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Presentation of the research "E-commerce in Italy 2014" by Casaleggio Associati
Citation preview
E-COMMERCE IN ITALy 2014
#ecommerce2014
#Ecommerce2014
AGENDA
The State of E-commerce
G 1
Strategies & Marketing
2
Internationalization
3
Mobile
4
Social Media
5
Market Trends
6
F 5 6
i
The State of E-commerce
G 1
#Ecommerce2014
#Ecommerce2014
+6%
1.6 2.1 3.3 4.9
6.4
10.0
14.3
18.9 21.1 22.3
€ 0
€ 5
€ 10
€ 15
€ 20
€ 25
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
e-commerce in Italy
+12%
+29% +55%
+58%
+43%
+32%
+48% +31%
Turnover in billions €
Variation %
#Ecommerce2014
Industry sectors
B S
B
á U
Food
Insurance
Home & Furnishings
Shopping Centers
Publishing
Consumer Electronics
Fashion
Health & Beauty
Leisure
Tourism
7
l
Z
#Ecommerce2014
Relative share of turnover
#Ecommerce2014
Strategies & Marketing
2
#Ecommerce2014
Products search engines
Amazon, ebay and
other big players are the first place where
consumers search for products
Physical stores sell
online
Physical retail activities launch
online sale to face the economic crisis
Producers become media
companies
Manufacturing and service companies
communicate and sell directly to final
customers
Mobile is the favorite way
to browse
Mobile traffic has to be exploited in order
to increase conversions
e-commerce Trends
Digitalization of
Retail
Integration between web and offline points of sale
is the competitive strategy of multichannel
players
6
5 s 7
#Ecommerce2014
OnLine brand promotion
#Ecommerce2014
Marketing activities Investment spread
#Ecommerce2014
Short term investments
#Ecommerce2014
from Visitor to Customer
Conversion rate Average 1,9%
20%
21%
25%
41%
48%
No trust in online payment
Shipping time
Offline purchase
Shipping costs
Price Never been analyzed
Reason for failed conversion
25%
i Â
#Ecommerce2014
Conversion strategies
63% Flash sales & discunts
47% Coupons & vouchers
49% Threshold
free shipping
22% Free
shipping
44% Website
graphics
29% Customers
reviews
30% mobile g
5 6
l
i
{
Purchase fulfillment
#Ecommerce2014
trAFFIC sources
Google Is the 1st traffic source for
77% Of e-commerce companies 61%
Google (organic)
16% Google
(paid)
Website visits
Advertising on Google
44% Say it’s their 2° source of traffic
✉ Email & newsletter 1° traffic source
15% Of e-commerce companies
#Ecommerce2014
Traffic sources Sources generating more conversions
7%
1%
1%
2%
5%
6%
7%
11%
20%
34%
37%
53%
Other
YouTube
Other social media
News websites
Blog
Display adv
Company's websites
Price comparison sites
Google (paid)
Google (organic)
0% Of e-commerce companies
twitter & pinterest Don’t generate conversions
#Ecommerce2014
Internationalization
3
#Ecommerce2014
Presence in foreign markets
#Ecommerce2014
43%
22% 14%
17%
4%
International strategies
Multilanguage website
Italian-only website
Multinationals
Agencies abroad
Italy-only sales
Ë
#Ecommerce2014
International turnover
International turnover Average
29% €€€€€€€€€€
Multilingual website 41% €€€€€€€€€€
Italian-only website 8% €€€€€€€€€€
% of turnover coming from foreign countries
#Ecommerce2014
Mobile
4
5 6
#Ecommerce2014
Mobile: turnover & budget
5 6 Mobile
turnover 2013 Average 8%
Marketing budget 2013 Average
5% in 2012 3.5% in 2012
$ 8.5%
+30% Individuals who access internet from smartphone 2014 vs 2013
+156% Individuals who access internet from tablet 2014 vs 2013
5 6
Data: Audiweb, 2014 (Italian population)
% of turnover coming from mobiles
#Ecommerce2014
No investment
Maintain same investment
Reduce investment in 2014
Increase investment in 2014
24% Ë
65%
↑
11%
0% ↓
6
5
Mobile: Investment
#Ecommerce2014
Mobile: Strategy Priority activities for mobile commerce
#Ecommerce2014
Social Media
5
F
#Ecommerce2014
Social Media
#Ecommerce2014
Maintain same investment
No investment
Reduce investment in 2014
Increase investment in 2014
30%
50%
↑
15% Ë
5%
↓
F
Social Media: Investment
#Ecommerce2014
Social Media & ROI
#Ecommerce2014
Market Trends
6
i
#Ecommerce2014
Food
+15%
á Insurance
+10%
Home & furnishings
+15%
Shopping centers
+50%
Publishing
+5%
Consumer electronics
+10%
Fashion
+28%
Health & beauty
+19%
Leisure
+10%
Tourism
+25%
S B U l
B 7 Z
Industry sectors in 2014
#Ecommerce2014
Casaleggio Associati Internet Strategies
FacebooK facebook.com/Casaleggio.Associati
slideshare slideshare.net/casaleggioassociati
twitter @casaleggio
linkedin Linkedin.com/company/casaleggio-associati F
Casaleggio associati www.casaleggio.it
e-commerce in italy
Download our reports and focus www.casaleggio.it/e-commerce
Linkedin group
E-commerce in italy
E-COMMERCE IN ITALy 2014
#ecommerce2014