2021
0
Italy Online Retailing Market Report 2021
2021-08-20T04:11:47+01:00
OX1049197
1095
141670
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
“The COVID-19 pandemic brought forwards the development of the online retailing market in Italy by one or two years. Although most Italians were shopping online pre-pandemic, the biggest change we’ve…

Italy Online Retailing Market Report 2021

£ 1,095 (Excl.Tax)

Report Summary

“The COVID-19 pandemic brought forwards the development of the online retailing market in Italy by one or two years. Although most Italians were shopping online pre-pandemic, the biggest change we’ve seen has come about through people shopping online more often and across a wider range of product categories. As we begin to emerge from the pandemic, the most successful retailers will be those who hold on to the new customers they’ve acquired by building a closer relationship and developing a bond of loyalty with them, while there are opportunities for retailers to capitalise on growing interest in both sustainability and localism.”
– Michael Oliver, Retail Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on consumer behaviour and the online retail market
  • How the market will fare in the post-COVID-19 slowdown
  • What people buy online
  • The performance of the major online retailers in 2020
  • Online shopping behaviours and what consumers look for in online retailers.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Areas covered in this Report
        • Executive Summary

            • The market
              • Market size and forecast
                • Figure 1: Italy: online retail market size and forecast, 2016-21
              • Market drivers
                • The consumer
                  • How much they shopped online
                    • Figure 2: Italy: changes in online shopping due to the COVID-19 pandemic, 2021
                  • Frequency of shopping online
                    • Figure 3: Italy: frequency of online shopping, 2020-21
                  • What they bought online
                    • Figure 4: Italy: products purchased online in the past year, 2019-21
                  • Where they shopped online
                    • Figure 5: Italy: online retailers shopped with in the past year, 2021
                  • Attitudes to shopping online
                    • Figure 6: Italy: attitudes towards shopping online, 2021
                  • Companies and brands
                    • Key metrics
                      • Market shares
                        • Figure 7: Italy: leading online retailers’ estimated shares of all online sales, 2020
                    • Impact of COVID-19 on Online Retailing

                      • Short, medium and long term impact on the sector
                        • Figure 8: Short, medium and long term impact of COVID-19 on retailing, June 2021
                      • Opportunities and threats
                        • New concepts, new opportunities…
                          • Harnessing the power of tech
                            • AR and VR try-on innovations can help lessen the risk of buying online
                              • Alternative credit options could tempt impulse online purchases
                                • Online shopping could help hard-up consumers limit spending
                                  • Returns can threaten further growth
                                    • High delivery fees: a barrier to overcome in online grocery
                                      • How COVID-19 will reshape the industry
                                        • Fast delivery could be an important differentiator moving forwards
                                          • Sustainability to gain further traction
                                            • Localism: a lasting legacy of the pandemic
                                              • Online retailing to get more competitive
                                                • Grocery discounters look to online
                                                  • The impact of COVID-19 on consumer behaviour across Europe
                                                    • COVID concerns are falling
                                                      • Figure 9: Europe: those extremely worried about the risk of being exposed to COVID-19, 2020-21*
                                                    • Job security is still an issue
                                                      • Figure 10: Europe: financial impact of COVID-19, 2021*
                                                    • Changes in behaviour since COVID outbreak started
                                                      • Spanish and Italians most likely to still be cutting back non-essential spending
                                                        • Concerns still linger about time spent in-store
                                                          • France and Italy most popular locations for click and collect
                                                            • Aversion to cash is strong across most countries
                                                              • Pandemic has helped local shops
                                                                • Numbers shopping more online remain high
                                                                  • Figure 11: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, 2021*
                                                                • Trends in shopping more online
                                                                  • Figure 12: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak: trends in agreement with statement “I am shopping more online”, 2020-21*
                                                                • Trends in using click and collect more
                                                                  • Figure 13: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak: trends in agreement with statement “I am using click-and-collect more”, 2020- 21*
                                                                • Most popular online purchases are low on spending priorities list
                                                                  • Figure 14: Net balance* of expected spending on selected items in the next month, 2021**
                                                                • How the crisis is impacting on key consumer segments
                                                                  • Women still more concerned about catching the virus in most countries
                                                                    • Concern levelling off among older age groups as vaccination levels rise
                                                                      • Figure 15: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, 2021*
                                                                    • Women most likely to be shopping more online
                                                                      • Figure 16: Europe: consumers shopping more online, by gender and age, 2021*
                                                                    • Click and collect usage evenly split by gender
                                                                      • Figure 17: Europe: consumers using click-and-collect more, by gender and age, 2021*
                                                                    • Older consumers most likely to be trying to limit time spent in-store
                                                                      • Figure 18: Europe: consumers trying to limit time spent in-store, by gender and age, 2021*
                                                                    • COVID-19: market context
                                                                      • France
                                                                        • Germany
                                                                          • Italy
                                                                            • Spain
                                                                              • UK
                                                                              • Issues and Insights

                                                                                • Retailers look to retain online shoppers gained during pandemic
                                                                                  • Encouraging existing customers to buy from more categories, more often
                                                                                    • A changing role for omnichannel retailers’ stores
                                                                                      • Italians open to loyalty schemes that reward with discounts
                                                                                        • ‘Humanising’ retailers’ online propositions
                                                                                          • A touch of pragmatism
                                                                                            • Emphasising the convenience of online shopping
                                                                                              • Making the online proposition more convenient
                                                                                                • What are the main online growth sectors and how will they perform in 2021?
                                                                                                  • Grocery retailers recover from initial shock to expand online capacity
                                                                                                    • Increased time at home and home working has boosted online sales of electricals
                                                                                                      • Beauty retailers see strong growth despite home working and restrictions on social activity
                                                                                                        • Transference drives online sales of store-based retailers
                                                                                                          • An opportunity to launch marketplaces
                                                                                                            • What will be the key issues influencing online shoppers going forward?
                                                                                                              • Sustainability issue will only become more important to consumers
                                                                                                                • Packaging is a problem, even when cardboard is used
                                                                                                                  • Delivery: plenty of scope for improvement and opportunities for local retailers
                                                                                                                    • Second-hand and rental go mainstream
                                                                                                                      • Desire to buy local opens up potential for Made in Italy ranges as well as locally-sourced products
                                                                                                                      • The Market – Key Takeaways

                                                                                                                        • COVID-19 continues to be biggest demand driver
                                                                                                                          • Weak economy is affecting some households’ finances
                                                                                                                            • Growth likely to begin to fall off in second half of 2021
                                                                                                                            • Market Drivers

                                                                                                                              • Consumer confidence in Italy picks up
                                                                                                                                • Figure 19: Italy: trends in levels of consumer confidence, 2020-21
                                                                                                                              • Economy hit by COVID-19, while consumer spending hit even harder
                                                                                                                                • Figure 20: Italy: trends in GDP and consumer spending*, 2015-20
                                                                                                                              • High unemployment and furlough levels put pressure on Italian finances
                                                                                                                                • Figure 21: Italy: trends in unemployment rate*, 2016-22
                                                                                                                              • Prices steady after COVID-driven discounting
                                                                                                                                • Figure 22: Italy: consumer prices*, annual % change, 2016-22
                                                                                                                              • Device ownership
                                                                                                                                • Figure 23: Italy: device ownership levels, 2021
                                                                                                                              • Shopping online
                                                                                                                                • Figure 24: Italy: agreement with statement “I am shopping more online”, 2020-21
                                                                                                                              • Devices used to shop online
                                                                                                                                • Figure 25: Italy: devices used for online shopping in the past three months, 2021
                                                                                                                              • Broader factors influencing online purchasing
                                                                                                                                  • Figure 26: Italy: agreement with statements about online shopping, 2021
                                                                                                                              • Market Size and Forecasts

                                                                                                                                • Online sales and forecasts
                                                                                                                                  • Figure 27: Italy: online sales (including VAT), 2016-21
                                                                                                                                  • Figure 28: Italy: online sales forecasts (including VAT), 2021-26
                                                                                                                                • The COVID effect for online specialists
                                                                                                                                  • Figure 29: Italy: trends in percentage annual change in sales of e-commerce retailers, by month, 2020-21
                                                                                                                              • Market Segmentation/What They Buy Online

                                                                                                                                  • Figure 30: Italy: products purchased online in the past year, 2021
                                                                                                                                  • Figure 31: Italy: online sales by category, 2019-20
                                                                                                                                  • Figure 32: Italy: percentage breakdown of online sales by category, 2020
                                                                                                                              • The Consumer – Key Takeaways

                                                                                                                                • COVID effect has been to drive greater use of online channels…
                                                                                                                                  • Amazon customers shopping more products, more often
                                                                                                                                    • Sustainability cannot be ignored as an issue in the online market
                                                                                                                                      • Operators may seek to exploit positive sentiment towards ‘Made in Italy’
                                                                                                                                        • Rewarding pandemic loyalty
                                                                                                                                          • Opportunity for Privalia and Zalando to partner with split payments operator?
                                                                                                                                            • Zalando could tap into consumer desire to support local independents
                                                                                                                                            • Who Shops Online and How Frequently

                                                                                                                                              • Almost all Italian internet users shop online
                                                                                                                                                • COVID effect has been to drive greater use of online channels…
                                                                                                                                                  • Figure 33: Italy: changes in online shopping due to the COVID-19 pandemic, 2021
                                                                                                                                                • …and increased the frequency with which consumers shop online
                                                                                                                                                  • Figure 34: Italy: frequency of online shopping, 2020-21
                                                                                                                                              • Products Purchased Online

                                                                                                                                                • Almost all categories boosted by higher levels of online engagement
                                                                                                                                                  • Figure 35: Italy: products purchased online in the past year, 2019-21
                                                                                                                                                • Which categories have people who are shopping online more often been buying?
                                                                                                                                                  • Figure 36: Italy: products purchased online in the past year, by people shopping online more often since COVID outbreak began, 2021
                                                                                                                                              • Retailers Shopped With

                                                                                                                                                • Majority shopped with online-only retailers in the past year
                                                                                                                                                  • Figure 37: Italy: types of retailers shopped with in the past year, 2021
                                                                                                                                                • Amazon consolidates its position after 2020 gains
                                                                                                                                                  • Figure 38: Italy: online-only retailers shopped with in the past 12 months, 2019-21
                                                                                                                                                • Zalando most likely to have benefitted from people shopping online more since COVID-19
                                                                                                                                                  • Figure 39: Italy: online-only retailers shopped with in the past 12 months, by those shopping online more often since COVID-19 outbreak, 2021
                                                                                                                                                • Amazon increases its exclusive shopper numbers
                                                                                                                                                  • Figure 40: Italy: trends in composition of amazon shoppers, 2020-21
                                                                                                                                                • Amazon shoppers most likely to also shop at eBay, Zalando and AliExpress among online-only retailers
                                                                                                                                                  • Figure 41: Italy: other online retailers shopped at by Amazon customers, 2021
                                                                                                                                                • Media World sees a big jump in online shopper numbers
                                                                                                                                                    • Figure 42: Italy: store-based retailers shopped with online in the past year, 2019-21
                                                                                                                                                  • Home, clothing, beauty and food and drink retailers most likely to have been used by those shopping more online
                                                                                                                                                    • Figure 43: Italy: store-based retailers shopped with online in the past year, by those shopping online more often since COVID-19 outbreak, 2021
                                                                                                                                                  • Amazon shoppers most likely to also shop online at electrical, beauty and home/DIY retailers among store-based players
                                                                                                                                                    • Figure 44: Italy: store-based retailers shopped at online by Amazon customers, 2021
                                                                                                                                                  • Amazon the most popular retailer overall
                                                                                                                                                    • Figure 45: Italy: online retailers shopped with in the past year, 2020-21
                                                                                                                                                • Attitudes to Shopping Online

                                                                                                                                                  • Sustainability cannot be ignored as an issue in the online market
                                                                                                                                                      • Figure 46: Italy: attitudes towards shopping online, 2021
                                                                                                                                                    • Attitudes by where they shop
                                                                                                                                                      • Privalia shoppers particularly keen on ‘Made in Italy’
                                                                                                                                                        • Figure 47: Italy: attitudes towards statement “I prefer to shop online with retailers who sell products produced in Italy than those that don’t”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                      • Zalando shoppers most likely to stay loyal after pandemic
                                                                                                                                                        • Figure 48: Italy: attitudes towards statement “I will continue buying from the retailers I bought from online during the pandemic once the COVID-19/coronavirus outbreak subsides”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                      • An opportunity for Privalia and Zalando to partner with split payments operators?
                                                                                                                                                        • Figure 49: Italy: attitudes towards statement “Credit options (eg buy-now-pay-later) have encouraged me to make impulse purchases online”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                      • Zalando could tap into consumer desire to support local independents
                                                                                                                                                        • Figure 50: Italy: attitudes towards statement “I have tried to buy more products from independent retailers/sellers online since the COVID-19/coronavirus outbreak began compared to before”, by online-only retailers shopped with in the past 12 months, 2021
                                                                                                                                                    • Companies and Brands – Key Takeaways

                                                                                                                                                      • Amazon the prime beneficiary of sharp online growth in 2020
                                                                                                                                                        • More time spent at home drives sales for many different retailers
                                                                                                                                                          • Pandemic exercise boom also benefits a variety of retailers
                                                                                                                                                          • Leading Players

                                                                                                                                                            • Top 20 online retailers enjoy average of 41.4% growth in 2020
                                                                                                                                                              • Generalists benefit from closure of non-essential stores
                                                                                                                                                                • Amazon is undisputed market leader
                                                                                                                                                                  • Lockdown drives boom in sports and exercise clothing and equipment
                                                                                                                                                                    • Decathlon leads way
                                                                                                                                                                      • Privalia and Bonprix also see strong growth from cycling, running boom
                                                                                                                                                                        • Clothing retailers enjoy online gains due to transfer of sales from stores
                                                                                                                                                                          • Inditex returns strongest growth; OVS lags in terms of online share
                                                                                                                                                                            • Zalando saw more modest growth due to relative maturity of its online business
                                                                                                                                                                              • Electricals retailers benefit from growth in home working
                                                                                                                                                                                • Unieuro leverages its online expertise to boost market leadership
                                                                                                                                                                                  • Home/DIY-related retailers also enjoy online sales boom
                                                                                                                                                                                    • IKEA among those to benefit from home improvement and reconfiguration
                                                                                                                                                                                      • ADEO brands cement market leadership but pureplayer ManoMano reports strongest growth
                                                                                                                                                                                        • Figure 51: Italy: leading online retailers by sales (excl. VAT), 2016-20
                                                                                                                                                                                    • Market Shares

                                                                                                                                                                                        • Figure 52: Italy: leading online retailers’ estimated shares of all online sales, 2020
                                                                                                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                        • Data sources

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