The use of different devices, smartphones or tablet, anytime and everywhere, creates a new kind of shopping experience where the customer journey get through to a multidevice research of product, information and purchases. By the end of 2013, 36% of in-store purchases were influenced by digital devices, where in 2014 this number increased around 50%. The challenge for retailers is to catch customers offering multidevice services (for example mobile payments tools), but also to keep alive the brand loyalty in order to win on a more and more competitive market.
Analyzing data about the turnover, the top eCommerce country is USA with € 315,4 billion and the second is China with € 247,3 billion then UK is placed with € 107,1 billion. These three countries account for 57% of total B2C eCommerce sales in the world.
At a Global level 1.181 million people are e-shopper and the total B2C sales 2013 of good and services reaches € 1.173,5 billion: Asia-Pacific is the first one area with € 406,1 billion and at the second place, Europe overtake North America with € 363,1 billion against € 333,5 billion.
Ecommerce Europe estimates that in Europe during the last year, 264 million people are e-shoppers, the 46% of European Internet users (565 million people) and the 32% of people living in Europe (816 million). The value of the European B2C eCommerce market is of € 363,1 billion. The top three European countries together have a share of 60,9% and the first one is UK, covering the 29,4% of total income, the second is Germany (17,4%) and the third is France (14%). Italy is sixth with a share of 3,1%.
But, what people buys online? On the total European turnover (€ 363,1 billion), 54% is to purchase goods (above all Information Technology goods) and 46% is to provide services, with an average spending per e-shopper of € 1.376,00. Focusing on Southern Europe (including Portugal, Spain, Greece, Turkey and Italy) the e-shoppers are 48 million (4% compared with Europe) and an average spending of € 842,00 (less than the average European spending). In this area the total income of the eCommerce is of € 40,8 billion, 11% of European turnover, shared on purchase of Goods (42,5%) and services (57,5%).
Above all for Italy, services sold online is a business more important that the goods’ one, and in 2012 it covered the 66% of all the online purchases. Italy is also one of the European counties where Mobile commerce is booming: on the 2013 the number of mobile owners increase of 23% and the mCommerce turnover grows of 37% to € 694,4 million. This last data highlights the importance of being competitive for the Italian retailers that with the right approach to online marketing strategies, could reach an audience larger and larger.
E-Business Consulting is a business company skilled on Digital Communication Strategies and it can offer a complete and modular support to all firms interested in the realization of an eCommerce project, monitoring the results and investment returns (ROI), through dedicated analysis tools.