Christmas is just around the corner, and with Black Friday and Cyber Monday, scheduled this year for Nov. 25-28, Christmas shopping can officially get underway. The question, then, arises: where will Santa Claus buy his gifts this year? Or, in other words, what are the Italians’ favorite eCommerce outlets?
As of today, in fact, Italy is the third largest market in Europe in terms of online sales, with a total turnover of 64 billion euros (+ 33 percent over 2020, Casaleggio Associati data). According to Statista Digital Market Outlook, the current list of Italy’s top 5 most successful online stores would be dominated by foreign brands.
The top 5 eCommerce stores in Italy
In first place is Amazon with total net sales of 5 billion euros generated in Italy in 2021. In second place, but with only about one-sixth of Amazon’s net sales of 862 million euros in 2021, we find instead the Chinese fast fashion giant Shein, followed by Apple and Zalando in third and fourth place respectively. More surprising, however, is the fifth place in the ranking that would be occupied by MediaWorld. MediaWorld’s eCommerce actually has an “ancient” history: in fact, it was born as early as 1999, flanking the numerous physical stores present throughout the country and offering a wide range of products such as home appliances and smartphones, which online we remember are often the most popular. In 2021, the Italian virtual store of the German electronics brand MediaMarkt registered an important growth in sales (+91%) reaching 578 million euros and only narrowly missing the fourth position in the ranking, occupied by Zalando. Growth that, by the way, is recorded not only in Italy but also in the other countries where it is present.
Italians’ 100 favorite eCommerce
To broaden the horizon with a ranking of the top 100 eCommerce in Italy, however, is the eCommerce Ranking updated monthly by Casaleggio Associati. According to the Report, it is marketplaces that lead the ranking with three brands (Amazon, Subito and eBay) in the top positions. Breaking down the top 100 sectors instead, 19 percent are part of tourism, 18 percent leisure and 17 percent fashion.
The top eCommerce by sector
Thus, by analyzing eCommerce by individual sector, it is possible to establish the ranking of the top three for each category in the product sphere. Thus, as far as publishing is concerned, we find IBS, Feltrinelli, and Mondadori Store; health and beauty: eFarma, Notino, and Farmae; home: Ikea, Mondo Convenienza, and Obi; food: Just Eat, Deliveroo, and Esselunga; leisure: Leroy Merlin, TicketOne, and Decathlon; fashion: Zalando, Shein, and Vinted; electronics: MediaWorld, Unieuro, and Samsung.
Having chosen the gift – and eCommerce – all that remains, then, is to make one’s purchases. According to trade associations, for Christmas 2022, 17 percent of Italians will contain their spending on gifts under 100 euros, while 20 percent plan to spend more than 300 euros, between online and physical stores.
The breakthrough in Christmas (and other) order deliveries
The real breakthrough, however, may have to do with deliveries. If Santa Claus can in fact be considered the main promoter of Home Delivery, it is conceivable for Christmas 2022 to give a nice gift to the environment as well with greener and more sustainable deliveries at Locker and Pickup Points, a delivery method that can already reach 7 million inhabitants (i.e., 12% of the Italian population) within 500 meters of the home, 28% of the population within 1 kilometer and even 46% if a radius of 2 kilometers is considered (Agcom data). This is a nice way to ease the hard work of Santa Claus, who instead of peeping into every home could deliver 100 percent of the deliveries in one place.
If you are an eCommerce manager and you are preparing your online sales channel for Christmas shopping, GEL Proximity can help you integrate your eCommerce with tens of thousands of Pickup Points and Lockers already active throughout the country and internationally, so you can offer your customers a unique and personalized shopping experience. Contact us to learn how now.
