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Ecommerce Report
Italy
2018
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2
Jorij Abraham
General Manager
Ecommerce Foundation
Jorij Abraham has been active in
the international ecommerce
community since 1997. He was
an Ecommerce Manager at
Bijenkorf, TUI and Sanoma
Media and Director of Consulting
at Unic.
From 2013 to 2018 he has been
Director of Research & Advice at
Thuiswinkel.org and Ecommerce
Europe (the Dutch and European
Ecommerce Association)
Thank you for downloading this report. We hope it will help you take the next step in selling online
in Spain.
The Ecommerce Foundation is an independent organization, initiated by worldwide national
ecommerce associations as well as online and omnichannel selling companies from industries such
as retail, travel & finance. Our mission is to foster global digital trade as peace is the natural
effect of trade. By facilitating digital commerce we hope to make the world a slightly better place.
We especially would like to thank our Report Partners: namely Asendia, Mazars, MultiSafepay
and SAP. Without their support, this report would not have been created.
If you like our reports, please visit our report page on www.EcommerceWiki.org. On this page,
you will find a large collection of Ecommerce Country Reports for free.
Thank you for reading this report…
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Tell us what you think!
Your feedback is also very much appreciated. If you
would like to help us make the 2018 reports even
better please take our 3-minute survey.
Thank you!
Click on the icon above
to go to the survey!
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SAP Customer Experience is a business unit of SAP,
providing omnichannel customer engagement and commerce
solutions that allow organizations to build up a contextual
understanding of their customers in real-time, deliver a more
impactful, relevant customer experience and sell more goods,
services and digital content across every touch point, channel
and device. Through its state-of-the-art customer data
management, context driven marketing tools and unified
commerce processes, SAP Customer Experience has helped
some of the world’s leading organizations to attract, retain
and grow a profitable customer base.
Valued Report Partners
Asendia is one of the world’s top three international mail,
shipping and distribution organizations, delivering your
packages, parcels and documents to more than 200
destinations across the globe. Formed as a partnership
between La Poste and Swiss Post in 2012, the Asendia
business employs more than 2,000 people worldwide, has
offices in 15 countries and a global network of delivery
partners to get your package where it needs to be, when it
needs to get there.
MultiSafepay provides secure and flawless online payments.
With e-commerce payment solutions and conversion
increasing tools, MultiSafepay makes it easy to accept,
manage and stimulate online payments. MultiSafepay offers a
wide range of local and international payment methods and
several easy integration options, allowing e-commerce
companies to immediately sell products worldwide.
Mazars is an international, integrated and independent
organization, specializing in audit, accountancy, advisory, tax
and legal services. As of 1st January, 2018, Mazars operates
throughout the 86 countries and territories that make up its
integrated partnership. Mazars draws upon the expertise of
20,000 women and men led by 980 partners working from
300 offices worldwide. We assist clients of all sizes, from
SMEs to mid-caps and global players as well as start-ups and
public organizations, at every stage of the development.
Safe.Shop is the global trust mark for online shopping, helping
consumers and merchants shop & sell with confidence at home &
abroad. Safe.shop checks if webshops are reliable by verifying if
they comply with national laws and/or the Global Ecommerce Code
of Conduct. The Safe.Shop logo ensures that consumers have the
right to return the goods, privacy is protected, consumers will get
the good(s) they paid for, the payment is safe, consumer rights are
protected, prices are clear and real, and any complaints you may
have about the webshop will be listened to and handled properly.
This helps buyers shop around the world for the best products and
prices, knowing they are purchasing from a reliable
webshop. Safe.Shop is issued by the Ecommerce Foundation.
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Table of Contents
Introduction: Italy
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Government: Republic
Internet users: 73%
Internet penetration growth: 4.16%
URL country code: .it
Official languages: Italian
Widely spoken foreign language: German, French, Slovene
Italy Overview
Area: 301,340 km2
Capital: Rome
Currency: Euro (EUR)
Rome
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POPULATION
Total population, 2015-2018(f)
AGE STRUCTURE
Age structure of the total population, 2017
Population. Source: Worldometers, 2018. | Age Structure. Source: CIA World Factbook, 2017.
Italian population is expected to decrease slightly
59,504,212.00
59,429,938.00
59,359,900.00
59,290,969.00
2015 2016 2017 2018(f)
13.65%
9.66%
42.16%
12.99%
21.53%
0-14
15-24
25-54
55-64
65+
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GENDER OVERVIEW AND GENDER DISTIBUTION BY MARKET SEGMENT
Population, by gender (number and percentage), 2017 | Gender distribution of users, 2018
Gender Breakdown. Source: UN Population Division, 2017 | Source: Statista, 2018
46%
54%
The Gender Distribution differs by ecommerce market segment
28,929,140
48.74%
30,430,767
51.26%
Male
Female
Fashion
58%
42%
38%
62%
48%
52%
54%
46%
Electronics & Media
Food & Personal Care
Furniture & Appliances
Toy, Hobby & DIY
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8.41%
10.68%
12.13%
12.63%
11.92% 11.66%
11.25%
2011 2012 2013 2014 2015 2016 2017
UNEMPLOYMENT RATE
Unemployment rate (aged 16 and over, seasonally adjusted), 2016-2018(f)
Overall unemployment falling, but for young people it is stubbornly high
Unemployment Rate. Source: IMF, 2018. | Source: European Commission, 2017.
Italian labour market
The Jobs Act in Italy provides employment
protection legislation that is “less restrictive
than in France and Germany” according to the
OECD. Dismissals, that could previously be
costly before due to uncertainty, are now
reduced.
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GROSS DOMESTIC PRODUCT
GDP (billions) & Growth Rate, 2014 – 2018(f)
Year
Gross Domestic
Product (GDP),
Euros
Growth Rate YoY GDP per Capita Growth Rate YoY
2014 €1,542.92 0.11% €25,384 0.34%
2015 €1,557.61 0.95% €25,620 0.93%
2016 €1,570.98 0.86% €25,896 1.07%
2017 €1,594.07 1.47% €26,309 1.60%
2018(f) €1,618.63 1.54% €26,642 1.26%
Gross Domestic Product. Source: IMF, 2017.
Italy GDP expected to grow steadily in 2018
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Infrastructure and Logistics
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The Inclusive Internet Index
The Index outlines the current state
of Internet inclusion across 86
countries, and aims to help
policymakers and influencers gain a
clearer understanding of the factors
that contribute to wide and
sustainable inclusion.
1
2 3
TOP THREE RANKED COUNTRIES GLOBALLY
Global ranking, 2018
OVERALL INCLUSIVE INTERNET SCORE
Score 0-100, and global ranking 2018
Inclusive Internet Index: Italy is tied with Taiwan
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Availability
This category examines the quality and
breadth of available infrastructure
required for access and levels of
Internet usage.
Affordability
This category examines the cost of
access relative to income and the level
of competition in the Internet
marketplace.
Relevance
This category examines the existence
and extent of local language content
and relevant content.
Readiness
This category examines the capacity to
access the Internet, including skills,
cultural acceptance, and supporting
policy.
Inclusive Internet Index. Source: Economist Intelligence Unit, 2018.
81.1/100
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71.1/10090.5/100
“Italy places 13th overall in the EU and
19th globally. Its performance is shored
up by an 8th out of 18 ranking among
EU countries in terms of Relevance
because of its abundance of local
language information, including e-
Government services. Availability is an
area for improvement with low network
penetration and some quality issues.“
19
33
87.3/10074.3/100
27
11
AVAILABILITY SCORE
Score 0-100, and global ranking 2018
RELEVANCE SCORE
Score 0-100, and global ranking 2018
AFFORDABILITY SCORE
Score 0-100, and global ranking 2018
READINESS SCORE
Score 0-100, and global ranking 2018
Relevance is strong but readiness is a stumbling point
Availability
This category examines the quality and
breadth of available infrastructure
required for access and levels of
Internet usage.
Affordability
This category examines the cost of
access relative to income and the level
of competition in the Internet
marketplace.
Relevance
This category examines the existence
and extent of local language content
and relevant content.
Readiness
This category examines the capacity to
access the Internet, including skills,
cultural acceptance, and supporting
policy.
Inclusive Internet Index. Source: Economist Intelligence Unit, 2018.
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Logistical
Performance Index
E-government
Index
Ease of
Doing Business Index
Logistics Performance Index
The LPI overall score reflects perceptions
of a country's logistics based on, among
other things, efficiency of customs
clearance process, quality of trade- and
transport-related infrastructure and ease
quality of logistics services.
Ease of Doing Business Index
A high ease of doing business ranking
means the regulatory environment is more
favorable for the starting and operation of a
local firm. The rankings are determined by
sorting the aggregate distance to frontier
scores on 10 equal topics.
E-Government Development Index
The UN’s E-Government Index provides a
comparative assessment of the e-
government development of UN Member
States. Important factors contributing to a
high level of e-government development are
concurrent past and present investments in
telecommunication, human capital and
provision of online services.
Italy ranks 22th in the E-Government development Index
Logistics Performance Index. Source: Worldbank, 2016. | Ease of Doing Business Index. Source: Worldbank, 2018. | E-government Development Index. Source: United Nations, 2016.
21rd 46th 22th
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LOGISTICS CONSIDERATION
Common lines of work in logistics, 2017
Logistics Consideration. Source: Osservatori.net, 2017.
Logistics: The three key areas to consider
Offer of alternative methods to home
delivery: the collection
Interest in delivery on demand and with extended
time slots (at night)
Interest in same-day delivery and delivery in
1-2 hours
Store as
eCommerce support
Value in-store visit for product pick-up
Use of stock store for eCommerce orders
Flexibility Rapidity
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5%
6%
8%
11%
14%
80%
To the retailer's store
To a parcel shop
To a post office / post station
To an alternative address
At work
At home
CONSUMER OPINION: DELIVERY PREFERENCES
“Where do you usually have your parcels delivered to?”, share of online shoppers, 2017
Consumer Opinion: Delivery Preferences. Source: DPD, 2018.
8 out of 10 consumers prefer home delivery
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3% 2% 1% 2% 3%
2% 2% 2% 1% 2%
9% 6% 6% 5%
10%
49% 54%
50% 53% 49%
37% 37% 40% 38% 35%
Delivered on the
same day
Delivered on the
next day
Informed of each
step of the
delivery
process/real-time
To be able to
reschedule the
delivery
Several delivery
options
I don't know No definitely not No probably not Yes probably Yes definitely
TOP THREE FACTORS REGARDING DELIVERIES
Share of online shoppers, 2017.
Top Three Factors Regarding Deliveries. Source: Postnord, 2017. | Factors Regarding Deliveries/Returns: Source: DPD, 2017.
Cost of delivery is the top priority for Italian consumers
FACTORS REGARDING DELIVERIES/RETURNS
"Would the following delivery/return options make you more likely to purchase from a website?", 2017.
68%
58%
54%
Delivery Cost
Fast delivery
Process
Choose where
delivery is to
take place
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frequently evolving and with a high number
of reports and returns to be submitted to
fiscal administration. Hence, the average
time for fiscal administrative reports amounts
to 238 hours vs. 160 hours in OECD
countries and the number of taxes paid per
year amounts to 14 vs. 10 in other OECD
countries3. In addition, I think the complexity
can also be explained by the different layers
of tax raising at national, regional and
municipal level.
Since 2014, Italy has implemented a
consumer’s code4 which is a complex text
for e-commerce. It introduced the right of
withdrawal and to rethink on the acquisition
made by a client. This right obliges the e-
commerce company to accept a return of the
good within 14 days from the reception of the
good, even if it is deteriorated. Moreover,
other obligations such as full transparency
on costs (delivery, shipment, etc.) and the
In ‘The Financial Complexity report 2018’,
Italy ranks 4th in the global ranking. Why
is Italy one of the most complex
jurisdictions for accounting and tax
compliance?
The Italian accounting system contains
specificities that enhance complexity. As an
example, contrary to France, Italy does not
have a normative chart of accounts with a
predetermined structure. This situation
brings more complexity and from one
company to the other, the chart of accounts
differs.
In most Italian companies, payroll is one
of the cruxes of the accounting matter. There
are more than 864 national contract types1 in
Italy, which ranks #2 (behind France) in the
Global Payroll Complexity Report 2017,
mainly due to fiscal government reporting
and declarations2. Each employee has
specificities in its pay slip which tends to
increase the complexity of payroll
management.
Moreover, companies’ financial
statements, and particularly SMEs, derives
from national accounting rules but also
includes fiscal rules that sometimes
overwhelm accounting rules. Since the fiscal
system is itself complex in Italy, financial
statements are becoming more complex.
Thus, the tax system in Italy is time-
consuming due to a jurisdiction that is
Interview
impossibility to increase the price when
payments occur with a credit card.
“the average time for fiscal
administrative reports
amounts to 238 hours vs.
160 hours in OECD
countries”
Moreover, the Italian Association for
Electronic Commerce (AICEL) gathers 5.000
companies and 25.000 persons in Italy,
applying a behavior code which relates to
best practices in terms of sales conditions,
guarantees, data protection and sales order
management. The association provides a
label “Sono Sicuro” which allows
e-commerce Italian customers to enhance
trust in transaction and in the provider. In
case of disrespect of the code, disciplinary
sanctions can be taken and publicly
disclosed.
Sylvain Rousmant,
Partner,
Mazars in Italy
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online retailers since their reputational risk is
at stake, in the era of class action. Social
networks convey digital firms that lead the
ethical values and the ones to be banned.
The website BESK provides customers with
a selection of online retailers with social and
ethical values and with sustainability
criterions. Through Twitter, this website also
communicates ratings and a focus on an
online retailer that is valuable.
Moreover, a new generation of digital
consumers (“the millennials”) will be much
more attentive to the sustainable process of
goods’ production. Thus, the 2018 report
“Pulse on the Fashion industry” emphasized
that improving a fashion brand’s
environmental and social performance
boosts profitability. Implementing mainly
efficient energy consumption, respectful and
secure working conditions, and sustainable
materials, fashion companies might have a
positive EBIT uplift of 1 to 2 percentage
points, which reveals the true value of
sustainable policies.
What effect do current tax
systems/schemes have on ecommerce in
Italy?
E-commerce and digital companies may
suffer from the 2018 Italian budget law which
recently introduced the “Web Tax”5..This 3%
tax rate on each transaction, is due by
resident and non-resident companies
rendering more than 3.000 digital B2B
transactions per year. In fact, Italy has long
complained that companies such as
Amazon, Apple and Google have avoided
taxes by maintaining they do not have a
“stable presence” in the country, even
though they generate huge revenues there
and this new law clearly intends to get
around that hurdle.
Do you think there are economical
benefits from online retailers becoming
and/or remaining ethical?
I think there is a real market opportunity
for online retailers to become ethical.
Evidence of this new generated market is the
apparition of new apps, such as “Give”,
allowing to buy and exchange ethic products
from other customers. Thus, this new kind of
app also brings forward a community of
online consumers that intend to make a real
choice through their acquisitions.
Online communities are crucial for
Interview
Do you feel Italian consumer trust in
online retailers is declining?
No, I think the trust is increasing and the
arrival of Iliad (Free in France) is an example
of the potential of the Italian market for
online retailers. In fact, Italy is the one
country with the highest penetration rate for
mobile phones or smartphone in Europe
(89%6 vs. 85% in France, 86% in Germany
and 79% in the UK). However, Italy remains
one of the countries with the lowest
penetration rate for ecommerce, so I think
there is a real opportunity of catching up to
the market. Moreover, the economic fabric of
Italian companies is mostly composed of
SMEs that must draw up to digital
transformation and increase the pace of
ecommerce to capture future growth
leverages.
Sylvain Rousmant,
Partner,
Mazars in Italy
www.ecommercefoundation.org
21
This platform embraces a chart of ethics and
compliance, as well as a behaviour code that
aims at reinforcing trust in e-commerce and I
think this recent launch shows the increasing
trust in online retailers in Italy.
What are some of the main ethical issues
businesses have to deal with in e-
commerce?
As we have seen recently with Cambridge
Analytica and Facebook, data privacy is a
key issue for digital companies. Digital
companies’ databases are the new oil of our
century and a market already exists for data
value. I trust this trend will continue to grow,
embracing ethics and compliance issues.
Thus, theft of information or intellectual
property is a key issue to be tackled. As of
today, the new GDPR regulation has
reinforced the privacy regulation and
governance, providing individuals with
information about who and how their data
are managed.
“As we have seen recently
with Cambridge Analytica
and Facebook, data privacy
is a key issue for digital
companies.”
Some traditional Italian companies have
experienced real success stories such as
Venchi (ice-cream shop), Boggi (clothes) and
Lanieri (tailored suits). Turning digital, these
brands have experienced tremendous
growth in the past few years and Boggi
recently launched the Boggi Omnichannel
experience that allows clients to acquire
online and receive delivery or withdraw
products in the shop. Nonetheless, Italian
consumers’ trust in “brick-and-mortar”
retailers is still strong and the emergence of
the Death by Amazon index casts a shadow
on the moral sense of e-commerce.
In March 2018, the famous suit brand
Cornelliani announced to initiate
digitalization through a platform called
Alkemy. The company asserts that a key
parameter to choose a platform was the
analysis of the value chain between the
production of goods and the online sales.
Interview
For e-commerce companies, aiming at
delivering high-quality products with even
shorter delays, supply chain traceability will
be a key for consumer’s trust. As an
example, the Italian brand of clothing YOOX
communicates its sustainability information
to e-commerce customers. The brand
evokes its objectives to reach 100% of
renewable energy adhering to the RE100
program, but also its adhesion to the supplier
quality label “Fur Free Retailer” which is
committed to caring about animals and
guarantees clothes free of animal fur.
Moreover, YOOX intends to obtain the rating
“excellent” of the sustainability standard
BREEAM (Building Research Establishment
Environmental Assessment Method) for its
new logistics center in Milan.
Sylvain Rousmant,
Partner,
Mazars in Italy
www.ecommercefoundation.org
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recognizes the expectation of that person to
receive exactly the product he or she has
ordered. Thus, I think the main challenges
are found in three pillars: internet trust, which
is related to internet’s performance as speed
or integrity, vendor trust, which refers to the
trust in the producer who sells the product,
and third parties trust, which refers to
intermediaries implied in a transaction8.
“the main challenges are
found in three pillars:
internet trust… vendor
trust… and third parties
trust.”
It is commonly agreed that e-trust plays a
key role in internet digital transactions since
consumers are more likely to commit
themselves in e-commerce with a company
they trust more. Companies will also be
assessed for having good ethical
performance if they practice good e-trust and
thus, develop customer relationships.
Therefore, building trust that ensures a
compelling reputation over transparency and
ethics and leads to satisfied clients becomes
a crucial task of every company
What are the opportunities and
challenges for businesses to apply
business ethics in their online trading?
Generally, and more specifically for Italy?
I think business ethics is more than best
practices and fair values in commercial
relationships, but it can also be a real
opportunity for companies to create added-
value to their business. Many studies have
shown that the willingness to pay a higher
price for an investor is directly related to the
ethical criterion of the production of a good7.
According to this, the word “etrust” has
emerged among the e-commerce
companies, indicating the situation that
consumers believe in online trading where
they make business transactions. For
example, when a consumer purchases a
product from an online shop, e-trust
Interview
doing online business.
More specifically in Italy, supply chain
challenges have been raised due to the
rapid growth of digitalization of brands. As
an example, in 2016 the logistic center of
Stradella9, which manages the e-
commerce platform of H&M in Italy, used to
face important strikes10 due to the
increased pressure and the downgrade of
labor conditions. Interestingly, e-commerce
products must be delivered within short a
short time-lapse and subsequently, supply
chain centers experience a lot of pressure,
creating resentment.
1https://www.cnel.it/Contratti-Collettivi/Reports/Report-ccnl-vigenti
2https://marketing.ngahr.com/payrollcomplexity-2017/
3http://www.doingbusiness.org/data/exploreeconomies/italy#paying-
taxes
4https://www.bnlpositivity.it/normative-e-commerce/
5https://www.ey.com/gl/en/services/tax/international-tax/alert--italy-
enacts-web-tax-and-new-pe-definition
6https://www.emarketer.com/Article/Italy-Leads-EU-5-Mobile-
Internet-Access/1013375
7Parboteeah & Cullen 2013, 18
8McCole, Ramsey & Williams 2010
9https://www.agendadigitale.eu/cittadinanza-digitale/e-commerce-
un-etica-digitale-contro-la-crisi-di-diritti-e-qualita-del-lavoro/
10https://www.internazionale.it/reportage/marina-
forti/2016/11/01/stradella-logistica-operaie
Sylvain Rousmant,
Partner,
Mazars in Italy
www.ecommercefoundation.org
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Ecommerce Landscape
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B2C ECOMMERCE TURNOVER & GROWTH RATE
B2C ecommerce turnover, millions of euros, 2013-2018(f)
E-GDP
Ecommerce share of GDP, 2013-2018(f)
B2C Ecommerce Turnover & Growth Rate. Source: Osservatori.net, 2017; Ecommerce Foundation, 2018. | E-GDP. Source: Ecommerce Foundation, 2018.
B2C turnover still growing at high rate for Italy
11,350 €
12,946 €
14,805 €
18,071 €
21,203 €
23,124 €
2013 2014 2015 2016 2017 2018(f)
14.06% 14.36%
22.06%
17.33%
9.06%
0.74%
0.84%
0.95%
1.15%
1.33%
1.43%
2013 2014 2015 2016 2017 2018(f)
Full version available at
www.ecommercefoundation.org/reports
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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THE DYNAMICS OF E-SHOPPERS IN ITALY
Comparison between regular and occasional e-shoppers in millions, 2017
Dynamics of E-shoppers. Source: Osservatori.net, 2017. | Important Criteria For Consumers. Source: DPD, 2018
Free delivery is the most important factor for Italians
14.60
16.20
5.4 5.8
2016 2017
Occasional e-shoppers
Regular e-shoppers
IMPORTANT CRITERIA FOR CONSUMERS
"Which criteria are important for you?", 2017
90%
90%
90%
91%
92%
Transparent and complete
delivery costs
No hidden fees adding up to the
final product price
Detailed description of the
product
Free return
Free delivery
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ONLINE RETAIL PURCHASES
International comparison of the penetration of online retail purchases, 2017
Online Retail Purchases. Source: Osservatori.net, 2017
Room to improve compared to mature ecommerce markets
19%
15%
14% 14%
12%
6%
UK USA Germany China France Italy
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ONLINE SALES
Comparison of the distribution of online sales by product sector between 2016 and 2017
Online Sales In Italy. Source: Osservatori.net, 2017
Tourism continues to lead in online sales
5% 7%
32%
13%
3%4%4%
15%
17%
2016
5% 6%
28%
14%
4%4%4%
17%
18%
2017
2016
35%
95
%
2017
39%
2016
33%
95
%
2017
61%
Services Products
Tourism
Computer sciences / electronic
Other products
Clothing
Insurance
Other services
Food & grocery
Furniture and home living
Publishing
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DISTRIBUTION OF B2C ECOMMERCE BETWEEN PRODUCTS AND SERVICES
Share of B2C ecommerce revenue, products and services, 2015-2017
DISTRIBUTION OF B2C ECOMMERCE BY SEGMENTS
Comparison between regular and occasional e-shoppers in millions, 2017
Distribution of B2C Ecommerce Between Products and Services. Source: Osservatori.net, 2017 | Distribution of B2C Ecommerce by Segments: Osservatori.net, 2017.
Gradual growth of products vs services
Services
Products
59%
41% 53%47%
48%52%
2015 2016
2017
4%
5%
39%
12%
4%
4%
4%
11%
17%
2017
Tourism
Computer sciences / electronic
Other products
Clothing
Insurance
Other services
Food & grocery
Furniture and home living
Publishing
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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61%
35%
4%
50%
22%
16%
9%
3%
ONLINE INVESTMENT: TYPE
Distribution of the online investment by format, 2017
ONLINE INVESTMENT : DEVICE
Distribution of the online investment by channel, 2017
Online Investment: Type. Source: Osservatori.net, 2017. | Online Investment: Device. Source: Osservatori.net, 2017.
The investment in marketing for ecommerce in Italy
Search
Display
Desktop
Tablet
Social
eMail
Others
Smartphone
2017 2017
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2015 2016 2017 2018
13,352,745
14,144,325 14,127,656 14,110,987
E-SHOPPER PENETRATION
Percentage of the total online population, 2014-2018 | Number from total online population 2014-2018
E-shopper Penetration. Source: Eurostat, 2018. | Source: Casaleggio Associati, 2018.
The number of Italians buying online is steadily increasing
33%
34% 34%
35%
Ecommerce growth by sectors
Health and
Beauty
Fashion Food
Consumer
Electronics
Home and
Furnishings
+39% +28% +24% +21% +19%Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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NATIONAL & CROSS-BORDER SHOPPING
Percentage of cross-border and national shopping, in the EU and abroad, 2016 & 2017
From national sellers From sellers in the rest of the world (non-EU)
2016
9%2017
10%
2016
31%
95%
2017
33%
Italian stores steadily remain the most popular
National & Cross-Border Shopping. Source: Eurostat, 2018.
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2016
6%
2016
16%
CROSS-BORDER SHOPPING
Percentage of cross-border shopping, in EU and unknown origins, 2016 & 2017
Sellers from other EU nations Sellers with an unknown country of origin
95%
2017
9%
2017
17%
Cross-Border Shopping. Source: Eurostat, 2018.
95
%
Purchasing from unknown countries has increased the most
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INVESTING TO DEVELOP SALES ABROAD
Locations where Italian ecommerce companies are investing abroad to develop sales, 2017
Investing To Develop Sale Abroad. Source: Casaleggio Associati, 2018.
Germany is the most popular for online investment abroad
53%
49%
36%
32%
29%
18%
16%
14%
Germany France UK US Spain China Switzerland Northern Europe
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43
41
38 37
35 34 34 33 33 32 32 32
US UK China Denmark Sweden Belgium France Switzerland Russia Italy Spain Germany
OMNICHANNEL RETAIL INDEX
Score (1-100) based on the Omnichannel Retail index, 2017. Change from 2015 shown if available.
Omnichannel Retail Index. Source: PwC, 2017.
Omnichannel development could be improved in Italy
+5
+4
+3 +2
+4 +3 +3 +5 +4 +2
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17%
37%
12%
10%
24%
High level of
implementation
Started to develop it
Plan to launch it in the
course of 2018
Not applicable
Do not anticipate
developing it
OMNICHANNEL IMPLEMENTATION LEVEL
Level of omnichannel implementation and planning, share of companies, 2017
Omnichannel Implementation Level. Source: Casaleggio Associati, 2018. | Source DPD, 2018.
24% have a high level of omnichannel implementation
Product categories that are
difficult to sell online
Italian consumers find the following
three types of products the least
attractive to buy online in 2017:
Fresh Food & Beverage
Heavy home furniture
Grocery
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ACHEIVING OMNICHANNEL
Ways in which companies achieve their omnichannel structure, 2017
Achieving Omnichannel. Source: Casaleggio Associati, 2018.
Personal data is the driving force of omnichannel experience
65%
61%
46%
31%
26%
Process data on personal data Purchase behaviour Interaction with propriertary
channels (site, social, call centre)
Interaction in the shop and with
the loyalty program that followed
Satisfaction with the purchase
experience and the product
compared
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33%
22%
11%
7% 7%
6% 6%
5% 3%
Marketing and
promotion
Improving usability
and user
experience
Tech infrastucture Mobile Marketing
automation
Internationalisation No investment Logistics Customer care
ECOMMERCE SHORT-TERM INVESTMENTS
Planned investment by Italian ecommerce companies, 2018
Ecommerce Short-term Investments. Source: Casaleggio Associati, 2018.
Marketing and promotion dominates short-term investment
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71%
49%
35%
19%
13% 13%
7%
3% 2%
72%
37%
32%
19%
16%
6.5%
10% 3%
Facebook Instagram Youtube Linkedin Twitter Googe plus Pinterest Snapchat Wechat
2017 2016
ECOMMERCE COMPANIES: SOCIAL MEDIA PREFERENCE
Social media platforms deemed effective or very effective, 2016 (if available) & 2017
Ecommerce Companies:Social Media Preference. Source: Casaleggio Associati, 2018.
Facebook is top, but Instagram is growing fast
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25%
50%
Social Media & Return on Investment. Source: Casaleggio Associati, 2018.
½ of companies uncertain about social media effectiveness
SOCIAL MEDIA & RETURN ON INVESTMENT
The effectiveness of social media in terms of return of investment, share of Italian ecommerce companies , 2017 & 2018
Satisfactory
We have identified
activities that increase
sales
The impact of social
media on sale is
difficult to measure
Uncertain Unsatisfactory
25%
Social media has
little impact on
sales
www.ecommercefoundation.org
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Ecommerce Revenu From Abroad. Source: Casaleggio Associati, 2018.
30% of ecommerce revenue is from abroad
ECOMMERCE REVENUE FROM ABROAD
The share of ecommerce revenue from abroad from total online sales, for Italian companies, 2017
30%
Percentage from total
online sales
20%
52%
Breakdown of ecommerce revenue abroad from
total online revenue, based on type of company
Companies part of
multinational groups
Companies with
offices abroad
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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Marketplaces: Presence and Profits. Source: Casaleggio Associati, 2018.
Over ½ of Italian ecommerce companies are on a marketplace
MARKETPLACES: PRESENCE AND PROFITS
The share of Italian ecommerce companies selling on a marketplace and share of turnover (from overall online sales), 2016 (if available) & 2017
Percentage of ecommerce
companies on a marketplace
56%
16%
10%
18%
43%
9%
<10% 10-25% 25-50% >50%
2017 2016
Turnover from marketplace,
in terms of overall online sales
57%
2016
43%
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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35%
32%
16%
12%
5%
Do not have a physical presence
outside the country
Multilingual site Part of a multinational group Sells only through the site in Italian Work with offices or branches
abroad
Entry Onto Foreign Ecommerce Markets. Source: Casaleggio Associati, 2018.
A third of ecommerce companies have a multilingual site
ENTRY ONTO FOREIGN ECOMMERCE MARKETS
The strategies implemented for entry into a foreign market, for Italian companies, 2017
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To provide exceptional customer service
and individualized customer journeys,
brands need to make effective use of data
and intelligence. The plethora of
information gathered from various tools
needs to be converted from data into
actions, in which brands deliver marketing
in the moment to each individual.
How do you avoid getting entangled in a
web of marketing tools?
Marketers have a whole range of tools to
provide optimum service to customers.
Ironically, however, those solutions can
also lead to new problems, such as data
silos and an inconsistent customer
experience. The success of data-driven
marketing stands or falls with a clearly
structured data landscape. Organizations
often have vast amounts of data at their
disposal, but have yet to extract any useful
insights from all that data.
New technology gives marketers more
options than ever to retain customers.
More isn’t always better, though –
especially when it comes to tools.
Mark de Bruijn
VP, Head of EMEA & MEE
Marketing,
SAP Customer Experience
How would you say customer
engagement is changing in the Italian e-
commerce space? Both the needs of
consumers, as well as retailer
techniques to adapt and meet those
needs.
The customer journey is more complex
than ever. Quite simply, it is no longer
possible to refer to a single customer
journey. Consumers dash all over the
place, online and offline, and expect a
personalized approach from brands across
the entire omnichannel journey.
The connected customer of today uses
multiple channels, and makes their own
decisions as to when and how they contact
a brand to purchase their goods or
services. The days of generalized
customer profiles are numbered. As
customers speak up, marketers
increasingly gain more insight into
customer preferences. Customers expect a
personalized customer journey, in which
they have control over when and how
interaction takes place.
“The success of data-driven
marketing stands or falls
with a clearly structured
data landscape.”
Interview
Mark is a modern, data-driven marketer with
a passion for digital, innovation and
everything related to customer experience.
For the past 8 years, Mark has taken on
various roles in marketing, business
intelligence and predictive analytics. In
addition, he was affiliated with Avans
University as a lecturer. Mark’s greatest
pleasure is sharing his vision and knowledge
with others, as he is a regular speaker at
events across the world.
cx.sap.com
“A seamless omnichannel
experience is essential.”
Brands must acknowledge that the right
technology is not only instrumental but
strategic in engaging their customers. The
trend is about moving away from
disconnected, legacy solutions toward
building a true partnership with a vendor
that is able to manage the whole of the
processes related to the customer journey,
from marketing, to CRM, to e-commerce,
down to customer service. This integrated
approach becomes even more critical with
regards to the data protection regulation
and the ability to have one single view of
the customer across every touchpoint.
For foreign retailers wanting to expand
to Italy, what are the main barriers? How
do you combat these, and what are your
top 3 tips for success?
One of the most harshly fought
battlegrounds is that of providing a
seamless omnichannel experience to avoid
losing customers to competitors who offer
a better customer experience. In the digital
age, consumers expect top-notch customer
service, and the ability to buy what they
want, anywhere, and anytime, through
various channels, offline and online.
www.ecommercefoundation.org
44
Mark de Bruijn
VP, Head of EMEA & MEE
Marketing,
SAP Customer Experience
The majority of online research today
occurs on mobile, and on mobile,
consumers are often more task-loyal than
brand-loyal – they want to solve their need
quickly. With brick-and-mortar stores
seeing fewer and fewer purchases while
online sales continue to enjoy meteoric
rises, retailers must face the music, and it’s
a whole new dance card. A seamless
omnichannel experience is essential as
today’s demanding customers expect a
personalized customer journey, regardless
of where they interact with the brand.
Retailers can only meet those expectations
by integrating all channels.
Social media is increasingly acknowledged
as a review platform. Over 50 percent of
consumers use social media to submit
complaints to companies, or post reviews
and responses. Social media is a quick and
easy way to announce customer
dissatisfaction to the rest of the world. Due
to the increased use of social media, the
time-honored principle of word-of-mouth
advertising has grown into an enormously
influential factor in the world of retail. For
retailers, it is important to find out what
customers are sharing on social media
about their brand, and to try and have a
positive influence on it.
Only a handful have an effective road map
in place for the digital age. These next
twelve months, organizations will focus on
increasing profits, building customer trust,
and providing excellent customer
experiences. However, they usually lack an
effective road map to achieve these
objectives. In order to retain and improve
customer loyalty, it is essential that these
objectives remain top priority. A plan for
making that happen is the basis for
effective action. Technology offers a
supporting tool to execute this plan.
Regarding machine learning – How can
investing in and utilizing machine
learning positively impact foreign
retailers expanding to Italy?
In the past, Customer Relationship
Management (CRM) heavily relied on
people to collect and analyze data. Today,
we are seeing a paradigm shift in sales
from being reactive to proactive, and from
instinct-driven to data-driven.
Artificial Intelligence (AI) can quickly
analyze and accurately predict which
customers are more likely to make a
purchase, and how you can best engage
with them.
With machine learning, your advanced
cloud CRM solution can learn over time to
forecast and score deals with greater
accuracy, making it easier for sales teams
to reach their numbers and help the
company increase revenue goals.
Ultimately, AI can assist with the entire
customer journey, from prospecting to a
sale, to service after the sale.
Interview
“Only a handful have an
effective road map in place
for the digital age.”
Mark is a modern, data-driven marketer with
a passion for digital, innovation and
everything related to customer experience.
For the past 8 years, Mark has taken on
various roles in marketing, business
intelligence and predictive analytics. In
addition, he was affiliated with Avans
University as a lecturer. Mark’s greatest
pleasure is sharing his vision and knowledge
with others, as he is a regular speaker at
events across the world.
cx.sap.com
www.ecommercefoundation.org
45
Italian Consumers
www.ecommercefoundation.org
46
SOURCES OF INNOVATION
Different areas where innovation could be developed in ecommerce, 2017
The Sources of Innovation. Source: Osservatori.net, 2017. | Source: Osservatori.net, 2017.
The sources of innovation are growing
Sources of
Innovation
Top merchant
ecommerce
Technological
service provider
Startup
Voice assistant
Self-drive shipping
Augmented reality
www.ecommercefoundation.org
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STARTUP CONSIDERATIONS
Main factors involved in having a successful ecommerce startup, 2017
Startup Considerations. Source: Osservatori.net, 2017.
Things to consider for an ecommerce startup
Start-up
Customer experience
simplification
Chatbot / AI / Social Network
Virtual Reality / Augmented Reality
Customer Loyalty
SubscriptionPackaging
Customization
Customized products
Sharing economy
Sharing of properties
Sharing objects
Expansion of market niches
Bio products
Artisanal products
www.ecommercefoundation.org
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68.00%
70.00% 70.00%
71%
2015 2016 2017 2018(f)
INTERNET PENETRATION
Share of the population accessing the internet 2015-2018(f); YoY growth rate, 2016-2018(f)
Internet Penetration. Source: Eurostat, 2018; Ecommerce Foundation, 2018.
Internet penetration increases with a positive growth rate
2.74%
-0.12%
1.76%
www.ecommercefoundation.org
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Consumer Behavior: Internet Use. Source: Eurostat, 2018.
Internet usage declines greatly for elderly Italians
CONSUMER BEHAVIOR: INTERNET USE
Percentage of total population using the internet and across age groups, 2017
Total Population
31%
62%78%
86%90%93%
16-24 25-34 35-44
45-54 55-64 65-7473%
www.ecommercefoundation.org
50
CONSUMER LOYALTY
“”…which of the following would best describe your online shopping habit?, 2017
DEVICES USED TO ORDER
What devices do you use to order?, 2017
Customer Loyalty. Source: DPD, 2018. | Devices Used to Order. Source: DPD, 2018
Almost a third of online consumers are loyal to a webshop
31%
62%
7%I always shop on the
same website
I am loyal to certain
websites but I like to
change sometimes
I always go on
different websites to
shop
Tablet Smartphone
Laptop Desktop
24%
70%39%
48%
Full version available at
www.ecommercefoundation.org/reports
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PURCHASE AVENUE ON MOBILE DEVICES
"And how do you usually order on the following device(s)?", 2017
App usage is more prevalent on smartphones
Purchase Avenue On Devices. Source: DPD, 2018.
20%
33%
48%
App Internet Browser Both
29%
23%
48%
App Internet Browser Both
SmartphoneTablet
www.ecommercefoundation.org
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GIVING FEEDBACK POST-PURCHASE
"Do you publish or give feedback, after purchasing?", 2017
61% of users comment or rate products purchased online
Giving Feedback Post-Purchase. Source: DPD, 2018. | Barriers To Buy Online. Source: DPD, 2018
31%
37%
46%
61%
Yes, I publish posts and pictures of my
purchase on social networks
Yes, I make recommendations to my
friends / relatives / colleagues
No, never
Yes, I publish comments and rate the
product on the product on the website or
on social networks
www.ecommercefoundation.org
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Paying for returns is the biggest barrier to online purchases
Barriers To Buy Online. Source: DPD, 2018
BARRIERS TO BUY ONLINE
"On the contrary, do the following features prevent you from buying online?", 2017
68%
69%
71%
72%
73%
Not knowing when I will get my parcel
Bad opinion of fellow shoppers on social media
Not knowing return policy from the start
Complicated return process
Having to pay in case of return
www.ecommercefoundation.org
54
DELIVERY METHODS
Delivery services preferences, 2017
Delivery Methods. Source: Osservatori.net, 2017.
85% of consumers prefer to be delivered at home
Service Offer
Most used service
68%
10%
53%
28%
15%
10%
85%
8% 7%
Home delivery managed by third parties
Home delivery managed in-house
Withdrawal in store
Pickup in third party pickup points
Pickup in property pickup point
Withdrawal at parcel locker
www.ecommercefoundation.org
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CONSUMER BEHAVIOR: ONLINE PURCHASES BY CATEGORY
Share of online shoppers who purchased online, by product category, 2017
Travel and holiday accommodation are most popular
Consumer Behavior: Online Purchases by Category. Source: Eurostat, 2018. | Source: PostNord, 2017.
M-commerce In Italy
3%
9%
9%
10%
12%
17%
20%
26%
36%
36%
39%
Medicine
Telecom services
Food/groceries
Films/music
Computer software
Tickets for events
Electronic equipment
Books/magazines/newspapers
Household goods
Travel and holiday accommodation
Clothes, sports goods
51% of online shoppers
used their mobile to shop
for goods online in 2017.
Once on an online store,
easy navigation an good
clear information/pictures
of the products are key.
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during the online checkout process, e.g.
the customization of payment pages
according to company branding. That
way, the payment pages have the same
look and feel as the online shop.
Additionally a clear description of
payment details and processes on a
website, including a wide variety of
payment options, is a great way to build
trust and increase conversion rates.
What are your top 3 tips for localizing
to a new market in the most efficient
manner?
The main focus of a merchant should
always be the customer; online shoppers
have specific needs, priorities, habits, and
preferences. When it comes to online
payments, for example, online shoppers
generally have their own favorite (online)
payment method. Offering trusted local
payment methods on your website will
dramatically enhance the user experience
and will benefit the merchant’s reputation
and perceived reliability. Offering the right
payment (local) payment methods will not
merely build customer trust, but will also
result in higher conversion rates; a visitor
who cannot pay with their favorite method
is more likely to abandon a full shopping
cart and try their luck elsewhere. Apart
from the golden rule of offering local
Cristian Sebastiano Bonvissuto,
Senior Business Development
Manager,
Multisafepay Italy
How important is mobile optimization
for consumers?
Statistics clearly show that mobile is
playing an increasingly crucial role in
online shopping and that this trend will
continue in the next years. When it comes
to online payments, a mobile responsive
website is no longer enough; the
customer expects a seamless and easy
checkout and an overall great user
experience. Moreover, the goal of a great
checkout is to build trust and encourage
repeat purchases (which ultimately builds
customer loyalty). A (mobile) checkout is
not just a mere means of transferring
money, but also a marketing tool for
conversion optimization; an excellent UX
promoting customer retention and a easy
way to reach and convince potential
buyers.
How important is trust for consumers
when engaging with ecommerce in
Italy? Do trust marks have an effect on
consumers during the checkout
process in Italy?
Trust is key in Italy. There is still a very
real (though unjustified) fear of using
credit cards for online payments. The
wide usage of debit cards and ‘cash on
delivery’ payment options demonstrates
this. There are, however, several features
to help build customer trust
“build trust and encourage
repeat purchases.”
Interview
Cristian S. Bonvissuto is a Senior Business
Development Manager focused on the Italian
ecommerce market. An experienced
ecommerce professional and consultant, he
has a complex understanding of online
payment solutions and specializes in
conversion optimization. Together with a
team of skilled and committed colleagues he
works with a variety of Italian ecommerce
businesses and helps them make the most
of their online business.
payment options, another must for
entering any new market is language
localization and displaying prices on
your website in the local currency.
Which sectors do you believe have the
biggest potential for growth in Italy?
Fashion and design have a considerable
market share but still have a huge growth
potential, particularly for business focused
on cross-border sales; Italian fashion
items (e.g. footwear, clothing, bags,
sunglasses, etc.) are in high demand
across the globe. Italian interior design
(from furniture to lamps and accessories)
also has massive potential. Another trend
is the increasing demand for the food and
beverage sector. Popular specialty foods
may be impossible to find in the local
shops, meaning that entrepreneurs can
potentially benefit enormously from
ecommerce sales. B2B Commerce,
however – apart from niche websites
selling products such as spare parts, etc.
– still has a long road to travel before
reaching its full potential and a double
digit growth.
www.ecommercefoundation.org
57
Amazon Mobile is the top shopping app for Apple users
Most Popular Shopping App: iOS. Source: Statista; Priori Data, 2017.
27,150
28,790
32,670
35,080
37,370
50,290
53,120
68,090
91,400
95,180
DoveConviene - Volantini e Offerte locali
Groupon - Deal in città, Eventi, Shopping e Viaggi
eBay - Compra, vendi, metti all`asta, risparmia!
Wish - Carrello preso in giro
Zaful Shopping: Women's Fashion Deals & Chic Style
Privalia - Outlet online di moda
Zalando - Moda e shopping online
AliExpress Shopping App
Shpock l`App-Mercatino Annunci. Compra e Vendi
Amazon Mobile
MOST POPULAR SHOPPING APP: iOS
Market reach of apps in Italy, number of downloads, 2017
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
58
ONLINE CUSTOMER JOURNEY: TRENDS
Factors within the three phases of the customer journey, 2017
The Online Customer Journey: Trends. Source: Osservatori.net, 2017.
The online customer journey
The selection
Voice assistant
Image search engine
Chatbot / AI / Social Network
Virtual Fitting
The order
1 click checkout
Easy re-ordering
Chatbot / AI / Social Network
Voice shopping
The payment
Mobile payment
Biometric authentication
Crypto currency
www.ecommercefoundation.org
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1%
4%
5%
5%
5%
14%
3%
4%
9%
11%
5%
17%
Problems with fraud
Complaints and redress were difficult or
no satisfactory response received
Wrong or damaged good/services
delivered
Technical failure
Difficulties finding information concerning
guarantees, other legal rights
Speed of delivery longer than indicated
EU-28 Italy
PROBLEMS WHEN BUYING ONLINE
Share of online shoppers encountering problems, by type, 2017
Problems When Buying Online. Source: Eurostat, 2018. | Source: DPD, 2017.
Consumers encounter fewer problems in comparison to the EU average
Once a consumer buys online, they tend to do
so again based on their experience
40%
41%
15%
3% 1%
Extremely strongly Very strongly Strongly
Only slightly No preference
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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Digital wallets are the most preferred payment method
Most Popular Payment Method. Source: DPD, 2018. | The New E-wallet. Source: Osservatori.net, 2017
7%
9%
11%
17%
39%
39%
51%
Voucher ePay/Gift card
Domestic bank credit
card/debit card
Bank transfer
Cash-on-Delivery
Visa/Mastercard
Stored value card/virtual
cards/e-money
Digital Wallet
MOST POPULAR PAYMENT METHOD
"Several payment methods exist… What is your preferred one? ", 2017
THE NEW E-WALLET
Comparison between regular and occasional e-shoppers in millions, 2017
Distribution of new eWallets Launch of the new eWallets
Full version available at
www.ecommercefoundation.org/reports
Full version available at
www.ecommercefoundation.org/reports
www.ecommercefoundation.org
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About the Report
www.ecommercefoundation.org
62
Sara Lone
Research Coordinator
Sara received her Master’s
degree in Public Policy from the
University of California, Irvine.
Her background consists of
economic research and policy
analysis, focusing on
technology and sustainability in
a digitally-globalized world.
Sara oversees the Ecommerce
Foundation Research Team in
creating country reports,
custom research, content and
webinars.
Adlen Khelladi
Researcher
Shaun Packiarajah
Researcher
Shaun graduated with a
Master’s degree in Victimology
and Criminal Justice from the
University of Tilburg.
He works for the Research
Team at the Ecommerce
Foundation in creating
research-related content and
reports. His background is in
policy creation and analysis, in
addition to practical knowledge
of business development.
Adlen is an International
Business and Management
student at The Lille University
of Sciences and Technology in
France.
His interests in statistical
analysis and marketing have
inspired him to be a part of the
Research Team at the
Ecommerce Foundation, where
he creates reports and designs
marketing strategies for report-
related content.
About the Authors
www.ecommercefoundation.org
63
Definitions related to the Internet, e-commerce & e-tailing
• Broadband access: the availability of broadband is measured by the percentage
of households that are connectable to an exchange that has been converted to
support DSL technology, to a cable network upgraded for Internet traffic, or to
other broadband technologies. It includes fixed and mobile connections (source:
Eurostat)
• Cross-border ecommerce: percentage of ecommerce purchased at foreign
sites
• Ease of Doing Business Index: The Ease of Doing Business Index is
developed by the World Bank, and averages the country's percentile rankings on
nine topics. It is made up of a variety of indicators, giving equal weight to each
topic. The rankings for all economies are benchmarked to June 2010. The Index
covers 185 countries.
• E-commerce (or electronic commerce), a subset of e-business: any B2C
contract on the sale of products or services fully or partly concluded by a
technique for distance communication.
• E-commerce GDP: total amount of goods and services online divided by the
total Gross Domestic Product (GDP).
• Economic Freedom Index: the Index of Economic Freedom is an annual guide
published by The Wall Street Journal and The Heritage Foundation, Washington's
No. 1 think tank. For over a decade, the Wall Street Journal and The Heritage
Foundation have tracked the march of economic freedom around the world with
the influential Index of Economic Freedom. There are 5 categories, ranking from
Free (with a score between 80 and 100) to Repressed (between 40 and 49.9).
• E-households: number of households that use the Internet for personal gain.
• E-household expenditure: expenditure per household that bought goods or
services in the past year.
• Global Online Measurement Standard for B2C ecommerce (GOMSEC): aims to
provide guidelines to measure and monitor B2C ecommerce in order to enable all
European countries to provide data with respect to the penetration of B2C
ecommerce in a standardized way.
• E-Government Index: The UN’s E-Government Index provides a comparative
assessment of the e-government development of UN Member States. One of the
primary factors contributing to a high level of e-government development is
concurrent past and present investment in telecommunication, human capital and
provision of online services.
• Gross Merchandise Volume: the total sales facilitated by a third party, such as a
market place.
• E-services or electronic services: “Deeds, efforts or performances whose delivery
is mediated by information technology. Such e-service includes the service element
of e-retailing, customer support, and service delivery.” This definition reflects three
main components: service providers, service receivers and the channels of service
delivery (i.e. technology). (Jennifer Rowley, Professor Information and
Communications, Manchester Metropolitan University, UK)
• Inactive online population: users that have access to the Internet but have not (yet)
purchased goods or services online in the past year.
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64
• Online expenditure: spending per user who purchased goods or services
online.
• Online Retail (or e-retail, electronic retail or retailing or even e-tailing):
the selling of retail goods and services on the Internet. In the limited sense
of the word, sectors such as online leisure travel, event tickets, downloading
music or software are not included. Online-only retail shops are often
referred to as pure players.
• Penetration levels: the percentage of a population using the Internet,
mobile phones, smartphones or tablet devices.
• Real economic growth rate: a measure of economic growth from one
period to another expressed as a percentage and adjusted for inflation. The
real economic growth rate is a measure of the rate of change that a nation's
gross domestic product (GDP) experiences from one year to another.
• Retail sales: the selling of mainly goods from businesses to individuals from
a traditional or so-called bricks-and-mortar shop.
• Statcounter research method: Statcounter is a web analytics service and
their tracking code is installed on more than three million sites globally.
These sites cover various activities and geographic locations. Every month,
Statcounter records billions of page views to these sites. For each page
view, they analyze the browser/operating system/screen resolution used and
they establish if the page view is from a mobile device. They calculate their
Global Stats on the basis of more than fifteen billion page views per month,
by people from all over the world onto more than three million member sites.
• Market place: online platform on which companies (and consumers) sell
goods and/or services.
• Logistics Performance Index (LPI): The Logistics Performance Index (LPI)
measures the “logistics friendliness” of 155 countries. It helps countries
identify the challenges and opportunities they face in their trade logistics
performance and what they can do to improve this. The Index is developed
by the World Bank and is based on a worldwide survey of operators, such as
global freight forwarders and express carriers.
• Mobile commerce (or m-commerce): the ability to conduct commerce
using a mobile device e.g. a mobile phone, a PDA, a smartphone, a tablet or
other (emerging) mobile equipment.
• Mobile subscriptions: mobile cellular telephone subscriptions are
subscriptions to a public mobile telephone service using cellular technology,
which provide access to the public switched telephone network. Post-paid
and prepaid subscriptions are included (source: Eurostat).
• Networked Readiness Index (NRI): The NRI measures the tendency for
countries to exploit the opportunities offered by information and
communications technology (IT). The NRI comprises three components: the
environment for IT offered by a given country or community, the readiness of
the country's key stakeholders to use IT, and the usage of IT among these
stakeholders.
• Online buyer (or e-shopper, e-buyer): an individual who regularly bought
or ordered goods or services through the Internet.
Definitions related to the Internet, e-commerce & e-tailing
www.ecommercefoundation.org
65
GOMSEC aims to provide guidelines for measuring
and monitoring B2C ecommerce. As a result, all
countries worldwide are able to provide data with
respect to the penetration of B2C ecommerce in a
standardized way. All Ecommerce Foundation figures
and estimates are based on GOMSEC, unless stated
otherwise.
The GOMSEC reports on sales figures for the total
B2C ecommerce worldwide and for each country
separate in the country profiles, based on total sales
of goods and services.
These total sales of goods and services are based on
the areas/sectors/classification of areas and
sectors, as stated on the next few pages.
All data reported in the national currency of the
country involved is converted into euros according to
the average (annual) rate of exchange as provided
by, preferably, the European Central Bank (ECB) or
the national bank of the particular country. The
reference period that is used for this was from 1
January to 31 December of each report year.
Growth rates are calculated and measured by the B2C
ecommerce sales in the national currency.
Definition of B2C ecommerce sales
“Any B2C contract regarding the sale of goods
and/or services, fully or partly concluded by a
technique for distance communication.”
Technique for distance communication: means
that can be used for communication regarding the
offer made by the trader and the conclusion of a
contract, without the necessity of the consumer and
trader being in the same place at the same time.
Contract: a contract whereby use is made, either
solely or in part, of one or more techniques for
distance communication within the framework of a
system organized by the trader for the distance sale
of goods and/or services, up to and including the
moment that the contract is concluded.
Classification of B2C ecommerce
The following classification on the next few pages
provides an overview of areas and sectors included
in GOMSEC.
Online purchases of the following items are excluded
from GOMSEC:
• Transactions between private
individuals/consumers (C2C), such as auctions
and marketplaces, and between businesses
(B2B)
• Online gambling and gaming
• Cars and other motor vehicles
• Houses and real estate
• Utilities (e.g. water, heating and electricity)
• Mortgages, loans, credit cards and overdrafts
• Savings accounts, funds, stocks & shares and
bonds
B2C ecommerce therefore includes all online
transactions between businesses and consumers
using desktop computers, laptops, tablets,
smartphones, point-of-sales and smart-wearables, for
instance through online shops, physical stores
(“online instore”), email, QR codes, catalogs, etc. B2C
ecommerce includes Value Added Tax (VAT) or other
sales tax, delivery costs and apps, but excludes
returns.
Definitions related to the Internet, e-commerce & e-tailing
www.ecommercefoundation.org
66
Global Online Measurement Standard for B2C ecommerce
(GOMSEC)
Fashion
Clothing Shoes & Personal lifestyle
Underwear & Upperwear Shoes
Children's wear
Jewelry, Bijoux, Watches & others
fashion accessories (e.g. sunglasses)
Swimwear & Sportswear
Nightwear & legwear Bags, wallets, suitcases
Electronics
Consumer Electronics Information Technology (IT) Household Electronics
Photo equipment IT hardware (PCs, laptops,
tablets, etc.)
MDA:
air-conditioning,
dishwashers, wash
machines and other
white goods
Audio equipment Computer Software
TV/video equipment Music instruments
Car electronics
(navigation, audio,
etc.)
USB sticks, DVD/CD-
recordable, ink cartridges,
computer accessories
SDA: equipment for
personal care, home
comfort, kitchen
appliances
Sports & Recreation
Sports hardware (e.g. soccer shoes, tennis rackets)
Bicycles & accessories
Articles for camping and recreation
Toys
Indoor and outdoor toys
Media & Entertainment
Music (physical, download & streaming)/Spotify based on new subscriptions
Video (DVD, Blu-ray, downloads)
Games hardware & games software
Books & e-books
Apps
New subscriptions newspapers ands magazines (no single copy sales)
www.ecommercefoundation.org
67
Food/Nearfood/Health
Food/Nearfood Health & Beauty
Food & Beverages Personal care & Hygiene
Fresh produce Baby care
Packaged consumer goods Perfume
Detergents/household cleaning OTC
Animal feed
Tobacco
Telecom
Smartphones, mobile phones & mobile devices
Telefax and answering machines
Headsets & Accessories (mobile) phones
Prepaid cards and tariffs of new phone subscriptions
Home & Garden
Furniture and kitchens
Floor and window coverings (e.g. curtains and blinds)
Home textiles
Cookware (sets), kettles and oven equipment
Table and kitchen articles
Articles for cleaning, wash and store
Decoration
Lamps and fixtures
DIY-articles
Garden articles
Flowers and plants (in home)
Other: Products
Cars components
Glasses and contact lenses
Stationery
Pictures and photo albums
Pet supplies
Erotica
Global Online Measurement Standard for B2C ecommerce
(GOMSEC)
www.ecommercefoundation.org
68
Travel
Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets
Private transport if booked through a
tour operator
Hotel stays
Apartment/bungalow/camping site
-> all of the above not booked in
combination with other travel-parts
Insurance
New indemnity, Life and Health Insurances
Liability insurance
Car insurance
Fire and theft insurance
ANW-gap insurance
(insurance for receiving a
payment in addition to a
survivor's allowance)
Health Insurance –
Base
Health insurance –
additional
Bike/caravan/motorbike/
Scooter insurance
Annuity insurance
Pension
Disability insurance –
entrepreneurs
Accident insurance
Boat insurance
Life insurance
Funeral insurance
Disability insurance –
private
Legal assistance insurance
Home insurance
Endowment insurance
based on savings
Mortgage-related
disability insurance
Travel insurance
(continuous/annual + short
term)
Insurance package
Endowment insurance
based on investments
Mixed insurance
(=endowment
insurance + life
insurance)
Event Tickets
Tickets for concerts and festivals
Tickets for (movie) theaters
Tickets for zoos and amusement parks
Tickets for museums
Tickets for sports games
Other: Services
New subscriptions to dating service
Other services
Global Online Measurement Standard for B2C ecommerce
(GOMSEC)
www.ecommercefoundation.org
69
Sources used in the report
The report could only be realized by consulting a great number of valuable
sources. These were available in various countries and regions in Europe and
around the globe. The wide variety of sources include public domain publications,
blogs, websites, industry and financial specialist publications, regional and local
news, annual reports, and press releases.
Sometimes the information sources are contradictory and sometimes different
figures and data were given by varying sources within the same country, for
example due to different definitions. In our reports we have mentioned the different
sources, definitions and outcomes of such reports, studies and interpretations.
The report is based on information that we consider reliable, but we cannot vouch
for it being completely accurate or complete, nor should it be relied upon as such.
Opinions expressed are our current opinions as of the date of this report.
Publications
- Casaleggio Associati
- CIA World Factbook
- DPD Group
- Ecommerce Foundation
- Economist Intelligence Unit
- European Commission
- Eurostat
- IMF
- Osservatori.net
- PostNord
- Priori Data
- PwC
- Statista
- United Nations
- Worldbank
- Worldometers
www.ecommercefoundation.org
70
About the Ecommerce Foundation
Our History
The Ecommerce Foundation is an independent non-profit organization, initiated by worldwide national ecommerce associations
and online and omnichannel selling companies from industries such as retail, travel & finance.
Why an Ecommerce Foundation?
Our mission is to foster global digital trade as peace is the natural effect of trade. By facilitating digital commerce we hope to
make the world a slightly better place.
How does the Foundation help?
We facilitate the development of practical knowledge, insights and services for which individual institutions, retail and ecommerce
associations and B2C selling companies do not have the (financial) resources and/or capabilities. By combining collective goals
and efforts, the Ecommerce Foundation is able to realize projects which could not have been realized on an individual basis.
What does the Ecommerce Foundation do?
The Foundation is developing and offering several services such as the Ecommerce Benchmark, the EcommerceWiki and the
National Ecommerce Reports. At the moment we are also researching if a Global Ecommerce Trustmark can be set-up to
increase worldwide consumer trust and as a result global trade.
www.ecommercefoundation.org
71
Ecommerce Foundation Services
20+ National
Ecommerce Reports
supporting retailers
going cross border.
Lectures &
presentations are
offered to help
members look into the
future of shopping.
Our Ecommerce
Webinars zoom in on
country-specific facts by
pairing up with experts
and getting on-the-
ground advice.
The EcommerceWiki
Week brings digital
end-reponsibles back
to school to update
their knowledge on
everything ecommerce.
The EcommerceWiki
is the online guide for
ecommerce managers
with templates, process
descriptions, etc.
Every year a C-level
study delegation is
travels to an inspiring
location. Previous trips
include Silicon Valley,
Seattle and China.
Custom research is
done for a diverse set
of topics both co-
branded as well as
white labeled.
Safe.Shop, the Global
trust mark helps
consumers and
merchants shop and
sell with confidence
across the world.
EcommerceReports
curates all e-commerce
related reseach
accross the globe by
adding an editorial
board and peer review.
www.ecommercefoundation.org
72
About our Ecommerce Reports and where to find them…
The National Ecommerce Reports are published by the Ecommerce
Foundation. They provide overviews of the mature and emerging markets in
the field of ecommerce.
In total, the Ecommerce Foundation publishes multiple country reports and
two overview reports per year, covering the most important ecommerce
markets worldwide.
To have a tailor-made ecommerce report made,
completely based on your wishes and requirements, please contact us via
info@ecommercefoundation.org.
The full reports can be online purchased via:
http://www.ecommercefoundation.org/reports.
Your feedback is very much appreciated. If you would like to help us make the
2018 reports even better, please take our 3-minute survey.
Also, consider becoming a member of the Ecommerce Foundation for
even more services and opportunities to sell better globally.
Overview reports 2018
• European overview report
• Global overview report
2018 Country Reports
• Netherlands Switzerland
• United Kingdom Spain
• Italy Belgium
• France Portugal
• Germany Poland
• Czech Republic Bulgaria
• Sweden Romania
• India Russia
• Japan China
• United States Brazil
• Australia
www.ecommercefoundation.org
73
Address, Disclaimer & Copyright
Address: Ecommerce Foundation
Entrada 123 (2nd floor – Wing 3)
1114 AA Amsterdam-Duivendrech
The Netherlands
Website: www.ecommercefoundation.org
Contact: info@ecommercefoundation.org
Twitter: @Ecomfound
Disclaimer
The National Ecommerce Reports are publications by Ecommerce Foundation, which also owns the copyright for these reports.
Although the utmost care has been taken in the construction of these reports, there is always the possibility that some information
is inaccurate. No liability is accepted by Ecommerce Foundation for direct or indirect damage arising pursuant to the use of the
report.
Copyright ©
It is not allowed to use information published in this report without the Ecommerce Foundation’s prior consent. Any violation in this
regard will be charged a legal fine of € 25,000 (twenty-five thousand euros), as well as a further penalty of € 2,500 (two
thousand, five hundred euros) for every day that this non-compliance continues. However, it is allowed to use small parts of the
information published in our reports provided that proper sourcing is used (e.g. “source: www.EcommerceFoundation.org)
www.ecommercefoundation.org
74

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Resumen del Estado del eCommerce en Italia :: Italy 2018: Ecommerce Report

  • 2. www.ecommercefoundation.org 2 Jorij Abraham General Manager Ecommerce Foundation Jorij Abraham has been active in the international ecommerce community since 1997. He was an Ecommerce Manager at Bijenkorf, TUI and Sanoma Media and Director of Consulting at Unic. From 2013 to 2018 he has been Director of Research & Advice at Thuiswinkel.org and Ecommerce Europe (the Dutch and European Ecommerce Association) Thank you for downloading this report. We hope it will help you take the next step in selling online in Spain. The Ecommerce Foundation is an independent organization, initiated by worldwide national ecommerce associations as well as online and omnichannel selling companies from industries such as retail, travel & finance. Our mission is to foster global digital trade as peace is the natural effect of trade. By facilitating digital commerce we hope to make the world a slightly better place. We especially would like to thank our Report Partners: namely Asendia, Mazars, MultiSafepay and SAP. Without their support, this report would not have been created. If you like our reports, please visit our report page on www.EcommerceWiki.org. On this page, you will find a large collection of Ecommerce Country Reports for free. Thank you for reading this report…
  • 3. www.ecommercefoundation.org 3 Tell us what you think! Your feedback is also very much appreciated. If you would like to help us make the 2018 reports even better please take our 3-minute survey. Thank you! Click on the icon above to go to the survey!
  • 4. www.ecommercefoundation.org 4 SAP Customer Experience is a business unit of SAP, providing omnichannel customer engagement and commerce solutions that allow organizations to build up a contextual understanding of their customers in real-time, deliver a more impactful, relevant customer experience and sell more goods, services and digital content across every touch point, channel and device. Through its state-of-the-art customer data management, context driven marketing tools and unified commerce processes, SAP Customer Experience has helped some of the world’s leading organizations to attract, retain and grow a profitable customer base. Valued Report Partners Asendia is one of the world’s top three international mail, shipping and distribution organizations, delivering your packages, parcels and documents to more than 200 destinations across the globe. Formed as a partnership between La Poste and Swiss Post in 2012, the Asendia business employs more than 2,000 people worldwide, has offices in 15 countries and a global network of delivery partners to get your package where it needs to be, when it needs to get there. MultiSafepay provides secure and flawless online payments. With e-commerce payment solutions and conversion increasing tools, MultiSafepay makes it easy to accept, manage and stimulate online payments. MultiSafepay offers a wide range of local and international payment methods and several easy integration options, allowing e-commerce companies to immediately sell products worldwide. Mazars is an international, integrated and independent organization, specializing in audit, accountancy, advisory, tax and legal services. As of 1st January, 2018, Mazars operates throughout the 86 countries and territories that make up its integrated partnership. Mazars draws upon the expertise of 20,000 women and men led by 980 partners working from 300 offices worldwide. We assist clients of all sizes, from SMEs to mid-caps and global players as well as start-ups and public organizations, at every stage of the development. Safe.Shop is the global trust mark for online shopping, helping consumers and merchants shop & sell with confidence at home & abroad. Safe.shop checks if webshops are reliable by verifying if they comply with national laws and/or the Global Ecommerce Code of Conduct. The Safe.Shop logo ensures that consumers have the right to return the goods, privacy is protected, consumers will get the good(s) they paid for, the payment is safe, consumer rights are protected, prices are clear and real, and any complaints you may have about the webshop will be listened to and handled properly. This helps buyers shop around the world for the best products and prices, knowing they are purchasing from a reliable webshop. Safe.Shop is issued by the Ecommerce Foundation.
  • 7. www.ecommercefoundation.org 7 Government: Republic Internet users: 73% Internet penetration growth: 4.16% URL country code: .it Official languages: Italian Widely spoken foreign language: German, French, Slovene Italy Overview Area: 301,340 km2 Capital: Rome Currency: Euro (EUR) Rome
  • 8. www.ecommercefoundation.org 8 POPULATION Total population, 2015-2018(f) AGE STRUCTURE Age structure of the total population, 2017 Population. Source: Worldometers, 2018. | Age Structure. Source: CIA World Factbook, 2017. Italian population is expected to decrease slightly 59,504,212.00 59,429,938.00 59,359,900.00 59,290,969.00 2015 2016 2017 2018(f) 13.65% 9.66% 42.16% 12.99% 21.53% 0-14 15-24 25-54 55-64 65+
  • 9. www.ecommercefoundation.org 9 GENDER OVERVIEW AND GENDER DISTIBUTION BY MARKET SEGMENT Population, by gender (number and percentage), 2017 | Gender distribution of users, 2018 Gender Breakdown. Source: UN Population Division, 2017 | Source: Statista, 2018 46% 54% The Gender Distribution differs by ecommerce market segment 28,929,140 48.74% 30,430,767 51.26% Male Female Fashion 58% 42% 38% 62% 48% 52% 54% 46% Electronics & Media Food & Personal Care Furniture & Appliances Toy, Hobby & DIY
  • 10. www.ecommercefoundation.org 10 8.41% 10.68% 12.13% 12.63% 11.92% 11.66% 11.25% 2011 2012 2013 2014 2015 2016 2017 UNEMPLOYMENT RATE Unemployment rate (aged 16 and over, seasonally adjusted), 2016-2018(f) Overall unemployment falling, but for young people it is stubbornly high Unemployment Rate. Source: IMF, 2018. | Source: European Commission, 2017. Italian labour market The Jobs Act in Italy provides employment protection legislation that is “less restrictive than in France and Germany” according to the OECD. Dismissals, that could previously be costly before due to uncertainty, are now reduced.
  • 11. www.ecommercefoundation.org 11 GROSS DOMESTIC PRODUCT GDP (billions) & Growth Rate, 2014 – 2018(f) Year Gross Domestic Product (GDP), Euros Growth Rate YoY GDP per Capita Growth Rate YoY 2014 €1,542.92 0.11% €25,384 0.34% 2015 €1,557.61 0.95% €25,620 0.93% 2016 €1,570.98 0.86% €25,896 1.07% 2017 €1,594.07 1.47% €26,309 1.60% 2018(f) €1,618.63 1.54% €26,642 1.26% Gross Domestic Product. Source: IMF, 2017. Italy GDP expected to grow steadily in 2018
  • 13. www.ecommercefoundation.org 13 The Inclusive Internet Index The Index outlines the current state of Internet inclusion across 86 countries, and aims to help policymakers and influencers gain a clearer understanding of the factors that contribute to wide and sustainable inclusion. 1 2 3 TOP THREE RANKED COUNTRIES GLOBALLY Global ranking, 2018 OVERALL INCLUSIVE INTERNET SCORE Score 0-100, and global ranking 2018 Inclusive Internet Index: Italy is tied with Taiwan 19 Availability This category examines the quality and breadth of available infrastructure required for access and levels of Internet usage. Affordability This category examines the cost of access relative to income and the level of competition in the Internet marketplace. Relevance This category examines the existence and extent of local language content and relevant content. Readiness This category examines the capacity to access the Internet, including skills, cultural acceptance, and supporting policy. Inclusive Internet Index. Source: Economist Intelligence Unit, 2018. 81.1/100
  • 14. www.ecommercefoundation.org 14 71.1/10090.5/100 “Italy places 13th overall in the EU and 19th globally. Its performance is shored up by an 8th out of 18 ranking among EU countries in terms of Relevance because of its abundance of local language information, including e- Government services. Availability is an area for improvement with low network penetration and some quality issues.“ 19 33 87.3/10074.3/100 27 11 AVAILABILITY SCORE Score 0-100, and global ranking 2018 RELEVANCE SCORE Score 0-100, and global ranking 2018 AFFORDABILITY SCORE Score 0-100, and global ranking 2018 READINESS SCORE Score 0-100, and global ranking 2018 Relevance is strong but readiness is a stumbling point Availability This category examines the quality and breadth of available infrastructure required for access and levels of Internet usage. Affordability This category examines the cost of access relative to income and the level of competition in the Internet marketplace. Relevance This category examines the existence and extent of local language content and relevant content. Readiness This category examines the capacity to access the Internet, including skills, cultural acceptance, and supporting policy. Inclusive Internet Index. Source: Economist Intelligence Unit, 2018.
  • 15. www.ecommercefoundation.org 15 Logistical Performance Index E-government Index Ease of Doing Business Index Logistics Performance Index The LPI overall score reflects perceptions of a country's logistics based on, among other things, efficiency of customs clearance process, quality of trade- and transport-related infrastructure and ease quality of logistics services. Ease of Doing Business Index A high ease of doing business ranking means the regulatory environment is more favorable for the starting and operation of a local firm. The rankings are determined by sorting the aggregate distance to frontier scores on 10 equal topics. E-Government Development Index The UN’s E-Government Index provides a comparative assessment of the e- government development of UN Member States. Important factors contributing to a high level of e-government development are concurrent past and present investments in telecommunication, human capital and provision of online services. Italy ranks 22th in the E-Government development Index Logistics Performance Index. Source: Worldbank, 2016. | Ease of Doing Business Index. Source: Worldbank, 2018. | E-government Development Index. Source: United Nations, 2016. 21rd 46th 22th
  • 16. www.ecommercefoundation.org 16 LOGISTICS CONSIDERATION Common lines of work in logistics, 2017 Logistics Consideration. Source: Osservatori.net, 2017. Logistics: The three key areas to consider Offer of alternative methods to home delivery: the collection Interest in delivery on demand and with extended time slots (at night) Interest in same-day delivery and delivery in 1-2 hours Store as eCommerce support Value in-store visit for product pick-up Use of stock store for eCommerce orders Flexibility Rapidity
  • 17. www.ecommercefoundation.org 17 5% 6% 8% 11% 14% 80% To the retailer's store To a parcel shop To a post office / post station To an alternative address At work At home CONSUMER OPINION: DELIVERY PREFERENCES “Where do you usually have your parcels delivered to?”, share of online shoppers, 2017 Consumer Opinion: Delivery Preferences. Source: DPD, 2018. 8 out of 10 consumers prefer home delivery
  • 18. www.ecommercefoundation.org 18 3% 2% 1% 2% 3% 2% 2% 2% 1% 2% 9% 6% 6% 5% 10% 49% 54% 50% 53% 49% 37% 37% 40% 38% 35% Delivered on the same day Delivered on the next day Informed of each step of the delivery process/real-time To be able to reschedule the delivery Several delivery options I don't know No definitely not No probably not Yes probably Yes definitely TOP THREE FACTORS REGARDING DELIVERIES Share of online shoppers, 2017. Top Three Factors Regarding Deliveries. Source: Postnord, 2017. | Factors Regarding Deliveries/Returns: Source: DPD, 2017. Cost of delivery is the top priority for Italian consumers FACTORS REGARDING DELIVERIES/RETURNS "Would the following delivery/return options make you more likely to purchase from a website?", 2017. 68% 58% 54% Delivery Cost Fast delivery Process Choose where delivery is to take place
  • 19. www.ecommercefoundation.org 19 frequently evolving and with a high number of reports and returns to be submitted to fiscal administration. Hence, the average time for fiscal administrative reports amounts to 238 hours vs. 160 hours in OECD countries and the number of taxes paid per year amounts to 14 vs. 10 in other OECD countries3. In addition, I think the complexity can also be explained by the different layers of tax raising at national, regional and municipal level. Since 2014, Italy has implemented a consumer’s code4 which is a complex text for e-commerce. It introduced the right of withdrawal and to rethink on the acquisition made by a client. This right obliges the e- commerce company to accept a return of the good within 14 days from the reception of the good, even if it is deteriorated. Moreover, other obligations such as full transparency on costs (delivery, shipment, etc.) and the In ‘The Financial Complexity report 2018’, Italy ranks 4th in the global ranking. Why is Italy one of the most complex jurisdictions for accounting and tax compliance? The Italian accounting system contains specificities that enhance complexity. As an example, contrary to France, Italy does not have a normative chart of accounts with a predetermined structure. This situation brings more complexity and from one company to the other, the chart of accounts differs. In most Italian companies, payroll is one of the cruxes of the accounting matter. There are more than 864 national contract types1 in Italy, which ranks #2 (behind France) in the Global Payroll Complexity Report 2017, mainly due to fiscal government reporting and declarations2. Each employee has specificities in its pay slip which tends to increase the complexity of payroll management. Moreover, companies’ financial statements, and particularly SMEs, derives from national accounting rules but also includes fiscal rules that sometimes overwhelm accounting rules. Since the fiscal system is itself complex in Italy, financial statements are becoming more complex. Thus, the tax system in Italy is time- consuming due to a jurisdiction that is Interview impossibility to increase the price when payments occur with a credit card. “the average time for fiscal administrative reports amounts to 238 hours vs. 160 hours in OECD countries” Moreover, the Italian Association for Electronic Commerce (AICEL) gathers 5.000 companies and 25.000 persons in Italy, applying a behavior code which relates to best practices in terms of sales conditions, guarantees, data protection and sales order management. The association provides a label “Sono Sicuro” which allows e-commerce Italian customers to enhance trust in transaction and in the provider. In case of disrespect of the code, disciplinary sanctions can be taken and publicly disclosed. Sylvain Rousmant, Partner, Mazars in Italy
  • 20. www.ecommercefoundation.org 20 online retailers since their reputational risk is at stake, in the era of class action. Social networks convey digital firms that lead the ethical values and the ones to be banned. The website BESK provides customers with a selection of online retailers with social and ethical values and with sustainability criterions. Through Twitter, this website also communicates ratings and a focus on an online retailer that is valuable. Moreover, a new generation of digital consumers (“the millennials”) will be much more attentive to the sustainable process of goods’ production. Thus, the 2018 report “Pulse on the Fashion industry” emphasized that improving a fashion brand’s environmental and social performance boosts profitability. Implementing mainly efficient energy consumption, respectful and secure working conditions, and sustainable materials, fashion companies might have a positive EBIT uplift of 1 to 2 percentage points, which reveals the true value of sustainable policies. What effect do current tax systems/schemes have on ecommerce in Italy? E-commerce and digital companies may suffer from the 2018 Italian budget law which recently introduced the “Web Tax”5..This 3% tax rate on each transaction, is due by resident and non-resident companies rendering more than 3.000 digital B2B transactions per year. In fact, Italy has long complained that companies such as Amazon, Apple and Google have avoided taxes by maintaining they do not have a “stable presence” in the country, even though they generate huge revenues there and this new law clearly intends to get around that hurdle. Do you think there are economical benefits from online retailers becoming and/or remaining ethical? I think there is a real market opportunity for online retailers to become ethical. Evidence of this new generated market is the apparition of new apps, such as “Give”, allowing to buy and exchange ethic products from other customers. Thus, this new kind of app also brings forward a community of online consumers that intend to make a real choice through their acquisitions. Online communities are crucial for Interview Do you feel Italian consumer trust in online retailers is declining? No, I think the trust is increasing and the arrival of Iliad (Free in France) is an example of the potential of the Italian market for online retailers. In fact, Italy is the one country with the highest penetration rate for mobile phones or smartphone in Europe (89%6 vs. 85% in France, 86% in Germany and 79% in the UK). However, Italy remains one of the countries with the lowest penetration rate for ecommerce, so I think there is a real opportunity of catching up to the market. Moreover, the economic fabric of Italian companies is mostly composed of SMEs that must draw up to digital transformation and increase the pace of ecommerce to capture future growth leverages. Sylvain Rousmant, Partner, Mazars in Italy
  • 21. www.ecommercefoundation.org 21 This platform embraces a chart of ethics and compliance, as well as a behaviour code that aims at reinforcing trust in e-commerce and I think this recent launch shows the increasing trust in online retailers in Italy. What are some of the main ethical issues businesses have to deal with in e- commerce? As we have seen recently with Cambridge Analytica and Facebook, data privacy is a key issue for digital companies. Digital companies’ databases are the new oil of our century and a market already exists for data value. I trust this trend will continue to grow, embracing ethics and compliance issues. Thus, theft of information or intellectual property is a key issue to be tackled. As of today, the new GDPR regulation has reinforced the privacy regulation and governance, providing individuals with information about who and how their data are managed. “As we have seen recently with Cambridge Analytica and Facebook, data privacy is a key issue for digital companies.” Some traditional Italian companies have experienced real success stories such as Venchi (ice-cream shop), Boggi (clothes) and Lanieri (tailored suits). Turning digital, these brands have experienced tremendous growth in the past few years and Boggi recently launched the Boggi Omnichannel experience that allows clients to acquire online and receive delivery or withdraw products in the shop. Nonetheless, Italian consumers’ trust in “brick-and-mortar” retailers is still strong and the emergence of the Death by Amazon index casts a shadow on the moral sense of e-commerce. In March 2018, the famous suit brand Cornelliani announced to initiate digitalization through a platform called Alkemy. The company asserts that a key parameter to choose a platform was the analysis of the value chain between the production of goods and the online sales. Interview For e-commerce companies, aiming at delivering high-quality products with even shorter delays, supply chain traceability will be a key for consumer’s trust. As an example, the Italian brand of clothing YOOX communicates its sustainability information to e-commerce customers. The brand evokes its objectives to reach 100% of renewable energy adhering to the RE100 program, but also its adhesion to the supplier quality label “Fur Free Retailer” which is committed to caring about animals and guarantees clothes free of animal fur. Moreover, YOOX intends to obtain the rating “excellent” of the sustainability standard BREEAM (Building Research Establishment Environmental Assessment Method) for its new logistics center in Milan. Sylvain Rousmant, Partner, Mazars in Italy
  • 22. www.ecommercefoundation.org 22 recognizes the expectation of that person to receive exactly the product he or she has ordered. Thus, I think the main challenges are found in three pillars: internet trust, which is related to internet’s performance as speed or integrity, vendor trust, which refers to the trust in the producer who sells the product, and third parties trust, which refers to intermediaries implied in a transaction8. “the main challenges are found in three pillars: internet trust… vendor trust… and third parties trust.” It is commonly agreed that e-trust plays a key role in internet digital transactions since consumers are more likely to commit themselves in e-commerce with a company they trust more. Companies will also be assessed for having good ethical performance if they practice good e-trust and thus, develop customer relationships. Therefore, building trust that ensures a compelling reputation over transparency and ethics and leads to satisfied clients becomes a crucial task of every company What are the opportunities and challenges for businesses to apply business ethics in their online trading? Generally, and more specifically for Italy? I think business ethics is more than best practices and fair values in commercial relationships, but it can also be a real opportunity for companies to create added- value to their business. Many studies have shown that the willingness to pay a higher price for an investor is directly related to the ethical criterion of the production of a good7. According to this, the word “etrust” has emerged among the e-commerce companies, indicating the situation that consumers believe in online trading where they make business transactions. For example, when a consumer purchases a product from an online shop, e-trust Interview doing online business. More specifically in Italy, supply chain challenges have been raised due to the rapid growth of digitalization of brands. As an example, in 2016 the logistic center of Stradella9, which manages the e- commerce platform of H&M in Italy, used to face important strikes10 due to the increased pressure and the downgrade of labor conditions. Interestingly, e-commerce products must be delivered within short a short time-lapse and subsequently, supply chain centers experience a lot of pressure, creating resentment. 1https://www.cnel.it/Contratti-Collettivi/Reports/Report-ccnl-vigenti 2https://marketing.ngahr.com/payrollcomplexity-2017/ 3http://www.doingbusiness.org/data/exploreeconomies/italy#paying- taxes 4https://www.bnlpositivity.it/normative-e-commerce/ 5https://www.ey.com/gl/en/services/tax/international-tax/alert--italy- enacts-web-tax-and-new-pe-definition 6https://www.emarketer.com/Article/Italy-Leads-EU-5-Mobile- Internet-Access/1013375 7Parboteeah & Cullen 2013, 18 8McCole, Ramsey & Williams 2010 9https://www.agendadigitale.eu/cittadinanza-digitale/e-commerce- un-etica-digitale-contro-la-crisi-di-diritti-e-qualita-del-lavoro/ 10https://www.internazionale.it/reportage/marina- forti/2016/11/01/stradella-logistica-operaie Sylvain Rousmant, Partner, Mazars in Italy
  • 24. www.ecommercefoundation.org 24 B2C ECOMMERCE TURNOVER & GROWTH RATE B2C ecommerce turnover, millions of euros, 2013-2018(f) E-GDP Ecommerce share of GDP, 2013-2018(f) B2C Ecommerce Turnover & Growth Rate. Source: Osservatori.net, 2017; Ecommerce Foundation, 2018. | E-GDP. Source: Ecommerce Foundation, 2018. B2C turnover still growing at high rate for Italy 11,350 € 12,946 € 14,805 € 18,071 € 21,203 € 23,124 € 2013 2014 2015 2016 2017 2018(f) 14.06% 14.36% 22.06% 17.33% 9.06% 0.74% 0.84% 0.95% 1.15% 1.33% 1.43% 2013 2014 2015 2016 2017 2018(f) Full version available at www.ecommercefoundation.org/reports Full version available at www.ecommercefoundation.org/reports
  • 25. www.ecommercefoundation.org 25 THE DYNAMICS OF E-SHOPPERS IN ITALY Comparison between regular and occasional e-shoppers in millions, 2017 Dynamics of E-shoppers. Source: Osservatori.net, 2017. | Important Criteria For Consumers. Source: DPD, 2018 Free delivery is the most important factor for Italians 14.60 16.20 5.4 5.8 2016 2017 Occasional e-shoppers Regular e-shoppers IMPORTANT CRITERIA FOR CONSUMERS "Which criteria are important for you?", 2017 90% 90% 90% 91% 92% Transparent and complete delivery costs No hidden fees adding up to the final product price Detailed description of the product Free return Free delivery
  • 26. www.ecommercefoundation.org 26 ONLINE RETAIL PURCHASES International comparison of the penetration of online retail purchases, 2017 Online Retail Purchases. Source: Osservatori.net, 2017 Room to improve compared to mature ecommerce markets 19% 15% 14% 14% 12% 6% UK USA Germany China France Italy
  • 27. www.ecommercefoundation.org 27 ONLINE SALES Comparison of the distribution of online sales by product sector between 2016 and 2017 Online Sales In Italy. Source: Osservatori.net, 2017 Tourism continues to lead in online sales 5% 7% 32% 13% 3%4%4% 15% 17% 2016 5% 6% 28% 14% 4%4%4% 17% 18% 2017 2016 35% 95 % 2017 39% 2016 33% 95 % 2017 61% Services Products Tourism Computer sciences / electronic Other products Clothing Insurance Other services Food & grocery Furniture and home living Publishing
  • 28. www.ecommercefoundation.org 28 DISTRIBUTION OF B2C ECOMMERCE BETWEEN PRODUCTS AND SERVICES Share of B2C ecommerce revenue, products and services, 2015-2017 DISTRIBUTION OF B2C ECOMMERCE BY SEGMENTS Comparison between regular and occasional e-shoppers in millions, 2017 Distribution of B2C Ecommerce Between Products and Services. Source: Osservatori.net, 2017 | Distribution of B2C Ecommerce by Segments: Osservatori.net, 2017. Gradual growth of products vs services Services Products 59% 41% 53%47% 48%52% 2015 2016 2017 4% 5% 39% 12% 4% 4% 4% 11% 17% 2017 Tourism Computer sciences / electronic Other products Clothing Insurance Other services Food & grocery Furniture and home living Publishing Full version available at www.ecommercefoundation.org/reports
  • 29. www.ecommercefoundation.org 29 61% 35% 4% 50% 22% 16% 9% 3% ONLINE INVESTMENT: TYPE Distribution of the online investment by format, 2017 ONLINE INVESTMENT : DEVICE Distribution of the online investment by channel, 2017 Online Investment: Type. Source: Osservatori.net, 2017. | Online Investment: Device. Source: Osservatori.net, 2017. The investment in marketing for ecommerce in Italy Search Display Desktop Tablet Social eMail Others Smartphone 2017 2017
  • 30. www.ecommercefoundation.org 30 2015 2016 2017 2018 13,352,745 14,144,325 14,127,656 14,110,987 E-SHOPPER PENETRATION Percentage of the total online population, 2014-2018 | Number from total online population 2014-2018 E-shopper Penetration. Source: Eurostat, 2018. | Source: Casaleggio Associati, 2018. The number of Italians buying online is steadily increasing 33% 34% 34% 35% Ecommerce growth by sectors Health and Beauty Fashion Food Consumer Electronics Home and Furnishings +39% +28% +24% +21% +19%Full version available at www.ecommercefoundation.org/reports
  • 31. www.ecommercefoundation.org 31 NATIONAL & CROSS-BORDER SHOPPING Percentage of cross-border and national shopping, in the EU and abroad, 2016 & 2017 From national sellers From sellers in the rest of the world (non-EU) 2016 9%2017 10% 2016 31% 95% 2017 33% Italian stores steadily remain the most popular National & Cross-Border Shopping. Source: Eurostat, 2018.
  • 32. www.ecommercefoundation.org 32 2016 6% 2016 16% CROSS-BORDER SHOPPING Percentage of cross-border shopping, in EU and unknown origins, 2016 & 2017 Sellers from other EU nations Sellers with an unknown country of origin 95% 2017 9% 2017 17% Cross-Border Shopping. Source: Eurostat, 2018. 95 % Purchasing from unknown countries has increased the most
  • 33. www.ecommercefoundation.org 33 INVESTING TO DEVELOP SALES ABROAD Locations where Italian ecommerce companies are investing abroad to develop sales, 2017 Investing To Develop Sale Abroad. Source: Casaleggio Associati, 2018. Germany is the most popular for online investment abroad 53% 49% 36% 32% 29% 18% 16% 14% Germany France UK US Spain China Switzerland Northern Europe
  • 34. www.ecommercefoundation.org 34 43 41 38 37 35 34 34 33 33 32 32 32 US UK China Denmark Sweden Belgium France Switzerland Russia Italy Spain Germany OMNICHANNEL RETAIL INDEX Score (1-100) based on the Omnichannel Retail index, 2017. Change from 2015 shown if available. Omnichannel Retail Index. Source: PwC, 2017. Omnichannel development could be improved in Italy +5 +4 +3 +2 +4 +3 +3 +5 +4 +2
  • 35. www.ecommercefoundation.org 35 17% 37% 12% 10% 24% High level of implementation Started to develop it Plan to launch it in the course of 2018 Not applicable Do not anticipate developing it OMNICHANNEL IMPLEMENTATION LEVEL Level of omnichannel implementation and planning, share of companies, 2017 Omnichannel Implementation Level. Source: Casaleggio Associati, 2018. | Source DPD, 2018. 24% have a high level of omnichannel implementation Product categories that are difficult to sell online Italian consumers find the following three types of products the least attractive to buy online in 2017: Fresh Food & Beverage Heavy home furniture Grocery
  • 36. www.ecommercefoundation.org 36 ACHEIVING OMNICHANNEL Ways in which companies achieve their omnichannel structure, 2017 Achieving Omnichannel. Source: Casaleggio Associati, 2018. Personal data is the driving force of omnichannel experience 65% 61% 46% 31% 26% Process data on personal data Purchase behaviour Interaction with propriertary channels (site, social, call centre) Interaction in the shop and with the loyalty program that followed Satisfaction with the purchase experience and the product compared
  • 37. www.ecommercefoundation.org 37 33% 22% 11% 7% 7% 6% 6% 5% 3% Marketing and promotion Improving usability and user experience Tech infrastucture Mobile Marketing automation Internationalisation No investment Logistics Customer care ECOMMERCE SHORT-TERM INVESTMENTS Planned investment by Italian ecommerce companies, 2018 Ecommerce Short-term Investments. Source: Casaleggio Associati, 2018. Marketing and promotion dominates short-term investment
  • 38. www.ecommercefoundation.org 38 71% 49% 35% 19% 13% 13% 7% 3% 2% 72% 37% 32% 19% 16% 6.5% 10% 3% Facebook Instagram Youtube Linkedin Twitter Googe plus Pinterest Snapchat Wechat 2017 2016 ECOMMERCE COMPANIES: SOCIAL MEDIA PREFERENCE Social media platforms deemed effective or very effective, 2016 (if available) & 2017 Ecommerce Companies:Social Media Preference. Source: Casaleggio Associati, 2018. Facebook is top, but Instagram is growing fast
  • 39. www.ecommercefoundation.org 39 25% 50% Social Media & Return on Investment. Source: Casaleggio Associati, 2018. ½ of companies uncertain about social media effectiveness SOCIAL MEDIA & RETURN ON INVESTMENT The effectiveness of social media in terms of return of investment, share of Italian ecommerce companies , 2017 & 2018 Satisfactory We have identified activities that increase sales The impact of social media on sale is difficult to measure Uncertain Unsatisfactory 25% Social media has little impact on sales
  • 40. www.ecommercefoundation.org 40 Ecommerce Revenu From Abroad. Source: Casaleggio Associati, 2018. 30% of ecommerce revenue is from abroad ECOMMERCE REVENUE FROM ABROAD The share of ecommerce revenue from abroad from total online sales, for Italian companies, 2017 30% Percentage from total online sales 20% 52% Breakdown of ecommerce revenue abroad from total online revenue, based on type of company Companies part of multinational groups Companies with offices abroad Full version available at www.ecommercefoundation.org/reports
  • 41. www.ecommercefoundation.org 41 Marketplaces: Presence and Profits. Source: Casaleggio Associati, 2018. Over ½ of Italian ecommerce companies are on a marketplace MARKETPLACES: PRESENCE AND PROFITS The share of Italian ecommerce companies selling on a marketplace and share of turnover (from overall online sales), 2016 (if available) & 2017 Percentage of ecommerce companies on a marketplace 56% 16% 10% 18% 43% 9% <10% 10-25% 25-50% >50% 2017 2016 Turnover from marketplace, in terms of overall online sales 57% 2016 43% Full version available at www.ecommercefoundation.org/reports
  • 42. www.ecommercefoundation.org 42 35% 32% 16% 12% 5% Do not have a physical presence outside the country Multilingual site Part of a multinational group Sells only through the site in Italian Work with offices or branches abroad Entry Onto Foreign Ecommerce Markets. Source: Casaleggio Associati, 2018. A third of ecommerce companies have a multilingual site ENTRY ONTO FOREIGN ECOMMERCE MARKETS The strategies implemented for entry into a foreign market, for Italian companies, 2017
  • 43. www.ecommercefoundation.org 43 To provide exceptional customer service and individualized customer journeys, brands need to make effective use of data and intelligence. The plethora of information gathered from various tools needs to be converted from data into actions, in which brands deliver marketing in the moment to each individual. How do you avoid getting entangled in a web of marketing tools? Marketers have a whole range of tools to provide optimum service to customers. Ironically, however, those solutions can also lead to new problems, such as data silos and an inconsistent customer experience. The success of data-driven marketing stands or falls with a clearly structured data landscape. Organizations often have vast amounts of data at their disposal, but have yet to extract any useful insights from all that data. New technology gives marketers more options than ever to retain customers. More isn’t always better, though – especially when it comes to tools. Mark de Bruijn VP, Head of EMEA & MEE Marketing, SAP Customer Experience How would you say customer engagement is changing in the Italian e- commerce space? Both the needs of consumers, as well as retailer techniques to adapt and meet those needs. The customer journey is more complex than ever. Quite simply, it is no longer possible to refer to a single customer journey. Consumers dash all over the place, online and offline, and expect a personalized approach from brands across the entire omnichannel journey. The connected customer of today uses multiple channels, and makes their own decisions as to when and how they contact a brand to purchase their goods or services. The days of generalized customer profiles are numbered. As customers speak up, marketers increasingly gain more insight into customer preferences. Customers expect a personalized customer journey, in which they have control over when and how interaction takes place. “The success of data-driven marketing stands or falls with a clearly structured data landscape.” Interview Mark is a modern, data-driven marketer with a passion for digital, innovation and everything related to customer experience. For the past 8 years, Mark has taken on various roles in marketing, business intelligence and predictive analytics. In addition, he was affiliated with Avans University as a lecturer. Mark’s greatest pleasure is sharing his vision and knowledge with others, as he is a regular speaker at events across the world. cx.sap.com “A seamless omnichannel experience is essential.” Brands must acknowledge that the right technology is not only instrumental but strategic in engaging their customers. The trend is about moving away from disconnected, legacy solutions toward building a true partnership with a vendor that is able to manage the whole of the processes related to the customer journey, from marketing, to CRM, to e-commerce, down to customer service. This integrated approach becomes even more critical with regards to the data protection regulation and the ability to have one single view of the customer across every touchpoint. For foreign retailers wanting to expand to Italy, what are the main barriers? How do you combat these, and what are your top 3 tips for success? One of the most harshly fought battlegrounds is that of providing a seamless omnichannel experience to avoid losing customers to competitors who offer a better customer experience. In the digital age, consumers expect top-notch customer service, and the ability to buy what they want, anywhere, and anytime, through various channels, offline and online.
  • 44. www.ecommercefoundation.org 44 Mark de Bruijn VP, Head of EMEA & MEE Marketing, SAP Customer Experience The majority of online research today occurs on mobile, and on mobile, consumers are often more task-loyal than brand-loyal – they want to solve their need quickly. With brick-and-mortar stores seeing fewer and fewer purchases while online sales continue to enjoy meteoric rises, retailers must face the music, and it’s a whole new dance card. A seamless omnichannel experience is essential as today’s demanding customers expect a personalized customer journey, regardless of where they interact with the brand. Retailers can only meet those expectations by integrating all channels. Social media is increasingly acknowledged as a review platform. Over 50 percent of consumers use social media to submit complaints to companies, or post reviews and responses. Social media is a quick and easy way to announce customer dissatisfaction to the rest of the world. Due to the increased use of social media, the time-honored principle of word-of-mouth advertising has grown into an enormously influential factor in the world of retail. For retailers, it is important to find out what customers are sharing on social media about their brand, and to try and have a positive influence on it. Only a handful have an effective road map in place for the digital age. These next twelve months, organizations will focus on increasing profits, building customer trust, and providing excellent customer experiences. However, they usually lack an effective road map to achieve these objectives. In order to retain and improve customer loyalty, it is essential that these objectives remain top priority. A plan for making that happen is the basis for effective action. Technology offers a supporting tool to execute this plan. Regarding machine learning – How can investing in and utilizing machine learning positively impact foreign retailers expanding to Italy? In the past, Customer Relationship Management (CRM) heavily relied on people to collect and analyze data. Today, we are seeing a paradigm shift in sales from being reactive to proactive, and from instinct-driven to data-driven. Artificial Intelligence (AI) can quickly analyze and accurately predict which customers are more likely to make a purchase, and how you can best engage with them. With machine learning, your advanced cloud CRM solution can learn over time to forecast and score deals with greater accuracy, making it easier for sales teams to reach their numbers and help the company increase revenue goals. Ultimately, AI can assist with the entire customer journey, from prospecting to a sale, to service after the sale. Interview “Only a handful have an effective road map in place for the digital age.” Mark is a modern, data-driven marketer with a passion for digital, innovation and everything related to customer experience. For the past 8 years, Mark has taken on various roles in marketing, business intelligence and predictive analytics. In addition, he was affiliated with Avans University as a lecturer. Mark’s greatest pleasure is sharing his vision and knowledge with others, as he is a regular speaker at events across the world. cx.sap.com
  • 46. www.ecommercefoundation.org 46 SOURCES OF INNOVATION Different areas where innovation could be developed in ecommerce, 2017 The Sources of Innovation. Source: Osservatori.net, 2017. | Source: Osservatori.net, 2017. The sources of innovation are growing Sources of Innovation Top merchant ecommerce Technological service provider Startup Voice assistant Self-drive shipping Augmented reality
  • 47. www.ecommercefoundation.org 47 STARTUP CONSIDERATIONS Main factors involved in having a successful ecommerce startup, 2017 Startup Considerations. Source: Osservatori.net, 2017. Things to consider for an ecommerce startup Start-up Customer experience simplification Chatbot / AI / Social Network Virtual Reality / Augmented Reality Customer Loyalty SubscriptionPackaging Customization Customized products Sharing economy Sharing of properties Sharing objects Expansion of market niches Bio products Artisanal products
  • 48. www.ecommercefoundation.org 48 68.00% 70.00% 70.00% 71% 2015 2016 2017 2018(f) INTERNET PENETRATION Share of the population accessing the internet 2015-2018(f); YoY growth rate, 2016-2018(f) Internet Penetration. Source: Eurostat, 2018; Ecommerce Foundation, 2018. Internet penetration increases with a positive growth rate 2.74% -0.12% 1.76%
  • 49. www.ecommercefoundation.org 49 Consumer Behavior: Internet Use. Source: Eurostat, 2018. Internet usage declines greatly for elderly Italians CONSUMER BEHAVIOR: INTERNET USE Percentage of total population using the internet and across age groups, 2017 Total Population 31% 62%78% 86%90%93% 16-24 25-34 35-44 45-54 55-64 65-7473%
  • 50. www.ecommercefoundation.org 50 CONSUMER LOYALTY “”…which of the following would best describe your online shopping habit?, 2017 DEVICES USED TO ORDER What devices do you use to order?, 2017 Customer Loyalty. Source: DPD, 2018. | Devices Used to Order. Source: DPD, 2018 Almost a third of online consumers are loyal to a webshop 31% 62% 7%I always shop on the same website I am loyal to certain websites but I like to change sometimes I always go on different websites to shop Tablet Smartphone Laptop Desktop 24% 70%39% 48% Full version available at www.ecommercefoundation.org/reports
  • 51. www.ecommercefoundation.org 51 PURCHASE AVENUE ON MOBILE DEVICES "And how do you usually order on the following device(s)?", 2017 App usage is more prevalent on smartphones Purchase Avenue On Devices. Source: DPD, 2018. 20% 33% 48% App Internet Browser Both 29% 23% 48% App Internet Browser Both SmartphoneTablet
  • 52. www.ecommercefoundation.org 52 GIVING FEEDBACK POST-PURCHASE "Do you publish or give feedback, after purchasing?", 2017 61% of users comment or rate products purchased online Giving Feedback Post-Purchase. Source: DPD, 2018. | Barriers To Buy Online. Source: DPD, 2018 31% 37% 46% 61% Yes, I publish posts and pictures of my purchase on social networks Yes, I make recommendations to my friends / relatives / colleagues No, never Yes, I publish comments and rate the product on the product on the website or on social networks
  • 53. www.ecommercefoundation.org 53 Paying for returns is the biggest barrier to online purchases Barriers To Buy Online. Source: DPD, 2018 BARRIERS TO BUY ONLINE "On the contrary, do the following features prevent you from buying online?", 2017 68% 69% 71% 72% 73% Not knowing when I will get my parcel Bad opinion of fellow shoppers on social media Not knowing return policy from the start Complicated return process Having to pay in case of return
  • 54. www.ecommercefoundation.org 54 DELIVERY METHODS Delivery services preferences, 2017 Delivery Methods. Source: Osservatori.net, 2017. 85% of consumers prefer to be delivered at home Service Offer Most used service 68% 10% 53% 28% 15% 10% 85% 8% 7% Home delivery managed by third parties Home delivery managed in-house Withdrawal in store Pickup in third party pickup points Pickup in property pickup point Withdrawal at parcel locker
  • 55. www.ecommercefoundation.org 55 CONSUMER BEHAVIOR: ONLINE PURCHASES BY CATEGORY Share of online shoppers who purchased online, by product category, 2017 Travel and holiday accommodation are most popular Consumer Behavior: Online Purchases by Category. Source: Eurostat, 2018. | Source: PostNord, 2017. M-commerce In Italy 3% 9% 9% 10% 12% 17% 20% 26% 36% 36% 39% Medicine Telecom services Food/groceries Films/music Computer software Tickets for events Electronic equipment Books/magazines/newspapers Household goods Travel and holiday accommodation Clothes, sports goods 51% of online shoppers used their mobile to shop for goods online in 2017. Once on an online store, easy navigation an good clear information/pictures of the products are key.
  • 56. www.ecommercefoundation.org 56 during the online checkout process, e.g. the customization of payment pages according to company branding. That way, the payment pages have the same look and feel as the online shop. Additionally a clear description of payment details and processes on a website, including a wide variety of payment options, is a great way to build trust and increase conversion rates. What are your top 3 tips for localizing to a new market in the most efficient manner? The main focus of a merchant should always be the customer; online shoppers have specific needs, priorities, habits, and preferences. When it comes to online payments, for example, online shoppers generally have their own favorite (online) payment method. Offering trusted local payment methods on your website will dramatically enhance the user experience and will benefit the merchant’s reputation and perceived reliability. Offering the right payment (local) payment methods will not merely build customer trust, but will also result in higher conversion rates; a visitor who cannot pay with their favorite method is more likely to abandon a full shopping cart and try their luck elsewhere. Apart from the golden rule of offering local Cristian Sebastiano Bonvissuto, Senior Business Development Manager, Multisafepay Italy How important is mobile optimization for consumers? Statistics clearly show that mobile is playing an increasingly crucial role in online shopping and that this trend will continue in the next years. When it comes to online payments, a mobile responsive website is no longer enough; the customer expects a seamless and easy checkout and an overall great user experience. Moreover, the goal of a great checkout is to build trust and encourage repeat purchases (which ultimately builds customer loyalty). A (mobile) checkout is not just a mere means of transferring money, but also a marketing tool for conversion optimization; an excellent UX promoting customer retention and a easy way to reach and convince potential buyers. How important is trust for consumers when engaging with ecommerce in Italy? Do trust marks have an effect on consumers during the checkout process in Italy? Trust is key in Italy. There is still a very real (though unjustified) fear of using credit cards for online payments. The wide usage of debit cards and ‘cash on delivery’ payment options demonstrates this. There are, however, several features to help build customer trust “build trust and encourage repeat purchases.” Interview Cristian S. Bonvissuto is a Senior Business Development Manager focused on the Italian ecommerce market. An experienced ecommerce professional and consultant, he has a complex understanding of online payment solutions and specializes in conversion optimization. Together with a team of skilled and committed colleagues he works with a variety of Italian ecommerce businesses and helps them make the most of their online business. payment options, another must for entering any new market is language localization and displaying prices on your website in the local currency. Which sectors do you believe have the biggest potential for growth in Italy? Fashion and design have a considerable market share but still have a huge growth potential, particularly for business focused on cross-border sales; Italian fashion items (e.g. footwear, clothing, bags, sunglasses, etc.) are in high demand across the globe. Italian interior design (from furniture to lamps and accessories) also has massive potential. Another trend is the increasing demand for the food and beverage sector. Popular specialty foods may be impossible to find in the local shops, meaning that entrepreneurs can potentially benefit enormously from ecommerce sales. B2B Commerce, however – apart from niche websites selling products such as spare parts, etc. – still has a long road to travel before reaching its full potential and a double digit growth.
  • 57. www.ecommercefoundation.org 57 Amazon Mobile is the top shopping app for Apple users Most Popular Shopping App: iOS. Source: Statista; Priori Data, 2017. 27,150 28,790 32,670 35,080 37,370 50,290 53,120 68,090 91,400 95,180 DoveConviene - Volantini e Offerte locali Groupon - Deal in città, Eventi, Shopping e Viaggi eBay - Compra, vendi, metti all`asta, risparmia! Wish - Carrello preso in giro Zaful Shopping: Women's Fashion Deals & Chic Style Privalia - Outlet online di moda Zalando - Moda e shopping online AliExpress Shopping App Shpock l`App-Mercatino Annunci. Compra e Vendi Amazon Mobile MOST POPULAR SHOPPING APP: iOS Market reach of apps in Italy, number of downloads, 2017 Full version available at www.ecommercefoundation.org/reports
  • 58. www.ecommercefoundation.org 58 ONLINE CUSTOMER JOURNEY: TRENDS Factors within the three phases of the customer journey, 2017 The Online Customer Journey: Trends. Source: Osservatori.net, 2017. The online customer journey The selection Voice assistant Image search engine Chatbot / AI / Social Network Virtual Fitting The order 1 click checkout Easy re-ordering Chatbot / AI / Social Network Voice shopping The payment Mobile payment Biometric authentication Crypto currency
  • 59. www.ecommercefoundation.org 59 1% 4% 5% 5% 5% 14% 3% 4% 9% 11% 5% 17% Problems with fraud Complaints and redress were difficult or no satisfactory response received Wrong or damaged good/services delivered Technical failure Difficulties finding information concerning guarantees, other legal rights Speed of delivery longer than indicated EU-28 Italy PROBLEMS WHEN BUYING ONLINE Share of online shoppers encountering problems, by type, 2017 Problems When Buying Online. Source: Eurostat, 2018. | Source: DPD, 2017. Consumers encounter fewer problems in comparison to the EU average Once a consumer buys online, they tend to do so again based on their experience 40% 41% 15% 3% 1% Extremely strongly Very strongly Strongly Only slightly No preference Full version available at www.ecommercefoundation.org/reports
  • 60. www.ecommercefoundation.org 60 Digital wallets are the most preferred payment method Most Popular Payment Method. Source: DPD, 2018. | The New E-wallet. Source: Osservatori.net, 2017 7% 9% 11% 17% 39% 39% 51% Voucher ePay/Gift card Domestic bank credit card/debit card Bank transfer Cash-on-Delivery Visa/Mastercard Stored value card/virtual cards/e-money Digital Wallet MOST POPULAR PAYMENT METHOD "Several payment methods exist… What is your preferred one? ", 2017 THE NEW E-WALLET Comparison between regular and occasional e-shoppers in millions, 2017 Distribution of new eWallets Launch of the new eWallets Full version available at www.ecommercefoundation.org/reports Full version available at www.ecommercefoundation.org/reports
  • 62. www.ecommercefoundation.org 62 Sara Lone Research Coordinator Sara received her Master’s degree in Public Policy from the University of California, Irvine. Her background consists of economic research and policy analysis, focusing on technology and sustainability in a digitally-globalized world. Sara oversees the Ecommerce Foundation Research Team in creating country reports, custom research, content and webinars. Adlen Khelladi Researcher Shaun Packiarajah Researcher Shaun graduated with a Master’s degree in Victimology and Criminal Justice from the University of Tilburg. He works for the Research Team at the Ecommerce Foundation in creating research-related content and reports. His background is in policy creation and analysis, in addition to practical knowledge of business development. Adlen is an International Business and Management student at The Lille University of Sciences and Technology in France. His interests in statistical analysis and marketing have inspired him to be a part of the Research Team at the Ecommerce Foundation, where he creates reports and designs marketing strategies for report- related content. About the Authors
  • 63. www.ecommercefoundation.org 63 Definitions related to the Internet, e-commerce & e-tailing • Broadband access: the availability of broadband is measured by the percentage of households that are connectable to an exchange that has been converted to support DSL technology, to a cable network upgraded for Internet traffic, or to other broadband technologies. It includes fixed and mobile connections (source: Eurostat) • Cross-border ecommerce: percentage of ecommerce purchased at foreign sites • Ease of Doing Business Index: The Ease of Doing Business Index is developed by the World Bank, and averages the country's percentile rankings on nine topics. It is made up of a variety of indicators, giving equal weight to each topic. The rankings for all economies are benchmarked to June 2010. The Index covers 185 countries. • E-commerce (or electronic commerce), a subset of e-business: any B2C contract on the sale of products or services fully or partly concluded by a technique for distance communication. • E-commerce GDP: total amount of goods and services online divided by the total Gross Domestic Product (GDP). • Economic Freedom Index: the Index of Economic Freedom is an annual guide published by The Wall Street Journal and The Heritage Foundation, Washington's No. 1 think tank. For over a decade, the Wall Street Journal and The Heritage Foundation have tracked the march of economic freedom around the world with the influential Index of Economic Freedom. There are 5 categories, ranking from Free (with a score between 80 and 100) to Repressed (between 40 and 49.9). • E-households: number of households that use the Internet for personal gain. • E-household expenditure: expenditure per household that bought goods or services in the past year. • Global Online Measurement Standard for B2C ecommerce (GOMSEC): aims to provide guidelines to measure and monitor B2C ecommerce in order to enable all European countries to provide data with respect to the penetration of B2C ecommerce in a standardized way. • E-Government Index: The UN’s E-Government Index provides a comparative assessment of the e-government development of UN Member States. One of the primary factors contributing to a high level of e-government development is concurrent past and present investment in telecommunication, human capital and provision of online services. • Gross Merchandise Volume: the total sales facilitated by a third party, such as a market place. • E-services or electronic services: “Deeds, efforts or performances whose delivery is mediated by information technology. Such e-service includes the service element of e-retailing, customer support, and service delivery.” This definition reflects three main components: service providers, service receivers and the channels of service delivery (i.e. technology). (Jennifer Rowley, Professor Information and Communications, Manchester Metropolitan University, UK) • Inactive online population: users that have access to the Internet but have not (yet) purchased goods or services online in the past year.
  • 64. www.ecommercefoundation.org 64 • Online expenditure: spending per user who purchased goods or services online. • Online Retail (or e-retail, electronic retail or retailing or even e-tailing): the selling of retail goods and services on the Internet. In the limited sense of the word, sectors such as online leisure travel, event tickets, downloading music or software are not included. Online-only retail shops are often referred to as pure players. • Penetration levels: the percentage of a population using the Internet, mobile phones, smartphones or tablet devices. • Real economic growth rate: a measure of economic growth from one period to another expressed as a percentage and adjusted for inflation. The real economic growth rate is a measure of the rate of change that a nation's gross domestic product (GDP) experiences from one year to another. • Retail sales: the selling of mainly goods from businesses to individuals from a traditional or so-called bricks-and-mortar shop. • Statcounter research method: Statcounter is a web analytics service and their tracking code is installed on more than three million sites globally. These sites cover various activities and geographic locations. Every month, Statcounter records billions of page views to these sites. For each page view, they analyze the browser/operating system/screen resolution used and they establish if the page view is from a mobile device. They calculate their Global Stats on the basis of more than fifteen billion page views per month, by people from all over the world onto more than three million member sites. • Market place: online platform on which companies (and consumers) sell goods and/or services. • Logistics Performance Index (LPI): The Logistics Performance Index (LPI) measures the “logistics friendliness” of 155 countries. It helps countries identify the challenges and opportunities they face in their trade logistics performance and what they can do to improve this. The Index is developed by the World Bank and is based on a worldwide survey of operators, such as global freight forwarders and express carriers. • Mobile commerce (or m-commerce): the ability to conduct commerce using a mobile device e.g. a mobile phone, a PDA, a smartphone, a tablet or other (emerging) mobile equipment. • Mobile subscriptions: mobile cellular telephone subscriptions are subscriptions to a public mobile telephone service using cellular technology, which provide access to the public switched telephone network. Post-paid and prepaid subscriptions are included (source: Eurostat). • Networked Readiness Index (NRI): The NRI measures the tendency for countries to exploit the opportunities offered by information and communications technology (IT). The NRI comprises three components: the environment for IT offered by a given country or community, the readiness of the country's key stakeholders to use IT, and the usage of IT among these stakeholders. • Online buyer (or e-shopper, e-buyer): an individual who regularly bought or ordered goods or services through the Internet. Definitions related to the Internet, e-commerce & e-tailing
  • 65. www.ecommercefoundation.org 65 GOMSEC aims to provide guidelines for measuring and monitoring B2C ecommerce. As a result, all countries worldwide are able to provide data with respect to the penetration of B2C ecommerce in a standardized way. All Ecommerce Foundation figures and estimates are based on GOMSEC, unless stated otherwise. The GOMSEC reports on sales figures for the total B2C ecommerce worldwide and for each country separate in the country profiles, based on total sales of goods and services. These total sales of goods and services are based on the areas/sectors/classification of areas and sectors, as stated on the next few pages. All data reported in the national currency of the country involved is converted into euros according to the average (annual) rate of exchange as provided by, preferably, the European Central Bank (ECB) or the national bank of the particular country. The reference period that is used for this was from 1 January to 31 December of each report year. Growth rates are calculated and measured by the B2C ecommerce sales in the national currency. Definition of B2C ecommerce sales “Any B2C contract regarding the sale of goods and/or services, fully or partly concluded by a technique for distance communication.” Technique for distance communication: means that can be used for communication regarding the offer made by the trader and the conclusion of a contract, without the necessity of the consumer and trader being in the same place at the same time. Contract: a contract whereby use is made, either solely or in part, of one or more techniques for distance communication within the framework of a system organized by the trader for the distance sale of goods and/or services, up to and including the moment that the contract is concluded. Classification of B2C ecommerce The following classification on the next few pages provides an overview of areas and sectors included in GOMSEC. Online purchases of the following items are excluded from GOMSEC: • Transactions between private individuals/consumers (C2C), such as auctions and marketplaces, and between businesses (B2B) • Online gambling and gaming • Cars and other motor vehicles • Houses and real estate • Utilities (e.g. water, heating and electricity) • Mortgages, loans, credit cards and overdrafts • Savings accounts, funds, stocks & shares and bonds B2C ecommerce therefore includes all online transactions between businesses and consumers using desktop computers, laptops, tablets, smartphones, point-of-sales and smart-wearables, for instance through online shops, physical stores (“online instore”), email, QR codes, catalogs, etc. B2C ecommerce includes Value Added Tax (VAT) or other sales tax, delivery costs and apps, but excludes returns. Definitions related to the Internet, e-commerce & e-tailing
  • 66. www.ecommercefoundation.org 66 Global Online Measurement Standard for B2C ecommerce (GOMSEC) Fashion Clothing Shoes & Personal lifestyle Underwear & Upperwear Shoes Children's wear Jewelry, Bijoux, Watches & others fashion accessories (e.g. sunglasses) Swimwear & Sportswear Nightwear & legwear Bags, wallets, suitcases Electronics Consumer Electronics Information Technology (IT) Household Electronics Photo equipment IT hardware (PCs, laptops, tablets, etc.) MDA: air-conditioning, dishwashers, wash machines and other white goods Audio equipment Computer Software TV/video equipment Music instruments Car electronics (navigation, audio, etc.) USB sticks, DVD/CD- recordable, ink cartridges, computer accessories SDA: equipment for personal care, home comfort, kitchen appliances Sports & Recreation Sports hardware (e.g. soccer shoes, tennis rackets) Bicycles & accessories Articles for camping and recreation Toys Indoor and outdoor toys Media & Entertainment Music (physical, download & streaming)/Spotify based on new subscriptions Video (DVD, Blu-ray, downloads) Games hardware & games software Books & e-books Apps New subscriptions newspapers ands magazines (no single copy sales)
  • 67. www.ecommercefoundation.org 67 Food/Nearfood/Health Food/Nearfood Health & Beauty Food & Beverages Personal care & Hygiene Fresh produce Baby care Packaged consumer goods Perfume Detergents/household cleaning OTC Animal feed Tobacco Telecom Smartphones, mobile phones & mobile devices Telefax and answering machines Headsets & Accessories (mobile) phones Prepaid cards and tariffs of new phone subscriptions Home & Garden Furniture and kitchens Floor and window coverings (e.g. curtains and blinds) Home textiles Cookware (sets), kettles and oven equipment Table and kitchen articles Articles for cleaning, wash and store Decoration Lamps and fixtures DIY-articles Garden articles Flowers and plants (in home) Other: Products Cars components Glasses and contact lenses Stationery Pictures and photo albums Pet supplies Erotica Global Online Measurement Standard for B2C ecommerce (GOMSEC)
  • 68. www.ecommercefoundation.org 68 Travel Package Travel Flight Tickets & Accommodations Package travel Flight Tickets Private transport if booked through a tour operator Hotel stays Apartment/bungalow/camping site -> all of the above not booked in combination with other travel-parts Insurance New indemnity, Life and Health Insurances Liability insurance Car insurance Fire and theft insurance ANW-gap insurance (insurance for receiving a payment in addition to a survivor's allowance) Health Insurance – Base Health insurance – additional Bike/caravan/motorbike/ Scooter insurance Annuity insurance Pension Disability insurance – entrepreneurs Accident insurance Boat insurance Life insurance Funeral insurance Disability insurance – private Legal assistance insurance Home insurance Endowment insurance based on savings Mortgage-related disability insurance Travel insurance (continuous/annual + short term) Insurance package Endowment insurance based on investments Mixed insurance (=endowment insurance + life insurance) Event Tickets Tickets for concerts and festivals Tickets for (movie) theaters Tickets for zoos and amusement parks Tickets for museums Tickets for sports games Other: Services New subscriptions to dating service Other services Global Online Measurement Standard for B2C ecommerce (GOMSEC)
  • 69. www.ecommercefoundation.org 69 Sources used in the report The report could only be realized by consulting a great number of valuable sources. These were available in various countries and regions in Europe and around the globe. The wide variety of sources include public domain publications, blogs, websites, industry and financial specialist publications, regional and local news, annual reports, and press releases. Sometimes the information sources are contradictory and sometimes different figures and data were given by varying sources within the same country, for example due to different definitions. In our reports we have mentioned the different sources, definitions and outcomes of such reports, studies and interpretations. The report is based on information that we consider reliable, but we cannot vouch for it being completely accurate or complete, nor should it be relied upon as such. Opinions expressed are our current opinions as of the date of this report. Publications - Casaleggio Associati - CIA World Factbook - DPD Group - Ecommerce Foundation - Economist Intelligence Unit - European Commission - Eurostat - IMF - Osservatori.net - PostNord - Priori Data - PwC - Statista - United Nations - Worldbank - Worldometers
  • 70. www.ecommercefoundation.org 70 About the Ecommerce Foundation Our History The Ecommerce Foundation is an independent non-profit organization, initiated by worldwide national ecommerce associations and online and omnichannel selling companies from industries such as retail, travel & finance. Why an Ecommerce Foundation? Our mission is to foster global digital trade as peace is the natural effect of trade. By facilitating digital commerce we hope to make the world a slightly better place. How does the Foundation help? We facilitate the development of practical knowledge, insights and services for which individual institutions, retail and ecommerce associations and B2C selling companies do not have the (financial) resources and/or capabilities. By combining collective goals and efforts, the Ecommerce Foundation is able to realize projects which could not have been realized on an individual basis. What does the Ecommerce Foundation do? The Foundation is developing and offering several services such as the Ecommerce Benchmark, the EcommerceWiki and the National Ecommerce Reports. At the moment we are also researching if a Global Ecommerce Trustmark can be set-up to increase worldwide consumer trust and as a result global trade.
  • 71. www.ecommercefoundation.org 71 Ecommerce Foundation Services 20+ National Ecommerce Reports supporting retailers going cross border. Lectures & presentations are offered to help members look into the future of shopping. Our Ecommerce Webinars zoom in on country-specific facts by pairing up with experts and getting on-the- ground advice. The EcommerceWiki Week brings digital end-reponsibles back to school to update their knowledge on everything ecommerce. The EcommerceWiki is the online guide for ecommerce managers with templates, process descriptions, etc. Every year a C-level study delegation is travels to an inspiring location. Previous trips include Silicon Valley, Seattle and China. Custom research is done for a diverse set of topics both co- branded as well as white labeled. Safe.Shop, the Global trust mark helps consumers and merchants shop and sell with confidence across the world. EcommerceReports curates all e-commerce related reseach accross the globe by adding an editorial board and peer review.
  • 72. www.ecommercefoundation.org 72 About our Ecommerce Reports and where to find them… The National Ecommerce Reports are published by the Ecommerce Foundation. They provide overviews of the mature and emerging markets in the field of ecommerce. In total, the Ecommerce Foundation publishes multiple country reports and two overview reports per year, covering the most important ecommerce markets worldwide. To have a tailor-made ecommerce report made, completely based on your wishes and requirements, please contact us via info@ecommercefoundation.org. The full reports can be online purchased via: http://www.ecommercefoundation.org/reports. Your feedback is very much appreciated. If you would like to help us make the 2018 reports even better, please take our 3-minute survey. Also, consider becoming a member of the Ecommerce Foundation for even more services and opportunities to sell better globally. Overview reports 2018 • European overview report • Global overview report 2018 Country Reports • Netherlands Switzerland • United Kingdom Spain • Italy Belgium • France Portugal • Germany Poland • Czech Republic Bulgaria • Sweden Romania • India Russia • Japan China • United States Brazil • Australia
  • 73. www.ecommercefoundation.org 73 Address, Disclaimer & Copyright Address: Ecommerce Foundation Entrada 123 (2nd floor – Wing 3) 1114 AA Amsterdam-Duivendrech The Netherlands Website: www.ecommercefoundation.org Contact: info@ecommercefoundation.org Twitter: @Ecomfound Disclaimer The National Ecommerce Reports are publications by Ecommerce Foundation, which also owns the copyright for these reports. Although the utmost care has been taken in the construction of these reports, there is always the possibility that some information is inaccurate. No liability is accepted by Ecommerce Foundation for direct or indirect damage arising pursuant to the use of the report. Copyright © It is not allowed to use information published in this report without the Ecommerce Foundation’s prior consent. Any violation in this regard will be charged a legal fine of € 25,000 (twenty-five thousand euros), as well as a further penalty of € 2,500 (two thousand, five hundred euros) for every day that this non-compliance continues. However, it is allowed to use small parts of the information published in our reports provided that proper sourcing is used (e.g. “source: www.EcommerceFoundation.org)