You have not consented to the processing of your personal information by one of the Observatory. If you proceed we will no longer be able to invite you to our Workshops
- January 16, 2018
- eCommerce B2c
- Business Scenario
- How much is Italian B2C e-commerce (purchases by Italians on domestic and international websites) worth in 2017?
- What is import worth?
- What are the reasons underpinning e-commerce growth?
- How many Italian web shoppers are there? What is their purchasing behaviour?
- What is the penetration rate of online sales compared to total retail sales for the main product categories?
- Which are the most common payment tools? And what is the expected impact of innovative tools?
- How much is mobile e-commerce worth and what are its growth perspectives?
- What is the value of B2C e-commerce sales from Italian sites (to consumers in Italy and abroad)?
- What is the position played by traditional companies within Italian B2C e-commerce?
- How concentrated is the offer?
- Which are the main directions of innovation in the field of B2C e-commerce?
We expect the value generated from online purchases worldwide to be over 2 trillion euros in 2017 and that the main markets will be China, USA and Europe. A number of factors significant for e-commerce have been making their mark in 2017. First of all, many alliances were struck between e-commerce merchants and a variety of operators (other non-e-commerce merchants, traditional retailers and technological service providers). In second place, 2017 was the year when a number of technological trends took hold, having the aim of simplifying the online customer experience. In addition, many e-commerce events have gained “sacred” status, including Single Day in China and Black Friday and Cyber Monday in the USA. Lastly, this was a year of fierce debate about the implications of online commerce on the traditional sector.
Our perception is that we are at a momentous juncture of discontinuity that is not simple to interpret or, as a consequence, to overcome. This is especially true for the Italian market.
In 2017, online shopping by Italians grew by 17% and is now worth more than 23.6 billion euros. Products (worth 12.2 billion euros) grew by 28% in 2017, and, for the first time, this sector is above services (+7%, 11.4 billion euros). Tourism confirms its place as primary sector (9.2 billion euros, +7%), followed by Computing & Consumer Electronics (4 billion euros, +28%) and Clothing (2.5 billion euros, +28%). There are now 22 million web shoppers, 10% more in 2017 than previously.
In 2017, one third of e-commerce purchases, value-wise, were made on a smartphone or tablet. The share of purchases using these devices has increased five-fold in just five years and mainly comes from smartphones, which generated over 5.8 billion euros, up by 65%.
A particular aspect of the Italian market is the dominant role played by dot-coms, which in 2017 make up 60% of total e-commerce sales and are growing at more than double the rate of traditional companies.
- Key Questions
- Study segmentation: comparison between studies
- Organisational change
- Technologies and services
- Final summary
- Other similar/suggested Reports
- Methodological Notes
- Professionals & Digital Innovation Observatory
- Work Group
- Our research sponsors
- The School of Management