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Casaleggio Associati | Casaleggio Associati | Internet StrategiesInternet Strategies
E-commerce in Italy 2011
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
www.casaleggio.it
2
MetodologyMetodology
The research project “E-commerce in Italy 2011” was carried out:
by means of interviews with the principal players,
online questionnaires, telephone interviews and face to face meetings
a total of 2,986 companies were included in the survey
249 actively participated in the creation of the report
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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3
e-commerce in Italy – 2004/2010– 2004/2010
Source Casaleggio Associati, 2011
e-commerce in Italy: 14,357 billion euro in 2010
Growth:
+43%
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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4
Sales DistributionSales Distribution
Principal sectors: - Leisure (mainly gambling) accounting for nearly half the market (48.5%)
- Tourism (31.4%)
- Consumer Electronics (7.1%)
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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5
Differentiation strategiesDifferentiation strategies
The companies position themselves with Brand and Range
For the last two years, this has been more important than Loyalty
Source: Casaleggio Associati, 2011 Multipla responses
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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6
Source: Casaleggio Associati, 2011
Choosing to buy onlineChoosing to buy online
According to the companies, customers buy online for convenience (37%) and price (26%)
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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7
Short term InvestmentsShort term Investments
Fonte: Casaleggio Associati, 2011
The main investments are for marketing and promotion (44%) and improving the website usability (22%) always with a view to maximising investments in the short term
Projects to sell abroad have decreased in the last two years (from 6% to 4% last year)
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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8
Online Brand PromotionOnline Brand Promotion
The number of companies that have not yet found a definitive solution for the issue of promotion is rising slightly each year, and today has arrived at 58% with 12% that consider the solutions available in the market to be unsatisfactory
Source: Casaleggio Associati, 2011
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
www.casaleggio.it
9
Customer Acquisition Costs by SectorCustomer Acquisition Costs by Sector
Source: Casaleggio Associati, 2011
The sector in which acquiring a customer is the dearest is insurance (50 euro), while the cheapest is publishing (9 euro)
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
www.casaleggio.it
10
Conversion Rate for Visits into Customers by Conversion Rate for Visits into Customers by SectorSector
Source: Casaleggio Associati, 2011
The sector that has optimised this process best is Tourism with a rate of converting visits into customers of 2,8% due to the large number of transactions that have made optimization possible
Free delivery and Amazon Prime
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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11
Customer Purchase FrequencyCustomer Purchase Frequency
Source: Casaleggio Associati, 2011
E-commerce websites can expect a customer to make a purchase every three months.
Companies indicating an average frequency of once a month are mostly in the fashion sector (particularly for instant purchases), or leisure (gambling) and food (particularly supermarkets)
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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12
Integration of Social Media in the StoreIntegration of Social Media in the Store
Source: Casaleggio Associati, 2011
Most widespread action:Integration of social media in the store (59% of the companies) by use of gadgets indicating interest (eg. “Like” on Facebook, Twitter and Google Buzz) and the display of product-related social media content and the possibility of interacting with customer support directly on the social media.
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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13
Flow of Information with SuppliersFlow of Information with Suppliers
Source: Casaleggio Associati, 2011
Different types of investments are needed to grow your product range efficiently
The companies that have evolved the most are in the sectors of consumer electronics, tourism, and online shopping malls and they make almost exclusive use of automatic and semi-automatic systems
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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14
Average number of people in the e-commerce Average number of people in the e-commerce teamteam
Source: Casaleggio Associati, 2011
Companies with less than 5 million euros are small and on average have less than 10 people
More structured companies have more than 100 people and they are in the insurance and leisure sector
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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15
Factors Determining the Choice of Delivery Factors Determining the Choice of Delivery ServiceService
Source: Casaleggio Associati, 2011
The main companies used for deliveries of online shopping products are these four:Bartolini, SDA, Poste Italiane and TNT
A limited number of companies use their own vehicles, especially in the food and furnishings sectors
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
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16
Average spend by sectorAverage spend by sector
Source: Casaleggio Associati, 2011
In relation to last year, the sectors that have seen the greatest drop in the average spend are Publishing (going from 47 to 34 euro in a year because of the sale of music digitally) and Tourism (from 358 to 312 euro)
Copyright: CASALEGGIO ASSOCIATI INTERNET STRATEGIES – Creative Commons Attribution-NonCommercial-NoDerivs 3.0
www.casaleggio.it
17
Growth of e-commerceGrowth of e-commerce
Source: Casaleggio Associati, 2011
www.casaleggio.it
Casaleggio Associati | Casaleggio Associati | Internet StrategiesInternet Strategies
www.casaleggio.it/[email protected]
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