2022
0
Italy Online Retailing Market Report 2022
2022-09-30T04:14:41+01:00
OX1103071
1095
156084
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
"The online retailing market surprised many people in 2021 by continuing to record strong growth even after opening restrictions on stores were removed. This growth was driven mainly by higher…

Italy Online Retailing Market Report 2022

£ 1,095 (Excl.Tax)

Report Summary

“The online retailing market surprised many people in 2021 by continuing to record strong growth even after opening restrictions on stores were removed. This growth was driven mainly by higher spending and came despite our consumer research for this report showing many sectors seeing a decline in purchasing penetration compared to the previous year. But 2022 is going to see a slowdown, not exclusive to online retailing but something which will affect many sectors of retail, due to the cost of living crisis. With their lower cost bases, this might be easier for online-only retailers to weather, so it is up to omnichannel retailers to leverage their store estates to deliver superior levels of service and features to their customers in order to retain them for the long term.”

– Michael Oliver, Retail Analyst, July 2022

This Report will look at the following areas:

  • The impact of COVID-19 on the online retailing sector and how it is recovering from this
  • The impact of rising living costs on Italian consumers and how this is affecting the online retailing sector
  • The winners and losers in the online retailing sector as we emerge into the post-COVID recovery phase
  • How people shop online and which channels and retailers they use
  • Attitudes towards different aspects of online retailing.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Market context
          • Areas covered in this Report
            • Market definition
            • Executive summary

                • The five-year outlook for online retailing
                  • Figure 1: Online retailing outlook, 2022-27
                • The market
                  • Market size and forecast
                    • Figure 2: Italy: online spending and forecast*, 2017-25
                  • Market drivers
                    • The consumer
                      • What they buy online
                        • Figure 3: Italy: products purchased online in the last 12 months, 2019-22
                        • Figure 4: Italy: changes in the frequency of online shopping in the last 12 months, 2022
                        • Figure 5: Italy: frequency of online shopping, 2020-22
                      • Retailers shopped with
                        • Figure 6: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                        • Figure 7: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                      • Attitudes to shopping online
                          • Figure 8: Italy: attitudes towards shopping online, 2022
                        • Companies and brands
                          • Amazon consolidates its dominant position
                            • Figure 9: Italy: leading online retailers’ estimated shares of all online sales*, 2021
                        • Issues and insights

                          • What will be the impact on online retailing of the cost of living crisis?
                            • Nearly two in five are worse-off than a year ago
                              • Increased cost of living is cause of financial hardship
                                • Nearly half expect to cut back on luxuries/non-essential products
                                  • Make purchases as flexible as possible
                                    • Make purchasing as simple as possible
                                      • Introduce or expand budget/value ranges
                                        • Be transparent when communicating price rises
                                          • Online-only retailers likely to be least-impacted by cost of living crisis
                                            • Don’t forget there are still consumers relatively unaffected by the crisis
                                              • How can omnichannel retailers compete more effectively with online-only specialists?
                                                • Omnichannel retailers need to increase their product ranges…
                                                  • …but not at the expense of the UX
                                                    • Omnichannel retailers need to make both sides of their business work for each other
                                                      • Improve inventory management
                                                        • Use stores for rapid deliveries
                                                          • How important is sustainability going to be for online retailers in the future?
                                                            • Plastic packaging is a particular area of concern
                                                              • Offer consumers alternative to buying new
                                                                • An opportunity to make delivery more sustainable
                                                                • Market size and forecasts

                                                                    • Figure 10: Italy: online spending (including VAT), 2017-25
                                                                  • COVID’s impact on online specialists is clear to see
                                                                    • Figure 11: Italy: trends in percentage annual change in sales of e-commerce retailers*, by month, 2020-22
                                                                • Market drivers

                                                                    • The economy
                                                                      • Ukraine conflict will impact the Italian economy
                                                                        • Unemployment
                                                                          • Inflation
                                                                            • Figure 12: Italy: consumer price inflation*, annual % change, 2017-21
                                                                            • Figure 13: Italy: monthly consumer price inflation*, annual percentage change, July 2021-June 2022
                                                                            • Figure 14: Italy: issues affecting Italian consumers over the past two months, 2022
                                                                            • Figure 15: Italy: expectations of changes made in response to rising prices, 2022
                                                                          • Consumer confidence hit by Ukraine conflict and impact on prices
                                                                            • Figure 16: Italy: trends in levels of consumer confidence, 2021-22
                                                                          • COVID is still a factor
                                                                            • Figure 17: Italy: changes in shopping habits since the start of the outbreak, 2021-22
                                                                          • Technology ownership and usage
                                                                            • Figure 18: Italy: activities done on household computers and smartphones in last three months*, 2021
                                                                        • What they buy online

                                                                          • Virtually all Italian internet users shop online
                                                                            • Nearly all product sectors see decline in purchasing compared to previous year
                                                                              • Fashion is the most popular online purchase
                                                                                • Food & drink have made major gains
                                                                                  • Online shopping for health and beauty products increases
                                                                                    • Figure 19: Italy: products purchased online in the last 12 months, 2019-22
                                                                                  • Frequency of online shopping
                                                                                    • A third of online shoppers have shopped online more frequently in the last year
                                                                                      • Figure 20: Italy: changes in the frequency of online shopping in the last 12 months, 2022
                                                                                    • Majority shop online two or three times a month or more often
                                                                                      • Figure 21: Italy: frequency of online shopping, 2020-22
                                                                                    • Which categories have people who are shopping online more often been buying?
                                                                                      • Figure 22: Italy: products purchased online in the past year, by people shopping online more often in last 12 months, 2022
                                                                                  • Where they shop online

                                                                                    • Pureplay online retailers are still the most popular place to shop online
                                                                                      • Figure 23: Italy: types of retailer shopped with online in last 12 months, 2021-22
                                                                                    • Amazon sets the bar in the online-only space
                                                                                      • Zalando is the leading online-only specialist
                                                                                        • Many other players lose ground
                                                                                          • Figure 24: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                                                                                        • Zalando online-only retailer most likely to have benefitted from people shopping online more
                                                                                          • Figure 25: Italy: online-only retailers shopped with in the past 12 months, by those shopping online more often in last 12 months, 2022
                                                                                        • Proportion of Amazon-only shoppers drops since pandemic peak
                                                                                          • Figure 26: Italy: trends in composition of Amazon shoppers, 2019-22
                                                                                        • Amazon shoppers most likely to also shop at eBay, Zalando and AliExpress among online-only retailers
                                                                                          • Figure 27: Italy: other online retailers shopped at by Amazon customers, 2021-22
                                                                                        • MediaWorld holds on to most of pandemic gains
                                                                                          • OVS online penetration is still low
                                                                                            • Beauty and grocery retailers also hold on to pandemic gains
                                                                                              • Home/DIY sector sees fall in online penetration
                                                                                                • Net gains for clothing specialists online
                                                                                                  • Department stores make rapid gains after being late to move online
                                                                                                    • Figure 28: Italy: retailers without stores shopped online with in the last 12 months, 2019-22
                                                                                                  • Beauty, clothing and electrical retailers with stores most likely to have benefitted from people shopping online more
                                                                                                    • Figure 29: Italy: store-based retailers shopped with online in the past year, by those shopping online more often since COVID-19 outbreak, 2022
                                                                                                  • Amazon shoppers most likely to have also shopped online at home/DIY and other clothing specialists
                                                                                                    • Figure 30: Italy: store-based retailers shopped at online by Amazon customers, 2022
                                                                                                • Attitudes to shopping online

                                                                                                  • Wider range of brands is big attraction of shopping online
                                                                                                    • Perception that they offer better stock availability is a big advantage for online retailers
                                                                                                      • Rapid fulfilment offers potential for retailers to differentiate
                                                                                                        • Consumers are concerned about the impact of online shopping
                                                                                                          • Considerable positive sentiment towards ‘Made in Italy’
                                                                                                            • Click & collect plays an important role
                                                                                                              • Returns are a problem for consumers as well as retailers
                                                                                                                • Online shoppers concerned about sustainability of packaging
                                                                                                                  • Interest in second-hand likely to grow amid increased interest in sustainable living and cost of living crisis
                                                                                                                    • Minority of consumers prepared to pay more for sustainable delivery
                                                                                                                      • Figure 31: Italy: attitudes towards shopping online, 2022
                                                                                                                    • Attitudes by where they shop – Online-only retailers
                                                                                                                      • Shoppers at fashion-oriented online-only brands most interested in paying more for climate smart deliveries…
                                                                                                                        • Figure 32: Italy: agreement with statement “I am prepared to pay more for environmentally friendly deliveries (eg by bicycle or electric vehicle) than for standard deliveries”, by shoppers who have bought online from retailers without stores in the last 12 months, 2022
                                                                                                                      • …and also to be interested in buying second-hand items online
                                                                                                                        • Figure 33: Italy: agreement with statement “I would be interested in shopping for used items online (eg second hand clothing, refurbished technology devices)”, 2022
                                                                                                                      • Attitudes by where they shop – Retailers with stores
                                                                                                                        • OVS online shoppers most prepared to pay more for climate smart deliveries
                                                                                                                          • Figure 34: Italy: agreement with statement “I am prepared to pay more for environmentally-friendly deliveries (eg by bicycle or electric vehicle) than for standard deliveries”, by shoppers who have bought online from retailers with stores in the last 12 months, 2022
                                                                                                                        • Department store, clothing and home/DIY shoppers show most interest in buying second-hand items online
                                                                                                                          • Figure 35: Italy: agreement with statement “I would be interested in shopping for used items online (eg second hand clothing, refurbished technology devices)”, 2022
                                                                                                                      • Companies and brands

                                                                                                                        • Amazon consolidates its dominant position
                                                                                                                          • Zalando takes sales to a new level but reports softening of demand
                                                                                                                            • eBay loses ground
                                                                                                                              • Electrical retailers see fruits of online investment
                                                                                                                                • Major grocery retailers are still reporting online growth
                                                                                                                                  • Leading store-based clothing retailers look to sustainability and digitalisation
                                                                                                                                    • Other players
                                                                                                                                      • IKEA ditches catalogue and throws full weight behind online
                                                                                                                                        • ADEO ramps up online operations further
                                                                                                                                          • Italy is still a small market for AliExpress relative to Spain
                                                                                                                                            • Veepee struggles to obtain stock in cautious post-COVID environment
                                                                                                                                              • Decathlon puts online at the heart of its sustainability-led strategy
                                                                                                                                                • Figure 36: Italy: leading online retailers by sales (excl. VAT), 2017-21
                                                                                                                                            • Market shares

                                                                                                                                                • Figure 37: Italy: leading online retailers’ estimated shares of all online sales, 2021
                                                                                                                                            • Appendix

                                                                                                                                              • Abbreviations
                                                                                                                                                • Consumer research methodology
                                                                                                                                                  • Data sources
                                                                                                                                                    • INSTITUTO CENTRALE DI STATISTICA (ISTAT) – Rome
                                                                                                                                                      • EUROSTAT – Luxembourg

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