Notes for Sellers Entering Italian E-commerce Industry:
1) The words of the brand and the trademark should be clear and unambiguous, and pay attention to the Italian cultural customs.
2) The description of the products and the introduction of the website tanslated in the mother tongue of Italy are the keys to success.
3) To understand the Italian way of thinking. Because local infrastructure completed, high-per capita income level, European is one of the high-quality choice for cross-border sellers. The Italian market is also showing some potential.
It is learned that in 2016, the turnover of the Italian e-commerce market reached 19.6 billion euros, an increase of 18% over the previous year. Most retail sales of e-commerce came from online services. Most of these online orders are made via desktops or laptops, with only 17% of orders coming from smartphones, but it still growing. In Italy, in addition to 2/3 of the electricity supplier orders are settled by credit card, there are other payment methods including cash on delivery and bank transfer.
Italian: Do not like to do electricity providers, but like international shopping. Italy is currently the second largest online trading economy in southern Europe. Li Ruo, the CEO of German Rio Tinto Cross Border Services Ltd., told us that Italians prefer to buy products from foreign e-commerce websites because most Italian businessmen do not like to do e-commerce seller. Of these, 79% of Italians opted to buy products online from the rest of the EU rather than from Italy.
According to survey data, Italians' online shopping search habits are: 47% of consumers choose to directly search for products, 43% of consumers choose to compare prices on product pages, and 33% consumers choose to view discount product information. It is also understood that most Italian online shoppers like to book hotels, air tickets and purchase travel products through online travel websites such as Trivago, eDreams and Expedia. There are also many Italian consumers looking for cheaper products and cheaper discounts online through discount networks such as Groupon, Privalia and Groupalia. According to Li Yang, the Italian online shopping crowd is are mainly in the age of 18-44 years old, 55.4% of men, 44.6% of women, the maximum daily shopping time for daily is 21:00 -23:00.
The following are the Italian consumer habits, and the biggest problem for the development of e-commerce:
- 56% of Italian consumers want to experience and touch the products themselves.
- 45% of Italian consumers are worried about being unable to receive packages because they are not at home
- 40% of Italy consumer worried about receiving something that does not match ads
- 39% of Italian consumers worried about the payment process
- 38% of Italian consumers worried about the quality of online shopping
In addition to this, Li Yang said many Italian consumers will be very concerned online shop reputation. 60% of consumers will choose to have a certified and high rated store consumption, such as Trusted Shops certification.
2017: Mobile consumer spending soared, clothing and accessories accounted for the largest. In 2017 Black Friday in Italy has achieved great success. According to data from AWIN, a U.S. affiliate marketing network, sales of mobile devices in Italy grew 27.38% over 2016, while desktop and tablet sales were 3% lower than smartphones. It can be said that in 2017 the mobile consumers in Italy developed rapidly, the hidden potential showed an explosive growth. In addition, a report from Cuponation shows that, unlike 2016, Italian apparel and accessories accounted for the largest share of Black Friday sales, accounting for 39% of the share, followed by electronics, accounting for 17%. Beauty and health products accounted for 6%, books, music, games, and travel respectively accounted for 5%.
In addition to the industries mentioned above, the technology product industry is one of the fastest growing industries in Italy. A variety of electronic products are favored in Italy by consumers. In addition to Amazon and eBay, Mediaworld, ePrice, Apple Store and Shopty are the major IT digital shopping sites.
Italy Top5 most popular e-commerce website:
1. Amazon (retail products)
2. eBay (retail products)
3. Booking.com (air tickets + hotel booking)
4. Zalando (shoes and apparel fashion)
5. Trenitalia (train booking)
The following is Amazon Italy 2017 TOP20 seller:
All in all, although Italy is not the largest market in Europe (behind the Germany, the United Kingdom and France), the Italian e-commerce market has tremendous room for growth. Under the situation of rapid saturation of various markets, sellers need to see the opportunity to start as soon as possible.