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Casaleggio Associati | Internet Strategies
E-commerce in Italy 2012

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Methodology
The “E-commerce in Italy 2012” study:
 Was conducted by means of an online survey and
exploratory interviews with the major market players
 More then 3,000 companies taken into account
 338 participated actively in the creation of the Report
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Industry sectors
Food Foods, beverages, supermarkets, catering.
Insurance Home, motorcar and motorcycle policies.
Home and Furnishings Furniture, household goods, garden.
Shopping centres Multiple products.
Publishing Home video, books, music, software, information.
Consumer electronics Electrical appliances, hardware, telephony, photography, audio.
Fashion Clothing, footwear, jewellery, eyewear.
Health and Beauty Perfumes, cosmetics, wellness products, medications.
Betting, gambling, toys, sports equipment, entertainment,
Recreation
telephony.
Tourism Transport, hotels, tour operators, attractions.
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E-commerce in Italy: 2004-2011
€ 20,000,000,000
€ 18,000,000,000 Food
€ 16,000,000,000 Insurance
18.970
€ 14,000,000,000 Home and billion Euro
furnishing
Online shopping
in 2011
€ 12,000,000,000
centres
Publishing
€ 10,000,000,000 Growth
€ 8,000,000,000
Consumer
electronics
+32%
Fashion
€ 6,000,000,000
Health and beauty
€ 4,000,000,000
Recreation
€ 2,000,000,000
Tourism
€0
Source: Casaleggio Associati, 2012
2004 2005 2006 2007 2008 2009 2010 2011
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Relative Share of turnover
Food Fashion Home and
1.3% 1.2% furnishing Health and
Online 0.3% beauty
shopping 0.3% Recreation:
Centres Gambling (re-
2.0% played
Publishing winnings)
2.5% 47.9%
Recreation
Consumer 54.1%
electronics
5.7%
Insurance Recreation:
Tourism
6.3% Recreation: Gambling
26.4%
Other (initial bets)
5.2% 3.9%
Fonte: Casaleggio Associati, 2012
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Differentiation strategies
Brand credibility 49%
Brand range 32% The main factors as regards
differentiation between
Customer loyalty 31% competitors are linked to
value and brand credibility.
Pricing policies 22%
These are followed by
Provision of value-added services 13% product brand range and
customer loyalty.
Delivery times and costs 9%
Pricing policies appear to be
Other 5% less important than they were
in the past.
No differentiation 5%
Source: Casaleggio Associati, 2012
6
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Online marketing: brand promotion
Satisfactory
Difficult
46.6% 38%
(-3,7% down on
(+0.5% up on 2011) 2011)
Unsatisfactory
15,4%
(+3,1% up on 2011)
Source: Casaleggio Associati, 2012
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Online marketing: investment spread
Keyword Advertising 23% Keyword advertising and SEO appear
to be the preferred investment
SEO 17% activities.
Email marketing 12%
This is followed by e-mail
Social Media 11% marketing, social media activity and
Price comparison sites 11% presence in the shopping areas or on
price comparison sites.
Affiliation programs 5%
The lowest values are found in the
Press 5%
activities linked to the traditional
Banner/sponsorship 5% media (press, television, radio) and
investments in banners and
Television 3% sponsorships.
Radio 1%
Other 7%
Source: Casaleggio Associati, 2012
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Short-term investment
Customer care
2% In the short-term, companies will
Marketing and continue to invest mainly in
Other
promotion 41% 2% marketing and promotion and in
improving the user-experience
and usability of their own
Logistics websites.
User-experience
3%
29% The percentage of companies that
are intending to set up a foreign
sales activity is on the increase.
Technological
No investment
infrastructure
11% 5%
Foreign sales
7%
Source: Casaleggio Associati, 2012
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Internationalisation: strategies
When compared to the
We sell only past, there now appears
Sites in
in Italy to be a strong need to
applicable
expand the business
languages 25% abroad in order to create
33% adequate economies of
scale to be able to fight
off international
competition.
24% 5% Agencies
13% abroad
Italian - 67% of companies have
only site some sort of presence in
Multinationals the international
market, albeit utilising
different methods.
Source: Casaleggio Associati, 2012
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Internationalisation: presence in foreign markets
57% 55%
The Countries in which the
presence of Italian companies
is most marked include
40%
36% Germany, France and
30% Switzerland, followed by
25% 24% Spain, the United Kingdom and
other northern European
Countries.
10% 7% 8%
6% 5% However, the presence of
2% 1%
Italian operators on the Asian
Continent (Japan, China and
other oriental Countries), as
well as in Africa and Latin
America remains very limited.
Marked presence Adequate presence
Source: Casaleggio Associati, 2012
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Social media: tops in terms of effectiveness
The social media sites that are deemed
to be most effective are
Facebook, YouTube, Twitter and
Google+, with a distinct preference for
the former.
Many firms run their own YouTube
channel on which they post their own
advertising spots, promotional videos
and other multimedia content.
Pinterest is attracting an
increasing amount of
interest, albeit on a trial
basis, specifically for the
presentation of images and
photographs, with
commentary, on the products
on offer.
Source: Casaleggio Associati, 2012
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E-commerce staff
The human resources allocated to
e-commerce are on the increase in
52 medium-size companies seeking to
47 invest in order to increase growth.
2010 2011
In companies with a turnover in
excess of 5 million Euro, staffing
levels have declined thanks to the
increased efficiency of their
processes.
12
9 7 The figures pertaining to smaller
5 4 3 3
2 firms that are finding it difficult to
invest remain virtually unchanged.
Over 5mn € 1 mn to 5 mn € 500,000 to 1mn € 100,000 to 500,000 € Up to 100,000€
Source: Casaleggio Associati, 2012
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Entry into the e-commerce market
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: Casaleggio Associati, 2012
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The various sectors in 2012
Foodstuffs Insurance
Furnishings Online shopping centres
Publishing Consumer electronics
Fashion Health and beauty
Recreation Tourism
Source: Casaleggio Associati, 2012
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I settori nel 2012
Da inserire a tutta pagina la cartina
Fonte: Casaleggio Associati, 2012
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Casaleggio Associati |Internet Strategies
www.casaleggio.it/e-commerce
info@casaleggio.it