This document summarizes the state of e-commerce in Italy in 2015. It finds that the e-commerce market in Italy grew to €24.2 billion in 2014, an increase of 8% from the previous year. The largest sectors for e-commerce are gambling, consumer electronics, fashion, and food. The document also examines strategies and trends related to marketplaces, mobile commerce, social media, and international sales. It provides statistics on companies' investments and goals regarding these channels.

1. E-COMMERCE IN ITAly
#ecommerce2015

2015

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. The State of E-commerceG
1
 #Ecommerce2015

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.  #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.  #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. Strategies & Marketing
2
 #Ecommerce2015


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.  #Ecommerce2015
Online brand promotion

10.  #Ecommerce2015
Marketing activities
Investment spread

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.  #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.  #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.  #Ecommerce2015
Marketplaces: investment
78% of companies which sell
on marketplaces will increase
or maintain constant the
investment on this channel in
2015.

15.  #Ecommerce2015
Marketplaces: goals
i

76%
Company’s webstore
sales supplement
12%
Selling
abroad
)
49%
Increase sales &
brand
awareness

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. Internationalization
3
 #Ecommerce2015


18.  #Ecommerce2015
36%
32% 16%
13%
3%
International strategies
Multilanguage
website
Italian-only
website
Multinationals
Agencies
abroad
Italy-only
sales

Ë




19.  #Ecommerce2015
Presence In foreign markets

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. Mobile
4
 #Ecommerce2015
5
6

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.  #Ecommerce2015
mobile: Investment

24. Social Media
5
 #Ecommerce2015
F

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.  #Ecommerce2015
Social Media & ROI

27.  #Ecommerce2015
Social Media: Investment

28. Market Trends
6
 #Ecommerce2015
i

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.  #Ecommerce2015
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31. E-COMMERCE IN ITALy
#ecommerce2015

2015