2013

The State of e-commerce

e-commerce in Italy and in the world

turnover The value of the market SOCIAL

MEDIA Interact with

customers

INTERNAtionaliSation Exporting the BUSINESS

Strategies & marketing PROMoting the brand on line

Mobile E-COMMERCE and

MULTIple Channels

Let’s come & see

5 6

F

G

E-commerce in Italy

Market trends

The industry sectors in 2013

i

#

#ecommerce2013

#Ecommerce2013

E-commerce in italy 2013 agenda

Industry sectors

& turnover

E-commerce

trends

differentiation

& on line

promotion

Mobile commerce

& Mobile

strategies

Presence in foreign markets & internat.

strategies

Industry sectors in

2013

Social media

effectiveness

Social media &

roi

The state of e-

commerce

I

Strategies &

marketing

II

mobile

6 IV

internationaliSation

III

Market trends

i Vi

G

5

Social media

V

F

The state of e-commerce

e-commerce in italy and in the world

G I

#Ecommerce2013

Participating companies

More than 3.000 analysed

350 actively participated in creating the report

Survey & interviews

The research was conducted by means of an on line survey and exploratory interviews with the major market players

Metodology The research E-commerce in Italy

é

#Ecommerce2013

Industry sectors Market categories and services

B S

B

á U

food

insurance

Home & furnishings

Shopping centres

publishing

Consumer electronics

fashion

Health & beauty

leisure

Tourism

7

l Z

#Ecommerce2013

1,6 2,1 3,3

4,9 6,4

10,0

14,3

18,9 21,1

€ 0

€ 5

€ 10

€ 15

€ 20

€ 25

2004 2005 2006 2007 2008 2009 2010 2011 2012

+12%

e-commerce value on line sales growth

+29% +55%

+58%

+43%

+32%

+48% +31%

Turnover in billions €

Variation %

#Ecommerce2013

gambling (re-played winnings)

48,5%

gambling (initial bets)

3,5%

leisure: other

5%

Relative share of Turnover

24%

6%

5%

3%

2%

1,1%

1,2%

0,4%

0,3%

leisure

Health & beauty

tourism

insurances

21,1 Billions

euro

Consumer electronics

publishing

Home & furnish.

fashion

Shopping centres

food

S B

á

U

l

B

7

Z E-commerce turnover

57%

Strategies & marketing Promoting the brand on line

II

#Ecommerce2013

E-commerce TRENDS

e-commerce

TRENDS

Multiple channels

profiling

Pricing

Social media

mobile

internationaliSation

5 6

Ü $

F

#Ecommerce2013

Differentiation strategies how do you differentiate from competitors?

38%

31%

24% 24%

14% 14% 12% 6%

Brand credibility Customer loyalty Pricing Brand range Delivery times and costs

Additional services

Other No differentiation

g #

:

#Ecommerce2013

on line MARKETING: brand promotion

how is the promotion on line activity?

30%

satisfactory

-8% down on 2012

53%

difficult

+6,9% up on 2012

17%

unsATISFACTORY

+1,2% up on 2012

#Ecommerce2013

23%

17%

17% 13%

8%

8%

5% 3%

3% 2% 8%

KEYWORD ADV

SEO

E-MAIL

SOCIAL MEDIA

AFFILIATION PROGRAMS

PRICE COMPARISON SITES

BANNER & SPONSORSHIP

RADIO

25,4 euro

Acquisition costs

TV

PRESS :

s

a

✉

0

4

OTHER

y v

:

on line MARKETING: INVESTMENT SPREAD

#Ecommerce2013

3% other

SHORT TERM INVESTMENT how will you invest in 2013?

Investment

2013

$ 24%

user experience

f

:

44% marketing & promotion

10% technology

10% No investment

g 2% Customer care

2% logistics

11% internationaliSation

InternaTionaliSATION EXPORTING THE business

III

#Ecommerce2013

PresenCE IN FOREIGN MARKETS how much do you sell in foreign markets?

63% 58%

45% 35% 31% 31%

NorTH Eu

Asia: other

LATIN America

africa

37%

9%

14%

8% 14% 11%

2%

• • Marked presence

Adequate presence

#Ecommerce2013

45%

30% 12%

9%

5%

internationALISATION: STRATEGIES

SitES in APPLICABLE LANGUAGES

ITALIAN-ONLY SITE

MultinaTIONALS

AGENCIES ABROAD

ITALY-ONLY SALES

Ë

sì

no

#Ecommerce2013

internationalisation: TURNOVER

what % of turnover is coming from foreign countries?

mobile E-commerce & multiple channels

IV 5 6

#Ecommerce2013

Mobile : investment in 2013 you will:

No investment

Maintain same investment

Reduce investment

Increase investment

40 % Ë

49 % ↑

10 %

1 % ↓

5 6

#Ecommerce2013

Mobile strategies which activies are priorities for mobile commerce?

15%

24%

26%

33%

59%

none

mobile advertising & promotion

tablet app development

smartphone app development

mobile website development

5

5 6

6

Ë

Social media Interact with customers

V

F

#Ecommerce2013

Social media which social media are effective?

67%

37% 33%

20% 15%

11% 5% 4% 3%

7%

Facebook YouTube Twitter Google + LinkedIn Pinterest Foursquare Instagram Flickr Other

F >

• • very effective

fairly effective

:

#Ecommerce2013

social media: investment in 2013 you will:

Maintain same investment

No investment

Reduce investment

Increase investment

28%

51% ↑

17% Ë

5% ↓

F

#Ecommerce2013

Social media & roi social media activity in terms of ROI is:

We found the activities which increase sales

19%

satisfactory

52%

difficult

Social media impact on sales is difficult to measure

29%

unsatisfactory

Social media have low impact on sales

Market trends Industry sectors in 2013

VI

i

#Ecommerce2013

Industry sectors in 2013 growth forecast

food

+18%

á insurance

+19% Home & furn.

+31% Shopping c.

+27% publishing

+18%

Consumer el.

+10% fashion

+21% Health & b.

+19% leisure

+4% tourism

+15%

S B U l

B 7 Z

#Ecommerce2013

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twitter @casaleggio

linkedin Linkedin.com/company/casaleggio-associati F

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e-commerce in italy

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Linkedin group

E-commerce in italy

2013

The State of e-commerce

e-commerce in Italy and in the world

turnover The value of the market SOCIAL

MEDIA Interact with

customers

INTERNAtionaliSation Exporting the BUSINESS

Strategies & marketing PROMoting the brand on line

Mobile E-COMMERCE and

MULTIple Channels

Let’s come & see

5 6

F

G

E-commerce in Italy

Market trends

The industry sectors in 2013

i

#

#ecommerce2013