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Online Retailing - Italy - July 2015

Mintel’s Online Retailing – Europe - July 2015 focuses on the five major economies in Europe, though we do also include estimates for 13 smaller, but important economies in the Executive Summary – the Market section. In total these countries account for around 95% of all European retail sales, excluding Russia. E-commerce is developing at different rates around Europe. Germany and the UK lead the way, but even in some of the major economies, notably Italy, it is still remarkably underdeveloped.

The report provides market size data and forecasts for 18 European countries, 2010-20, and includes profiles of 21 major online/multichannel retailers.

The five major economies are looked at in detail: the UK, Germany, France, Italy and Spain are each covered in separate country sections, which are also available for purchase as individual reports. These countries include extensive consumer research commissioned exclusively for our report(s).

In the Italian market, we asked a representative sample of internet users:

  • Which devices (laptop/desktop, tablet or smartphone) respondents had used to buy products online in the last 12 months
  • Which retailers they had bought from
  • If they agreed with certain attitudinal statements

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Table of contents

  1. Introduction and Report Scope

    • Coverage
      • Consumer research
        • Market definition
          • Methodology
            • Financial definitions
              • VAT rates
                • Figure 1: Europe: VAT rates, 2010-15
              • Abbreviations
              • Executive Summary

                • The market environment
                  • Figure 2: Europe: Broadband penetration (As % all households), 2014
                  • Figure 3: Europe: Numbers saying they have bought online in the last year, 2014
                  • Figure 4: Europe: Devices used to access the internet in the last three months, January 2015
                • Market size and forecast
                  • Leading online retailers
                    • The consumer: shopping online by device used
                      • The consumer: where they buy online
                        • The consumer: online shopping habits and attitudes
                          • What we think
                          • Issues and insights

                            • Italian online shoppers reach for their phones
                              • The facts
                                • The implications
                                  • Amazon sets the standard
                                    • The facts
                                      • The implications
                                      • The Market Environment

                                        • Key points
                                          • Internet access
                                            • Figure 5: Europe: Broadband penetration, (As % all households), 2014
                                            • Figure 6: Italy: Broadband penetration, (As % all households), 2007-14
                                          • Online shopping: 81% have bought online
                                            • Figure 7: Europe: Numbers saying they have bought online in the last year, 2014
                                          • Device access: smartphone access high in Italy
                                            • Figure 8: Europe: Technology products personally owned, January 2015
                                            • Figure 9: Europe: Devices used to access the internet in the last three months, January 2015
                                            • Figure 10: Italy: Devices used to shop online in last 12 months, May 2015
                                            • Figure 11: Europe: Devices used to shop online in last 12 months, May 2015
                                            • Figure 12: Europe: Numbers saying they have bought online in the last year, 2014
                                            • Figure 13: Italy: Numbers saying they have bought online in the last year, 2007-14
                                            • Figure 14: Italy: Categories bought online in the last year, 2014
                                        • Market Size and Forecast

                                          • Italy, still a small e-commerce market
                                            • Slow to develop
                                              • Potential ahead
                                                  • Figure 15: Italy: Online retail sales (incl. VAT), 2010-15
                                                  • Figure 16: Italy: Online retail sales forecasts (incl. VAT), 2015-20
                                                • Segmentation by major categories
                                                • Leading Online Retailers

                                                  • Key points
                                                    • Leading retailers by sales
                                                      • Food online starting to see more developments
                                                        • Electricals retailers ahead of the game
                                                          • Yoox and Net-a-Porter join forces
                                                            • Personal service at Supermercato 24
                                                              • Figure 17: Italy: Leading online retailers, 2014
                                                            • Leading retail sites by visitor numbers
                                                              • Figure 18: Italy: Top 20 sites by number of unique visitors, September 2014
                                                              • Figure 19: Italy: Top 20 sites by number of pages viewed, September 2014
                                                          • Leading Online Retailers – Market Shares

                                                              • Figure 20: Italy - Leading online retailers, estimated market shares, 2014
                                                          • The Consumer – Shopping Online by Device Used

                                                            • Key points
                                                              • What we asked
                                                                • Laptops and desktops dominate
                                                                    • Figure 21: Italy - The consumer: Devices used to shop online in last 12 months, May 2015
                                                                    • Figure 22: Italy – Shopping online via any device and via smartphone by gender, May 2015
                                                                    • Figure 23: Italy – Shopping online via any device and via smartphone by working status, May 2015
                                                                    • Figure 24: Italy – The consumer: Profile of online buyers by device used, May 2015
                                                                • The Consumer – Where they Buy Online

                                                                  • Key points
                                                                    • What we asked
                                                                      • Amazon in the lead
                                                                        • Zalando ahead in fashion
                                                                          • Electricals retailers prominent online
                                                                              • Figure 25: Italy: Websites used for online shopping in the last 12 months, May 2015
                                                                              • Figure 26: Italy: The consumer: Leading online retailers: profile of shoppers, May 2015
                                                                          • The Consumer – Online Shopping Habits and Attitudes

                                                                            • Key points
                                                                              • What we asked
                                                                                  • Figure 27: Italy – The consumer: Attitudes towards online shopping, % agreeing, May 2015
                                                                                  • Figure 28: Italy – The consumer: Attitudes towards online shopping, by gender, % agreeing, May 2015
                                                                                  • Figure 29: Italy: The consumer: Attitudes towards online shopping: profile of shoppers, May 2015
                                                                              • Amazon.com

                                                                                  • What we think
                                                                                    • Strategy
                                                                                      • Profitability
                                                                                        • Making the most of online
                                                                                          • Company background
                                                                                            • Company performance
                                                                                                • Figure 30: Amazon.com Inc: Group financial performance, 2010-14
                                                                                              • Retail offering
                                                                                                • Figure 31: Amazon UK: Estimated sales mix, 2014
                                                                                                • Figure 32: Amazon: Product mix by item count, 2015
                                                                                            • Media Markt/Saturn

                                                                                                • What we think
                                                                                                  • Catching up on e-commerce
                                                                                                    • Dominant in Germany
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                            • Figure 33: Media Markt/Saturn: Group financial performance, 2009/10-2013/14
                                                                                                            • Figure 34: Media Markt/Saturn: Outlet data, 2009/10-2013/14
                                                                                                          • Retail offering
                                                                                                          • Zalando

                                                                                                              • What we think
                                                                                                                • Successful IPO
                                                                                                                  • Technology at its heart
                                                                                                                    • Underwhelming expansion in the UK
                                                                                                                      • Company background
                                                                                                                        • Company performance
                                                                                                                          • Figure 35: Zalando: Group financial performance, 2010-14
                                                                                                                        • Q1 2015 results
                                                                                                                          • Retail offering

                                                                                                                          Companies Covered

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

                                                                                                                          Online Retailing - Italy - July 2015

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