Italy's commercial landscape is constantly changing, influenced by dynamics and trends that have a major impact on how businesses operate and how consumers shop. In particular, commerce is increasingly taking on a “multichannel” nature, with online and offline channels playing complementary roles in Italians' consumption habits.
The multichannel phenomenon was also revealed in a study conducted by the De Gasperi Foundation with support from Amazon titled “.The evolution of e-commerce: between myths and evidence” analysis also clarified some important aspects related to e-commerce.
This study emphasizes that employment dynamics do not establish a causal relationship between the spread of e-commerce and the loss of jobs in traditional business activities. Corporate activity was actually growing and recording a positive trend until the outbreak of the COVID-19 pandemic. An analysis prepared by ISTAT (Italian National Institute of Statistics) shows that over the past decade until the outbreak of the pandemic, the commercial sector underwent a period of growth essentially coinciding with the spread of e-commerce. Masu. The disappearance of some small and medium-sized enterprises (SMEs).
However, the study highlights that the total sales area has increased slightly with a decrease in the number of activities of small and medium-sized enterprises, indicating consolidation into fewer large enterprises. It also shows that small business employment follows regional rather than national dynamics. It was noted that a 1% population increase in the reference area is reflected in his 1.2% increase in employment in the commercial sector.
Meanwhile, the penetration rate of e-commerce in Italy is around 12%, but it still represents a small part of traditional commerce (shopping centers and large organized retail establishments) and still accounts for around 90% of purchases. I am. within the sector. And as these leading players continue to play important complementary roles in the sector, multichannel strategies enable the development of competitive dynamics and create new opportunities for businesses and consumers.
The adoption of e-commerce as an additional sales channel has made it possible to optimize the distribution process, reducing the number of distributed customers, empty travel and environmental impact, increasing the sustainability of the commercial sector. This aspect has also been confirmed in a previous study conducted by Oliver Wyman, which showed that the fastest shipping options are those with the lowest carbon footprint.2 E-commerce saves 4 to 9 times the traffic generated by in-store shopping.
The survey, carried out by IPSOS as part of a study carried out by the De Gasperi Foundation, asked Italians why they use e-commerce sites. The study found that a wide selection of products and the availability of home delivery services are the driving forces behind consumers choosing to shop online, but “traditional” stores remain It is a reference channel for a wide range of products, including for example artisan products. , the importance of sensory aspects in purchasing continues to be important.
An analysis conducted by the De Gasperi Foundation found that e-commerce is also an opportunity for local stores. For his 71% of Italian consumers, local stores that have ventured into e-commerce have improved the quality and quantity of services provided to customers, thanks to the spread of online stores. Moreover, 60% of Italian customers appreciate having a trusted store as a delivery location.
The study also sparked interest from some institutional representatives and industry groups who wanted to share their thoughts on what the study revealed. In his message during the presentation of the study, Senator Claudio Durrigon, Undersecretary of the Italian Ministry of Labor and Social Policy, recognized how e-commerce could be a starting point for many Italian companies, especially small ones, and acknowledged that He emphasized the importance of dispelling preconceptions. thing.
Confessercenti (the association representing small and medium-sized enterprises in Italy) commented that this report confirms the findings of a survey carried out in May 2023, according to which physical stores remain the preferred purchasing channel for consumers. This is also a result of the special role that local companies play in Italy compared to companies from other countries. The reduction in employment and the movement of people and workers from small municipalities to large cities requires serious consideration of how to deal with commercial deserts. In this sense, it is essential to strengthen the skills and technology of commercial activities, especially the integration of digital and traditional tools.
confapi (Italian Federation of Small and Medium Enterprises) has a similar opinion. – Online sales represent a growth opportunity for small and medium-sized enterprises operating in this sector. We need a path to digital transformation, and this requires industry associations to play a leading role and actively support their members.
The tools that technology has made available to merchants today allow touchpoints to retain customers and provide them with increasingly personalized, high-quality service. All stakeholders, public and private, need to work together to meet the challenges ahead, support the development of small and medium-sized enterprises, and help them maximize their success.
