Subscribe Login
DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
Technology

Online Shopping In Italy Continues To Rise

The number of Italians visiting online consumer goods sites to purchase food, home and personal care products, has grown by 6% to over 2 million in June 2017.

According to data from Nielsen, this figure accounts for 8% of active internet users.

The group notes that different types of players active in this field make the market highly competitive. Manufacturers who use the internet as a direct channel for their products see the highest amount of traffic, with around 700,000 unique users in June.

Next up are the e-commerce sites of traditional retailers and those of pure online players, such as Amazon, which see between 500,000 and 600,000 unique users each. The biggest growth in this area, however, has been achieved by the pure players.

This is followed by retailers who offer high quality products (such as Eataly) or market locally-sourced products (like Cortilia), with around 400,000 users.

Online Motivation

According to Nielsen, the main motivations for visiting these sites are savings and the affinity of the channel to the lifestyle of consumers.

However, the barriers that are preventing Italians from doing more shopping online are the need to see products, the enjoyment of the shopping experience, and delivery costs.

Around 5.6 million Italian households use the online channel every year, for a value of €755 million. The average bill is €34.30, compared to €17 in the offline channel.

© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

Stay Connected With Our Weekly Newsletter

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our Terms & Conditions and Privacy Policy
Enjoy unlimited digital access for 30 days
Get exclusive access to the latest grocery retail & FMCG news, interviews with industry leading executives, and expert analysis on the trends shaping the sector today
Enjoy unlimited digital access for 30 days
Enjoy unlimited digital access for 30 days
Get exclusive access to the latest grocery retail & FMCG news, interviews with industry leading executives, and expert analysis on the trends shaping the sector today
Enjoy unlimited digital access for 30 days