Table of Contents
Executive summary
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- The market
- The economy
- Online sales
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- Figure 1: Italy: Online sales (including VAT), 2015-25
- Segmentation/What they buy online
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- Figure 2: Italy: online sales by broad category, 20199
- Broadband access
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- Figure 3: ITALY: BROADBAND PENETRATION AS % ALL HOUSEHOLDS, 2010-19
- Device ownership
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- Figure 4: Italy: levels of device ownership, June 2020
- Online shopping
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- Figure 5: Italy: Percentage saying they have purchased online in the last 12 months, 2010-19
- Companies and brands
- Key metrics
- Market shares
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- Figure 6: Italy: leading online retailers’ estimated shares of all online sales, 2019
- The consumer
- What they buy online
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- Figure 7: ITALY: PRODUCTS BOUGHT ONLINE IN THE LAST 12 MONTHS, June 2019 and May 2020
- Frequency of shopping online
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- Figure 8: Italy: frequency of shopping online, May 2020
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- Figure 9: Italy: changes in frequency of online shopping compared to 12 months ago, May 2020
- Where they shop online
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- Figure 10: Italy: retailers bought from online in the past 12 months, May 2020
- Important features when shopping online
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- Figure 11: Italy: important features when shopping online, May 2020
- What we think
The Impact of COVID-19 on Online Retailing
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- Short, medium and long-term impact on the sector
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- Figure 12: Short, medium and long term impact of COVID-19 on Online retailing, August 2020
- Opportunities and threats
- COVID-19 brings online to the fore
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- Figure 13: Partnership between Aldi UK and Deliveroo for home delivery, June 2020
- Smaller businesses have been forced to adapt rapidly
- Providing a feeling of shopping in-store from home
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- Figure 14: Space NK live streaming masterclasses, May 2020
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- Figure 15: Gucci’s personalised virtual shopping, June 2020
- Online pureplayers embrace community and co-operation
- Impact on the online retailing sector
- How COVID-19 will reshape the industry
- The impact of COVID-19 on the marketing mix
- Online retailing forecast will maintain an upward trend boosted by COVID-19
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- Figure 16: Europe (Top 5 countries): total online sales and forecast, 2015-25
- Figure 17: Europe (Top 5 European countries) online sales as % total retail sales, by country, 2015-25
- The impact of COVID-19 on consumer behaviour across Europe
- Concern about being exposed to COVID-19 is still relatively high
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- Figure 18: Europe: Those extremely worried about the risk of being exposed to COVID-19, March-August 2020*
- Concern about the impact of COVID-19 on lifestyle falls as lockdowns ease
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- Figure 19: Europe: Those extremely worried about how the outbreak will affect their lifestyle, March-August 2020*
- Significant changes in shopping behaviour since the start of the outbreak
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- Figure 20: Europe: Changes made to lives as a result of the COVID-19, July/August 2020*
- Significant numbers are shopping more online
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- Figure 21: Europe: Trends in agreement with the statement ‘I’m shopping more online’, April-August 2020*
- Click and collect less popular as alternative to stores
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- Figure 22: Europe: Trends in agreement with the statement ‘I am using click-and-collect more’, April-August 2020*
- Spending priorities are responding to the impact of COVID-19
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- Figure 23: Europe: Net balance of expected spending* on selected items in the next month, July/August 2020**
- How the crisis will impact on key consumer segments
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- Figure 24: Europe: Those extremely worried about the risk of being exposed to COVID-19, by gender and age, July/August 2020*
- Younger buyers will continue to shop online even when the outbreak subsides
- Developing long-term relationships with older buyers
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- Figure 25: Europe: Trends in agreement with the statement ‘I’m shopping more online’, by age, July/August 2020*
- COVID-19: Market context
- United Kingdom
- France
- Germany
- Italy
- Spain
Issues and insights
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- COVID-19 set to have major impact on Italian online retailers’ sales
- How can the market grow more rapidly?
- The facts
- The implications
- Who can challenge Amazon?
- The facts
- The implications
The market – What you need to know
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- Italian economic growth slowed in 2019; 2020 set for big recession
- Online retailing in Italy still relatively underdeveloped
- Electricals still largest category but clothing is catching up fast
- Italy behind EU average for broadband access…
- ...and way behind EU average for online shopping
- High levels of device ownership point to good potential for m-commerce
Market size
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- The economy
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- Figure 26: Italy: Online sales (including VAT), 2015-20
- Figure 27: Italy: Forecast online sales (including VAT), 2020-25
- Segmentation/What they buy online
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- Figure 28: Italy: Products bought online, May 2020
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- Figure 29: Italy: online sales by category, 2018 and 2019
- Figure 30: Italy: online sales by broad category, 2019
- Market drivers
- Broadband access
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- Figure 31: Italy: Broadband penetration as % all households, 2010-19
- Device ownership
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- Figure 32: Italy: technology products personally owned, June 2020
- Online shopping
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- Figure 33: Italy: Percentage saying they have bought online in the last year, 2015-19
- Figure 34: ITALY: percentage saying they have shopped online in the past 12 months, versus EU average, 2010-19
Companies and brands – What you need to know
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- Amazon holds commanding position
- Most seeing strong growth with a few exceptions
- A fragmented market
Leading players
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- Amazon holds commanding position
- eBay seeks to differentiate itself
- Unieuro is top electrical retailer online
- Fashion retailers mostly see strong growth online
- Other operators
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- Figure 35: Italy: Leading online retailers, sales excluding VAT, 2016-19
Market shares
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- Figure 36: Italy: leading online retailers’ estimated shares of all online sales, 2019
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The consumer – What you need to know
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- Fashion is most popular online purchase but grocery grows fast
- Two or three times a month is most popular online shopping frequency
- Two-fifths shopping online more often than a year ago
- Amazon is ‘go to’ place for Italians to shop online
- Free delivery, low prices are top priorities for online shoppers
What they buy online
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- Fashion is most popular online purchase but grocery grows fast
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- Figure 37: Italy: products bought online in the past 12 months, May 2020
- Clear gender differences in online purchasing
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- Figure 38: Italy: products bought online in the past 12 months, by gender, May 2020
- Age and presence of children also important factors
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- Figure 39: Italy: products bought online in the past 12 months, by age, May 2020
Frequency of shopping online
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- Two or three times a month is most popular online shopping frequency
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- Figure 40: Italya: Frequency of shopping online, May 2020
- Men shop online more often than women
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- Figure 41: Italy: Frequency of shopping online, by gender and age, May 2020
- Young are heaviest online shoppers
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- Figure 42: Italy: Frequency of shopping online, by age, May 2020
- Two-fifths shopping online more often than a year ago
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- Figure 43: Italy: changes in frequency of online shopping compared to 12 months ago, May 2020
- Young are most likely to be shopping online more often
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- Figure 44: Italy: changes in frequency of online shopping compared to 12 months ago, by gender and age, May 2020
- A clear relationship between shopping online more often and affluence
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- Figure 45: Italy: changes in frequency of online shopping compared to 12 months ago, by net monthly household income, May 2020
- Parents most likely to be shopping online more often
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- Figure 46: Italy: changes in frequency of online shopping compared to 12 months ago, by age of children under 22 in household, May 2020
Where they shop online
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- Amazon is ‘go-to’ place for Italians to shop online
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- Figure 47: Italy: type of retailer bought from online in the past 12 months, May 2020
- Amazon appeals equally to men and women, eBay less so
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- Figure 48: Italy: retailers purchased from online in the last 12 months, by gender, May 2020
- Amazon appeals to all age groups
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- Figure 49: Italy: Online-only/home shopping retailers purchased from online in the last 12 months, by age, May 2020
- Online electrical retailers have a similar profile
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- Figure 50: Italy: Store-based retailers purchased from online in the last 12 months, by age, May 2020
- The relationship between products bought and retailers shopped at
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- Figure 51: Italy: products bought online in the past 12 months, by retailer purchased from online in the past 12 months, May 2020
- Amazon-only online shoppers
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- Figure 52: Italy: breakdown of amazon shoppers, May 2020
- Core products underpin Amazon appeal but fashion on the rise
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- Figure 53: Italy: products bought online in the past 12 months, by Amazon-only online shoppers, May 2020
- Crossover between online retailers
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- Figure 54: Italy: Other retailers purchased from online* in the last 12 months, by retailers purchased from online in the last 12 months, May 2020
- Customer profile of online retailers
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- Figure 55: Italy: profile of shoppers by retailer purchased from online in the past 12 months, May 2020
Important features when shopping online
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- Free delivery, low prices are top priorities for online shoppers
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- Figure 56: Italy: important features when shopping online, May 2020
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- Figure 57: Italy: important features when shopping online, by gender, May 2020
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- Figure 58: Italy: important features when shopping online, by age, May 2020
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- Figure 59: Italy: important features when shopping online, by retailers purchased from online in the last 12 months, May 2020
Appendix – Data sources, abbreviations and supporting information
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- Abbreviations
- Data sources
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