Brochure & Order Form_Italy B2C E-Commerce Report 2012

Italy B2C E-Commerce Report 2012

October 2012

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October 2012

Publication Date
October 2012
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
56
Covered Country
Italy
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Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• Despite shrinking growth rates, B2C E-Commerce sales in Italy are projected to almost double
between 2012 and 2016.
• In 2011, nearly 90% of online retailers in Italy “Used Social Media” and more than half presented
exclusive offers and contests to their fans and followers.
• The share of online shoppers on individuals in Italy is projected to approach 50% in 2016.
• “Holiday Accommodation” was purchased by almost half of online shoppers in Italy in 2011, while
nearly a third bought “Clothing, Sporting Goods”.
• Zalando.it was leading in terms of unique visitors among B2C E-Commerce websites in Italy in May
2012, followed by Amazon.it and Euronics.it.

Company and Product Information
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Table of Contents (1 of 2)
1. MANAGEMENT SUMMARY 3. SALES

2. TRENDS • B2C E-Commerce Sales in Italy, in USD billion and

% Change, 2010-2016f

• B2C E-Commerce Trends in Italy, 2011 • B2C E-Commerce Sales in Italy, in EUR billion,

2010-2012f
• Online Activities in Italy, in % of Internet Users,

Q4 2010 & Q4 2011 • Mobile Commerce Sales in Italy, in EUR million,

2010 & 2011f
• Geographical Location of Online Shops used by

Online Shoppers in Italy, in % of Online Shoppers,

2011

• Breakdown of Online Payment Methods in Italy,

in % of Online Shoppers, 2011

(by Credit Card, PayPal, Other)

• Daily Deal Trends in Italy, 2012

• Private Online Sales Trends in Italy, 2012 and

Private Online Sales Value, in EUR million,
4. SHARES
2010 & 2012f

• Social Commerce Trends in Italy, 2011/2012 and
• Share of B2C E-Commerce on total Retail Sales in
Share of Online Retailers using Social Media,
Italy, in %, 2010-2015f
in %, 2011
• Share of Mobile Commerce on total B2C E-Commerce
• Mobile Ticketing Trends in Italy, 2012
Sales in Italy, in %, 2010 & 2011f
• Smartphone Users accessing Online Retail, in the
EU5 and by Country, including Italy; incl.

Year-on-Year Growth, Share of Smartphone Users,

and Year- on-Year percentage Point Increase,

May 2011 vs. May 2012

• Breakdown of Mobile Commerce in Italy, by Services

and Products, in %, 2010 & 2011f



Table of Contents (2 of 2)

5. PRODUCTS 6. USERS/SHOPPERS (cont.)

• Types of Goods and Services bought online in Italy, • Share of Online Shoppers on Individuals in Italy,
in % of Online Shoppers, 2011 in %, 2011 & 2016f
• Online Shoppers in Italy, by Gender,
• Types of Goods and Services bought online in Italy,
in % of Internet Users, 2011
in % of Sales, 2011
• Online Shoppers in Italy, by Age Group,
• Online Shopping Product Category Growth Rates
• Online Shoppers in Italy, by Region,
in Italy, in %, 2012f

• Online Shopping Product Category Growth Rates
in Italy, in %, 2011

6. USERS/SHOPPERS 7. PLAYERS

• Individuals in Europe using the Internet, by Country, • Top 50 B2C E-Commerce Websites in Italy, ranked by
Unique Visitors (Users) from Italy, May 2012
including Italy, in %, 2009-2011
• Rank 1: Profile of Zalando
• Fixed Broadband Subscribers in Italy, in Total
• Rank 2: Profile of Amazon
(millions) and per 100 Inhabitants, compared to • Rank 3: Profile of Euronics
Germany, USA and the OECD Total, 2006-2011 • Rank 4: Profile of IBS

• Fixed Broadband Subscribers in Italy, by Access • Rank 5: Profile of Bonprix

Technology, comp. to the OECD Average in %, 2011 • Rank 6: Profile of Media World
• Rank 7: Profile of Buy VIP
• Share of Online Shoppers on Individuals in Italy,
• Rank 8: Profile of Hoepli
compared to the EU Average, in %, 2006-2011
• Rank 9: Profile of Apple
• EU Comparison of Online Shopper Penetration,
• Rank 10: Profile of La Redoute
in % of Population, 2011



Samples


Trends Sales Shares Products Users / Shoppers Players

81% of online shoppers in Italy made a purchase from an “Italy”-based
online shop in 2011 and 30% bought from “Another EU Country”.
Geographical Location of Online Shops used by Online Shoppers in Italy, in % of Online Shoppers, 2011

Italy 81%

Another EU Country 30%

Country outside of the EU 17%

Don't know 7%

0% 25% 50% 75% 100%

Note: based on a survey of Internet users aged 14+ in December 2011; online shoppers having made a purchase in the previous 12 months; sum exceeds 100%,
as multiple answers were possible
Source: Istat, December 2011

11


Trends Sales Shares Products Users / Shoppers Players

Mediamarket Spa, which operates the computers and electronics
online shop Media World, increased its online sales in Italy in 2011.
Rank 6: Media World

Name of Company Mediamarket Spa

Headquarters Curno, Italy

Major Online Shop compraonline.mediaworld.it

Company Type Multi-Channel Retailer

Product Range Computers and Electronics

B2C E-Commerce Sales, 2011 Total B2C E-Commerce sales of Media-Saturn reached EUR 348 million

Year Ended December 31

• Starting in March 2012, the Media World online shop in Italy
introduced the so-called “X-Day”. One day every month would be
chosen as X-Day, special offers and technologies would be
presented. The first X-Day in March 2012, for example, offered a 20%
discount on electronics products, such as dryers, vacuum cleaners,
News (E-Commerce) and hair removal systems. In addition to the discounts, free standard
delivery was offered as well. The X-Day only takes place online and
only for one day every month.
• In total, Mediamarket Spa generated revenues, including online, of
EUR 2.32 billion in 2011 and was able to grow its online sales in Italy
strongly.

Source: Google, company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

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