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Online Retailing - Italy - July 2019

Covered in this report

This report is designed to give an overview of the Italian online retail market. It looks at the market including forecasts for future developments, provides in-depth consumer analysis using our own data and has a section on the key players in the market including our company profiles.

For our consumer research this year we asked questions on the following topics:

  • Which products consumers have bought online in the last 12 months
  • The retailers used for online shopping in the last 12 months
  • Typical behaviours when shopping online
  • Membership of Amazon Prime

“Online retailing in Italy is growing, but slowly. Foreign online pureplayers (Amazon and Zalando, for example) are making a big impact and driving the response from Italian retailers. But there is still a long way to go. The infrastructure is developing, in terms of online exposure and device ownership, and those who shop online are clearly enthusiasts for what online can offer. Progress may be slow, but Italy is following the path seen elsewhere and should gradually catch up.”
– Richard Perks, Director of Retail Research

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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), 2014-24
              • Segmentation of online sales
                • Figure 2: Italy: online sales by broad sector, 2018
              • Market drivers
                • Broadband access
                  • Figure 3: Italy: broadband penetration as % all households, 2009-18
                • Device ownership
                  • Online shopping
                    • Figure 4: Italy: percentage saying they have bought online in last 12 months, 2009-18
                  • Companies and brands
                    • Market shares
                      • Leading players
                        • Figure 5: Italy: leading online retailers’ estimated shares of all online sales, 2018
                      • The consumer
                        • Internet users steadily increasing usage of online shopping
                          • Figure 6: Italy: proportion of internet users who have shopped online, 2015-19
                        • Clothing and footwear the most bought sector
                          • Figure 7: Italy: products bought online in the last 12 months, June 2019
                        • Pureplayers bought from twice as much as multichannel
                          • Figure 8: Italy: retailer type bought from online, store-based vs pureplayers, June 2019
                        • Amazon dominant
                          • Figure 9: Italy: retailers bought from online, June 2019
                        • Online shoppers very price aware
                          • Figure 10: Italy: online shopping behaviours, June 2019
                        • Two-fifths of internet users are Prime members
                          • Figure 11: Italy: membership of Amazon prime, June 2019
                        • What we think
                        • Issues and Insights

                          • What is inhibiting online growth?
                            • What we’ve seen
                              • What it means
                                • Can Amazon maintain its dominance?
                                  • What we’ve seen
                                    • What it means
                                    • The Market – What You Need to Know

                                      • Economy weak
                                        • Online share of retailing still low
                                          • Electricals the largest sector
                                            • Italy lags the EU in online access…
                                              • …and purchasing
                                                • Smartphone ownership high
                                                • Market Size

                                                  • The economy
                                                    • Online sales and forecasts
                                                      • Figure 12: Italy: online sales (incl. VAT), 2014-19
                                                      • Figure 13: Italy: forecast online sales, 2019-24
                                                    • Segmentation/what they buy online
                                                      • Figure 14: Italy: products bought online in the last 12 months, June 2019
                                                      • Figure 15: Italy: online sales by sector, 2017-18
                                                      • Figure 16: Italy: online sales by broad sector, 2018
                                                    • Market drivers
                                                      • Broadband access
                                                        • Figure 17: Italy: broadband penetration as % all households, 2009-18
                                                      • Device ownership
                                                        • Figure 18: Italy: technology products personally owned, Q4 2018
                                                      • Online shopping
                                                        • Figure 19: Italy: percentage saying they have bought online in the last year, 2014-18
                                                        • Figure 20: EU, Italy, percentage saying they have bought online in last 12 months, 2009-18
                                                    • Companies and Brands – What You Need to Know

                                                      • Amazon is the clear market leader
                                                        • But not all online players are performing well
                                                          • Market fragmented beyond Amazon and eBay
                                                          • Leading Players

                                                                • Figure 21: Italy: leading online retailers, sales (excl. VAT), 2016-18
                                                            • Market Shares

                                                                • Figure 22: Italy: leading online retailers’ estimated shares of all online sales, 2018
                                                            • The Consumer – What You Need to Know

                                                              • Internet users steadily increasing usage of online shopping
                                                                • Clothing and footwear the most bought sector
                                                                  • Pureplayers bought from twice as much as multichannel
                                                                    • Amazon dominant
                                                                      • Online shoppers very price aware
                                                                        • A quarter of shoppers are lapsed Prime members
                                                                          • The research
                                                                          • Who Shops Online

                                                                              • Figure 23: Italy: proportion of internet users who have shopped online, 2015-19
                                                                          • What they Buy Online

                                                                              • Figure 24: Italy: products bought online in the last 12 months, June 2019
                                                                          • Where they Shop Online

                                                                              • Figure 25: Italy: type of retailer bought from online in last 12 months, store-based vs pureplayers, June 2019
                                                                              • Figure 26: Italy: retailers purchased from online in the last 12 months, June 2019
                                                                              • Figure 27: Italy: proportion of internet users who have shopped online in the last 12 months, by major retailer, 2015-19
                                                                            • Profile of shoppers by retailers used
                                                                              • Figure 28: Italy: profile of shoppers by retailer purchased from online in last 12 months, June 2019
                                                                          • Online Shopping Behaviours

                                                                              • Figure 29: Italy: online shopping behaviours, June 2019
                                                                            • Behaviours by retailer used
                                                                              • Search behaviour
                                                                                • Figure 30: Italy: search behaviour by retailer used, June 2019
                                                                              • Research behaviour
                                                                                • Figure 31: Italy: research behaviour by retailer used, June 2019
                                                                              • Service
                                                                                • Figure 32: Italy: service checking by retailer used, June 2019
                                                                              • Online shopping behaviours by products bought online
                                                                                • Search behaviour
                                                                                  • Figure 33: Italy: sources used to search for products/inspiration when shopping online, by products bought online in last 12 months, June 2019
                                                                                • Research behaviour
                                                                                  • Figure 34: Italy: research carried out when shopping online, by products bought online in last 12 months, June 2019
                                                                                • Service checking
                                                                                  • Figure 35: Italy: service checking by product bought online, June 2019
                                                                              • Membership of Amazon Prime

                                                                                  • Figure 36: Italy: membership of Amazon prime, June 2019
                                                                                  • Figure 37: Italy: profiles by membership status, June 2019
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Data sources
                                                                                  • AliExpress

                                                                                      • What we think
                                                                                        • As a retailer
                                                                                          • Where next?
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Figure 38: Alibaba: sales by division, 2017-18
                                                                                                • Figure 39: Alibaba: group financial performance, 2015/16-2018/19
                                                                                              • Gross merchandise volume (GMV, or total sales at retail prices)
                                                                                                • Figure 40: Alibaba: GMV of China marketplaces, 2015/16-2017/18
                                                                                              • AliExpress
                                                                                                • Retail offering
                                                                                                • Amazon

                                                                                                    • What we think
                                                                                                      • Amazon: A Shopper’s Perspective – UK, January 2019
                                                                                                        • Amazon in Europe
                                                                                                          • How has it done it?
                                                                                                            • Marketplace development
                                                                                                              • Amazon Prime
                                                                                                                • Dynamism
                                                                                                                  • Stores and online
                                                                                                                    • Food retailing
                                                                                                                      • Where next?
                                                                                                                        • Company background
                                                                                                                          • Company performance
                                                                                                                            • Figure 41: Amazon: consolidated sales by activity, 2018
                                                                                                                          • Mintel estimates
                                                                                                                            • GTV vs consolidated sales
                                                                                                                              • Recent performance
                                                                                                                                • Figure 42: Amazon Group: group financial performance, 2014-18
                                                                                                                                • Figure 43: Amazon International: estimated retail sales performance, 2015-18
                                                                                                                              • Retail offering
                                                                                                                                • Consumer profile
                                                                                                                                  • Product mix
                                                                                                                                    • Figure 44: Amazon UK: estimated sales by product, 2017
                                                                                                                                  • Marketing
                                                                                                                                  • eBay

                                                                                                                                      • What we think
                                                                                                                                        • Marketplace
                                                                                                                                          • What eBay adds
                                                                                                                                            • Is eBay mature?
                                                                                                                                              • Where next?
                                                                                                                                                • Company background
                                                                                                                                                  • Company performance
                                                                                                                                                    • Figure 45: eBay: group financial performance, 2014-18
                                                                                                                                                    • Figure 46: eBay: Group revenue by stream, 2018
                                                                                                                                                    • Figure 47: eBay: group Gross Merchandise Volume, 2014-18
                                                                                                                                                  • Retail offering
                                                                                                                                                  • Otto Group (Multichannel Retail)

                                                                                                                                                      • What we think
                                                                                                                                                        • Time-saving and convenient automated shopping experiences
                                                                                                                                                          • Faster delivery with new instant payment system
                                                                                                                                                            • Experimental store concept combining the advantages of bricks-and-mortar retailing with those of online shopping
                                                                                                                                                              • Raising awareness of sustainability and eco-friendly credentials
                                                                                                                                                                • Company background
                                                                                                                                                                  • Company performance
                                                                                                                                                                    • Figure 48: Otto Group (Multichannel Retail): group sales performance, 2014/15-2018/19
                                                                                                                                                                    • Figure 49: Otto Group: major brands within the Multichannel Retail segment, 2018/19
                                                                                                                                                                  • Retail offering
                                                                                                                                                                  • Veepee (formerly Vente-Privée)

                                                                                                                                                                      • What we think
                                                                                                                                                                        • Name changes aims for consistency of branding and message
                                                                                                                                                                          • Bizarre UK exit about-turn suggests lack of commitment
                                                                                                                                                                            • Mobile continues to be the focus
                                                                                                                                                                              • Further synergies possible
                                                                                                                                                                                • Delivery pass impact hard to judge
                                                                                                                                                                                  • Company background
                                                                                                                                                                                    • Company performance
                                                                                                                                                                                      • Figure 50: Vente Privée: group sales performance, 2014-18
                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                    • YNAP group

                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • YNAP gives a much-needed boost to Richemont’s online presence
                                                                                                                                                                                            • Increased co-operation with other brands in the Richemont family
                                                                                                                                                                                              • Alibaba deal provides China boost
                                                                                                                                                                                                • Customer service enhancements focus on personalisation
                                                                                                                                                                                                  • Where now?
                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                        • Figure 51: YNAP group: group financial performance, 2013/14-2018/19
                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                      • Zalando

                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                            • Direct delivery of goods through partnered stores
                                                                                                                                                                                                              • Expansion of loyalty scheme to strengthen relationship with customers
                                                                                                                                                                                                                • Virtual stylist to aid customers through the decision making process
                                                                                                                                                                                                                  • Charging delivery fees to offset falling average order size and higher fulfilment costs
                                                                                                                                                                                                                    • Combatting ‘wardrobing’
                                                                                                                                                                                                                      • Eyeing growth through beauty
                                                                                                                                                                                                                        • In-home delivery service
                                                                                                                                                                                                                          • Tackling the problem of packaging waste
                                                                                                                                                                                                                            • Company background
                                                                                                                                                                                                                              • Company performance
                                                                                                                                                                                                                                • Figure 52: Zalando: group financial performance, 2014-18
                                                                                                                                                                                                                                • Figure 53: Zalando: key metrics, 2015-Q1 2018
                                                                                                                                                                                                                              • Retail offering

                                                                                                                                                                                                                              Online Retailing - Italy - July 2019

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