Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- The economy
- Online sales and forecasts
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- Figure 1: Italy: online sales (incl. VAT), 2012-22
- Segmentation/what they buy online
- Broadband access
- Device ownership and internet access
- Online shopping
- Leading players
- Key metrics
- Market shares
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- Figure 2: Italy: leading online retailers’ shares of all online sales, 2016
- The consumer
- How they shop online
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- Figure 3: Italy: devices used to shop online in last 12 months, May 2016 and June 2017
- Where they shop online
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- Figure 4: Italy: retailers bought from online in the last 12 months, June 2017
- Attitudes to online shopping
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- Figure 5: Italy: what do online shoppers like about shopping online, % agreeing, June 2017
- What we think
Issues and Insights
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- The digital world has the potential to drive change in Italian retailing
- The facts
- The implications
- Opportunities in cross-border e-commerce
- The facts
- The implications
The Market – What You Need to Know
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- Economy growing slowly
- Online underdeveloped but growing rapidly
- Electricals the largest area of spending, followed by clothing
- Broadband access low, but increasing
- Italians love their smartphones
- …and 42% of Italians use them for shopping
Market Size
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- Economy growing modestly
- Online sales and forecasts
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- Figure 6: Italy: estimated online sales (incl. VAT), 2012-17
- Figure 7: Italy: forecast online sales, 2017-22
- Segmentation/What they buy online
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- Figure 8: Italy: products and services bought online in the last 12 months, 2016
- Figure 9: Italy: online sales, breakdown by product type, 2016-17
- Grocery
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- Figure 10: Italy: grocery shopping habits: those agreeing “I do more of my grocery shopping online”, Q1 2017
- Electricals
- Clothing & footwear
- DIY
- Beauty
Market Drivers
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- Broadband access
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- Figure 11: Italy: broadband penetration (as % all households), 2009-16
- Device ownership and internet access
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- Figure 12: Italy: technology products personally owned, Q1 2017
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- Figure 13: Italy: devices used to access the internet in the last three months, Q1 2017
- Online shopping
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- Figure 14: Italy: devices used to shop online in last 12 months, April 2016 and June 2017
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- Figure 15: Italy: percentage saying they have bought online in the last 12 months, 2008-16
Leading Players – What You Need to Know
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- Amazon sees the potential and is investing heavily
- Increasing amounts of m&a activity
- A fragmented market
Leading Players
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- Amazon leads the market
- ePrice is focusing on core business
- French flash sales companies buying into Italy
- Showroomprive/Saldiprivati
- vente-privee/Privalia
- Unieuro has acquired Monclick
- Yoox Net-a-Porter
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- Figure 16: Italy: leading online retailers, sales, 2015-16
Market Shares
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- A fragmented market
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- Figure 17: Italy: leading online retailers’ shares of all online sales, 2016
The Consumer – What You Need to Know
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- Almost 90% of internet users shop online
- Traditional computers most used, but smartphones growing strongest
- International pureplayers dominate
- A third are members of Amazon Prime
- Price, convenience and wide ranges the top reasons for shopping online
- Lack of physical contact is the main barrier to shopping online
How They Shop Online
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- Shopping online is widespread amongst internet users
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- Figure 18: Italy: devices used to shop online in last 12 months, May 2016 and June 2017
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- Figure 19: Italy: profile of online buyers by device used, June 2017
Where They Shop Online
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- International pureplayers dominate
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- Figure 20: Italy: retailers bought from online in the last 12 months, June 2017
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- Figure 21: Italy: profile of shoppers by retailer bought from online in the last 12 months, June 2017
Membership of Amazon Prime
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- Figure 22: Italy: membership of Amazon Prime, June 2017
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- Figure 23: Italy: membership of Amazon Prime, by age and gender, June 2017
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Online Shopping Habits and Attitudes
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- Reasons for shopping online
- Price still top in Italy but convenience ranking highly
- Wider range
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- Figure 24: Italy: what do online shoppers like about shopping online, % agreeing, June 2017
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- Figure 25: Italy: profile of online shoppers by reasons for buying online, June 2017
- Reasons for not shopping online
- Desire for physical contact the main barrier
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
- ISTAT – Rome
- NETCOMM (CONSORZIO DEL COMMERCIO ELETTRONICO ITALIANO) - Milan
- EUROSTAT – Luxembourg
Amazon
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- What we think
- The focus on Prime
- The fostering of the next generation
- The white whale(s)?
- Amazon gets physical
- The threats?
- Company background
- Company performance
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- Figure 26: Amazon.com Inc: group financial performance, 2012-16
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- Figure 27: Amazon: estimated total retail sales, by European country (excl. VAT), 2014-16
- Retail offering
eBay
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- What we think
- What has gone wrong?
- Not a retailer
- Where next?
- Company background
- Company performance
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- Figure 28: eBay – Gross merchandise volume, 2013-16
- Retail offering
Otto Group (Multichannel Retail)
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- What we think
- Why buy?
- Targeting new customer groups with specialist online shops
- First German company to test robot-delivered packages
- Problem-solving virtual assistance tool extended to more products
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- Figure 29: Otto Product Assistant
- Shortcuts to make the choosing process faster, more relevant and more personal
- On-trend own brand strategy
- More personalised and dynamic marketing
- Company background
- Company performance
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- Figure 30: Otto Group (Multichannel Retail): group sales performance, 2012/13-2016/17
- Figure 31: Otto Group: major brands within the Multichannel Retail segment, 2016/17
- Retail offering
vente-privee
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- What we think
- Highly acquisitive, mainly in fashion…
- … but also other sectors
- … and entertainment
- Rapid expansion brings potential downsides
- Mobile first
- Incubator projects potential
- Company background
- Company performance
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- Figure 32: vente-privee: group sales performance, excluding VAT, 2012-16
- Retail offering
Zalando
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- What we think
- Mobile is at the heart of the business
- Prioritising delivery to drive customer loyalty
- Geo-localised delivery being trialled
- Moving from following to leading
- Integrated commerce links up online and offline channels
- Fulfilment service reaches out to brands
- Company background
- Company performance
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- Figure 33: Zalando: group financial performance, 2012-16
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- Figure 34: Zalando: key metrics, 2015-Q1 2017
- Retail offering
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