The value chain of ecommerce rises to third place among the 99 economic activities by impact on the turnover of the private sector in Italy in 2019 (in the calculation of the ATECO sectors the sectors of construction, energy and oil extraction were excluded).

It does so with a weight of 19.2% on the increase of turnover of the total of Italian economic activities.

In 2019, the value chain related to ecommerce has affected the growth of employment of Italian companies, contributing to 6.7% of the total, also revealing third economic sector due to change in the impact on Italian employment.

Online purchases in Italy in 2020 are generating an increase in revenues of 3.5 billion euros (+6.3% on 2019, with a trend lower than the average rate of +18% of the last 5 years).

Almost 70% of ecommerce operators, i.e. marketants and brands that have activated direct online sales channels, and 60% of companies that provide services to the supply chain plan to strengthen their workforce for the e-commerce channel in 2020, for a sector that in Italy

The data comes from the report produced by Netcomm in collaboration with The European House • The role and contribution of the e-commerce and digital retail to the growth and digital transformation • • The data is available in the following

As the study was done The value chain of ecommerce and digital retail over the five-year period 2015-2019 was analysed with the analysis of available balance sheets on the AIDA The contribution to the country-system was analysed according to the variables affecting the total economic impact and contribution to the growth rate; the impact on the total employment and contribution to its growth rate; turnover per employee. For the changes in the development and use of the online channel during and following the lockdown (March-May 2020) an ad hoc survey was promoted among companies associated with the Netcomm Consortium and the Ambrosetti Club service of The European House

The perimeter of the investigation

The research has reconstructed the perimeter of the commerce field starting from the 2015-2019 budget values, highlighting the data relative to the employment and the distribution of the turnover at regional level, taking into consideration marketplace, online retailers, brand owner, business partner of services The analysis showed that between 290 thousand workers employed in the network of ecommerce and digital retail in 2019, 154 thousand are employed in online sales (with an annual growth of 12% between 2015 and 2019) and 136 thousand in the aggregate of services to

The weight of the Italian ecommerce

According to the report l’ecommerce was one of the sectors that increased its relative weight more on the total turnover of Italian companies with an increase of 19.2%.

The most decisive growths are those of the chemical production sector (+32.8%), the retail sector (+18.1%), the manufacture of materials and equipment (17.8%) and the catering industry (+9.2%). The value chain companies of the Ecommerce account for 34% of the total capital companies in Italy (1.9 million) and are equally distributed across the territory.

21% are located in Lombardy, 16.8% in Lazio, 9.6% in Campania, 7.7% in Emilia-Romagna, 7.6% in Veneto, 7.0% in Tuscany, 5.4% in Sicily, 5.0% in Puglia and 4.6% in Piedmont Over 46% of their turnover is concentrated in the North-West.

At the top of the ranking is Lombardy with 22.2 billion euros (39%), followed by Lazio with 5.3, Veneto with 4.3, Emilia-Romagna with 3.8, Campania 3.7, Piedmont with 3.3, Tuscany with 2.2, Sicily with 1.4

Almost half of the turnover of the companies in the value chain of ecommerce and digital retail in 2019 was generated by large companies (43.9%), but also SMEs and micro-enterprises saw their turnover increase: small companies account for 22.2%

Digital retail with multichannel and sustainability

Physical stores with multichannel offers have driven a good part of the growth of online sales since early 2020. Operators are promoting a gradual transition to more sustainable business models: to help ecommerce become a carbon neutral sector in the medium to long term, for example, packaging is used in easily recyclable or reusable materials (such as cardboard) and dimensional standards.

In 2020, compared with a reduction in tourism, there was a loss in the shopping tourism trade of € 5.7 billion (75% of the total). To cope with the decline in consumption, we try to use the digital channel to promote Made in Italy products worldwide.

A possible solution indicated by the report is to encourage the increasing integration of tourism promotion websites of the territories (Comuni, Provinces, Regions) and local productions typical with digital platforms that allow the visitor to carry out the online purchasing experience.

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