CHRISTMAS 2018: ITALIANS CHOOSE ONLINE SHOPPING
This year also Santa Claus prefer
e-commerce websites!
This year in Italy e-commerce field has increased: over the half of Christmas purchases will be made online. Data come from the study “Holiday survey” by Deloitte, according to which 57% of expenditure for Christmas presents will be on digital channels, through traditional platforms and mobile devices. Also the Osservatorio e-commerce B2c Netcomm of Politecnico di Milano highlights the increase of online shopping this year: only in November and December Italians spent 6,8 billion of Euros on internet. That quote represents the 25% of annual e-commerce demand and is still growing, with +20% compared to 2017.
But the data that will make us remember 2018 is another one: for the first time online purchases through smartphone (46%) exceed desktop and tablet ones. According to the study, Black Friday and Cyber Monday play an increasingly important role in the online shopping industry (with a quote of over 1 billion of Euros), because they are considered by Italian users great deals.
What reasons drive Italians to buy online rather than in traditional shops?
The Osservatorio e-commerce B2c Netcomm detected the main reasons why users prefer digital channels.
- Full offer: sections dedicated to Christmas presents, gift packaging including greetings messages, free shipping, possibility of customize products
- Saving: convenience compared to physical shops because of the several discount campaigns during Christmas time
- Greater awareness about benefits of e-commerce websites: including the ease of purchase and the access to a wider range of products
- Growth of digital culture: Italians are more open towards the digital world than in previous years
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