online sales are increasing at high growth rates and e-commerce seems to be more and more strategic in widening sales abroad

1. outline
internationalization
e-commerce:
a way to sell products abroad

2. e-commerce: 2011 trends
online B2C sales are increasing at high growth
rates (more than 10%), all over Europe
althought the online market is not so huge (less 2
than 7% on total retail sales in UK; almost 2% on
total retail sales in Italy), positive trends seem to
be clear and e-commerce is expected to be more
and more strategic for companies

3. e-commerce: 2011 key indicators
+10% amount of
online B2C
51 €bn +10% sales of goods
and services in
34 €bn 2011 (billion €)
+12% and annual
growth rate, in 3
20 €bn +20% some european
countries
8 €bn
source: Politecnico
di Milano, 2011
UK DE F I

4. focus | italy
e-commerce and the online/offline effects
the online sales of goods,
services and digital
online
contents, combined with
sales the amount of offline
28,1 €bn purchases pushed by the
11,1 €bn
1,9% web (research online and
ROPO 4
of GDP purchase offline -
17 €bn ROPO), generates in
Italy a total turnover of
more than 28 billion € in
2010, the 1,9% of GDP.
Source: Boston Consulting
Group, 2010

5. focus | italy
e-commerce, a driver for selling abroad?
€€€€€€€€€€ 14,7% is
average rate of exportation on
the
total sales, for italian
enterprises using e-commerce
5,4% is the average export
rate for other enterprises 5
61% of the panel
(1.000 italian enterprises
interviewed) can sell abroad
thanks to the e-commerce
channel
Source: Boston Consulting Group, 2011

6. e-commerce abroad: find your right target
“Online addected”
Mid-high liking to Denmark
purchase online and Finland
Mid-high liking to
purchase online
to act on the web Germany
Holland
Norway
United Kingdom
United States
Sweden
6
Mid-low liking to
purchase online
“Online active”
Mid-high liking to act Australia
on the web but mid- Belgium
low liking to Canada
purchase online Ireland
Island
New Zeland
Switzerland
Mid-low liking to act online Mid-high liking to act online
Source: data processing on e-intensity index, Boston Consulting Group, 2011

7. e-commerce strategy: what to remember
online sales are increasing althought the crisis and its
effects on companies and families
e-commerce doesn’t push online sales only: we
recognize a positive side effect on consumer
expenses due to online presence of companies and
their products (ROPO modality)
italian companies selling on the web show an export 7
rate three times higher than other companies; what’s
more, most of them can sell products abroad thanks to
e-commerce channel
actually, not all countries are “online addected”: a right
e-commerce strategy should be focused on areas with
mid-high liking to act and purchase online

8. 2012
e-commerce:
a way to sell products abroad
STEFANO
G RIGOLETTI
blog|aziendainaula.com/subtext
twitter|@s_grigoletti
skype|stefano.grigoletti

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