e-commerce in italy 2013
DESCRIPTION
Presentation of the research "E-commerce in Italy" by Casaleggio AssociatiTRANSCRIPT
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
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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e-commerce in italy
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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