Synopsis
Provides in-depth analysis of the latest trends in online consumer shopping, covering drivers of online shopping, consumer insights, market dynamics (covering 25 product categories) and reviews of the latest best practice in online retail site design- Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential contenton the penetration of online sales by product groups, how growth has developed over time, and key drivers of this market in the future
Scope
Understand consumer behaviour and the online trends in Italy.
Understand which products will be the major winners and losers in the coming years.
Learn from best practice approaches outlined in the case studies of leading online retailers.
Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.
Assess the impact of the economic recession and recovery on market growth.
Summary
Why was the report written?
“Consumer Attitudes and Online Retail Development in Italy” is the result of Canadean’s extensive market research covering the online retail industry in Italy. It provides the magnitude, growth, share, and dynamics of the online retail market in Italy. It is an essential tool for companies active across Italy’s online retail value chain and for new companiesconsidering entry into the Italianonline retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to Italy’s online retail environment.By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller companies, the report provides insights and ideas about how best to approach growing online sales for your business.
What is the current market landscape and what is changing?
A unique feature in the Italianonline retail market is the popularity and success of traditional retail businesses that are adapting and expandinginto online retail.As a result, more and more companies are now competingwith eachother in markets.
What are the key drivers behind recent market changes?
Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched.This report quantitatively examines the components of change in the market by looking at historic and future growth patterns,including how changes in consumer behaviour have affected the online retail sector for different product categories.
Reasons To Buy
Lack of proper computer knowledge, high internet expense, and uneven internet penetration are a few of the drawbacks for online retailing in the country.
Less internet shoppers, less data security, and less m-commerce websites are major reasons for slow m-commerce growth in the country.
Table Of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2011 actual sales; while forecasts are provided for 2012 – 2016
1.2.2 Changes to terms used in the Canadean taxonomy
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and Behaviours
2.1 Overview of the Italy Online Shopping Environment
2.1.1 Internet penetration in the country is lower than the EU average of 73% for 2011.
2.1.2 Almost 90% of Italian online broadband population has internet speed of 2Mbps – 10Mbps
2.1.3 Mobile penetration in Italy was over 150% in 2011
2.2 Consumer Attitudes and Behavior
2.2.1 Double digit online growth to outpace traditional retail sales growth during forecast period
2.2.2 Social Networking is an important marketing tool for Italian retailers
2.2.3 Online sales contribution to total retail sales in the country is the lowest among other developed EU nations.
2.2.4 Internet distribution varies from region to region in the country
2.2.5 Credit Cards are the most common mode of payments among Italians
2.2.6 Italy has one of the highest smart-phone penetration across the globe
2.2.7 Italians prefer low touch products to high touch products while shopping over the internet.
2.2.8 Converting online researchers to online shoppers a challenge for Italian retailers
3 Online Channel Dynamics
3.1 The Online Channel’s Share of Total Retail Sales
3.1.1 Italian online vs. offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
3.1.3 Italy Online Retail Sales Penetration compared to Global Average
3.1.4 Italy Online Retail Sales Penetration compared to Western Europe Average
3.2 Channel Dynamics
3.2.1 Italy retail channel dynamics – future performance
3.2.2 Channel group share development
3.2.3 Individual channel performance
3.3 Category Dynamics
3.3.1 Online vs. offline retail sales comparison by category group, 2011
3.3.2 Online retail market dynamics by category
3.3.3 Online retail sales share by category group
3.3.4 Online retail sales growth by individual category
3.3.5 Food and grocery categories: market size and forecasts
3.3.6 Electrical and electronics categories: market size and forecasts
3.3.7 Music, video and entertainment software categories: market size and forecasts
3.3.8 Apparel, accessories, luggage and leather group categories: size and forecasts
3.3.9 Books, news and stationery categories: market size and forecasts
3.3.10 Sports and leisure equipment categories: market size and forecasts
3.3.11 Furniture and floor coverings categories: market size and forecasts
3.3.12 Home and garden categories: market size and forecasts
4 Case Studies: Leading Online Retailers in Italy
4.1 Retailer 1: yoox.com
4.1.1 Business description
4.1.2 Site experience
4.2 Retailer 2: Esselunga
4.2.1 Business description
4.2.2 Site experience
4.3 Other Innovative Retailers in Italy
4.3.1 Mandarina Duck
4.3.2 Onlywood.it
4.3.3 PierotucciSrl
5 Appendix
5.1 About Canadean
5.2 Disclaimer
List Of Tables
Table 1: Italy Exchange Rate EUR–US$ (Annual Average), 2006–2011
Table 2: Canadean Retail Channel Definitions
Table 3: Canadean Retail Category Definitions
Table 4: Changes to Canadean Taxonomy
Table 5: Canadean Retail Country Coverage
Table 6: Italy Online vs. Offline Retail Sales and Forecast (EUR billion),2006–2016
Table 7: Italy Online vs. Offline Retail Sales and Forecast (US$ billion),2006–2016
Table 8: Italy Online vs. Offline Retail Sales and Forecast (% Share), 2006–2016
Table 9: Italy Online Sales vs. Global Average
Table 10: Italy Online Sales vs. Western Europe
Table 11: Italy Overall Retail Segmentation (EUR billion) by Channel Group, 2006–2016
Table 12: Italy Overall Retail Segmentation (EUR billion) by Channel Group, 2006–2016
Table 13: Italy Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2006–2016
Table 14: Italy Channel Retail Sales and Forecast (% Share) by Channel Group, 2006–2016
Table 15: Italy Channel Retail Sales and Forecast (EUR billion) by Channel, 2006–2016
Table 16: Italy Channel Retail Sales and Forecast (US$ billion) by Channel, 2006–2016
Table 17: Italy Channel Retail Sales and Forecast (US$ million) by Channel, 2006–2016
Table 18: Italy Retail Sales Split (US$ million), Online vs. Offline, 2011
Table 19: Italy Online Retailers Market Dynamics by Category Group, 2006–2016
Table 20: Italy Online Retail Sales and Forecast (EUR million) by Category Group, 2006–2016
Table 21: Italy Online Retail Sales and Forecast (US$ million) by Category Group, 2006–2016
Table 22: Italy Total and Online Retail Sales in Food and Grocery Categories (EUR million),2006–2016
Table 23: Italy Total and Online Retail Sales in Food and Grocery Categories (US$ million),2006–2016
Table 24: Italy Total and Online Retail Sales in Electrical and Electronics Categories (EUR million),2006–2016
Table 25: : Italy Total and Online Retail Sales in Electrical and Electronics Categories (US$ million),2006–2016
Table 26: Italy Total and Online Retail Sales in Music, Video and Entertainment Categories (EUR million),2006–2016
Table 27: Italy Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million),2006–2016
Table 28: Italy Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (EUR million), 2006–2016
Table 29: Italy Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (US$ million),2006–2016
Table 30: Italy Total and Online Retail Sales in Books, News and Stationery Categories (EUR million),2006–2016
Table 31: Italy Total and Online Retail Sales in Books, News and Stationery Categories (EUR million),2006–2016
Table 32: Italy Total and Online Retail Sales in Sports and Leisure Equipment Categories (EUR million),2006–2016
Table 33: Italy Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million),2006–2016
Table 34: Italy Total and Online Retail Sales in Furniture and Floor Coverings Categories (EUR million),2006–2016
Table 35: Italy Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006–2016
Table 36: Italy Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006–2016
Table 37: Italy Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006–2016]
List Of Figures
Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users and Penetration, 2006–2011
Figure 3: Total Fixed Broadband Internet Subscribers and Penetration, 2006–2011
Figure 4: Total Mobile Users and Penetration, 2006–2011
Figure 5: Italy Online Retail Growth vs. Total Retail Growth, 2006–2016
Figure 6: European country, Online Sales Comparison (%) share, 2011
Figure 8: Italy Online and Offline Retail Sales and Forecast (US$ billion), 2006–2016
Figure 9: Italy Online Sales vs. Global Average (% of Total Retail)
Figure 10: Italy Online Sales vs. Western Europe Countries Average (% of Total Retail)
Figure 11: Italy Overall Retail Market Dynamics by Channel Group, 2006–2016
Figure 12: Italy Retail Sales and Forecast (EUR billion) by Channel Group, 2006–2016
Figure 13: Italy Retail Sales, Online vs. Offline, 2011
Figure 14: Italy Online Retailers Market Dynamics by Category Group, 2006–2016
Figure 15: Italy Online Retail Sales and Forecast (US$ million) by Category Group, 2006–2016
Figure 16: Homepage
Figure 17: Page Layout
Figure 18: Product View
Figure 19: Mobile Apps
Figure 20: Use of Online Space
Figure 21: Esselunga – Product Information
Figure 22: Mandarina Duck: Site Layout
Figure 24: Onlywood.it
Figure 25: Pierotucci – Product customization
