excluded and where not otherwise specified- freely copy, distribute, display, and perform the content included in these presentation only if you give credit to the author explicitly including his name and his blog web address CC by Marcello del Bono
  14. 14. Images from: