E-commerce, one in three users buys online

Italy is also struggling in e-commerce, however e-commerce is growing by double digits to make up for the chronic delays. And in fact, according to Netcomm-Politecnico Milano, there is a double-digit boom for e-commerce: the driving force is the 20% increase in B2C, 38% in fashion and 35% in publishing.

B2C e-commerce is growing in Italy, going from +17% in 2010 to +20% in 2011, totaling sales from Italian sites of over 8 billion euros. For the third consecutive year, products are driving more (+24%) than services (+18%), but services still hold two thirds of the sector. Clothing and Publishing, music and audiovisuals recorded the highest increase with +38% and +35% respectively.

IT and consumer electronics, Insurance (+22% each) and Tourism (+13%) are also doing well, which, alone, is worth almost half of online sales. penetration rate of B2c eCommerce on total retail sales which exceeds 2%. Online buyers are also advancing, standing at 9 million, almost 1 in every 3 Internet users, up by 7%. The annual expenditure per buyer exceeding one thousand euros is also growing: from 960 euros in 2010 to 1050 euros in 2011 (+9%). The average receipt is slightly decreasing (approximately -6%) but remains above 210 euros. Exports for Clothing and Tourism are booming.

The value of mobile commerce triples (+210% compared to 2010), exceeding 80 million euros, equal to 1% of online sales.