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Online Retailing - Italy - July 2016

“Online remains a minor channel for retailing in Italy, accounting for just 0.7% of total retail sales in the country we estimate. Domestic retailers were slow to enter the online retail channel and even Amazon did not arrive in the market until 2010. Our consumer research suggests that Amazon has made great strides in gaining in popularity in the market and its success is likely to be fuelling growth in the market overall, both in terms of encouraging consumers to feel happy shopping online and in terms of prompting other retailers to develop their online offer to avoid losing out to the US e-commerce giant.”

– Julie Payling, Retail Analyst

The report looks at the following areas:

  • Amazon acts as a trailblazer but others step up to the challenge
  • Italian online shoppers are keen to interact with retailers

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Broadband access
              • Device ownership and internet access
                • Shopping online
                  • Online sales sector size and forecast
                    • Leading players
                      • Key metrics
                        • Market shares
                          • Figure 1: Italy: Identified online retailers, market shares, 2015
                        • The consumer
                          • How they shop online
                            • Figure 2: Italy - The consumer: Devices used to shop online in last 12 months, May 2015 and May 2016
                          • Where they shop online
                            • Figure 3: Italy: Websites used for online shopping in the last 12 months, May 2016
                          • Attitudes to shopping online
                            • Figure 4: Italy: The consumer: Attitudes towards online shopping, % agreeing, May 2016
                          • What we think
                          • Issues and Insights

                            • Amazon acts as a trailblazer but others step up to the challenge
                              • The facts
                                • The implications
                                  • Italian online shoppers are keen to interact with retailers
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Broadband access low but climbing
                                          • Smartphone ownership high
                                            • Online shopping via smartphone gaining ground
                                              • Clothing most commonly bought online
                                              • Market Drivers

                                                • Broadband access
                                                  • Figure 5: Italy: Broadband penetration, (As % all households), 2008-15
                                                • Device ownership and internet access
                                                  • Figure 6: Italy: Technology products owned by household, Q1 2016
                                                  • Figure 7: Italy: Devices used to access the internet in the last three months, Q1 2016
                                                • Online shopping
                                                  • Figure 8: Italy: Devices used to shop online in last 12 months, April 2015 and May 2016
                                                  • Figure 9: Italy: Numbers saying they have bought online in the last year, 2008-15
                                                • Online shopping: What they buy
                                                  • Figure 10: Italy: Categories bought online in the last year, 2015
                                              • Sector Size and Forecast

                                                • Online sales
                                                  • Figure 11: Italy: Online retail sales (incl. VAT), 2011-16
                                                  • Figure 12: Italy: Online retail sales forecasts (incl. VAT), 2016-21
                                              • Leading Players – What You Need to Know

                                                • Amazon is the runaway leader
                                                  • eBay an important player
                                                    • Amazon leads and Zalando is gaining ground.
                                                    • Leading Players

                                                      • Leading retailers by sales
                                                        • Food online developing slowly
                                                          • Electricals retailers face stiff competition from Amazon
                                                            • Fashion retailers moving forward online
                                                              • eBay and marketplaces
                                                                • Figure 13: Italy: Identified online retailers, 2015
                                                            • Market Shares

                                                              • Amazon leads and is gaining share
                                                                • Figure 14: Italy – Identified online retailers, estimated market shares, 2015
                                                            • The Consumer – What You Need to Know

                                                              • Buying via smartphone popular in Italy
                                                                • Where they shop
                                                                  • Italian shoppers want to interact with online retailers
                                                                  • How They Shop Online

                                                                    • Laptops and desktops dominate
                                                                      • Figure 15: Italy – The consumer: Devices used to shop online in last 12 months, May 2016
                                                                      • Figure 16: Italy – The consumer: Devices used to shop online in last 12 months, May 2015 and May 2016
                                                                      • Figure 17: Italy – Shopping online by device, by gender, May 2016
                                                                      • Figure 18: Italy – Shopping online by device, by age, May 2016
                                                                      • Figure 19: Italy – Shopping online by device, by annual income, May 2016
                                                                  • Where They Shop Online

                                                                    • Amazon in the lead
                                                                      • Zalando continues to gain ground
                                                                        • Electricals retailers prominent online
                                                                          • Figure 20: Italy: Websites used for online shopping in the last 12 months, May 2016
                                                                          • Figure 21: Italy: Websites used for online shopping in the last 12 months, by gender, May 2016
                                                                          • Figure 22: Italy: The consumer: Leading online retailers: profile of shoppers, May 2016
                                                                      • Attitudes to Shopping Online

                                                                        • Italians keen to communicate with online retailers
                                                                          • Potential for growth of click & collect
                                                                            • Figure 23: Italy – The consumer: Attitudes towards online shopping, % agreeing, May 2016
                                                                          • Men more interested in delivery and collection options
                                                                            • Figure 24: Italy – The consumer: Attitudes towards online shopping, by gender, % agreeing, May 2016
                                                                          • Customer profile by attitude statements
                                                                            • Figure 25: Italy: The consumer: Attitudes towards online shopping: Profile of shoppers, May 2016
                                                                        • Appendix: Data sources, Abbreviations and Supporting Information

                                                                          • Abbreviations
                                                                            • Data sources
                                                                            • Amazon.com

                                                                                • What we think
                                                                                  • Marketplace
                                                                                    • AWS
                                                                                      • Prime
                                                                                        • Food
                                                                                          • Where next?
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Figure 26: Amazon.com Inc: Group financial performance, 2010/11-2014/15
                                                                                              • Retail offering
                                                                                              • eBay

                                                                                                  • What we think
                                                                                                    • Company background
                                                                                                      • Company performance
                                                                                                        • Figure 27: eBay Inc.: Group financial performance, 2013-15
                                                                                                    • Media-Saturn

                                                                                                        • What we think
                                                                                                          • Loyalty brings everything together
                                                                                                            • Investing in international multichannel
                                                                                                              • Company background
                                                                                                                • Company performance
                                                                                                                  • Figure 28: Media Markt/Saturn: Group financial performance, 2010/11-2014/15
                                                                                                                  • Figure 29: Media Markt/Saturn: Outlet data, 2010/11-2014/15
                                                                                                                • Retail offering
                                                                                                                • vente-privee

                                                                                                                    • What we think
                                                                                                                      • A return to strong growth
                                                                                                                        • Ambitions for Europe
                                                                                                                          • And to diversify
                                                                                                                            • In a market ripe for consolidation
                                                                                                                              • Company background
                                                                                                                                • Company performance
                                                                                                                                  • Figure 30: Vente-Privee: Group sales performance, 2011-15
                                                                                                                                  • Figure 31: Vente-Privee: Recent acquisitions
                                                                                                                                • Retail offering
                                                                                                                                • Zalando

                                                                                                                                    • What we think
                                                                                                                                      • Same-day deliveries and possible Uber tie-up to speed up order dispatch times
                                                                                                                                        • Wide range of global and local brands
                                                                                                                                          • More personalised shopping experiences
                                                                                                                                            • Among the first fashion e-tailers to accept Apple Pay
                                                                                                                                              • Mobile and app development driving web traffic
                                                                                                                                                • Integrating the online and offline shopping experience
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 32: Zalando: Group financial performance, 2011-15
                                                                                                                                                    • Retail offering

                                                                                                                                                    Companies Covered

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

                                                                                                                                                    Online Retailing - Italy - July 2016

                                                                                                                                                    £995.00 (Excl.Tax)