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E-COMMERCE IN ITALy
2014
#ecommerce2014

 #Ecommerce2014
AGENDA
The State of
E-commerce
G
1
Strategies &
Marketing
2

Internationalization
3
Mobile
4
Social Media
5
Market Trends
6
F
5
6

i
The State of E-commerce
G
1
 #Ecommerce2014
 #Ecommerce2014
+6%
1.6 2.1
3.3
4.9
6.4
10.0
14.3
18.9
21.1
22.3
€ 0
€ 5
€ 10
€ 15
€ 20
€ 25
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
e-commerce in Italy
+12%
+29% +55%
+58%
+43%
+32%
+48% +31%
Turnover in billions €
 Variation %

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 #Ecommerce2014
Industry sectors
B
S
B 
á
U
Food
Insurance
Home & Furnishings
Shopping Centers
Publishing
Consumer Electronics
Fashion
Health & Beauty
Leisure
Tourism
7
l

Z
 #Ecommerce2014
Relative share of turnover
 #Ecommerce2014
Strategies & Marketing
2

 #Ecommerce2014
Products
search
engines
Amazon, ebay and
other big players are
the first place where
consumers search for
products
Physical
stores sell
online
Physical retail
activities launch
online sale to face the
economic crisis
Producers
become media
companies
Manufacturing and
service companies
communicate and sell
directly to final
customers
Mobile is the
favorite way
to browse
Mobile traffic has to
be exploited in order
to increase
conversions
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of
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and offline points of sale
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Marketing activities
Investment spread
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Short term investments
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from Visitor to Customer
Conversion rate
Average
1,9%
20%
21%
25%
41%
48%
No trust in online payment
Shipping time
Offline purchase
Shipping costs
Price
Never been
analyzed
Reason for failed
conversion
25%
iÂ

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Conversion strategies
63%
Flash sales
& discunts
47%
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vouchers
49%
Threshold
free shipping
22%
Free
shipping
44%
Website
graphics
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Customers
reviews
30%
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5
6
l


i
{

Purchase fulfillment
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trAFFIC sources

Google
Is the 1st traffic source for
77%
Of e-commerce companies61%
Google
(organic)
16%
Google
(paid)
Website visits

Advertising on
Google
44%
Say it’s their 2°
source of traffic
✉
Email &
newsletter
1° traffic source
15%
Of e-commerce companies
 #Ecommerce2014
Traffic sources
Sources generating more conversions
7%
1%
1%
2%
5%
6%
7%
11%
20%
34%
37%
53%
Other
YouTube
Other social media
News websites
Blog
Display adv
Company's websites
Facebook
Price comparison sites
E-mail
Google (paid)
Google (organic)
 
0%
Of e-commerce companies
twitter &
pinterest
Don’t generate conversions
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 #Ecommerce2014
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22%
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
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
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Average
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Multilingual
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Italian-only
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

% of turnover coming from foreign countries
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5
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turnover
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 #Ecommerce2014
Food
+15%
á Insurance
+10%
Home &
furnishings
+15%
Shopping
centers
+50%
Publishing
+5%
Consumer
electronics
+10%
Fashion
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beauty
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Leisure
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Tourism
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S BU l
B 7  Z
Industry sectors in 2014
 #Ecommerce2014
Casaleggio Associati
Internet Strategies
FacebooK
facebook.com/Casaleggio.Associati
slideshare
slideshare.net/casaleggioassociati
twitter
@casaleggio
linkedin
Linkedin.com/company/casaleggio-associatiF


Casaleggio associati
www.casaleggio.it
e-commerce in italy
Download our reports and focus
www.casaleggio.it/e-commerce
Linkedin group
E-commerce in italy

E-COMMERCE IN ITALy
2014
#ecommerce2014


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