The infographic "E-commerce in Italy in 2018, The Future and the Evolution of e-commerce from 2018 to 2028" by Casaleggio Associati describes and analyzes the future of e-commerce. The infographic has been realized to support the research "E-commerce in Italy in 2018, The Future and the Evolution of e-commerce from 2018 to 2028" for the 12th edition of the conference “E-commerce in Italy”, was held in Milan and Rome in May 2018. The conference “E-commerce in Italy” is an important occasion for meeting, networking and update for e-commerce operators, and companies interested in learning about the opportunities offered by internet and digital services for their industry.

1. ECONOMIES AND
SERVICES
PHYSICAL AND
ONLINE
INTERFACES ADVERTISINGPURCHASING
METHODS
REFERENCE
METRICS
SHIPPING GLOBAL
E-COMMERCE HUB
CREATION OF
GLOBAL ECONOMIES
OF SCALE WITH
LOCAL SERVICES
PHYSICAL AND
ONLINE PURCHASING
BECOME A SINGLE
EXPERIENCE
INTERFACES
BECOME
VOCAL
CUSTOMISED ADVERTISING
BASED ON THE SPECIFIC
INDIVIDUAL AND SPECIFIC
MOMENTS IN HIS/HER LIFE
PURCHASES
CHANGE AND
BECOME
AUTOMATED
MAXIMISATION OF
THE LIFETIME
VALUE AND
RELATION SHARE
MADE TO MEASURE
DELIVERY
THE ASIA-PACIFIC
AREA IS THE NEW
GLOBAL
E-COMMERCE HUB
1998
2008
2018
2028
Brick
and mortar
Pure
playerVS
Pure Player set up dedicated
goods collection points and Brick
and mortar operations start
selling directly online or entering
into partnerships
Death by Amazon:
lists the 50 traditional retailers most
vulnerable to Group competition
Pop-up stores without traditional
branding: product trial, online
purchase or Click & Collect
delivery
Physical in-store purchasing
debited directly to the client’s
Amazon virtual account
Personal Shopper becomes virtual
Pick & Collect, home delivery,
online booking and in-store
product trial
2000:
Italy1999: China
1995: USA 1995: USA
1996:
Holland
Success on local markets
1994:
Italy
1999: France
Purchases
become
once-off
Subscription-based purchases
Dash Button to re-order on
request and the first automated
purchases
For the provision of clothing for special
occasions, according to sharing
economy principles
For the provision
of entertainment
content
For weekly
home
shopping
Amazon Dash Button: one-click
purchase of a specific product,
increasing number of brands available
Pantry:
monthly
pack with
fixed
shipping cost
Register
and save:
10%
discount and
free shipping
WePlenish,
re-order
replaceme
nt coffee
capsules
Items order
on our
behalf
Automated
monthly
deliveries
Automatic
re-ordering
costs less
Local
partnerships
Investment in
local products
Local
purchases
Chatbot
In 2016, transactions via
mobile devices overtakes
that via desktop units
Desktop
Mobile
By 2022, 85% of all
interactions will be
with bots
By 2020, 40% of
users will be making
use of voice shopping
assistant rather than
a website
2015 >
Europe and
Middle East
Asia Pacific
2005: acquired
by Booking
Holdings Inc. >
USA
2008:
acquired
Venere > USA
Expansion on National and International markets
Consolidating globalisation
2009: USA >
world
> Europe
Italy
> France
France > Italy
2008:
Germany >
Europe
2011: Germany > Worldwide
> Local acquisitions
such as Lazada
> Worldwide (2015,
partnership with
eLong, China)
Local acquisitions
such as Whole Foods
> Worldwide
> Europe (2017,
acquired by Unieuro)
> Worldwide (since
2015, Apps for online
coffee sales)
> Partnerships with Ctrip
(China) and Panorama
Group (Indonesia)
> Investment in local
products such as Tea in India
> Europe (since
2015, opening of
logistics centres
in the EU)
USA
ASIA PACIFICO
EUROPE
WORLDWIDE
EXPANSION
WORLDWIDE
CONSOLIDATION
USA
ASIA PACIFIC
EUROPE
USA EXPANSION
ASIA PACIFIC
EXPANSION
EUROPE EXPANSION
THE FUTURE OF E-COMMERCE IN 2028
One2One marketing
Search linked to keywords
Display advertising
OneMoment marketing
55% n.a.
Display Keyword
4% 27%
Display Keyword
INVESTMENT
IN ADVERTISING
INVESTMENT
IN ADVERTISING
Targeted content based on the user’s
purchasing behaviour and preferences
Enablestheusertobookhis/hercoffee
viatheFacebookMessengerbotandto
knowpreciselywhenitwillbeready
Create san own bot
that enables the user
to practice his/her
desired language,
generating
engagement and
developing the user’s
brand loyalty
Enables the user to
access suggestions
on what underwear
to buy, sizes and
latest trends, based
on suggestions from
other users and
bloggers
Made up of micromoments: the
importance of being available
precisely when users want to
know, go, purchase or do
something
Partnership with
players to offer
a voice shopping option
Website hits
Transactions
Lifetime value
Invests everything into the proprietary
application that enables the development
of a relationship with the client
Invests in and on services aimed
exclusively at a particular client
Introduction of web streaming to
anticipate the arrival of new content,
thus increasing the LTV by 6%
Investment in
the relationship
with the client
rather than in
the conversation
Acknowledging
the exclusivity of
the interaction
Drone
delivery
Robot
delivery
The purchaser
makes his/her
purchase and
personally collects
the goods
Structured delivery system based
on courier services and lockers
Companies are structured
around the use of courier
services for the delivery
of their goods
Crowdsourced shipping
Subscription services
Made to measure services: delivery
that does not require the client’s
presence at home
Click & Collect
On-demand Click &
Collect delivery
Automatic delivery
Asia
Pacific
EU
USA
E-commerce turnover
by geographic area
(values in millions of Dollars)
USA
36
Europe
3.4
Asia Pacific
2.8
USA
133
Europe
259
Asia Pacific
99
USA
462
Europe
321
Asia Pacific
1,349
Integration of on-line and off-line
Client experience
touch point
Interchangeable channels for:
getting to know the product, trying it
out and getting in touch with the brand
purchasing
recognising the user
delivery