Date post: | 29-Aug-2014 |
Category: |
Technology |
Upload: | digital-allee |
View: | 252 times |
Download: | 2 times |
digital allee www.digitalallee.com
tw: @digitalallee
The e-commerce market in Italy
August 2013
© digitalallee-ubequitysrl all rights reserved
Disclaimer
All data and information of this presentation have been collected
from public available sources
As it includes several forward looking statements it should be clear
that there may be a significant margin of error in the projections
Any investment or decision should be made after a detailed due
diligence and digital allee is no way responsible for any decision
taken after looking at this presentation
We furthermore may change or include any information without any
further notice
E-commerce market includes travel, digital downloads and event
tickets, gaming and gambling is excluded
© digitalallee-ubequitysrl all rights reserved
Asia Pacific region will be largest B2C e-commerce
market by 2016 in terms of global market share
3
34%
32%
24%
4% 4% 2%
North America Asia Pacific W Europe C. E. Europe Latin America Middle East Africa
31%
38%
21%
4% 4% 2%
2013 2016
Source: digital allee calculations on e-marketer data July 2013 http://www.emarketer.com/Article/B2C-Ecommerce-Climbs-Worldwide-Emerging-Markets-Drive-Sales-Higher/1010004
$1,2 tr $1,9 tr
+52%
Market share by geographic area
© digitalallee-ubequitysrl all rights reserved
Italy as a market is expected to grow strongly, China
and India are hot growth areas in emerging markets
4
142%
86%
58%
41% 40% 38% 38% 36% 34% 34% 30% 28% 28% 27% 25%
0%
20%
40%
60%
80%
100%
120%
140%
160%Total growth rate from 2013 to 2016 in absolute terms
for selected geographies
Source: digital allee calculations on e-marketer data July 2013
© digitalallee-ubequitysrl all rights reserved
Despite the gloomy macroeconomic forecasts, e-
commerce is expected to grow at 16% per year till ´16
5
34%
23%
16%
12% 12% 11% 11% 11% 10% 10% 9% 9% 9% 8% 8%
0%
5%
10%
15%
20%
25%
30%
35%
40% Compounded average growth rate (CAGR) for selected
geographies from 2013-2016
Source: digital allee calculations on e-marketer data July 2013
© digitalallee-ubequitysrl all rights reserved
Italy is expected to catch up mature markets as it still
has a low penetration rate of online buyers
6
49%
55%
44%
74%
68% 73%
36%
24%
40%
76% 81%
87%
75%
81% 78%
67%
62%
51%
80%
75% 77%
40%
27%
43%
79% 83%
89%
76%
82% 79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Digital buyers penetration rate on total retail buyers for
selected countries
Source: digital allee calculations on e-marketer data July 2013
© digitalallee-ubequitysrl all rights reserved
17,7%
7,5% 6,9% 6,6% 6,5%
4,0% 4,0% 3,5%
2,8% 2,4% 2,2%
1,7% 1,4% 1,3% 1,1%
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%
14,0%
16,0%
18,0%
20,0%
Italy is third after China and Spain as 7% more buyers
will turn to e-commerce in the next 3 years
Total increase of digital buyers penetration from 2013
to 2016 for selected countries
7
Source: digital allee calculations on e-marketer data July 2013
© digitalallee-ubequitysrl all rights reserved
-10.000
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
0% 5% 10% 15% 20% 25% 30% 35% 40%
USA
China
Italy
India
Russia
Brazil
Spain
Norway
Germany
Netherlands Sweden
UK
France
ball size equals the
market size of e-
commerce market
Italy is considered an emerging market and it is
expected to grow more than mature markets
Source: digital allee calculations on e-marketer data July 2013, OECD, World Bank
GDP per capita in
2016 in USD
Componded average
yearly growth rate of
e-commerce sales
2013-2016
Prioritization matrix for slected e-commerce markets
8 © digitalallee-ubequitysrl all rights reserved
-60
-50
-40
-30
-20
-10
0
10
20
Jan-2
010
Feb
-2010
Ma
r-2
010
Apr-
2010
Ma
y-2
010
Jun-2
010
Jul-2
010
Aug-2
010
Sep-2
010
Oct-
2010
No
v-2
010
De
c-2
010
Jan-2
011
Feb
-2011
Ma
r-2
011
Apr-
2011
Ma
y-2
011
Jun-2
011
Jul-2
011
Aug-2
011
Sep-2
011
Oct-
2011
No
v-2
011
De
c-2
011
Jan-2
012
Feb
-2012
Ma
r-2
012
Apr-
2012
Ma
y-2
012
Jun-2
012
Jul-2
012
Aug-2
012
Sep-2
012
Oct-
2012
No
v-2
012
De
c-2
012
Jan-2
013
Feb
-2013
Ma
r-2
013
Apr-
2013
Ma
y-2
013
Jun-2
013
Jul-2
013
until 29 years 30-49 years 50-64 years 65 years and over total
Consumer confidence in Italy is picking up, particularly
among younger age groups
Consumer confidence index by age group in Italy
Consumer confidence = Financial
situation over next 12 months
9
Source: ISTAT, national statistics bureau
© digitalallee-ubequitysrl all rights reserved
94%
4%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Only PC
Smartphone
Tablet
Italians are still using PCs to shop online, mobile
commerce is still a green field to explore
Devices used to purchase a product
10
Source: Survey on 75k individuals representing the Italian population
http://www.contactlab.com/ecommercereport
© digitalallee-ubequitysrl all rights reserved
16%
20%
42%
22%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Only a little
No change
More
Significantly more
Those using mobile devices to shop say that the
presence of an app would increase their purchases
11
Source: Survey on 75k individuals representing the Italian population
http://www.contactlab.com/ecommercereport
How much would a mobile app increase your purchases?
(out of those responding they are purchasing with smartphone/tablet in
previous question
© digitalallee-ubequitysrl all rights reserved
0% 0% 1% 1% 4%
10%
19%
35%
16% 14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 2 3 4 5 6 7 8 9 10
A survey shows that many buyers are happy with their
experience, but there is further room to improve
12
How would you rate your purchase experience in the last 12 months
(1 = very poor, 10 = excellent)
Source: Survey on 75k individuals representing the Italian population
http://www.contactlab.com/ecommercereport
© digitalallee-ubequitysrl all rights reserved
70%
41%
29%
31%
25%
27%
21%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Free pick up of the broken product and replacement
Lean and fast procedures with no extra cost to cancel thepurchase
Call center should be always available
Option to replace the product at a physical retail store
Coupon issue for future purchases
Partial reimbursement also after the product is in use
Special discounts to be used in following months
In case of bad experiences return policies and
customer care are key services
13
In case of a negative experience, what do you expect an e-commerce
firm seller to do?
Source: Survey on 75k individuals representing the Italian population
http://www.contactlab.com/ecommercereport
© digitalallee-ubequitysrl all rights reserved
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Paying with a monthly rate during 1 or more years
The presence of a quality seal
More certainties regarding sensible data and security
More easy and convenient to send back items that are notwanted
More convenient prices
Payment could be authorized after the goods arrival
Payment through smartphone
Direct billing on banking acocunt
Presence of direct contact point with seller (phone/e-mail/chat)
Payment, security, easy logistics and a customer care
are key issues influencing the purchase behavior
14
Source: Survey on 75k individuals representing the italian population
http://www.contactlab.com/ecommercereport
How much would the following things influence your purchase behavior
A lot Not much
© digitalallee-ubequitysrl all rights reserved