The continued growth of e-commerce in Italy: the value of online purchases of Italians in the2015 reached 16.6 billion with an increase in value of 16% compared to 2014, more than2.2 billion euros. The figures emerge from the B2C e-commerce Observatory (sponsored by the school of management of politecnico di Milano and Netcomm), presented at the Conference ' Social? Mobile? Multichannel? Yes, but are the SAP service and convenience of e-commerce in Italy.
According to research, e-commerce will record double-digit growth in various sectors.Tourism (+14%) is driven by the purchase of tickets for transport and from booking hotel rooms. In computing and electronics (+21%), the contribution would come from purchasesof tv, telephony, tablets and PCs, but also to white goods. Apparel (+19%), continue to be instrumental in high fashion purchases. In publishing (+31%), growth is driven by books, even from those schools.
The penetration of e-commerce, emerging from the investigation, "reaches 4 percent ofretail sales, but is still far from the major Western markets (France, Germany, Uk and Usa)where e-commerce has been broadcast up to four times higher. To transform commerce inreal practice of purchase it is necessary to improve the performance of the so-called basics,i.e. range, price and service ".
As part of the services, tourism, with 7762 million, comes to the 47% of B2c e-commercemarket Italian, insurances, with 1235 million, 7.5%, and other services (ticketing for events, phone cards), with 893 million, 5.5%. Between product sectors stand out instead thecomputers and electronics, which, with 2212 million, 13% of the market and that clothingwith 1512 million, weighs for 9 percent. We then find the publishing (4% of the marketamounted to 593 million), food & grocery (2% of the market amounted to 377 million euro), the furniture and home living (2% of the market of 370 million) and beauty (1% of the market, amounting to 190 million). Other product categories and c2c (consumer-to-consumer) account for 9 per cent.
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