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

2. Methodology

The study was conducted:

- by means of interviews with major players, online questionnaires, telephone interviews and face to face meetings

- a total of2,956 companies were surveyed

-275of these were actively involved in the drafting of the Report

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% Fashion1.5% 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 thanoffline Better prices thanoffline 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 nlineshopping 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 nlineshopping 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 LeisureTourism 16. Acknowledgements 17. Casaleggio Associati |Web strategies www.casaleggio.it/e-commerce [email_address]