B2c eCommerce

The B2c eCommerce Observatory creates and develops knowledge on the opportunities and impact that B2c eCommerce produces on companies and the Country system, through research based on solid empirical evidence, and independent areas for discussion.

The goal of Research is to support sector players in understanding current dynamics and defining strategies to preside over online channels. In terms of communication, the Observatory aims to create culture and spread knowledge on the current and evolutionary status of B2c eCommerce in Italy and on the impact generated on companies and the Country system, sparking awareness in decision makers. To this regard, the collaboration with Netcomm, the Italian electronic commerce consortium grouping a large number of eCommerce operators active in our Country, continues.

Research conducted by the B2c Ecommerce Observatory

2023 Research develops across the following macro-areas:

• quantifying the B2c eCommerce market in Italy through a careful analysis of demand and offer, with details for each single sector.
• follow up on the value chain and B2c eCommerce critical success elements:
  • analysis of marketing and communication channels and instruments;
  • classification of platforms used by Italian merchants (with usage estimate);
  • study of delivery value added services (developed for eCommerce), through interviews and meetings with merchants and logistics operators;
  • estimate of the use of payment systems and fraud prevention measures, and analysis of innovative payment methods;
  • analysis of the usage of various marketplaces, and follow-up on related business opportunities.
• study of the spread of omnichannel and analysis integration models of the new online-offline balances (consumption, infrastructure, …).
• analyze the impact of the geo-political context on the evolution of B2c eCommerce.

The Observatory’s Research is based on an empirical analysis that through surveys, interviews, and case studies, every year involves the leading 350 B2c eCommerce operators that cover over 95% of the market.