If you want to know the status of ‘ eCommerce in Italy, in particular the numbers, you need to ask Observers Digital Innovation at Politecnico di Milano. And when they come out of the report of one of its two sides, in this case the most popular (and populated), ie B2C – business to consumer – must be read carefully. The conference this morning at Bicocca confirmed the trend: every year the country’s system earns a percentage point penetration in enterprises and almost twenty percent of turnover. Even eCommerce voices are dropping from the usual fare.

In 2016 a quarter of online purchases ended through smartphone or tablet. Types are growing in Italy as the home living, it slips much higher than average. Publishing came to 687 million euro. Even scrolling quickly Watcher’s report, we understand that “and yet it moves”: the purchase of services (insurance, couponing services, recharges, ticketing for events, tourism and transport) worth 10600000000 euro, while that of products (clothing, beauty, home decor and living, publishing, merchandising, IT and electronics) 9000000000 euro; 120 million of orders for products, 45 million service orders say it is always worth the drag effect of the strong sectors such as tourism and consumer electronics in Italy, but very well known as it is evolving distribution demand and the growth contribution for each segment. More cross-border as well as cross device.

Riccardo Mangiaracina director of the Observatory eCommerce B2c Netcomm -Politecnico, compares it to foreign markets:

It is slowly approaching, where the demand component linked to the products is around 70%.

The numbers

The B2C eCommerce continues to grow. In 2016 the value of the Italian online purchases showed an + 18% for a turnover of nearly 20 billion euro including products (9 billion) and services (10.6 billion). Tourism remains the first segment with a share of 44% and a growth of 10%. Followed by consumer electronics, which is worth 15% and increased by 28%, and clothing, which is worth 10% and increased by 27%. It is increasingly important to the contribution of emerging sectors (food, decor, beauty, toys), which together are worth more than 1.5 billion Euros and grow with rates ranging between 30% and 50%.

Today at Bicocca in Milan on B2C eCommerce Observatory promoted by the School of Management of Politecnico di Milano and Netcomm has organized the conference titled “B2C eCommerce in Italy: graduation exam for the offer” .

The Italian web shoppers, ie consumers who have made at least one purchase online in the year grew by 7% and reach an altitude of 19 million, accounting for about 60% of the Internet user. Among these, the usual buyers, those making at least one purchase per month, reaching 12.9 million and generate 91% of total demand with a receipt of respect: 1382 Euros each. means that the beautiful country has recovered ground? Not really . The main markets of continental and world countries are at least four times, the capacity growth of enterprises that have digitized – because the eCommerce is primarily digital trasformation in a country of SMEs – is still incomparable to what happens to ‘abroad.

We need investment and innovation capacity to make the shopping experience easier and more rewarding, patience (understood as knowledge that they can be profitable from the start), and courage (or believe with determination can do ).

Acquirenti, dispositivi e modalità di pagamento.

Buyers, devices and methods of payment tend to be “European”, both for mobile commerce, increasingly important, both for the weight of selling and supporting technologies.

Digital Transformation

It has always stressed, even on to Webnews pages: e-commerce is to Antonomasia company’s digital transformation . It is more than any other legislative or cultural stimuli, so here also pass the other areas, including complex ones such as cybersecurity, the data protection, risk managament. An interesting review of these data as the litmus test of victories on cultural resistance is that of Claudio Raimondi general manager of eBay in Italy:

The argument that eCommerce would be difficult, expensive and dangerous for trade offline is a false myth. Technology and online trading as well as being absolutely of business accelerators also play an important role in overcoming the traditional geographical divisions. In this South Italy can be an example. If we analyze the “digital density” (that is how many online businesses operate in a given geographical territory) or the optimistic mood of Italian enterprises, we find that the growth regions traditionally margins of the country – we think of the South and the Islands – are listed at the top when it comes to business growth through digital. This is a given extremely significant. And the same applies to the figure for the growth of the sellers on eBay (+ 19% last year) and their deployment that goes, once again, to reward regions such as Campania, who leads the standings, but also Puglia and Sicily entering the podium.