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While nearly half of all consumers in Italy accessed the Internet in 2011, only less than one fifth conducted online purchases. Nonetheless, both the number of Internet users and that of online shoppers continues to grow. The latter of which is partly due to daily deal websites which tempt consumers with high discounts, thus successfully recruiting more and more members to their sites.
Daily Deal Revenues contribute to B2C E-Commerce Growth
In Italian B2C E-Commerce, a mid-range double digit percentage growth is expected for 2012. This can be attributed to the soaring popularity of daily deal websites and private sales, as well as to the increase in mobile shopping. The share of B2C E-Commerce on all retail sales in Italy is also expected to grow further. For 2012, forecasts predict an increase in online fashion purchases, followed by technology and food items. Despite the growing use of mobile devices, in 2011 they only generated approximately 1% of all B2C E-Commerce revenue, showing a strong increase compared to 2010.
Zalando pulls ahead of Amazon
As shown in the "Italy B2C E-Commerce Report 2012" by yStats.com, in Italy, Zalando is ahead of Amazon when it comes to the number of unique visitors. IBS, an Italian seller of books, music and films, is also very successful in Italy. In 2011, it increased its revenue to approximately 70 million EUR, the majority of which was generated online. Bonprix, an OTTO Group affiliate, also plays an important role in Italian B2C E-Commerce. For fashion and accessory retailer La Redoute, the Internet was also extremely significant, given that the company's mail order shopping business in Italy is mostly for information purposes and almost all revenue is generated online. Furthermore, Spanish private shopping player BuyVIP is also successful in the Italian market.
In Italy, the number of Internet users and online shoppers continues to increase, partly based on the growing popularity of daily deals, private sales and mobile shopping.
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