E-commerce in Italy 2012

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Casaleggio Associati | Internet Strategies

E-commerce in Italy 2012

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Methodology

The “E-commerce in Italy 2012” study: Was conducted by means of an online survey and

exploratory interviews with the major market players

More then 3,000 companies taken into account

338 participated actively in the creation of the Report


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Industry sectors

Food Foods, beverages, supermarkets, catering.

Insurance Home, motorcar and motorcycle policies.

Home and Furnishings Furniture, household goods, garden.

Shopping centres Multiple products.

Publishing Home video, books, music, software, information.

Consumer electronics Electrical appliances, hardware, telephony, photography, audio.

Fashion Clothing, footwear, jewellery, eyewear.

Health and Beauty Perfumes, cosmetics, wellness products, medications.

Recreation Betting, gambling, toys, sports equipment, entertainment, telephony.

Tourism Transport, hotels, tour operators, attractions.


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E-commerce in Italy: 2004-2011

18.970 billion Euro in 2011

Growth

+32%

Source: Casaleggio Associati, 20122004 2005 2006 2007 2008 2009 2010 2011€ 0

€ 2,000,000,000

€ 4,000,000,000

€ 6,000,000,000

€ 8,000,000,000

€ 10,000,000,000

€ 12,000,000,000

€ 14,000,000,000

€ 16,000,000,000

€ 18,000,000,000

€ 20,000,000,000

Food

Insurance

Home and furnish-ing

Online shopping centres

Publishing

Consumer electron-ics

Fashion

Health and beauty

Recreation

Tourism


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Recreation 54.1%

Tourism26.4%

Insurance6.3%

Consumer electronics5.7%

Publishing2.5%

Online shopping Centres2.0%

Food1.3%

Fashion 1.2% Home and furnishing

0.3% Health and beauty0.3%

Recreation: Gambling (re-played winnings)

47.9%

Recreation: Gambling (initial bets)

3.9%Recreation: Other5.2%

Relative Share of turnover

Fonte: Casaleggio Associati, 2012


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Differentiation strategies

Source: Casaleggio Associati, 2012

The main factors as regards differentiation between competitors are linked to value and brand credibility.

These are followed by product brand range and customer loyalty.

Pricing policies appear to be less important than they were in the past.

No differentiation

Other

Delivery times and costs

Provision of value-added services

Pricing policies

Customer loyalty

Brand range

Brand credibility

5%

5%

9%

13%

22%

31%

32%

49%


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Online marketing: brand promotion

Satisfactory

38% (-3,7% down on 2011)

Unsatisfactory

15,4%(+3,1% up on 2011)

Difficult

46.6%(+0.5% up on 2011)



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Online marketing: investment spread


Keyword advertising and SEO appear to be the preferred investment activities.

This is followed by e-mail marketing, social media activity and presence in the shopping areas or on price comparison sites.

The lowest values are found in the activities linked to the traditional media (press, television, radio) and investments in banners and sponsorships.

Other

Radio

Television

Banner/sponsorship

Press

Affiliation programs

Price comparison sites

Social Media

Email marketing

SEO

Keyword Advertising

7%1%

3%5%

5%

5%

11%11%

12%

17%

23%


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Short-term investment


Customer care 2%Other 2%

Logistics 3%

No investment 5%

Foreign sales 7%

Technological in-frastructure 11%

User-experience 29%

Marketing and promotion 41%

In the short-term, companies will continue to invest mainly in marketing and promotion and in improving the user-experience and usability of their own websites.

The percentage of companies that are intending to set up a foreign sales activity is on the increase.


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Internationalisation: strategies


Italian -only site

Sites in applicable languages

Multinationals

We sell only in Italy

Agencies abroad

5%24%13%

25% 33%

When compared to the past, there now appears to be a strong need to expand the business abroad in order to create adequate economies of scale to be able to fight off international competition.

67% of companies have some sort of presence in the international market, albeit utilising different methods.


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Internationalisation: presence in foreign markets


The Countries in which the presence of Italian companies is most marked include Germany, France and Switzerland, followed by Spain, the United Kingdom and other northern European Countries.

However, the presence of Italian operators on the Asian Continent (Japan, China and other oriental Countries), as well as in Africa and Latin America remains very limited.

57% 55%

40%36%

30%25% 24%

10% 7% 6% 5%2% 1%

8%

Marked presence Adequate presence


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Social media: tops in terms of effectiveness


The social media sites that are deemed to be most effective are Facebook, YouTube, Twitter and Google+, with a distinct preference for the former.

Many firms run their own YouTube channel on which they post their own advertising spots, promotional videos and other multimedia content.

Pinterest is attracting an increasing amount of interest, albeit on a trial basis, specifically for the presentation of images and photographs, with commentary, on the products on offer.


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E-commerce staff


The human resources allocated to e-commerce are on the increase in medium-size companies seeking to invest in order to increase growth.

In companies with a turnover in excess of 5 million Euro, staffing levels have declined thanks to the increased efficiency of their processes.

The figures pertaining to smaller firms that are finding it difficult to invest remain virtually unchanged.Over 5mn € 1 mn to 5 mn € 500,000 to 1mn € 100,000 to

500,000 €Up to 100,000€

52

95 4 2

47

127

3 3

2010 2011


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Entry into the e-commerce market


1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 201119951994


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The various sectors in 2012


Foodstuffs

Furnishings

Insurance

Online shopping centres

Publishing Consumer electronics

Health and beauty

Tourism

Fashion

Recreation


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I settori nel 2012

Fonte: Casaleggio Associati, 2012

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E-commerce in Italy 2012