Home Shopping - Italy - July 2012
This report series covers the home shopping market in the 19 leading economies of Europe, five of these in depth: the UK, France, Germany, Italy, and Spain. The other 14 countries are covered in brief in our European Home Shopping Market section.
In total these 19 countries account for around 95% of all European retail sales, excluding Russia. The remaining ten countries are either too small (e.g. Luxembourg) or are not sufficiently well developed to warrant detailed coverage (e.g. Romania and Bulgaria). Many of the developing countries plus Russia and Turkey are covered in Mintel’s annual European Retail Handbook, as well as the Mintel report, Retailing in Emerging Markets – Europe, June 2011.
This data in its entirety is contained in the single copy 19-country report, which gives a full overview of home shopping in Europe. Single country reports are also available for the UK, France, Germany, Spain and Italy.
In the multichannel age, most retail sectors see a degree of home shopping. Thus, there are no definitive total home-shopping figures in the data published by the statistics office, typically the most comprehensive and reliable source of retail data.
The total home shopping market comprises three main elements:
- Mail order – catalogue retailers (including online sales) and online pureplayers
- Multichannel – online sales by store-based (multichannel) retailers
- Direct selling and other smaller channels such as TV shopping and off-the-page adverts
For many European countries, there is official data for the first segment: as a legacy of catalogue shopping, European statistics offices typically publish data for the mail order sector, even if that sector has now expanded beyond catalogue operators to online pureplayers.
Our multichannel figures are estimates based on multiple sources, including statistics office figures, data from major retailers, figures from trade bodies, data on the proportion of consumers shopping online, information from trade sources, and Mintel analysts’ knowledge of national markets.
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