1. Casaleggio Associati | Web strategies E-commerce in Italy in 2010: "E-commerce in Italy is not only a gamble"

3. The e-commerce market in Italy in 2009 Turnover in Europe: 307 billion € Turnover in Italy : 10,037 billion € Growth in Italy : 58% Source: Casaleggio Associati, 2010

4. The e-commerce market in Italy in 2009 Source: Casaleggio Associati, 2010 Turnover (billion €) Year

5. The e-commerce market in Italy Source: Casaleggio Associati, 2010 Health and Beauty 0.4% Publishing 2.0% Online shopping malls 1.0% Home & Furniture 0.4% Insurance 6.9% Foodstuffs 1.9% Tourism 35.0% Leisure 42.2% Consumer Electronics 8.7% Fashion 1.5%

6. Reasons for online purchase Source: Casaleggio Associati, 2010 5,8% 2,9% 5,4% 9,5% 20,7% 24,5% 31,1% Other Additional services N o apparent reason E xclusivity of online offers More choice than offline Better prices than offline Easy purchase and delivery

7. Average range per sector Source: Casaleggio Associati, 2010 1 , 105 1 , 371 47 , 812 90 , 678 22 , 024 1 , 767 2 , 543 6 , 943 599 Foodstuffs Home & furniture O nline shopping malls Publishing Consumer electronics Fashion Health and Beauty Leisure Tourism

8. Average spend Source: Casaleggio Associati, 2010 € 481 € 301 € 96 € 47 € 30 € 358 € 112 € 218 € 151 € 113 Foodstuffs Insurance Home & furniture O nline shopping malls Publishing Consumer electronics Fashion Health and Beauty Leisure T o urism

9. Customer acquisition cost per sector Source: Casaleggio Associati, 2010 Foodstuffs Insurance Home & furniture Online shopping malls Publishing Consumer electronics Fashion Health and Beauty Leisure Tourism

10. Payment: service providers utilised Source: Casaleggio Associati, 2010 Other

11. Logistics: carriers utilised Source: Casaleggio Associati, 2010 Other

12. Advertising: channels utilised Source: Casaleggio Associati, 2010 Keyword Advertising 16% Presence in Shopping areas 14% Seo 13% Banners/sponsorship of minor circuits 12% E-mail marketing 9% Press 7% Radio 9% Banners/sponsorships of major portals 7% Affiliation programmes 7% Social media 7%

13. Advertising: Social Media Source: Casaleggio Associati, 2010 Multiple response Other

14. Mobiles and e-commerce Source: Casaleggio Associati, 2010 risposta multipla Other Utilised as an advertising channel The website includes a mobile version Possible to purchase using a mobile phone Specific applications for smartphones

15. E-commerce growth forecast for 2010 Source: Casaleggio Associati, 2010 Foodstuffs Insurance Home & furniture Online shopping malls Publishing Consumer electronics Fashion Health and Beauty Leisure Tourism

16. Acknowledgements

17. Casaleggio Associati | Web strategies www.casaleggio.it/e-commerce [email_address]