Presentation of the research "E-commerce in Italy" by Casaleggio Associati

1. i
Market
G
trends The State of
The industry e-commerce
sectors in 2013 e-commerce in Italy and in the
world
 F
SOCIAL
E-commerce
#
turnover
The value of
the market
MEDIA in Italy

Interact with
2013
customers
Strategies &
marketing
6
#ecommerce2013 PROMoting the
brand on line

5
Mobile
E-COMMERCE and
Let’s come
& see

INTERNAtionaliSation
Exporting the BUSINESS
MULTIple Channels

2. E-commerce in italy 2013
agenda
I
G II
The state
Industry
sectors
&

Strategies
E-
commerce
trends
of e- turnover &
commerce marketing
differentia
tion
&
on line
IV

III promotion
6
Mobile Presence
commerce
&
Mobile
5 in foreign
markets &
internat. internatio
V strategies mobile strategies naliSation
 F
Social
media Vi
Social
media
effective
ness
Social
media &
roi
i
Market
Industry
sectors in
2013
trends
 #Ecommerce2013

3. G I
The state
of
e-commerce
e-commerce in italy
and in the world

4. Metodology
The research E-commerce in Italy
Participating companies
 More than 3.000 analysed
350 actively participated in creating the
report
Survey & interviews
é The research was conducted by means of an
on line survey and exploratory interviews
with the major market players
 #Ecommerce2013

5. Industry sectors
Market categories and services
á food 7 Consumer electronics
U insurance
B fashion
S Home & furnishings
 Health & beauty
l Shopping centres Z leisure
B publishing
 Tourism
 #Ecommerce2013

6. e-commerce value
on line sales growth
€ 25
 
+32%
+12%
21,1

€ 20
+43%
18,9
€ 15

+58%
14,3
  +48%
+31%
10,0

€ 10
+55%
€5

+29%
4,9
6,4
Turnover in billions €
3,3 
1,6 2,1 Variation %
€0
2004 2005 2006 2007 2008 2009 2010 2011 2012
 #Ecommerce2013

7. Relative share of Turnover
2% 1,2%
l
3%
Shopping
centres
food á
B publishing
1,1%
fashion B 0,4%
7
5%
Consumer Home & furnish. S
electronics
Health & beauty
insurances 0,3%

U 6%
E-commerce
57%
Z
leisure
turnover
21,1
Billions
48,5%
gambling
euro (re-played
 tourism
24%
winnings)
3,5%
gambling
(initial bets)
leisure: other
5%
 #Ecommerce2013

8. II

Strategies &
marketing
Promoting the brand
on line

9. E-commerce TRENDS
Pricing
internationaliSation
$ Multiple channels
mobile

e-commerce
Ü profiling
TRENDS
6
5 
Social media
 F
 #Ecommerce2013

10. Differentiation strategies
how do you differentiate from competitors?
38%
31%
24% 24%
14% 14% 12%
6%
 g #    
:
Brand credibility Customer loyalty Pricing Brand range Delivery times Additional Other No
and costs services differentiation

 #Ecommerce2013

11. on line MARKETING:
brand promotion
how is the promotion on line activity?

 
30% 53% 17%
satisfactory difficult unsATISFACTORY
-8% down on 2012 +6,9% up on 2012 +1,2% up on 2012
 #Ecommerce2013

12. on line MARKETING:
INVESTMENT SPREAD
:
OTHER
a PRESS
: TV 2% 8%
3% KEYWORD

0 RADIO
3% 23% ADV
BANNER &
SPONSORSHIP
5%
Acquisition
 costs
PRICE COMPARISON 8%
4 SITES
8%
25,4 17%
euro SEO
y
AFFILIATION
PROGRAMS s
13%
v SOCIAL 17%
MEDIA
E-MAIL
✉
 #Ecommerce2013

13. SHORT TERM INVESTMENT
how will you invest in 2013?
f
24%
user
experience

 $
Investment
44%
11% 2013 marketing &
internationaliSation promotion
10% 
technology
2% g 
Customer care
10%
2%
 No investment
:
logistics 3%
other
 #Ecommerce2013

14. 
InternaTionaliSATION
III
EXPORTING THE business

15. PresenCE IN FOREIGN MARKETS
how much do you sell in foreign markets?
63%
58%
45%
35% 31% 31%
14%
37% NorTH
Eu
14% 11%
8%
Asia:
other
9%
2%
LATIN africa
•
America
• Marked
presence
Adequate
presence
 #Ecommerce2013

16. internationALISATION:
STRATEGIES
ITALIAN-

ONLY SITE
12% MultinaTIONALS
30% 
 SitES in 9%
APPLICABLE
LANGUAGES
sì
5% AGENCIES
ABROAD

no
ITALY-ONLY
45% SALES
Ë
 #Ecommerce2013

17. internationalisation:
TURNOVER
what % of turnover is coming from foreign countries?
 #Ecommerce2013

18. 6
5 IV
mobile
E-commerce &
multiple channels

19. Mobile : investment
in 2013 you will:
↓ Reduce
Increase
investment
↑
investment 49 %
1%
6
Maintain same
5

investment
10 %
Ë
40 %
No
investment
 #Ecommerce2013

20. Mobile strategies
which activies are priorities for mobile commerce?
6
mobile website development 5 59%
smartphone app development 5 33%
6
tablet app development 26%
mobile advertising & promotion  24%
none
Ë 15%
 #Ecommerce2013

21.  F
Social media
Interact with customers
V

22. Social media
which social media are effective?
67% • very
effective
• fairly
effective
37%
33%
20%
15%
11% 7%
5% 4% 3%
F >       
:
Facebook YouTube Twitter Google + LinkedIn Pinterest Foursquare Instagram Flickr Other
 #Ecommerce2013

23. social media: investment
in 2013 you will:
↓ Reduce
Increase
investment
↑
investment
51%
5%
Ë
17%
No investment
 F

28%
Maintain same
investment
 #Ecommerce2013

24. Social media & roi
social media activity in terms of ROI is:

 
19% 52% 29%
satisfactory difficult unsatisfactory
We found the activities Social media impact on sales Social media have low
which increase sales is difficult to measure impact on sales
 #Ecommerce2013

25. i
Market VI
trends
Industry sectors in 2013

26. Industry sectors in 2013
growth forecast
á U S l B
food insurance Home & furn. Shopping c. publishing
+18% +19% +31% +27% +18%
7 B  Z 
Consumer el. fashion Health & b. leisure tourism
+10% +21% +19% +4% +15%
 #Ecommerce2013

27. casaleggio associati
Internet strategies
Casaleggio associati
www.casaleggio.it
F FacebooK
facebook.com/Casaleggio.Associati  linkedin
Linkedin.com/company/casaleggio-associati
twitter slideshare
 @casaleggio slideshare.net/casaleggioassociati
e-commerce in italy
 Download our reports and focus  Linkedin group
www.casaleggio.it/e-commerce E-commerce in italy
 #Ecommerce2013

28. i
Market
G
trends The State of
The industry e-commerce
sectors in 2013 e-commerce in Italy and in the
world
 F
SOCIAL
E-commerce
#
turnover
The value of
the market
MEDIA in Italy

Interact with
2013
customers
Strategies &
marketing
6
#ecommerce2013 PROMoting the
brand on line

5
Mobile
E-COMMERCE and
Let’s come
& see

INTERNAtionaliSation
Exporting the BUSINESS
MULTIple Channels