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
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- Figure 1: Italy: online sales (incl. VAT), 2011-23
- Segmentation/What they buy online
- Broadband access
- Device ownership and internet access
- Online shopping
- Leading players
- Key metrics
- Market shares
- The consumer
- What they buy online
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- Figure 2: Italy: products purchased online in the last 12 months, May 2018
- Where they shop online
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- Figure 3: Italy: retailers purchased from online in the last 12 months, May 2018
- Important features of online retailers
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- Figure 4: Italy: important features of retailers when shopping online, % agreeing “extremely important” May 2018
- Membership of Amazon Prime
- What we think
Issues and Insights
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- Is e-commerce finally taking off in Italy?
- The facts
- The implications
- Mobile is essential
- The facts
- The implications
The Market – What You Need to Know
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- Economy looking up
- Online growing strongly
- Clothing the most purchased category
- Broadband extending reach
- High usage of smartphones
- Online shopping low amongst general population but high amongst those online
Market Size
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- The economy
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- Figure 5: Italy: online sales (incl VAT), 2013-18
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- Figure 6: Italy: forecast online sales (incl. VAT), 2018-23
- Segmentation/What they buy online
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- Figure 7: Italy: products purchased online in the last 12 months, May 2018
- Grocery
- Clothing
- Electricals
- Beauty and Personal Care
Market Drivers
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- Broadband access
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- Figure 8: Italy: broadband penetration, % all households, 2010-17
- Device ownership and internet access
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- Figure 9: Italy: technology products personally owned, Q3 2017
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- Figure 10: Italy: devices used to access the internet in the last three months, Q3 2017
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- Figure 11: Italy: demographic profile of those using a smartphone to access the internet in the last three months, Q3 2017
- Online shopping
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- Figure 12: France: percentage saying they have bought online in the last year, 2008-17
Leading Players – What You Need to Know
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- An international sector
- Domestic players lag behind
- Online grocery in its infancy
- Amazon leads
Leading Players
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- International players dominate
- Amazon investing and innovating
- Sector specialists too
- Domestic players lag behind
- YNAP
- ePrice
- Grocery
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- Figure 13: Italy: leading online retailers, sales, 2015-17
Market Shares
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- Amazon leads, followed by a long tail
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- Figure 14: Italy: leading online retailers’ shares of all online sales, 2017
The Consumer – What You Need to Know
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- Over half buy clothing/footwear online
- Variation by demographics
- Online-only retailers dominate
- Range and costs are important to consumers
- Highest membership of Amazon Prime
What They Buy Online
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- Over half buy clothing/footwear online
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- Figure 15: Italy: products purchased online in the last 12 months, May 2018
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- Figure 16: Italy: products purchased online in the last 12 months, by gender, May 2018
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- Figure 17: Italy: profile of shoppers by type of product bought online in the last 12 months, May 2018
Where They Shop Online
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- Amazon dominates
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- Figure 18: Italy: retailers bought from online in the last 12 months, May 2018
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- Figure 19: Italy: profile of shoppers by retailer bought from online in the last 12 months, May 2018
Important Features of Online Retailers
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- Range and cost are paramount
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- Figure 20: Italy: important features of retailers when shopping online, May 2018
- What’s important for different categories?
- Costs are important to fashion buyers
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- Figure 21: Italy: extremely important features of online retailers, clothing shoppers compared to the average, May 2018
- Choice and price matching important to beauty shoppers
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- Figure 22: Italy: extremely important features of online retailers, beauty shoppers compared to the average, May 2018
Membership of Amazon Prime
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- Figure 23: Italy: membership of Amazon Prime, May 2018
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- Figure 24: Italy: current members of Amazon Prime, by age and gender, May 2018
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Amazon.com
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- What we think
- Geographical expansion
- Prime
- Marketplace
- AWS
- Profitability
- What next?
- Food
- Clothing
- Electricals and others
- Company background
- Company performance
- Published sales and total sales volumes
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- Figure 25: Amazon: sales breakdown by source of income, 2015-17
- Figure 26: Amazon: sales breakdown by source of income, 2017
- First quarter 2018
- Gross merchandise volume (GMV)
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- Figure 27: Amazon: estimated group gross merchandise volume, 2015-17
- GMV by country
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- Figure 28: Amazon.com Inc: group financial performance, 2013-17
- UK sales by product
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- Figure 29: Amazon UK: estimated sales by product, 2017
- Retail offering
eBay
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- What we think
- Marketplace
- No longer a fast-growing business
- Progress in 2017
- Shortcomings vs Amazon
- What next?
- Company background
- Company performance
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- Figure 30: eBay: group gross merchandise volume, 2013-17
- Figure 31: eBay: major markets, estimated growth in GMV in local currency, 2014-17
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- Figure 32: eBay Europe: sales, excluding VAT, 2015-17
- Retail offering
Otto Group (Multichannel Retail)
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- What we think
- Marketplace development widening product choice and attracting new customers
- ABOUT YOU doubles sales
- ‘Conversational commerce’
- Sports lifestyle hub
- Parcel shops, micro depots and trunk delivery
- Using augmented reality technology to make choosing the right product easier
- Otto Now expanded to include over 100 products
- Company background
- Company performance
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- Figure 33: Otto Group (Multichannel Retail): group sales performance, 2013/14-2017/18
- Figure 34: Otto Group: major brands within the Multichannel Retail segment, 2017/18
- Retail offering
Vente-privée
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- What we think
- Priority must be to digest acquisitions
- Mobile commerce increases in importance
- Delivery pass and marketplace launches aim to further increase appeal
- Investment in innovation driving growth
- A growing contribution from entertainment
- Potential clouds on the horizon?
- Company background
- Company performance
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- Figure 35: Vente-privée: group sales performance, 2013-17
- Retail offering
YNAP Group
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- What we think
- Richemont takeover completed
- YNAP focuses on m-commerce…
- …and expands product range
- Sustainability commitments
- Company background
- Company performance
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- Figure 36: YNAP Group: group financial performance, 2014-17
- Retail offering
Zalando
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- What we think
- Complementary beauty category offering
- Pop-up an opportunity to raise awareness of the online style advisory service
- Growing role of personalisation
- Scaling up logistics network and order fulfilment options
- Rising fulfilment costs a sign of things to come?
- Local and regional-specific payment options boosting basket size and conversion rates
- Company background
- Company performance
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- Figure 37: Zalando: group financial performance, 2013-17
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- Figure 38: Zalando: key metrics, 2015-Q1 2018
- Retail offering
Appendix: Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
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