E-commerce in Italy 2008

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Casaleggio Associati |Net StrategiesCasaleggio Associati |Net Strategies

E-commerce in Italy 2008: “Growth with a handbreak”

Copyright: CASALEGGIO ASSOCIATI STRATEGIE DI RETE - è vietata la riproduzione

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MethodologyMethodology

The study was conducted:

• through direct interviews to the main actors, on linequestionnaires, phone interviews, and direct contacts

• a total of 2.416 firms took part in the survey

• 350 of them actively participated in creating thestudy


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E-commerce market in ItalyE-commerce market in Italy

Source: Casaleggio Associati, 2008

Turnover 2007: 4,868 billion euro

Europe Turnover 2007: 210 billion euro

Main Industries:- Tourism (48,7%) - Leisure(15,4%)- Consumer Electronics(13,4%)

Growth: 42,2% 2004: 1,645 billion euro2005: 2,123 billion euro2006: 3,286 billion euro


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Orders per sectorOrders per sector


In 2007 around 23 million orders were placed on line in Italy.

The sectors with more purchases in 2007 were tourism (around 7.3 million) and leisure (around 6 million)

49.308

818.015

6.079.138

7.361.208

1.490.7651.530.384 2.142.948

2.762.231

467.785252.297

InsuranceFood

Home and Furniture

Marketplace

PublishingConsum

er Electronics

FashionHealth and Beauty

LeisureTourism


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Average receipt ( in euros)Average receipt ( in euros)


The average receipt is a factor of differentiation for on line sectors.

Insurance, home furnishing, and tourism are sectors with the average receipt is over 300 euros, and often have problems with the 500 euro limit of rechargeable cards.

Publishing and health and beauty, with a two digits receipt, are the sectors most impacted by transportation costs.

€ 410

€ 105

€ 418

€ 92€ 59

€ 236€ 185

€ 70

€ 123

€ 322

InsuranceFood

Home and furnishing

Marketplace

PublishingConsum

er Electronics

FashionHealth and BeautyLeisure

Tourism


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E-commerce firms presenceE-commerce firms presence


Very High Lombardia

High Emilia Romagna, Toscana, Piemonte, Veneto

Medium Abruzzo, Marche, Puglia, Liguria, Sicilia, Campania, Lazio

Low Umbria, Trentino Alto Adige, Valle d'Aosta, Calabria, Friuli, Sardegna

Very Low Basilicata, Molise


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Online Payments MethodsOnline Payments Methods


Credit card is the most usedpayment method for on line purchases. Compared to last

yearthe trend is the following: an increase on payments upon

delivery from 24% to 30%

high receipts are paid trough bank transfers that represent 15% of the total payments

Paypal saw a strong increase, and now represents 9% of the volume

Alternative payment methods are also on the rise, such as mobile payments 4%

42%30%

15%9%

4%

Credit Card

Payment upon delivery

Bank Transfer

Paypal

Other


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Anti-fraud SystemsAnti-fraud Systems


The majority of firms with fraud prevention activity call their clients to verify the information (35.7%)

Around one fifth (20.7%) use active security software that identifies suspicious transactions

A tenth of the firms limit the service to obtain a greater security, shifting the problem on the client.


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Shipment methodsShipment methods


The main carriers used for delivery for e-commerce in Italy are the following four: Bartolini (21%), SDA (20%), TNT (16%) and Poste Italiane (15%).

A limited numbers of carriers use also their own means, especially in food and home and furnishing.


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On line PromotionOn line Promotion


One of the main challenges for the e-commerce retailers is to attract new customers on its website. 55% of companies are still looking for best promotional practices and tools.

12% are unsatisfied 43% are in continuous experimentation, and think that on line promotion is difficult. 45% think to have found the right way to adequately promote their own business/activity.


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Participation on Social MediaParticipation on Social Media


Social media is the term used to identify hundreds and thousands of applications like blogs and forums where people can freely publish their opinions.

Only 8% of firms involved in e-commerce actively participate

53% think that the benefit of participation in social media doesn't cover the cost

8%

13%

25%

53%

The comany activelypartecipate in forumcoversation and blogosphere

Sometimes the company haspartipated in forumconversation and blogosphere

Staff could talk in behalf ofcompany but has to hold bysome rules

The partecipation is notessential


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Customer Generated ValueCustomer Generated Value


2007 was the year in which companies launched initiatives to involve customers in creating value.

Half of e-commerce companies limit themselves on allowing the clients to evaluate the purchased goods (53%) or let them tell others (47%).

27% allows to add a comment that will be read by future clients.

Only 12% allows the clients to communicate between themselves through forums or social network.

27%

12%

53%

47%


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DifferentiationDifferentiation


The first incentive in which the firms act to differentiate themselves is the brand credibility (24%) that allows them to attract visitors, and better convert the visitors in clients.

The strategy of loyalty, and assistance to the client (23%) improves the return there.

Many firms point also on special offers (34%), wide range of products (17%), aggressive pricing (16%) and personalized products (1%).

2%

1%

1%

1%

3%

11%

16%

17%

23%

24%

Other

Exclusive product/service

Lack of differentiation

Personalizing products/services

Additional services

Shippping costs and delivery times

Price policies

Product range

Customer service and loyalty programs

Brand credibility


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E-commerce 2008 ReportE-commerce 2008 Report

The Report E-commerce 2008 is available on the website:

www.casaleggioassociati.it/e-commerce


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ContactsContacts

Website:www.casaleggio.it

Email:[email protected]

E-commerce in Italy 2008

Business

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