MILAN Dec. 27 (Class Editori) - In 2019 as well, e-commerce proved to be one of the most important driving factors for the industry of transporting goods by sea, by land and especially by air. It is no coincidence, for example, that last November Malpensa airport set its historic cargo traffic record for the eleventh month of the year, with 52,649 tons of goods handled and an increase of 7.6% compared to a year earlier.
And the same goes for the Brescia Montichiari airport which, since Poste Italiane entered into an agreement with Amazon for the distribution of parcels and products, experienced a huge growth in the quantities of traffic, reaching 26,734 tons in the first 11 months of this year, +27.1% compared to the same period of 2018. Days specifically dedicated to promotional sales such as Black Friday, Cyber Monday and Single's day imported from the United States and China have now become an important generator of transport and logistics of goods in Italy too.
The Ecommerce Report 2019, created globally by the Ecommerce Foundation on behalf of Sap, analyzes the trend of online shopping also in Italy, confirming its growth trends at higher levels than the other sales channels. The volumes of purchases recorded during the last Black Friday and the first data in the month of Christmas shopping have recently demonstrated this.
The analysis estimates the turnover generated in 2019 by B2C e-commerce in Italy at 35.65 billion euros, an increase of 30% compared to 2018 and 140% compared to 2015, while, from here to 2013 further growth trends are estimated in each sector, especially in electronics, clothing, food, personal care products and household appliances.
Of the Italian population present online, 79% of the total population (it was 69% in 2015), 37% make at least one purchase via the Internet per year. The PC is still the most popular tool, 55% of buyers resort to it, but the use of the smartphone is growing, while the tablet, in the last position, maintains a stable trend. Among users, the age group between 25 and 54 prevails; over 65s follow which unexpectedly are more users of online shopping than young people aged 15-24.
In the global ranking that looks at development for e-government, Italy occupies the 22nd place out of 193, given that it highlights the need for greater investments in TLC infrastructures to encourage greater diffusion of online services in our country. In fact, there remains a problem of low or non-existent coverage in Italian areas furthest from large urban centers, with the effect of reducing the purchasing potential of certain sections of the population and also the capacity of operators in the sector (now increasingly in demand) to be present when the customer requests it. All this to build long-term relationships of trust, giving the customer experience a strategic role and therefore providing for the integration of all points of contact with the customer, both digital and physical, on a single platform.
"Today we are talking about e-commerce but it would be more appropriate to talk about commerce", underlines Ivano Fossati, operational manager for Southern Europe and Sap's customer experience. "Because in the era of the experience economy, even going to a physical store is an activity that on the one hand is connected to experiences on other channels such as online, mobile, stores, call centers, social media and the press, and that on the other allows you to offer consistent experiences to your customers with a fast time to value. The strategic role of logistics is growing, but more and more physical stores have been opened recently to support online activities".
The analysis shows the sales results of the main players in Italy, where Amazon dominates the ranking of the platforms most used by the Italians, followed at a great distance by Zalando, Apple, Privalia and Esselunga.
(Source:Class Editori)
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A single purchase
