Italy B2C E-Commerce Report 2011

June 2011
Provided by RESEARCH ON INTERNATIONAL MARKETS
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June 2011

Publication Date June 2011 Language English Format PDF & PowerPoint Number of Pages/Charts 46 Covered Countries Italy Price Single User License:
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Italy B2C E-Commerce Report 2011

Key Findings
Covering Trends, Sales, Shares, Products, Users / Shoppers and Players
2010 ended with a positive outcome for B2C E-Commerce, as Italian markets have returned to grow at double digits. Forecasts for 2011 are positive with an expected increase close to +20%. The share of B2C E-Commerce on total retail sales in Italy grew from 4% in 2009 to 6% in 2010. Insurance was the product category with the highest online spending in Italy in 2010, followed by Tourism. The B2C E-Commerce market in Italy is very fragmented, with many small to medium-sized online shops. Mediashopping.it was the leading B2C E-Commerce player in Italy in 2010, followed by YOOX.com, YouBuy.it, Dmail.it and MediaWorld.it which all have significantly less online sales.

Company and Product Information

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Italy B2C E-Commerce Report 2011

Table of Contents
1. Management Summary 2. Trends
B2C E-Commerce Trends in Italy, 2010/2011 Reasons to buy online in Italy, in %, 2010 Payment Methods used by Internet Shops in Italy, in %, 2010 Payment Providers utilized by Internet Shops in Italy, in %, 2010 Logistics Carriers utilized by Internet Shops in Italy, in %, 2010 Average Price of Online Products, in Italy and 10 other Countries, in GBP, January 2011 M-Commerce Trends in Italy, 2010 Mobile Activities of Italian Online Shops, in %, 2010 Mobile Internet Access Penetration in Europe, by Country, in %, 2010

6. Users / Shoppers
Internet Users and its Percentage of Country Population in Italy, in %, 2005-2010 Individuals in Europe using the Internet, by Country, in %, 2008-2010 Internet and Broadband Household Penetration, by Households, in %, 2008-2010 Penetration of Internet Shoppers in Italy, compared to EU27 Average, in %, 2006-2010 Share of Internet Shoppers on Internet Users in Italy, in %, 2005-2010 Internet Shoppers in Italy by Age Groups, compared to EU27 Average, in %, 2010 Internet Shoppers in Italy by Gender and Age Groups, in %, 2010 Penetration of Online Shoppers, by Age Group and Gender in Italy, in % of Population, 2010 EU Comparison of Online Shopper Penetration, in % of Population, 2010 Total Broadband Subscribers in Italy, compared to Germany, USA and the OECD Average, 2006-2010 Total Broadband Subscribers per 100 Inhabitants in Italy, compared to Germany, USA and the OECD Average, 2006-2010 Broadband Subscribers in Italy, by Access Technology compared to the OECD Average in %, 2010

3. Sales
B2C E-Commerce Sales in Italy, in EUR billion, 2006-2010 B2C E-Commerce Sales in Italy, in EUR billion, 2009-2011f

4. Shares
Share of B2C E-Commerce on total Retail Sales in Italy, in %, 2006-2010

7. Players
Leading B2C E-Commerce Players in Italy, ranked by estimated Online Sales, in EUR million, 2010 Further B2C E-Commerce Players in Italy, 2011 Company Profile: MediaShopping.it Company Profile: Yoox

5. Products
Types of Goods and Services bought online in Italy, by Age Groups, in %, 2010 Favorite Product Categories in Italy, in % of Online Buyers, 2010 Average Online Spending per Product Category in Italy, in EUR, 2010 Types of Goods and Services bought online in Italy, in % of Sales, 2010 Online Sales Growth by Product Category in Italy, in %, 2011 vs. 2010

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Italy B2C E-Commerce Report 2011

Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts you make the decisions
Shares

Trends

Sales

Products

Users / Shoppers

Players

In 2010, online delivered media was the most popular product category among Italian Individuals.
Types of Goods and Services bought online in Italy, by Age Groups, in %, 2010

Total Films/Music, Books online delivered Books/Magazines/E-learning Material Clothes, Sports Goods Computer Software (incl. Video Games) Electronic Equipment (incl Cameras) Tickets for Events Household Goods Films/Music Computer Hardware Food/Groceries Shares/Financial Services/Insurance Other Types of Goods or Services 7 4 4 3 3 3 2 2 2 1 1 2

16-24 8 4 6 4 4 3 1 3 2 0 0 3

25-34 10 6 7 4 5 6 5 4 3 1 1 3

35-44 9 5 5 4 4 5 4 3 2 1 2 2

45-54 7 4 2 3 2 3 2 2 1 1 1 2

55-64 3 2 1 2 1 1 1 1 1 1 1 1

65-74 1 1 0 0 0 0 0 n/a 0 0 0 0

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the past Year; Percentage of individuals.
Source: Eurostat, January 2011

23

RESEARCH ON INTERNATIONAL MARKETS

We deliver the facts you make the decisions
Shares

Trends

Sales

Products

Users / Shoppers

Players

Only 24% of the Italians aged 25-34 were Internet shoppers in 2010 the EU Average was 55%.
Internet Shoppers in Italy by Age Groups, compared to EU27 Average, in %, 2010
16-24 25-34 35-44 45-54 55-64 65-74 0% 2% 10% 8% 14% 20% 18% 24%

50% 55% 49% 40% 27%

Italy EU27

14% 20% 30% 40% 50% 60% 70% 80%

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet at least once in 2010
Source: Eurostat, December 2010

34

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