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B2c eCommerce continues its growth also in 2016: the value of online purchases made by Italians registers +18% with a turnover of nearly 20 billion euros, split between products (9 billion) and services (10.6 billion). Tourism confirms its leading position, with a 44% share and a 10% growth rate, followed by Consumer Electronics, worth 15% and 28% growth, and Clothing at 10% market share and a growth rate equal to 27%. Increasingly important is the contribution of the emerging sectors (Food & Grocery, Furniture and home living, Beauty, Toys) that together are worth over 1.5 billion euros and register growth rates between 30 and 50%. Though still unbalanced towards services (54% of total value), the Italian eCommerce basket registers a growth of rate products four times greater than that of services (32% vs 8%). It is therefore inching up to growth rates of major international markets, where the product demand component is around 70%. In 2016, Italian web shoppers – consumers who made at least one online purchase in the year – increased by 7% annually, to 19 million, equal to approximately 60% of internet users. eCommerce penetration over total Retail purchases rises to 5%.Taking the countries where B2c eCommerce is at the height of maturity as reference, penetration on total Retail is up to four times that of Italy, which is around 15%-20%. In this scenario, supply is called upon to deliver, poised for a graduation test. An ability to invest and innovate are required to make the purchasing experience increasingly simple and fulfilling. Dot-Coms have taken this direction and are continuing to grow more than traditional businesses (+28% vs +10%). Traditional operators, for their part, have finally made the first step and must now play the game to the end.
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. (...)
B2C E-Commerce: Comparing the International and Italian Markets
One group of countries where e-commerce is undoubtedly more mature (South Korea, Japan, UK and USA) shows penetration rates of between 13% and 17% of total retail purchases, roughly four times more than (...)