Table of Contents
Executive Summary
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- The market
- The economy
- Online sales
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- Figure 1: Italy: online sales (incl. VAT), 2014-24
- Segmentation of online sales
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- Figure 2: Italy: online sales by broad sector, 2018
- Market drivers
- Broadband access
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- Figure 3: Italy: broadband penetration as % all households, 2009-18
- Device ownership
- Online shopping
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- Figure 4: Italy: percentage saying they have bought online in last 12 months, 2009-18
- Companies and brands
- Market shares
- Leading players
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- Figure 5: Italy: leading online retailers’ estimated shares of all online sales, 2018
- The consumer
- Internet users steadily increasing usage of online shopping
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- Figure 6: Italy: proportion of internet users who have shopped online, 2015-19
- Clothing and footwear the most bought sector
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- Figure 7: Italy: products bought online in the last 12 months, June 2019
- Pureplayers bought from twice as much as multichannel
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- Figure 8: Italy: retailer type bought from online, store-based vs pureplayers, June 2019
- Amazon dominant
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- Figure 9: Italy: retailers bought from online, June 2019
- Online shoppers very price aware
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- Figure 10: Italy: online shopping behaviours, June 2019
- Two-fifths of internet users are Prime members
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- Figure 11: Italy: membership of Amazon prime, June 2019
- What we think
Issues and Insights
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- What is inhibiting online growth?
- What we’ve seen
- What it means
- Can Amazon maintain its dominance?
- What we’ve seen
- What it means
The Market – What You Need to Know
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- Economy weak
- Online share of retailing still low
- Electricals the largest sector
- Italy lags the EU in online access…
- …and purchasing
- Smartphone ownership high
Market Size
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- The economy
- Online sales and forecasts
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- Figure 12: Italy: online sales (incl. VAT), 2014-19
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- Figure 13: Italy: forecast online sales, 2019-24
- Segmentation/what they buy online
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- Figure 14: Italy: products bought online in the last 12 months, June 2019
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- Figure 15: Italy: online sales by sector, 2017-18
- Figure 16: Italy: online sales by broad sector, 2018
- Market drivers
- Broadband access
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- Figure 17: Italy: broadband penetration as % all households, 2009-18
- Device ownership
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- Figure 18: Italy: technology products personally owned, Q4 2018
- Online shopping
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- Figure 19: Italy: percentage saying they have bought online in the last year, 2014-18
- Figure 20: EU, Italy, percentage saying they have bought online in last 12 months, 2009-18
Companies and Brands – What You Need to Know
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- Amazon is the clear market leader
- But not all online players are performing well
- Market fragmented beyond Amazon and eBay
Leading Players
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- Figure 21: Italy: leading online retailers, sales (excl. VAT), 2016-18
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Market Shares
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- Figure 22: Italy: leading online retailers’ estimated shares of all online sales, 2018
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The Consumer – What You Need to Know
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- Internet users steadily increasing usage of online shopping
- Clothing and footwear the most bought sector
- Pureplayers bought from twice as much as multichannel
- Amazon dominant
- Online shoppers very price aware
- A quarter of shoppers are lapsed Prime members
- The research
Who Shops Online
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- Figure 23: Italy: proportion of internet users who have shopped online, 2015-19
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What they Buy Online
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- Figure 24: Italy: products bought online in the last 12 months, June 2019
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Where they Shop Online
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- Figure 25: Italy: type of retailer bought from online in last 12 months, store-based vs pureplayers, June 2019
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- Figure 26: Italy: retailers purchased from online in the last 12 months, June 2019
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- Figure 27: Italy: proportion of internet users who have shopped online in the last 12 months, by major retailer, 2015-19
- Profile of shoppers by retailers used
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- Figure 28: Italy: profile of shoppers by retailer purchased from online in last 12 months, June 2019
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Online Shopping Behaviours
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- Figure 29: Italy: online shopping behaviours, June 2019
- Behaviours by retailer used
- Search behaviour
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- Figure 30: Italy: search behaviour by retailer used, June 2019
- Research behaviour
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- Figure 31: Italy: research behaviour by retailer used, June 2019
- Service
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- Figure 32: Italy: service checking by retailer used, June 2019
- Online shopping behaviours by products bought online
- Search behaviour
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- Figure 33: Italy: sources used to search for products/inspiration when shopping online, by products bought online in last 12 months, June 2019
- Research behaviour
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- Figure 34: Italy: research carried out when shopping online, by products bought online in last 12 months, June 2019
- Service checking
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- Figure 35: Italy: service checking by product bought online, June 2019
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Membership of Amazon Prime
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- Figure 36: Italy: membership of Amazon prime, June 2019
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- Figure 37: Italy: profiles by membership status, June 2019
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
AliExpress
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- What we think
- As a retailer
- Where next?
- Company background
- Company performance
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- Figure 38: Alibaba: sales by division, 2017-18
- Figure 39: Alibaba: group financial performance, 2015/16-2018/19
- Gross merchandise volume (GMV, or total sales at retail prices)
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- Figure 40: Alibaba: GMV of China marketplaces, 2015/16-2017/18
- AliExpress
- Retail offering
Amazon
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- What we think
- Amazon: A Shopper’s Perspective – UK, January 2019
- Amazon in Europe
- How has it done it?
- Marketplace development
- Amazon Prime
- Dynamism
- Stores and online
- Food retailing
- Where next?
- Company background
- Company performance
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- Figure 41: Amazon: consolidated sales by activity, 2018
- Mintel estimates
- GTV vs consolidated sales
- Recent performance
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- Figure 42: Amazon Group: group financial performance, 2014-18
- Figure 43: Amazon International: estimated retail sales performance, 2015-18
- Retail offering
- Consumer profile
- Product mix
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- Figure 44: Amazon UK: estimated sales by product, 2017
- Marketing
eBay
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- What we think
- Marketplace
- What eBay adds
- Is eBay mature?
- Where next?
- Company background
- Company performance
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- Figure 45: eBay: group financial performance, 2014-18
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- Figure 46: eBay: Group revenue by stream, 2018
- Figure 47: eBay: group Gross Merchandise Volume, 2014-18
- Retail offering
Otto Group (Multichannel Retail)
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- What we think
- Time-saving and convenient automated shopping experiences
- Faster delivery with new instant payment system
- Experimental store concept combining the advantages of bricks-and-mortar retailing with those of online shopping
- Raising awareness of sustainability and eco-friendly credentials
- Company background
- Company performance
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- Figure 48: Otto Group (Multichannel Retail): group sales performance, 2014/15-2018/19
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- Figure 49: Otto Group: major brands within the Multichannel Retail segment, 2018/19
- Retail offering
Veepee (formerly Vente-Privée)
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- What we think
- Name changes aims for consistency of branding and message
- Bizarre UK exit about-turn suggests lack of commitment
- Mobile continues to be the focus
- Further synergies possible
- Delivery pass impact hard to judge
- Company background
- Company performance
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- Figure 50: Vente Privée: group sales performance, 2014-18
- Retail offering
YNAP group
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- What we think
- YNAP gives a much-needed boost to Richemont’s online presence
- Increased co-operation with other brands in the Richemont family
- Alibaba deal provides China boost
- Customer service enhancements focus on personalisation
- Where now?
- Company background
- Company performance
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- Figure 51: YNAP group: group financial performance, 2013/14-2018/19
- Retail offering
Zalando
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- What we think
- Direct delivery of goods through partnered stores
- Expansion of loyalty scheme to strengthen relationship with customers
- Virtual stylist to aid customers through the decision making process
- Charging delivery fees to offset falling average order size and higher fulfilment costs
- Combatting ‘wardrobing’
- Eyeing growth through beauty
- In-home delivery service
- Tackling the problem of packaging waste
- Company background
- Company performance
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- Figure 52: Zalando: group financial performance, 2014-18
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- Figure 53: Zalando: key metrics, 2015-Q1 2018
- Retail offering
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