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E-Commerce - Italy - July 2013

Mintel’s European retail report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia.

Our market size and forecast is for all online retail sales, transacted online. Online retail sales exclude purchases of services such as travel or event tickets and digital downloads/streaming.

The market includes online business-to-consumer sales by all types of retailers in Italy.

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Table of contents

  1. Report Scope and Technical Notes

      • Market definition
        • Financial definitions
          • VAT
              • Figure 1: European VAT rates, 2010-13
            • Abbreviations/terminology
              • Country codes
              • Executive Summary

                  • What we think
                  • The Market Environment

                    • Key points
                      • Broadband connections
                        • Figure 2: Italy: Percentage of all households having a broadband internet connection, total and by selected household type, 2012
                      • Shopping and selling by device
                        • Figure 3: Italy: The consumer: Percentage of consumers shopping or selling online in past three months, by device, May 2013
                      • Consumer confidence
                        • Figure 4: Italy: Consumer confidence levels, June 2012-May 2013
                    • Market Size and Forecast

                      • Key points
                        • Retail generally remains underdeveloped
                          • Online sales just over 1% of all retail sales
                            • Growth prospects
                              • Figure 5: Italy: Online retail sales (incl. VAT), 2008-12
                              • Figure 6: Italy: Online retail sales forecasts (incl. VAT), 2013-18
                            • Segmentation by product category
                              • Home shopping specialists’ sales and forecast
                                  • Figure 7: Italy: Mail order/online pureplay specialists’ sales (incl. VAT), 2008-12
                                  • Figure 8: Italy: Mail order/online pureplay specialists’ sales forecasts (incl. VAT), 2013-18
                              • Leading Online Retailers

                                • Key points
                                  • Multi-channel in its infancy
                                    • Amazon leads the market
                                      • Media World
                                        • Banzai Commerce
                                          • Figure 9: Italy: Major online retailers by net online revenues, 2012
                                        • Fashion
                                          • Books/multi-media
                                            • Electricals
                                              • Grocery
                                                • Private sales clubs
                                                  • Other multi-sector retailers
                                                    • Health and beauty
                                                      • DIY
                                                        • Market shares
                                                          • Figure 10: Italy: Leading online retailers’ share of online retail sales, 2012
                                                      • The Consumer: Participation in Online Shopping

                                                        • Key points
                                                          • Growth in participation slows
                                                              • Figure 11: Italy: Percentage of all individuals having ordered goods or services online, 2008-12
                                                              • Figure 12: Europe: Percentage of all individuals having ordered goods or services online in the past three months, selected countries, 2012
                                                            • By category: Clothing most popular
                                                                • Figure 13: Italy: Percentage of all individuals having ordered goods online in the past 12 months, by category, 2008-12
                                                              • Cross-border shopping
                                                                  • Figure 14: Italy: The consumer: Percentage of all individuals having ordered goods or services online, by location of seller, 2011 and 2012
                                                              • The Consumer: E-commerce and Home Shopping

                                                                • Key points
                                                                  • What we asked
                                                                    • Home shopping generally not widespread
                                                                        • Figure 15: Italy: The consumer: How they shopped from home in the last 12 months, May 2013
                                                                      • Online shopping broadly based by age, affluence and gender
                                                                          • Figure 16: Italy: The consumer: How they shopped from home in the last 12 months, by average age/affluence, May 2013
                                                                          • Figure 17: Italy: The consumer: How they shopped from home in the last 12 months, by gender, May 2013
                                                                      • The Consumer: M-commerce and T-commerce

                                                                        • Key points
                                                                          • What we asked
                                                                            • Clothing most popular
                                                                                • Figure 18: Italy: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                                              • Mobile shoppers are younger and more affluent
                                                                                  • Figure 19: Italy: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                                                  • Figure 20: Italy: The consumer: What they bought online (from a smartphone or tablet away from home) in the last 12 months, May 2013
                                                                              • The Consumer: Attitudes to Shopping Online

                                                                                • Key points
                                                                                  • What we asked
                                                                                    • Price and discounts drive online demand
                                                                                        • Figure 21: Italy: Online shopping habits and attitudes, May 2013
                                                                                      • Customer reviews and opinion of others appeals to young and affluent
                                                                                          • Figure 22: Italy: Online shopping habits and attitudes, by average age/affluence, May 2013
                                                                                          • Figure 23: Italy: Online shopping habits and attitudes, by average age/affluence, by gender, May 2013
                                                                                      • Amazon Europe

                                                                                          • What we think
                                                                                            • Troubles in Europe
                                                                                              • Amazon’s scope for growth
                                                                                                • But can it become Europe’s largest retailer?
                                                                                                  • Figure 24: Amazon Europe: Projected revenues of Amazon Europe and Schwarz Group, 2008-22
                                                                                                • Beyond retailing
                                                                                                  • Slimming the offer
                                                                                                    • Popularity for electricals shopping – Mintel’s consumer data
                                                                                                      • Figure 25: Europe: Percentage of consumers who have purchased electrical goods from Amazon in the past 12 months (past three years for the UK survey) and (in brackets) Amazon’s position among named retailers for buying electrical goods online, January 2013 (November 2012 for UK survey)
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                          • Figure 26: Amazon Europe: Group financial performance, 2008-12
                                                                                                          • Figure 27: Amazon Europe: Europe as percentage of Amazon Inc.’s total revenues, 2008-12
                                                                                                        • Retail offering
                                                                                                        • Apple Retail

                                                                                                            • What we think
                                                                                                              • A brand or a retailer
                                                                                                                • Company background
                                                                                                                  • Company performance
                                                                                                                      • Figure 28: Apple Retail: Financial performance, 2007/08-2011/12
                                                                                                                      • Figure 29: Apple Retail: European stores, 2012-13
                                                                                                                    • Retail offering
                                                                                                                    • Asos

                                                                                                                        • What we think
                                                                                                                          • Positioning itself as the world’s leading online fashion destination for twenty-somethings
                                                                                                                            • One-stop fashion portal driving web traffic and extra sales
                                                                                                                              • Decision to expand beyond UK is paying off
                                                                                                                                • Tapping into the demand for affordable fashion in an austere climate
                                                                                                                                  • Company background
                                                                                                                                    • Company performance
                                                                                                                                      • Majority of ASOS sales now come from outside of the UK
                                                                                                                                        • Figure 30: ASOS: Group financial performance, 2008/09-2011/12
                                                                                                                                      • Current trading boosted by exclusive collaborations, growing mobile traffic and price reductions
                                                                                                                                        • Retail offering
                                                                                                                                        • Dell Retail

                                                                                                                                            • What we think
                                                                                                                                              • Move to third party
                                                                                                                                                • Looking to improve price positioning
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 31: Dell B2C Retail: Estimated group financial performance, 2008-12
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Dixons Retail

                                                                                                                                                        • What we think
                                                                                                                                                          • Restructuring puts multi-channel model back on track
                                                                                                                                                            • Integrating online to multi-channel
                                                                                                                                                              • Currys PC World megastore takes specialist electrical retailing to a new level
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Online
                                                                                                                                                                      • Figure 32: Dixons retail: Online sales, 2012/13
                                                                                                                                                                      • Figure 33: Dixons Retail Plc: Group financial performance, 2008/09-2012/13
                                                                                                                                                                      • Figure 34: Dixons Retail Plc: Outlet data, 2008/09-2012/13
                                                                                                                                                                    • Retail offering
                                                                                                                                                                    • eBay Inc.

                                                                                                                                                                        • What we think
                                                                                                                                                                          • Not a retailer – and no longer an auction site
                                                                                                                                                                            • Positive attributes
                                                                                                                                                                              • Transacting revenues
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 35: eBay Inc.: Group financial performance, 2008-12
                                                                                                                                                                                  • eBay in graphs
                                                                                                                                                                                    • Figure 36: eBay Inc. Marketplaces segment: Gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                                    • Figure 37: eBay Inc. Marketplaces segment: Annual % change in gross merchandise volume and number of active users, 2006-12
                                                                                                                                                                                    • Figure 38: eBay Inc. Marketplaces segment: % of gross merchandise volume accounted for by fixed-price sales, 2006-12
                                                                                                                                                                                    • Figure 39: eBay Inc. Payments segment: Total net payment values, 2006-12
                                                                                                                                                                                • Fnac

                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Difficult times
                                                                                                                                                                                        • Downloads erode business
                                                                                                                                                                                          • Needs to play the multi-channel card
                                                                                                                                                                                            • Company background
                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                • Figure 40: Fnac: Group financial performance, 2008-12
                                                                                                                                                                                                • Figure 41: Fnac: Outlet numbers, 2008-12
                                                                                                                                                                                              • Retail offering
                                                                                                                                                                                              • Media-Saturn/Redcoon (Metro Group)

                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                    • Slow to launch online
                                                                                                                                                                                                      • Trailing Amazon but winning customers
                                                                                                                                                                                                        • Figure 42: Germany: The consumer: Where electrical goods have been purchased online in the past 12 months, leading retailers, January 2013
                                                                                                                                                                                                      • Pureplay versus multichannel
                                                                                                                                                                                                        • International
                                                                                                                                                                                                          • Company background
                                                                                                                                                                                                            • Technical note: Ownership
                                                                                                                                                                                                              • Technical note: Store manager stakes
                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                    • Figure 43: Media Saturn: Group financial performance, 2008-12
                                                                                                                                                                                                                    • Figure 44: Media Markt/Saturn: Outlet data, 2008-12
                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                  • Otto Group (Multichannel Retail)

                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                        • Falling behind Amazon
                                                                                                                                                                                                                          • Failing to take advantage of the web
                                                                                                                                                                                                                            • Failing to compete on price
                                                                                                                                                                                                                              • Catalogue brands need more focus
                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                    • Figure 45: Otto Group (Multichannel Retail): Group financial performance, 2008/09-2012/13
                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                    • Figure 46: Otto Group: Main European Brands, June 2013
                                                                                                                                                                                                                                • Vente Privee

                                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                            • Figure 47: Vente-Privee: Group sales performance, 2008-12
                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                          • Yoox

                                                                                                                                                                                                                                              • What we think
                                                                                                                                                                                                                                                • Company background
                                                                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                                                                    • Figure 48: Yoox Group: Sales performance (excl. sales tax), 2008-12
                                                                                                                                                                                                                                                    • Figure 49: Yoox Group: Breakdown of turnover, by major market, 2012
                                                                                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                                                                                      • Figure 50: Yoox Group: Mono-brand sites, 2012
                                                                                                                                                                                                                                                  • Zooplus

                                                                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                                                                        • Company background
                                                                                                                                                                                                                                                          • Company performance
                                                                                                                                                                                                                                                            • Figure 51: Zooplus: Financial performance, 2008-12
                                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                                          • Appendix – E-commerce Retail

                                                                                                                                                                                                                                                              • Figure 52: Most popular how they shopped from home in the last 12 months, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                              • Figure 53: Next most popular how they shopped from home in the last 12 months, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                              • Figure 54: Most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                              • Figure 55: Next most popular what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                              • Figure 56: Other what they bought online (from a smartphone or tablet away from home) in the last 12 months, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                              • Figure 57: Most popular online shopping habits and attitudes, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                              • Figure 58: Next most popular online shopping habits and attitudes, by demographics, Italy, May 2013
                                                                                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                                                                                            • Broadband connection and internet usage
                                                                                                                                                                                                                                                              • Figure 59: Europe: Percentage of households with a broadband internet connection, by country, 2008-12
                                                                                                                                                                                                                                                              • Figure 60: Europe: Percentage of all individuals accessing the internet daily, by country, 2008-12
                                                                                                                                                                                                                                                              • Figure 61: Europe: Percentage of all individuals accessing the internet by mobile devices in the past three months, by country, 2012
                                                                                                                                                                                                                                                            • Population
                                                                                                                                                                                                                                                              • Figure 62: Europe: Population, by age group, 2010
                                                                                                                                                                                                                                                              • Figure 63: Europe: Population, by age group, 2015
                                                                                                                                                                                                                                                              • Figure 64: Europe: Population, by age group, 2020
                                                                                                                                                                                                                                                            • GDP
                                                                                                                                                                                                                                                              • Figure 65: Europe: GDP (current prices), 2012
                                                                                                                                                                                                                                                              • Figure 66: Europe: Real-terms year-on-year growth in GDP, 2003-13
                                                                                                                                                                                                                                                            • Consumer spending
                                                                                                                                                                                                                                                              • Figure 67: Europe: Households’ consumer spending (current prices), 2012
                                                                                                                                                                                                                                                              • Figure 68: Europe: Real-terms year-on-year growth in households’ consumer spending, 2003-12
                                                                                                                                                                                                                                                            • Consumer prices
                                                                                                                                                                                                                                                              • Figure 69: Europe: Harmonised index of consumer prices, annual % change, 2003-12
                                                                                                                                                                                                                                                            • Unemployment
                                                                                                                                                                                                                                                              • Figure 70: Europe: Average rate of unemployment, 2003-12
                                                                                                                                                                                                                                                            • Interest rates
                                                                                                                                                                                                                                                              • Figure 71: Europe: Central bank interest rates, 2008-13
                                                                                                                                                                                                                                                            • Consumer confidence
                                                                                                                                                                                                                                                              • Figure 72: Europe: Consumer confidence levels, July 2012-June 2013

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                                          E-Commerce - Italy - July 2013

                                                                                                                                                                                                                                                          US $1,029.45 (Excl.Tax)