Italy’s e-commerce growth rate in sales reached 18% in 2016, its customer base of e-shoppers has now reached 18 million people, and the average basket is growing: Italian e-commerce appears to have bright days ahead. Let’s focus on this emerging market.
A pillar of Europe’s e-commerce
Italy is Europe’s 5th market for e-commerce, with 20 billion euros of online sales in 2016. But thanks to a 18% growth rate between 2015 and 2016, it is also one of last year’s fastest growing markets, ahead of United Kingdom (11%), France (10%), Germany (12%) and Spain (15%).
Italian e-shoppers’ annual spendings amounted to €1,000 in 2016, ahead of Spain. The average basket - €86 in 2016 – never stopped growing since 2011.
PrestaShop has been assisting Italian merchants for over 10 years, and follows closely it’s local e-commerce growth: PrestaShop’s number of stores has grown by 12% in 2016 and today more than 20,000 online stores have been created with PrestaShop, who established to be the leading software in Italy. Indeed, the solution today is ranked amongst one of the top 3 softwares used in Italy to create an online business.
What is Italian’s e-commerce profile?
Italians’ online purchases are divided and categorized as follow: 54% for services and 46% for products. In that, Italy slightly differs from the European tendency whose purchases privilege products at 52%.
When you evaluate the sales of products, the category that sells the most in Italy is Clothing, which reflects more than one billion euros of turnover in 2015, far ahead of Home & Garden and Media & Entertainment categories.
As for services, tourism is well ahead with 7.8 million euros of turnover.
What are the prospects for Italian e-commerce?
According to the Observatory for eCommerce B2C Netcomm-Polytechnic School of Milan, online sales on the Italian market will grow by 16% in 2017 and reach 23 billion euros. Following one of e-commerce major tendencies, m-commerce will reveal the most growth in Italy, faster than the four European e-commerce leaders with a 47% increase in transactions on smartphones forecasted between 2016 and 2017. PrestaShop enables merchants to create responsive online stores that adapt to that market tendency.
Despite having started to develop its e-commerce somewhat belatedly, Italy is currently making up for it thanks to the increase in the number of e-shoppers. They represent today 34% of the Italian population (aged more than 15), which is far under the European mean, 43%. Hence, there is an important potential for adjustment.
Supported by a rapid growth, the e-commerce market in Italy is on the rise. The promise of an increase in the number of e-shoppers and in the amount of average spendings paves the way for a bright future for e-Commerce in Italy.
To enable merchants and partners to develop in this market, PrestaShop organizes on September, 28th its flaghsip PrestaShop Day, in Milan! More information here.
Sources : rapport ecommerce foundation, ecommerce-europe.eu report