Valerio Mariani / lastampa.it
A response to the crisis of consumption comes from e-commerce: although the absolute values \u200b\u200bare still very low compared to the rest of Europe, the Italians who buy on the Internet grow, mature and spent. According to data of the tenth report of the Centre organized by the School of Management of Politecnico di Milano, in collaboration with Netcomm, the Consortium of Italian commerce, in 2010 is projected to increase by 14 per cent of online sales compared to 2009.
After a year of stalemate, e-commerce to grow back by recording a total turnover of 6.5 billion Euros, or about 1 percent of the value of the retail market. According to the report, are about 8 million online shoppers Italians, an increase of one million over 2009. The growth of turnover is about twice that expected in the United States and Great Britain in 2010, while it is in line with that of France and higher than that of Germany, confirming the intuition of a giant ' e-commerce such as Amazon, which this week will open the store Italian. In particularly with regard to the sectors, the HRW report attests to the highest increase for the clothing industry (+43 percent), more than double of other divisions, thanks to the excellent performance of Yoox and the opening of virtual stores of many brands.
But tourism is the first area of \u200b\u200be-commerce in Italy, accounting for 52 percent of the total and an increase of 443 million euro. These results likely because 70 percent of transactions in the sector relate to the ticketing and flight or train, however, sales of services.
To follow, but at a considerable distance, computer and electronics consumer (10 per cent of the total), insurance, clothing, publishing, music and audiovisual. In contrast with the markets of USA, Great Britain, France and Germany, is the sale of products. In these countries, in fact, appear to be prevailing with respect to those services (60 percent vs. 40), while in Italy such as ticketing services for trains, planes and events in general, still count for 65 per cent compared to total.
Despite the increase in values, in Italy is not yet widespread habit of buying online. According to the report of the Polytechnic of Milan, the Italian e-commerce represents 1 percent of the retail market while UK online shopping is the 10 per cent of the total, Germany is 7 and 5 in France. Another figure on the number of buyers on the Internet: the 8 million Italians are still very low compared with the 28, 20 and 34 million people of Great Britain, France and Germany. The average expenditure of € 800/900 per year, finally, appears to be aligned with that of French and German
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