E-commerce in Italy 2009: “An opportunity during the crisis”

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Casaleggio Associati | Casaleggio Associati | Net StrategiesNet Strategies

E-commerce in Italy 2009: “An opportunity during the crisis”

Copyright: CASALEGGIO ASSOCIATI NET STRATEGIES

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MetodologyMetodology

The study was conducted: - via direct interviews with major players, online

questionnaires, telephone interviews and meetings

- A total of 2.743 firms were taken into consideration in the Report

- 372 participated directly in the creation of the Report


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Italian e-commerce marketItalian e-commerce market

European turnover: 252 bl €Italian turnover: 6,365 bl €Italian growth: 30,7%

2004: 1,645 bl € 2005: 2,123 bl € 2006: 3,286 bl € 2007: 4,868 bl €

Source: Casaleggio Associati, 2009


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Italian e-commerce marketItalian e-commerce market


Turism 49,8%Food 3,0%

Insurance 10,7%

Home and furnishing 0,5%

Marketplace 1,7%

Publishing 3,0%

Consumer electronics 13,1%

Fashion 1,9%

Leisure 15,9%

Health and Beauty 0,5%


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The problems of the crisisThe problems of the crisis



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Average ticketAverage ticket



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Age of the e-commerce companiesAge of the e-commerce companies



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Principal payment system adoptedPrincipal payment system adopted



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Courier usedCourier used



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Social Media PartecipationSocial Media Partecipation


The benefits wouldn’t beat investments

The company participates to some social media

The people in the company can talk in name of the company respecting some

rulesThe company participates

systematically to the conversations in blogs and forums

It has happened that the company participated in an official way


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Integration with the physical worldIntegration with the physical world


No integration

Physical store to sell and to pick up

Personalization services or services sold in the store

Offering physical stores services in white label

Totems in stores from where you can buy on line

Other

Selling in phisical stores cards with credit to be used on line


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Promotional tools usedPromotional tools used



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E-commerce growth in 2009E-commerce growth in 2009



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Thanks toThanks to

Alpitour www.alpitourworld.it Ausilium www.ausilium.it Basko www.basko.it Best Western www.bestwestern.it Better www.better.it Boscolo Tours www.boscolo.com Bottega Verde www.bottegaverde.it Born4Shop www.born4shop.com BOL www.bol.it Canon www.canon.it Ciao it.ciao.com

Charta www.charta.it CHL www.chl.it COOP www.e-coop.it Darty www.darty.it De Cecco www.dececco.it Direct Line www.directline.it D-MAIL www.d-mail.com Domina Hotel www.dominahotels.com Ebay Italia www.ebay.it Esselunga www.esselunga.it Epto www.epto.it

Euronics www.euronics.it Expedia www.expedia.it Expert www.expert-italia.it Ferrari www.ferraristore.com Feltrinelli www.lafeltrinelli.it Fnac www.fnac.it Genertel www.genertel.it Genialloyd www.genialloyd.it Giordano Vini giordano-vini.com Hoepli www.hoepli.it Ikea www.ikea.com

Jakala www.jakala.it Kelkoo www.kelkoo.it Klm www.klm.it La Redoute www.laredoute.it Laprofumeria.com www.laprofumeria.com La Perla www.laperla.it Lastminute.com www.lastminute.com Last minute tour www.lastminutetour.com Linear www.linear.it Mediashopping www.mediashopping.it Mandarina Duck www.mandarinaduck.com

Mercatone Uno www.mercatoneuno.it Meridiana Group www.meridianagroup.net Mr Price www.mrprice.it MyAir www.myair.com Monclick www.monclick.it Owo www.owo.it Parole di cotone www.paroledicotone.it Prontospesa www.prontospesa.it RCS www.rcs.it Riso Gallo www.risogallo.it Riso Scotti www.risoscotti.it

Saninforma www.saninforma.it Sara www.sara.it Sardegna.com www.sardegna.com Trenitalia www.ferroviedellostato.it Ventaglio www.ventaglio.com Vente-Privée www.vente-privée.com WineShop www.wineshop.it Yamato video www.yamatovideo.com Yoox www.yoox.com You Buy www.youbuy.it Zero9 www.zero9.it


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Casaleggio AssociatiCasaleggio AssociatiCasaleggio Associati (www.casaleggio.it) develops strategies for companies who want to invest in the Net and produces Reports on the digital economy.

Casaleggio Associati defines the structure, purpose and implementation process for sustainable and profitable business models for the use of the Net and identifies web marketing strategies through the study of the target of reference, the message to be conveyed and the channels to be used.

Casaleggio Associati assists companies in the development of the Intranet that allows each individual company user to access the processes and information through a dedicated profiled portal.

Finally, it identifies social networking techniques for companies that operate in the “relationship business” (such as CRM, sales processes, Intranet marketing, etc.) and develops social network applications for the analysis, management and direction of relationships.

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E-commerce in Italy 2009: “An opportunity during the crisis”