Presentazione ca ecommerce2010 - ver 2 1 - traduzione

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E-commerce in Italy in 2010: “Electronic commerce is not merely a hit and miss affair”

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

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MethodologyMethodology

The study was conducted: - by means of interviews with major players, online

questionnaires, telephone interviews and face to face meetings

- a total of 2,956 companies were surveyed

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


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The e-commerce market in Italy in 2009The 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


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The e-commerce market in Italy in 2009The e-commerce market in Italy in 2009



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The e-commerce market in ItalyThe e-commerce market in ItalyHealth and

Beauty0.4%

Publishing2.0%

Online shopping malls1.0%

Home & Furniture

0.4%Insurance

6.9% Foodstuffs1.9% Tourism

35.0%

Leisure42.2%

Consumer Electronics8.7%

Fashion 1.5%


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Reasons for online purchaseReasons for online purchase


5,8%

2,9%

5,4%

9,5%

20,7%

24,5%

31,1%

Other

Additional services

No apparent reason

Exclusivity of online offers

More choice than offline

Better prices than offline

Easy purchase and delivery


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Average range per sectorAverage range per sector

1,105

1,371

47,812

90,678

22,024

1,767

2,543

6,943

599

Foodstuffs

Home & furniture

Online shopping malls

Publishing

Consumer electronics

Fashion

Health and Beauty

Leisure

Tourism


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Average spendAverage spend


€ 481

€ 301

€ 96€ 47 € 30

€ 358

€ 112

€ 218€ 151

€ 113

Foodstuffs

Insurance

Home & furniture


Publishing


Fashion

Health and Beauty

Leisure

Tourism


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Customer acquisition cost per sectorCustomer acquisition cost per sector


Foodstuffs Insurance

Home & furnitureOnline shopping malls

Publishing


Fashion

Health and Beauty

Leisure

Tourism


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Payment: service providers utilisedPayment: service providers utilised


Other


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Logistics: carriers utilisedLogistics: carriers utilised


Other


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Advertising: channels utilisedAdvertising: channels utilised


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%


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Advertising: Social MediaAdvertising: Social Media

Source: Casaleggio Associati, 2010Multiple response

Other


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Mobiles and e-commerceMobiles and e-commerce

Source: Casaleggio Associati, 2010risposta multipla

Other

Utilised as an advertising channel

The website includes a mobile version

Possible to purchase using a mobile phone

Specific applications for smartphones


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E-commerce growth forecast for 2010E-commerce growth forecast for 2010


Foodstuffs

Insurance

Home & furniture


Publishing


Fashion

Health and Beauty

Leisure

Tourism


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AcknowledgementsAcknowledgements

Air Dolomiti www.airdolomiti.it Alpitour www.alpitourworld.it Ausilium www.ausilium.it Basko www.basko.it Boscolo Tours www.boscolo.com Bottega Verde www.bottegaverde.it Born4Shop www.born4shop.com BOL www.bol.it Bravo Fly www.bravofly.it Buy On Web www.bow.it Buy.it www.buy.it

Ciao it.ciao.com CHL www.chl.it D-MAIL www.d-mail.com Darty www.darty.it De Cecco www.dececco.it Digital Preziosi www.digitalpreziosi.com Direct Line www.directline.it Domina hotel Group www.dominahotels.com Ebay Italia www.ebay.it Eden Viaggi www.edenviaggi.it Esselunga www.esselunga.it

ePrice www.eprice.it Epto www.epto.it Euronics www.euronics.it Ferrari www.ferraristore.com Feltrinelli www.lafeltrinelli.it Fnac www.fnac.it Genertel www.genertel.it Genialloyd www.genialloyd.it Gioco Digitale www.giocodigitale.it Giordano Vini www.giordano-vini.com

Glam On Web www.laperla.it Hoepli www.hoepli.it Ikea www.ikea.com Kelkoo www.kelkoo.it La Redoute www.laredoute.it Laprofumeria.com www.laprofumeria.com La Perla www.laperla.it Lastminute.com www.lastminute.com Linear www.linear.it Lottomatica www.better.it

Mediashopping www.mediashopping.it Mandarina Duck www.mandarinaduck.com Meridiana Group www.meridianagroup.net Mr Price www.mrprice.it Nike www.nike.it Opodo www.opodo.it Owo www.owo.it Pinko www.pinko.it Pixmania www.pixmania.it Prontospesa www.prontospesa.it

Poste Shop www.posteshop.it RCS www.rcs.it Riso Scotti www.risoscotti.it Saninforma www.saninforma.it Sardegna.com www.sardegna.com Sportler www.sportler.com Vente-Privée www.vente-privée.com WineShop www.wineshop.it Yamato video www.yamatovideo.com Yoox www.yoox.com You Buy www.youbuy.it

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Presentazione ca ecommerce2010 - ver 2 1 - traduzione

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