As every year, Ideal, price comparison portal, reveals its report on the state of Italian ecommerce. The company studied the purchasing behaviour of Italians on the net. The technological and social transformation triggered by the ecommerce in the Italian context.

The study data includes statistics on the most sought-after product categories online. In addition to interesting indications on the different demographic profiles of users in the field of digital purchasing habits. And there is no shortage of data related to the mobile revolution triggered by an increasing use of the smartphone.

Electronics, fashion and footwear, the sneakers in particular, are the most desired categories of goods online by Italians (46.6%, 41.7% and 40.3% respectively). This is what emerges from a survey conducted at the end of 2018 by Idealo via Bilendi. The video games and toys are then found (28.9%) and everything is needed for the youngest (26.9%). Moreover, great importance are given to products for body care as well as design and furnishing.

Purchase habits in 2018

Still based on the data collected by Bilendi for ideal, 76% of Italian digital buyers make on average at least one online purchase per month. 19% of digital consumers, so-called intensive consumers, buy online at least once a week. Regular consumers (57%, i.e. those who buy online at least once a month) follow. Finally there are sporadic consumers (24%) who practice online shopping once a quarter or less.

This division shows how the Italian digital market is dominated by regular buyers. One in two Italian e-consumer buys online at least once a month if not more. Interestingly, 35% of the sample examined always consult a price comparator before making a purchase. Another 35% use it often.

The portrait of the Italian digital consumer

In all countries where there is an idea (Germany, Austria, United Kingdom, France, Italy, Spain) most online searches are carried out by men. As regards Italy, their weight is 59.2% while that of women is 40.8%.

Another interesting aspect is the age group. In our country, digital consumers between 35 and 44 years of age are the dominant ones. They represent 27.0% of the total, followed by 25-34 years of age (22.4%) and 45-54 years of age (20.9%). In Germany, France and Austria, the highest share is 25-34 years old.

The mobile revolution in the ecommerce

One Italian consumer on two uses the smartphone for online shopping and for price comparison. In particular, data from the purchase intentions registered on the Italian idealo portal show that 38.9% of users use PC or laptop. 52.5% prefers the smartphone and only the “8.”

Those who connect on the move prefer an Android device in 74.6% of cases while iOS stands at 23.6%. In Germany and France, the share of desktop traffic is higher than mobile traffic. A diametrically opposed trend to what is happening in our country, but also in Spain, the United Kingdom and Austria.

The Power of Reviews

According to Bilendi’s data, finally, digital Italian consumers are particularly attentive to online reviews and savings possibilities. 93% often read tests or guides to purchase, while 90% often read reviews and opinions of other users.

For Fabio Plebani, Country Manager for Italy of idealo › We have seen how the world of ecommerce remains the preserve of man despite the remarkable growth of the sectors most related to the female world, first of all These products are among the most affected by new digital phenomena such as dynamic pricing and the fluctuation of prices according to gender, more commonly called pink tax or blue tax. Interesting that these sudden changes in prices can be transformed into savings opportunities, which the Italian user is learning more and more about.Considering, finally, the categories of goods that will grow more in the coming years at the digital level, the A challenge that must be addressed now, however.

At this link of the website you can download the full report.

More information about ideal is available on the company website at this link.

Leave a Reply

Your email address will not be published.

You May Also Like