Table of Contents
Executive Summary
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- The market
- Broadband access
- Device ownership and internet access
- Shopping online
- Online sales sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 1: Italy: Identified online retailers, market shares, 2015
- The consumer
- How they shop online
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- Figure 2: Italy - The consumer: Devices used to shop online in last 12 months, May 2015 and May 2016
- Where they shop online
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- Figure 3: Italy: Websites used for online shopping in the last 12 months, May 2016
- Attitudes to shopping online
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- Figure 4: Italy: The consumer: Attitudes towards online shopping, % agreeing, May 2016
- What we think
Issues and Insights
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- Amazon acts as a trailblazer but others step up to the challenge
- The facts
- The implications
- Italian online shoppers are keen to interact with retailers
- The facts
- The implications
The Market – What You Need to Know
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- Broadband access low but climbing
- Smartphone ownership high
- Online shopping via smartphone gaining ground
- Clothing most commonly bought online
Market Drivers
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- Broadband access
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- Figure 5: Italy: Broadband penetration, (As % all households), 2008-15
- Device ownership and internet access
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- Figure 6: Italy: Technology products owned by household, Q1 2016
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- Figure 7: Italy: Devices used to access the internet in the last three months, Q1 2016
- Online shopping
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- Figure 8: Italy: Devices used to shop online in last 12 months, April 2015 and May 2016
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- Figure 9: Italy: Numbers saying they have bought online in the last year, 2008-15
- Online shopping: What they buy
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- Figure 10: Italy: Categories bought online in the last year, 2015
Sector Size and Forecast
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- Online sales
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- Figure 11: Italy: Online retail sales (incl. VAT), 2011-16
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- Figure 12: Italy: Online retail sales forecasts (incl. VAT), 2016-21
Leading Players – What You Need to Know
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- Amazon is the runaway leader
- eBay an important player
- Amazon leads and Zalando is gaining ground.
Leading Players
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- Leading retailers by sales
- Food online developing slowly
- Electricals retailers face stiff competition from Amazon
- Fashion retailers moving forward online
- eBay and marketplaces
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- Figure 13: Italy: Identified online retailers, 2015
Market Shares
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- Amazon leads and is gaining share
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- Figure 14: Italy – Identified online retailers, estimated market shares, 2015
The Consumer – What You Need to Know
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- Buying via smartphone popular in Italy
- Where they shop
- Italian shoppers want to interact with online retailers
How They Shop Online
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- Laptops and desktops dominate
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- Figure 15: Italy – The consumer: Devices used to shop online in last 12 months, May 2016
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- Figure 16: Italy – The consumer: Devices used to shop online in last 12 months, May 2015 and May 2016
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- Figure 17: Italy – Shopping online by device, by gender, May 2016
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- Figure 18: Italy – Shopping online by device, by age, May 2016
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- Figure 19: Italy – Shopping online by device, by annual income, May 2016
Where They Shop Online
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- Amazon in the lead
- Zalando continues to gain ground
- Electricals retailers prominent online
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- Figure 20: Italy: Websites used for online shopping in the last 12 months, May 2016
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- Figure 21: Italy: Websites used for online shopping in the last 12 months, by gender, May 2016
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- Figure 22: Italy: The consumer: Leading online retailers: profile of shoppers, May 2016
Attitudes to Shopping Online
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- Italians keen to communicate with online retailers
- Potential for growth of click & collect
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- Figure 23: Italy – The consumer: Attitudes towards online shopping, % agreeing, May 2016
- Men more interested in delivery and collection options
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- Figure 24: Italy – The consumer: Attitudes towards online shopping, by gender, % agreeing, May 2016
- Customer profile by attitude statements
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- Figure 25: Italy: The consumer: Attitudes towards online shopping: Profile of shoppers, May 2016
Appendix: Data sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
Amazon.com
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- What we think
- Marketplace
- AWS
- Prime
- Food
- Where next?
- Company background
- Company performance
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- Figure 26: Amazon.com Inc: Group financial performance, 2010/11-2014/15
- Retail offering
eBay
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- What we think
- Company background
- Company performance
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- Figure 27: eBay Inc.: Group financial performance, 2013-15
Media-Saturn
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- What we think
- Loyalty brings everything together
- Investing in international multichannel
- Company background
- Company performance
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- Figure 28: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
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- Figure 29: Media Markt/Saturn: Outlet data, 2010/11-2014/15
- Retail offering
vente-privee
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- What we think
- A return to strong growth
- Ambitions for Europe
- And to diversify
- In a market ripe for consolidation
- Company background
- Company performance
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- Figure 30: Vente-Privee: Group sales performance, 2011-15
- Figure 31: Vente-Privee: Recent acquisitions
- Retail offering
Zalando
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- What we think
- Same-day deliveries and possible Uber tie-up to speed up order dispatch times
- Wide range of global and local brands
- More personalised shopping experiences
- Among the first fashion e-tailers to accept Apple Pay
- Mobile and app development driving web traffic
- Integrating the online and offline shopping experience
- Company background
- Company performance
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- Figure 32: Zalando: Group financial performance, 2011-15
- Retail offering
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