ecommerce in italy 2015

E-COMMERCE IN ITAly

#ecommerce2015

2015

#Ecommerce2015

AGENDA

The State of E-commerce

G 1

Strategies & Marketing

2

Social Media

5 F Mobile

4 5 6

Internationalization

3

Market Trends

6 i

The State of E-commerce G 1

#Ecommerce2015

#Ecommerce2015

+6%

1,6 2,1 3,3

4,9 6,4

10,0

14,3

18,9 21,1

22,3 24,2

€ 0

€ 5

€ 10

€ 15

€ 20

€ 25

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

E-commerce in Italy

+12%

+29% +55%

+58%

+43%

+32%

+48% +31%

turnover in billions €

Variation %

+8%

#Ecommerce2015

Industry Sectors

B S

B

á U

Food

Insurance

Home & Furnishings

Shopping Centers

Publishing

Consumer Electronics

Fashion

Health & Beauty

Leisure

Tourism

7

l

Z

#Ecommerce2015

gambling (replayed winnings)

41%

gambling (initial bets)

3%

Leisure: other 5%

Relative share of turnover

30%

7%

4%

4%

2%

1,3%

2%

0,5%

0,2%

leisure

Health & beauty

tourism

insurance

24,2 billions

euro

Consumer electronics

publishing

Home & furnishings

fashion

Shopping centers food S

B á

U l

B

7

Z E-commerce

turnover 49%

Strategies & Marketing

2

#Ecommerce2015

#Ecommerce2015

Cross country sales Foreign markets become accessible to SME thanks to marketplaces

E-commerce trends

Ä MARKETPLACE Marketplaces are a key channel for sales and additional growth is expected

Logistics as strategic asset New delivery and pickup models and efficient management of the last mile are priorities

Predictive selling Big data analysis allows companies to custom messages and products at single user level

Subscription for commodities demand for subscriptions grows for repeated purchase products like food and cosmetics

Digital content access Temporary access to digital content as music, video and games replaced the content possession

#Ecommerce2015

Online brand promotion

#Ecommerce2015

Marketing activities Investment spread

#Ecommerce2015

Short term investments

1% other

$

27% user

experience

f

:

30% marketing & promotion

5

15% mobile

3% No investment

9% Internationalization

1,5% logistics

12% technologies

1,5% Customer care

g

Investment 2015

#Ecommerce2015

Selling on marketplaces

Percentage of companies which sell on marketplaces is

40% among

companies selling physical or mostly physical products.

Sell on marketplaces

33%

Don’t sell on marketplaces

67%

Ä fees competition with big players lack of Know-how

why?

#Ecommerce2015

20%

2%

2%

4%

4%

57%

63%

Most used Marketplaces

other flash sales or private sales websites price comparison websites* announcements websites* * On these websites it’s not possible to complete the purchase

“Improper” marketplaces

#Ecommerce2015

Marketplaces: investment

78% of companies which sell

on marketplaces will increase or maintain constant the investment on this channel in 2015.

#Ecommerce2015

Marketplaces: goals

i

76% Company’s webstore

sales supplement

12% Selling abroad

) 49%

Increase sales & brand

awareness

#Ecommerce2015

Marketplaces: key success factors

46% Product

presentation

44% Dymnamic price

management

44% Shipping services

#

28% Customer

service

28% Discounts & promotions

2% other

g l

Ä

Sales on marketplaces

Internationalization

3

#Ecommerce2015

#Ecommerce2015

36%

32% 16%

13%

3%

International strategies

Multilanguage website

Italian-only website

Multinationals

Agencies abroad

Italy-only sales

Ë

#Ecommerce2015

Presence In foreign markets

#Ecommerce2015

International turnover

International turnover

Average

31%

In 2014 the

marketplaces stand as the channel to start international sales: companies which use them, even when having an Italian-only website,

produce 10% of their turnover abroad. The most used marketplaces are Amazon and ebay.

6%

Multilingual website

36%

Italian-only website

10%

Italian website + marketplaces

Ä

% of turnover coming from foreign countries

Mobile

4

#Ecommerce2015

5 6

#Ecommerce2015

5 6

2012 2013

Mobile turnover 2014

Average

13%

Mobile: turnover & growth

8,5% 5%

17,6 millions Online active users from

mobile devices January 2015

Data Audiweb, 2015 (Italian population)

K

% of turnover coming from mobiles

#Ecommerce2015

mobile: Investment

Social Media

5

#Ecommerce2015

F

#Ecommerce2015

Social Media

68%

35%

19% 17% 16% 13% 11% 2% 1% 2%

Facebook YouTube Twitter Instagram Google + LinkedIn Pinterest Flickr Foursquare Other

F >

• • Very effective

Fairly effective

#Ecommerce2015

Social Media & ROI

#Ecommerce2015

Social Media: Investment

Market Trends

6

#Ecommerce2015

i

#Ecommerce2015

Food

+16%

á Insurance

+14%

Home & furnishings

+20%

Shopping centers

+40%

Publishing

+16%

Consumer electronics

-5%

Fashion

+30%

Health & beauty

+12%

Leisure

+5%

Tourism

+20%

S B U l

B 7 Z

Industry sectors in 2015

#Ecommerce2015

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2015