The value of online purchases by Italians shows a +18% for a turnover that is close to 20 billion euros, between products (9 billion) and services (10.6 billion). Tourism confirms itself as the leading sector with a share of 44% and uk whatsapp number a growth of 10%. It is followed by Consumer Electronics which is worth 15% and grows by 28% and Clothing, which is worth 10% and grows by 27%. The contribution of emerging sectors (Food & Grocery, Furniture and home living, Beauty, Toys) is increasingly important, which together are worth over 1.5 billion euros and grow at rates between +30 and 50%.
Italian eCommerce, although still unbalanced towards services (54% of the overall value), records a growth in product purchases 4 times higher than that recorded by services (32% vs 8%). It is therefore slowly approaching that recorded in the main foreign markets, where the demand component linked to products is around 70%.
In 2016, Italian web shoppers , i.e. consumers who made at least one online purchase in the year, grew by 7% annually and reached 19 million , equal to approximately 60% of internet users.
The penetration of eCommerce on total . If we take as a reference the countries where B2C eCommerce is absolutely more mature, the penetration on total Retail is up to 4 times that of Italy and is around 15%-20%.