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Online Retailing - Italy - July 2018

“Online retailing in Italy lags behind the UK and Germany, but it is developing rapidly as more people get online and barriers, such as unreliable delivery and low credit card ownership, are overcome. Once people are online they appear to be keen shoppers – the mobile sector is particularly important in Italy as it has very high penetration and usage of smartphones. International retailers dominate the sector and the provision from local retailers is generally poor. The giants, such as Amazon and Zalando, see the potential and are investing heavily in the market”

- Natalie Macmillan, Senior European Retail Analyst

This report looks at the following areas:

  • Is e-commerce finally taking off in Italy?
  • Mobile is essential

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Table of contents

  1. Overview

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

          • The market
            • The economy
              • Online sales
                • Figure 1: Italy: online sales (incl. VAT), 2011-23
              • Segmentation/What they buy online
                • Broadband access
                  • Device ownership and internet access
                    • Online shopping
                      • Leading players
                        • Key metrics
                          • Market shares
                            • The consumer
                              • What they buy online
                                • Figure 2: Italy: products purchased online in the last 12 months, May 2018
                              • Where they shop online
                                • Figure 3: Italy: retailers purchased from online in the last 12 months, May 2018
                              • Important features of online retailers
                                • Figure 4: Italy: important features of retailers when shopping online, % agreeing “extremely important” May 2018
                              • Membership of Amazon Prime
                                • What we think
                                • Issues and Insights

                                  • Is e-commerce finally taking off in Italy?
                                    • The facts
                                      • The implications
                                        • Mobile is essential
                                          • The facts
                                            • The implications
                                            • The Market – What You Need to Know

                                              • Economy looking up
                                                • Online growing strongly
                                                  • Clothing the most purchased category
                                                    • Broadband extending reach
                                                      • High usage of smartphones
                                                        • Online shopping low amongst general population but high amongst those online
                                                        • Market Size

                                                          • The economy
                                                            • Figure 5: Italy: online sales (incl VAT), 2013-18
                                                            • Figure 6: Italy: forecast online sales (incl. VAT), 2018-23
                                                          • Segmentation/What they buy online
                                                            • Figure 7: Italy: products purchased online in the last 12 months, May 2018
                                                          • Grocery
                                                            • Clothing
                                                              • Electricals
                                                                • Beauty and Personal Care
                                                                • Market Drivers

                                                                  • Broadband access
                                                                    • Figure 8: Italy: broadband penetration, % all households, 2010-17
                                                                  • Device ownership and internet access
                                                                    • Figure 9: Italy: technology products personally owned, Q3 2017
                                                                    • Figure 10: Italy: devices used to access the internet in the last three months, Q3 2017
                                                                    • Figure 11: Italy: demographic profile of those using a smartphone to access the internet in the last three months, Q3 2017
                                                                  • Online shopping
                                                                    • Figure 12: France: percentage saying they have bought online in the last year, 2008-17
                                                                • Leading Players – What You Need to Know

                                                                  • An international sector
                                                                    • Domestic players lag behind
                                                                      • Online grocery in its infancy
                                                                        • Amazon leads
                                                                        • Leading Players

                                                                          • International players dominate
                                                                            • Amazon investing and innovating
                                                                              • Sector specialists too
                                                                                • Domestic players lag behind
                                                                                  • YNAP
                                                                                    • ePrice
                                                                                      • Grocery
                                                                                          • Figure 13: Italy: leading online retailers, sales, 2015-17
                                                                                      • Market Shares

                                                                                        • Amazon leads, followed by a long tail
                                                                                          • Figure 14: Italy: leading online retailers’ shares of all online sales, 2017
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Over half buy clothing/footwear online
                                                                                          • Variation by demographics
                                                                                            • Online-only retailers dominate
                                                                                              • Range and costs are important to consumers
                                                                                                • Highest membership of Amazon Prime
                                                                                                • What They Buy Online

                                                                                                    • Over half buy clothing/footwear online
                                                                                                      • Figure 15: Italy: products purchased online in the last 12 months, May 2018
                                                                                                      • Figure 16: Italy: products purchased online in the last 12 months, by gender, May 2018
                                                                                                      • Figure 17: Italy: profile of shoppers by type of product bought online in the last 12 months, May 2018
                                                                                                  • Where They Shop Online

                                                                                                    • Amazon dominates
                                                                                                      • Figure 18: Italy: retailers bought from online in the last 12 months, May 2018
                                                                                                      • Figure 19: Italy: profile of shoppers by retailer bought from online in the last 12 months, May 2018
                                                                                                  • Important Features of Online Retailers

                                                                                                    • Range and cost are paramount
                                                                                                      • Figure 20: Italy: important features of retailers when shopping online, May 2018
                                                                                                    • What’s important for different categories?
                                                                                                      • Costs are important to fashion buyers
                                                                                                        • Figure 21: Italy: extremely important features of online retailers, clothing shoppers compared to the average, May 2018
                                                                                                      • Choice and price matching important to beauty shoppers
                                                                                                        • Figure 22: Italy: extremely important features of online retailers, beauty shoppers compared to the average, May 2018
                                                                                                    • Membership of Amazon Prime

                                                                                                        • Figure 23: Italy: membership of Amazon Prime, May 2018
                                                                                                        • Figure 24: Italy: current members of Amazon Prime, by age and gender, May 2018
                                                                                                    • Amazon.com

                                                                                                        • What we think
                                                                                                          • Geographical expansion
                                                                                                            • Prime
                                                                                                              • Marketplace
                                                                                                                • AWS
                                                                                                                  • Profitability
                                                                                                                    • What next?
                                                                                                                      • Food
                                                                                                                        • Clothing
                                                                                                                          • Electricals and others
                                                                                                                            • Company background
                                                                                                                              • Company performance
                                                                                                                                • Published sales and total sales volumes
                                                                                                                                    • Figure 25: Amazon: sales breakdown by source of income, 2015-17
                                                                                                                                    • Figure 26: Amazon: sales breakdown by source of income, 2017
                                                                                                                                  • First quarter 2018
                                                                                                                                    • Gross merchandise volume (GMV)
                                                                                                                                        • Figure 27: Amazon: estimated group gross merchandise volume, 2015-17
                                                                                                                                      • GMV by country
                                                                                                                                        • Figure 28: Amazon.com Inc: group financial performance, 2013-17
                                                                                                                                      • UK sales by product
                                                                                                                                        • Figure 29: Amazon UK: estimated sales by product, 2017
                                                                                                                                      • Retail offering
                                                                                                                                      • eBay

                                                                                                                                          • What we think
                                                                                                                                            • Marketplace
                                                                                                                                              • No longer a fast-growing business
                                                                                                                                                • Progress in 2017
                                                                                                                                                  • Shortcomings vs Amazon
                                                                                                                                                    • What next?
                                                                                                                                                      • Company background
                                                                                                                                                        • Company performance
                                                                                                                                                          • Figure 30: eBay: group gross merchandise volume, 2013-17
                                                                                                                                                          • Figure 31: eBay: major markets, estimated growth in GMV in local currency, 2014-17
                                                                                                                                                          • Figure 32: eBay Europe: sales, excluding VAT, 2015-17
                                                                                                                                                        • Retail offering
                                                                                                                                                        • Otto Group (Multichannel Retail)

                                                                                                                                                            • What we think
                                                                                                                                                              • Marketplace development widening product choice and attracting new customers
                                                                                                                                                                • ABOUT YOU doubles sales
                                                                                                                                                                  • ‘Conversational commerce’
                                                                                                                                                                    • Sports lifestyle hub
                                                                                                                                                                      • Parcel shops, micro depots and trunk delivery
                                                                                                                                                                        • Using augmented reality technology to make choosing the right product easier
                                                                                                                                                                          • Otto Now expanded to include over 100 products
                                                                                                                                                                            • Company background
                                                                                                                                                                              • Company performance
                                                                                                                                                                                  • Figure 33: Otto Group (Multichannel Retail): group sales performance, 2013/14-2017/18
                                                                                                                                                                                  • Figure 34: Otto Group: major brands within the Multichannel Retail segment, 2017/18
                                                                                                                                                                                • Retail offering
                                                                                                                                                                                • Vente-privée

                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Priority must be to digest acquisitions
                                                                                                                                                                                        • Mobile commerce increases in importance
                                                                                                                                                                                          • Delivery pass and marketplace launches aim to further increase appeal
                                                                                                                                                                                            • Investment in innovation driving growth
                                                                                                                                                                                              • A growing contribution from entertainment
                                                                                                                                                                                                • Potential clouds on the horizon?
                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                      • Figure 35: Vente-privée: group sales performance, 2013-17
                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                    • YNAP Group

                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                          • Richemont takeover completed
                                                                                                                                                                                                            • YNAP focuses on m-commerce…
                                                                                                                                                                                                              • …and expands product range
                                                                                                                                                                                                                • Sustainability commitments
                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                      • Figure 36: YNAP Group: group financial performance, 2014-17
                                                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                                                    • Zalando

                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                          • Complementary beauty category offering
                                                                                                                                                                                                                            • Pop-up an opportunity to raise awareness of the online style advisory service
                                                                                                                                                                                                                              • Growing role of personalisation
                                                                                                                                                                                                                                • Scaling up logistics network and order fulfilment options
                                                                                                                                                                                                                                  • Rising fulfilment costs a sign of things to come?
                                                                                                                                                                                                                                    • Local and regional-specific payment options boosting basket size and conversion rates
                                                                                                                                                                                                                                      • Company background
                                                                                                                                                                                                                                        • Company performance
                                                                                                                                                                                                                                            • Figure 37: Zalando: group financial performance, 2013-17
                                                                                                                                                                                                                                            • Figure 38: Zalando: key metrics, 2015-Q1 2018
                                                                                                                                                                                                                                          • Retail offering
                                                                                                                                                                                                                                          • Appendix: Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                                                              • Data sources

                                                                                                                                                                                                                                              Online Retailing - Italy - July 2018

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