The Computing and Electronics sector takes the second step of the podium among the product sectors that contribute most to the growth of B2C eCommerce product purchases. This is shown by data from the Milan Polytechnic’s B2C eCommerce Observatory, which reveal that the “Tech” sector is preceded only by the Food&Grocery sector, which we discussed here, and followed by the Fashion sector, analyzed here.
The trend of the sector
In 2020 alone, in fact, online sales of products related to the Computing and Consumer Electronics compartment reached a total value of 6.2 billion euros, 20 percent more than in the previous year, which is, in absolute terms, 1.9 billion euros more than in 2019.
In fact, according to a June 2020 Gfk research, since the beginning of Phase 2, that is, the one immediately following the first lockdown period, the Tech market has experienced strong growth with positive trends both online and in traditional stores.
Undoubtedly driving the sale of tech products has been the implementation of smart working and distance learning and, consequently, the need for end users to equip themselves with the necessary devices to easily carry out their profession or studies from home.
Top selling products
With the easing of restrictions and the start of Phase 2, again according to the Gfk study, all of Tech’s most important products by revenue have returned to growth, although in the first few months of the year the different sectors reacted differently.
In fact, among the products that have seen the greatest growth we find precisely those dedicated to the IT and Office sector with an increase of 88 percent over the previous year, followed by small household appliances, such as vacuum cleaners and coffee machines (+50 percent), home comfort products (+19 percent), cell phones (+18 percent) and, finally, large household appliances, such as washing machines and refrigerators (+11 percent).
On the other hand, negative sign only for photographic equipment (-55%), due, once again, to the lockdown and the resulting restrictions on travel and tourist trips.
The Future of the Tech Sector
More than a year after the outbreak of the pandemic, the results on the consumption habits of Italians are now clear: eCommerce has in fact continued to grow and consumers, as expected, have continued to buy online, despite, as Gfk reports, there is a greater propensity for multichannel shopping.
According to the 2021 research by Politecnico di Milano’s B2C eCommerce Observatory, there are three elements to be leveraged in the near future to enhance online sales channel offerings:
1. Simplify the online experience for the end consumer, through increased one-to-one communication and the use of chatbots and virtual assistants, simplified check-out, and, finally, an increasingly important focus on the customer experience, including from mobile.
2. Getting inspired by the international context, simplifying search and purchase processes, introducing new ways of selling and presenting products, and paying more attention to the delivery phase, integrating the use of so-called PUDOs (Pick-Up and Drop-Off Points) including Lockers and Pick-Up Points.
3. Strengthening the supply side, through increased investment in communication and marketing, a greater understanding of the benefits associated with omnichanneling, and finally through optimization of operations, such as efficient and secure picking and distribution of orders placed online.
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