ecommerce in italy 2015
TRANSCRIPT
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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#ecommerce2015
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