E-commerce growth is good for retail

The increase in e-commerce growth is the highest ever recorded: the data from the B2C e-commerce Observatory says a lot.

The sales generation in the retail industry goes through e-commerce.

According to estimates by the B2C e-commerce Observatory of the Politecnico di Milano, e-commerce - despite having a purchase penetration of 7.3% - is responsible for 65% of the overall growth in retail (online + offline). E-commerce plays a key role in the customer journey, as a channel where to find information and inspiration.

The change was overwhelming to say the least: as shown by the surveys, we have gone from 100 million to 31.6 billion online purchases in twenty years. And the overall growth in retail has gone from 1% to 65%.

The purchase of products has the lion's share: from the “traditional” sectors (such as IT and electronics with +19% and Clothing with +16%) to the emerging ones (Furniture & Home Living with +30% and Food & Grocery with +42%), the overall growth is 21% compared to last year, thanks to 281 million orders and an average receipt of about 66 euros.

In the services sector, on the other hand, the first Italian e-commerce is represented by Tourism and Transportation, with an increase of 9%. The most used device between 2020 and 2021 will be the smartphone: the current data already tell so, with 40% of online purchases made on mobile.


The aspects of a successful e-commerce

In Italy, the e-shoppers that generate the highest part of the demand (94%) are usual ones, i.e. those that buy at least once a month.

For this reason, if we want to stimulate the growth of e-commerce, we will need to increase the existing user base on the one hand, and maximize the loyalty of those who are already online on the other hand, with a strong orientation to the service.

According to Roberto Liscia, president of Netcomm, the elements on which to invest to be recognized by customers as a trustworthy e-store are:

  • a customer service that follows the customer before, during and after the purchase;
  • an efficient logistics partner (service rhymes with timely delivery!)
  • individual and simple returns management

In this way the goal of winning the loyalty of the consumer and increasing their spending is not so far, and social shopping is a fruitful new channel for the process.