1. Italy B2C E-Commerce Report 2011
June 2011
Provided by
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions
erce
E- C om m
B2C
Italy 11
Rep ort 20
June 2011
Publication Date
June 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
46
Covered Countries
Italy
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2. Italy B2C E-Commerce Report 2011
Key Findings
Covering Trends, Sales, Shares, Products, Users / Shoppers and Players
• 2010 ended with a positive outcome for B2C E-Commerce, as Italian markets have returned to grow at
double digits. Forecasts for 2011 are positive with an expected increase close to +20%.
• The share of B2C E-Commerce on total retail sales in Italy grew from 4% in 2009 to 6% in 2010.
• “Insurance” was the product category with the highest online spending in Italy in 2010, followed by
“Tourism”.
• The B2C E-Commerce market in Italy is very fragmented, with many small to medium-sized online shops.
• Mediashopping.it was the leading B2C E-Commerce player in Italy in 2010, followed by YOOX.com, YouBuy.it,
Dmail.it and MediaWorld.it which all have significantly less online sales.
Company and Product Information
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3. Italy B2C E-Commerce Report 2011
Table of Contents
1. Management Summary 6. Users / Shoppers
2. Trends • Internet Users and its Percentage of Country
Population in Italy, in %, 2005-2010
• B2C E-Commerce Trends in Italy, 2010/2011 • Individuals in Europe using the Internet, by Country,
• Reasons to buy online in Italy, in %, 2010 in %, 2008-2010
• Payment Methods used by Internet Shops in Italy, • Internet and Broadband Household Penetration, by
in %, 2010 Households, in %, 2008-2010
• Payment Providers utilized by Internet Shops in Italy, • Penetration of Internet Shoppers in Italy, compared
in %, 2010 to EU27 Average, in %, 2006-2010
• Logistics Carriers utilized by Internet Shops in Italy, • Share of Internet Shoppers on Internet Users in Italy,
in %, 2010 in %, 2005-2010
• Average Price of Online Products, in Italy and 10 • Internet Shoppers in Italy by Age Groups, compared
other Countries, in GBP, January 2011 to EU27 Average, in %, 2010
• M-Commerce Trends in Italy, 2010 • Internet Shoppers in Italy by Gender and Age Groups,
• Mobile Activities of Italian Online Shops, in %, 2010 in %, 2010
• Mobile Internet Access Penetration in Europe, by • Penetration of Online Shoppers, by Age Group and
Country, in %, 2010 Gender in Italy, in % of Population, 2010
• EU Comparison of Online Shopper Penetration, in %
of Population, 2010
3. Sales • Total Broadband Subscribers in Italy, compared to
Germany, USA and the OECD Average, 2006-2010
• B2C E-Commerce Sales in Italy, in EUR billion,
• Total Broadband Subscribers per 100 Inhabitants in
2006-2010
Italy, compared to Germany, USA and the OECD
• B2C E-Commerce Sales in Italy, in EUR billion, Average, 2006-2010
2009-2011f
• Broadband Subscribers in Italy, by Access Technology
compared to the OECD Average in %, 2010
4. Shares
• Share of B2C E-Commerce on total Retail Sales in
Italy, in %, 2006-2010
7. Players
5. Products • Leading B2C E-Commerce Players in Italy, ranked by
estimated Online Sales, in EUR million, 2010
• Types of Goods and Services bought online in Italy,
by Age Groups, in %, 2010 • Further B2C E-Commerce Players in Italy, 2011
• Favorite Product Categories in Italy, in % of Online • Company Profile: MediaShopping.it
Buyers, 2010
• Average Online Spending per Product Category in • Company Profile: Yoox
Italy, in EUR, 2010
• Types of Goods and Services bought online in Italy,
in % of Sales, 2010
• Online Sales Growth by Product Category in Italy, in
%, 2011 vs. 2010
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4. Italy B2C E-Commerce Report 2011
Samples
RESEARCH ON INTERNATIONAL MARKETS
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Trends Sales Shares Products Users / Shoppers Players
In 2010, online delivered media was the most popular product
category among Italian Individuals.
Types of Goods and Services bought online in Italy, by Age Groups, in %, 2010
Total 16-24 25-34 35-44 45-54 55-64 65-74
Films/Music, Books online delivered 7 8 10 9 7 3 1
Books/Magazines/E-learning Material 4 4 6 5 4 2 1
Clothes, Sports Goods 4 6 7 5 2 1 0
Computer Software (incl. Video Games) 3 4 4 4 3 2 0
Electronic Equipment (incl Cameras) 3 4 5 4 2 1 0
Tickets for Events 3 3 6 5 3 1 0
Household Goods 2 1 5 4 2 1 0
Films/Music 2 3 4 3 2 1 n/a
Computer Hardware 2 2 3 2 1 1 0
Food/Groceries 1 0 1 1 1 1 0
Shares/Financial Services/Insurance 1 0 1 2 1 1 0
Other Types of Goods or Services 2 3 3 2 2 1 0
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the past Year; Percentage of individuals.
Source: Eurostat, January 2011
23
RESEARCH ON INTERNATIONAL MARKETS
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Trends Sales Shares Products Users / Shoppers Players
Only 24% of the Italians aged 25-34 were Internet shoppers
in 2010 – the EU Average was 55%.
Internet Shoppers in Italy by Age Groups, compared to EU27 Average, in %, 2010
18%
16-24
50%
25-34 24%
55%
20%
35-44
49%
Italy
14% EU27
45-54
40%
55-64 8%
27%
2%
65-74
14%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet at least once in 2010
Source: Eurostat, December 2010
34
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